Canon Communications’ Medical Device Brands Survey Identifies Media Preferences of the Global Medical Device Community
Canon Communications’ Medical Device Brands Survey Identifies Media Preferences of the Global Medical Device Community
Survey tracks use of traditional media and e-media channels by nearly 4,000 medical device professionals worldwide
Los Angeles, CA (July 21, 2010) – Today, Canon Communications LLC’s Medical Device Brands released the findings of its Global Medical Device OEM Survey. The study, which includes responses from nearly 4,000 members of Canon Communications’ worldwide audience of medical device professionals, is the largest, most comprehensive study of the medical device OEM community.
The study, conducted by Readex Research, surveyed medical device professionals in North America, Europe, Asia, and other emerging markets about their preferences for acquiring work-related information from different media sources, how they use these media channels during the product cycle, and how media is used to learn about emerging technologies and trends and ultimately during the supplier/product selection process. In addition, the study looked at purchasing process trends as well as growth projections in an effort to measure the stability of the medical device market.
“The results of this survey conclusively demonstrate that traditional and e-media channels are highly-valued and utilized by medical device professionals around the world, during different stages in their careers and in each phase of the product cycle,” stated Stephen Corrick, Vice President of the Medical Device Brands Division at Canon Communications. “Another important finding is that supplier/vendor websites are a significant source for information for medical device professionals, especially product-specific information. Suppliers and vendors cannot underestimate how important it is to direct decision-makers to their websites via industry media channels and search, and to serve rich, credible and educational content via their websites.”
The most significant overarching theme from the findings is that medical device professionals, regardless of age or geographic location, are utilizing traditional media sources, including print trade publications and trade shows/conferences, in conjunction with e-media/digital media sources, including search engines, websites and e-newsletters/e-mail delivered media, to stay educated and informed about industry and technology developments. The study also reveals that as medical device OEM professionals seek product information, they are linking to supplier/vendor websites and view this as an important source for research and product content.
Further results of the study are available by contacting Michael Bartolomei at michael.bartolomei@cancom.com.