2017 Global General Radiography
Product Line Strategy Leadership Award

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Contents
Background and Company Performance ............................................................................................. 3
Industry Challenges ................................................................................................................... 3
Product Line Strength and Customer Impact............................................................................... 3
Conclusion ................................................................................................................................. 3
Significance of Product Line Strategy ................................................................................................. 8
Understanding Product Line Strategy Leadership................................................................................ 8
Key Benchmarking Criteria ......................................................................................................... 9
Product Line Strength................................................................................................................. 9
Customer Impact ....................................................................................................................... 9Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best Practices..... 10
The Intersection between 360-Degree Research and Best Practices Awards ...................................... 11
Research Methodology ............................................................................................................. 11
About Frost & Sullivan ..................................................................................................................... 11© Frost & Sullivan 20172

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Background and Company Performance
Industry Challenges
General radiography used in diagnostic imaging applications is the oldest medical imaging
modality, and the one that has given rise to the expansive medical imaging field as it is
known today. Depending on the facility, general X-ray procedures represent between onethird and up to two-thirds of the volume of diagnostic imaging procedures performed.
Globally, more than 700 million X-ray procedures are carried out annually. The modality isalso the most popular in terms of clinical utilization, despite the ongoing developments
and growth in advanced imaging modalities. However, radiation dose, patient safety,
automation, flexibility, and positioning for image quality are some of the challenges facedby end users.
Further, the effect of the increased modularity of digital radiography (DR) equipment isbeing applied to analog offerings. This is because users with limited budgets split
purchases into multiple years and instead considers using multi-functional
radiographic/fluoroscopic (R/F) (systems with both radiographic and fluoroscopic
properties) systems and mobile X-ray options with DR upgrade paths (upgrading existing
analog, computed radiography to DR retrofit systems). Thus, multi-functional R/F systems
are gaining in popularity among end users because vendors are targeting their features toapplications in general for radiology, orthopedics, and vascular applications. Therefore,
Frost & Sullivan believes that the uptake of multifunctional R/F systems provide stiffcompetition among the vendors because customers look for lower priced systems withlimited features as opposed to premium offerings.
In light of this, companies are striving to offer products with innovative technologies toaddress these challenges and provide a high-value proposition for customers. Byenhancing customer value, manufacturers can expand their customer base, offer abroader product line, increase market share, and build strong brand loyalty, paving theway for continued growth.

Product Line Strength and Customer Impact
BreadthShimadzu has made significant contributions to the field of diagnostic imaging and isconsidered a trendsetter in general radiography. In the past decade, the need for effective
radiographic solutions has increased, as X-ray is the first diagnostic tool recommended for
initial diagnosis. However, there is no one specific diagnostic imaging tool that gives aclear picture and, in some instances, the need for supplemental imaging through othersources becomes essential. The contemporary radiographic systems include fixed X-ray,fluoroscopy, mobile X-ray, and digital radiography. Shimadzu has the entire range ofgeneral radiography solutions, from fixed ceiling-mounted to floor-mounted systems and© Frost & Sullivan 20173

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mobile X-ray solutions with or without one to two arms, and all in entry-level to high-end
configurations. By doing this, the company has made sure to produce radiography
products that cater to every market segment and every type of user.
Most medical imaging companies have traditional general radiography products. In 2016,
Shimadzu introduced innovative technologies such as digital multislice tomography whichenables flexible positioning to view oblique cross sections of the spine and hip joints.
Other products include SONIALVISION G4 (a fluoroscopy product with multi-functionality
features), RADspeed Pro EDGE package (a high-performance general radiographyequipment), and MobileDaRt Evolution MX7 Version (mobile X-ray with digitization
features).
With this line of products, the company has developed the comprehensive portfolio of
products required for radiographic solutions that focus on enhanced automation,
efficiency, image quality, and cutting-edge application. They enhance clinical value byoffering flexible positioning, reduced radiation dose, and versatility to view bone and soft
tissue images. They can be used for orthopedics, general radiography studies, barium
studies, endoscopy, urology, angiography, and other anatomies. This clinical offering helps
to build a solid partnership with end users.
Technology Leverage
Shimadzu’s technology utilizes advanced robotic capabilities and next-generation digital
imaging technology.
General Radiography:

Its RADspeed Pro EDGE package, introduced in 2016, incorporates cutting-edge
applications like tomosynthesis, speed stitch, and dual energy subtraction.
Tomosynthesis combines cone-beam CT reconstruction with digital image processing.
With this, any number of cross-sectional images can be obtained. Additionally, flexible
examinations while standing or supine are possible, and generally difficult images of
elbows or knees can be easily imaged.
The system also incorporates “T-smart,” which is the metal artifact reduction technologythat reduces metal artifacts in orthopedic patients.
Speed stitch technology also called as auto-stitching combines multiple images that arecaptured while the X-ray tube is in motion at various angles.
Dual energy subtraction: These make use of dual energy subtraction—imaging
algorithms that couple with low and high voltages and obtain the images of soft tissue andbone images separately.

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Fluoroscopy

Fluoroscopy procedure volumes have been generally declining, but fluoroscopy is still
mandatory to have in a hospital’s service line. This means that fluoroscopy rooms andequipment tend to be under-utilized in most facilities, and that there is an opportunity for
multi-purpose equipment that can be alternatively used for either fluoroscopy or DR.
To capitalize on the fluoroscopy market, Shimadzu launched its high performance
multifunctional R/F system (radio/fluoro) (Sonialvision G4), which is capable of a wide
range of examinations (radio/fluoro) and is ideal for inter-departmental shared services.
The field of view (FOV) flat panel detector (FPD) is available in 5 sizes. The largest FOV
size available (43 cm X 43 cm) in the industry is available in this R/F. It provides anextensive imaging area, ultra-high definition and dynamic images, reduced radiation
exposure, a ceiling-mounted telescopic arm, and a bucky wall stand with a portable FPD.
These features make this set-up a complete and sophisticated multifunctional R/F solution.
It incorporates cutting-edge technologies such as the SUREengine-Advance, an image
process technology that delivers high-quality fluoro and radiography images; SLOT
Advance, an optimal technology for long-view images (e.g., full spine/legs) with a minimal
X-ray dose; and T-smart, the latest tomosynthesis technology, which aids in iterative
reconstruction with metal artifact suppression. Together, these features result in the
excellent performance of Sonialvision G4.
Example: A case study by Takasago Municipal hospital in Japan applauded the clinicalexperience of using Sonialvision G4 as a multi-purpose R/F system for angiographic
procedures. The system provided excellent quality resolution of the fluoroscopy image tovisualize microcatheter ends and stents. Thus, the hospital found the Sonialvision G4 as agood alternative for traditional angiography systems.
Mobile X-ray

In addition to flexible ergonomics, the recently launched MobileDaRt Evolution MX7
incorporates a large LCD monitor and LED collimator light that increases
brightness up to 40% and saves electricity by 80% when compared to its competingproducts. It also has a user-friendly design with wireless capability. The wirelesscapability of the MX7 systems provides extended applications, such as schedulingexaminations or physicians being able to interpret images and diagnosing conditions
in routine patient rounds, ICUs, NICUs, emergency rooms, and operating rooms. Frost& Sullivan’s independent analysis depicts that Shimadzu’s MobileDaRt Evolution MX7 is amuch-needed enhancement for hospitals and imaging centers for extended clinicalapplications, thereby giving Shimadzu an edge over its competitors globally.

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Customer Purchase Experience
Shimadzu aims to provide a unique value proposition to customers by offering acomprehensive toolkit that has been incorporated in its recently launched products.
Example:Based on customer feedback, a sophisticated auto-positioning feature that could becontrolled with remotes was introduced in the RADspeed Pro EDGE package. This helps
the radiographer position the tube without much effort and fine tune this positioning,
focusing on patient safety and a reduced radiation dose.
Additionally, the feature of removable grid that helps reduce radiation exposure during
pediatric imaging was incorporated based on recommendations from end users. It also
incorporated a dose area product meter on the collimator that measures the actual dose ofradiation the patient is exposed to.
The research and development of new models (commercialized) is guided by an education
steering committee comprised of key opinion leaders (KOLs). This is to help individuals at
all levels learn more about the new features incorporated across the product range. The
training and educational programs, expansion into international markets, engagementwith KOLs, and leveraging of its product portfolio and cross-selling opportunities havebeen key strategies for excellence in Shimadzu’s development and business growth.
Additionally, as a part of its continuous focus on research, Shimadzu and universities havepartnered in performing research to optimize the existing systems and develop further
innovations and efficiencies. Shimadzu’s openness to understanding end-user needs,
discussions with international channels, and a focus on gathering input from healthcare
professionals (e.g., radiologists, interventional radiologists, radiological technologists, andhealthcare facilities) are strategic measures the company executes to develop uniqueproducts that deliver a highly satisfying experience to its customers. Innovation at
Shimadzu is achieved using diversified resources, such as scientists and engineers, withexperience in robotics, image processing, and optics.
Customer Service Experience
In its bid to enable customers to make the right purchase decision when selecting
radiography systems for advanced patient care, Shimadzu functions as a resource hub.
Staying abreast of customer concerns and resolving them in a timely manner drive acompany towards success, over and above its commitment to addressing changing userneeds. Shimadzu, on a similar front, provides a stage for customers to meet every year
and come up with ideologies or requirements that they intend to address in radiography
products. Shimadzu has a dedicated field/service team in 76 countries with more than
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services (software upgrade, technical support, 24X7 support, user-specific modules) for
healthcare service providers.
Brand Equity
Shimadzu accomplishes its vision of excellence in radiology imaging with crucial
breakthrough product lines—SONIALVISION G4, RADspeed Pro EDGE, and MobileDaRt
Evolution MX7 Version. These innovative technologies are expected to increase
penetration of Shimadzu’s products in hospitals and radiology centers by both new andexisting customers. This is demonstrated by the fact that RADspeed Pro EDGE andMobileDaRt Evolution MX7 found acceptance in more than 100 hospitals worldwide within
one year of introduction. After years of intense development, the success of technology
breakthrough aligns to Shimadzu’s presence with integrated radiography solutions that
support the vision and transition towards value-based healthcare. Frost & Sullivan agrees
that this dynamic increases the overall brand presence of Shimadzu when compared toother competitors in the market.

Conclusion
As the radiography industry moves towards patient safety, reduced radiation dosage, andversatility with innovation as the key focus, solution providers must identify what solutions
can enhance market penetration and ensure the greatest return on investment in thishighly matured and competitive market. With over 140 years of experience and a global
customer base, Shimadzu provides its customers with radiography systems that offer bothversatile and improved functional capabilities. Through its innovations across its
radiography product portfolio (general X-ray, fluoroscopy, mobile X-ray), Shimadzu has
achieved successful global product penetration. Thus, the company has witnessedconsistent above-average market growth in the year 2016 and is a strong global
contender. Because of its strong overall performance, Shimadzu is recognized with Frost &Sullivan’s 2017 Product Line Strategy Leadership Award.

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Significance of Product Line Strategy
Ultimately, growth in any organization depends upon customers purchasing from acompany and then making the decision to return time and again. A full, comprehensive
product line that addresses numerous customer needs and preferences is , therefore, acritical ingredient to any company’s long-term retention efforts. To achieve these dual
goals (customer value and product line strength), an organization must be best-in-class inthree key areas: understanding demand, nurturing the brand, and differentiating from thecompetition.

Understanding Product Line Strategy LeadershipAs discussed above, driving demand, strengthening brand, and differentiating from thecompetition all play a critical role in delivering unique value to customers. This three-foldfocus, however, must ideally be complemented by an equally rigorous focus on building a
superior and comprehensive product line.

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Key Benchmarking Criteria
For the Product Line Strategy Leadership Award, Frost & Sullivan analysts independently
evaluated two key factors—Product Line Strength and Customer Impact—according to thecriteria identified below.

Product Line Strength
Criterion 1: Breadth
Requirement: Product line addresses the full range of customer needs and applications.
Criterion 2: Scalability
Requirement: Product line offers products at a variety of price points and functionality
levels.
Criterion 3: Technology Leverage
Requirement: Demonstrated commitment to incorporating leading-edge technologies into
product offerings results in greater product performance and value.
Criterion 4: Features
Requirement: Products offer a comprehensive suite of features to serve customers at
multiple levels of functionality, ease of use, and applications.
Criterion 5: Supply Chain Reliability
Requirement: There is sufficient control over the supply chain to ensure availability of key
components and thereby the availability of products in the product line.

Customer Impact
Criterion 1: Price/Performance Value
Requirement: Products or services offer the best value for the price, compared to similarofferings in the market.
Criterion 2: Customer Purchase Experience
Requirement: Customers feel they are buying the most optimal solution that addresses
both their unique needs and their unique constraints.
Criterion 3: Customer Ownership Experience
Requirement: Customers are proud to own the company’s product or service and have apositive experience throughout the life of the product or service.
Criterion 4: Customer Service Experience
Requirement: Customer service is accessible, fast, stress-free, and of high quality.
Criterion 5: Brand Equity
Requirement: Customers have a positive view of the brand and exhibit high brand loyalty.

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Best Practices Recognition: 10 Steps to
Identifying, and Recognizing Best Practices

Researching,

Frost & Sullivan analysts follow a 10-step process to evaluate Award candidates andassess their fit with select best practice criteria. The reputation and integrity of theAwards are based on close adherence to this process.
STEPOBJECTIVE

KEY ACTIVITIESOUTPUT

Identify Award recipient
candidates from around theglobe Conduct in-depth industry
research Identify emerging sectors
 Scan multiple geographies

Pipeline of candidates who
potentially meet all bestpractice criteria

Perform comprehensive,
360-degree research on all
candidates in the pipeline

 Interview thought leaders
and industry practitioners
 Assess candidates’ fit with
best-practice criteria Rank all candidates

Matrix positioning of all
candidates’ performance
relative to one another1

Monitor,target, andscreen2

Perform
360-degree
research

3

Invitethought
leadership in
best
practices

Perform in-depth
examination of all candidates

 Confirm best-practice criteria
 Examine eligibility of all
candidates
 Identify any information gaps

Detailed profiles of allranked candidates

4

Initiate
research
director
review

Conduct an unbiased
evaluation of all candidate
profiles Brainstorm ranking options
 Invite multiple perspectives
on candidates’ performance Update candidate profiles

Final prioritization of alleligible candidates andcompanion best-practice
positioning paper

5

Assemble
panel ofindustry
experts

Present findings to an expert
panel of industry thought
leaders

 Share findings Strengthen cases forcandidate eligibility
 Prioritize candidates

Refined list of prioritizedAward candidates

6

Conduct
globalindustry
review

Build consensus on Award
candidates’ eligibility

 Hold global team meeting toreview all candidates
 Pressure-test fit with criteria
 Confirm inclusion of alleligible candidates

Final list of eligible Award
candidates, representing
success stories worldwide

7

Perform
quality check

Develop official Award
consideration materials

 Perform final performancebenchmarking activities
 Write nominations
 Perform quality review

High-quality, accurate, andcreative presentation of
nominees’ successes

8

Reconnectwith panel ofindustry
experts

Finalize the selection of thebest-practice Award recipient Review analysis with panel Build consensus
 Select recipient

Decision on which company
performs best against all
best-practice criteria

9

Communicate
recognition

Inform Award recipient ofAward recognition

 Present Award to the CEO
 Inspire the organization forcontinued success Celebrate the recipient’s
performance

Announcement of Awardand plan for how recipient
can use the Award toenhance the brand

10

Take
strategic
actionUpon licensing, company isable to share Award news
with stakeholders andcustomers Coordinate media outreach Design a marketing plan Assess Award’s role in future
strategic planning

Widespread awareness ofrecipient’s Award statusamong investors, media
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The Intersection between 360-Degree Research and Best
Practices Awards
Research Methodology
Frost & Sullivan’s 360-degree research
360-DEGREE RESEARCH: SEEING ORDER IN
methodology represents the analytical
THE CHAOS
rigor of our research process. It offers a
360-degree-view of industry challenges,
trends, and issues by integrating all 7 of
Frost & Sullivan's research methodologies.
Too often companies make important
growth decisions based on a narrow
understandingof their environment,
leading to errors of both omission andcommission. Successful growth strategies
are founded on a thorough understandingof market, technical, economic, financial,customer, best practices, and demographic
analyses. The integration of these researchdisciplines into the 360-degree researchmethodology
providesanevaluation
platformforbenchmarking
industry
participants and for identifying those performing at best-in-class levels.

About Frost & Sullivan
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Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined
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please visit http://www.frost.com.

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