AdImpact Report. MEDICAL DESIGN BRIEFS July Conducted By. 267 S. Dean St., Englewood, NJ signetresearch.

Transcription

1 AdImpact Report MEDICAL DESIGN BRIEFS Conducted By 267 S. Dean St., Englewood, NJ signetresearch.com

2 CONTENTS 2 Introduction 3 Scores Used in this Report 4 Reader Profile 7 Editorials 10 Publication Verbatim Comments 12 Top 10 AdImpact Scores 14 Advertiser Scores by Rank 16 Size Chart 16 Reader Traffic Flow Chart 17 Publication Norms 1

3 INTRODUCTION This report contains the results of an AdImpact Study, conducted by SIGNET RESEARCH, INC. using ads from the issue of MEDICAL DESIGN BRIEFS. Established in 1968, SIGNET RESEARCH, INC. is a leading provider of Ad Measurement studies specializing in publication, association, and advertising research. Signet combines cutting edge technologies with a commitment to client customization through its proprietary AdStudies. The objective of the SIGNET AdImpact Study is to measure Exposure of ads that appeared in a particular issue and specific actions respondents took as a result of reading the measured ad. Readers from the publication s circulation list are invited to participate in this online study. The invitation is sent after they receive the issue to be studied and before receiving the next issue. Participants are connected to a Signet website where they view the ads to be measured. This report is based on returns from 148 respondents. In order to reduce respondent fatigue a split sample technique was used, so that each respondent rated a portion of the studied advertisements, with the objective being a minimum base of 100 respondents per ad. In addition, in order to eliminate bias with regards to the order of viewing the ads, the sequence of viewing the ads was rotated. By providing measurement scores to each ad and comparing it to others in the same issue, advertisers are given the opportunity to find new ways to better communicate with their audience and realize a stronger return of investment with their media buy. While these results represent a small sample of the magazine s total circulation, they do reflect the opinion and commentary of readers who are the most active, providing insight into how the general audience may react to the advertising. 2

4 SCORES USED IN THIS REPORT Read/Looked At the percentage of respondents who read or looked at the advertisement in the issue. Took Action: the percentage of respondents who have taken or plan to take one or more of the following actions: Call advertiser/visit advertiser's website Recommend/purchase product Discuss ad with others or save for future reference AdImpact Score a measure of Impact. It is calculated by adding the Read/Looked At and Took Action percentages. Have Seen Sales Representation the percentage of respondents who have seen a salesperson from the company advertising or sales representation for the product advertised in the past six months 3

5 READER PROFILE Considering all the times you pick it up, about how much time, in total, do you spend reading or looking through a typical issue of MEDICAL DESIGN BRIEFS? 17% 4% 0% 42% Less than 30 mins mins. 1 hr. - less than 2 hrs. 2 hrs. - less than 3 hrs. 38% 3 hrs. or more Mean: 44 minutes How many people, other than yourself, usually read or look through your issue of MEDICAL DESIGN BRIEFS? Mean Pass Along: 1.3 people Total Readers Per Copy: 2.3 people 4

6 READER PROFILE Which of the following trade publications, other than MEDICAL DESIGN BRIEFS, do you receive personally addressed to you? Bone Zone 3% Medical Design Technology 47% Medical Device & Diagnostic Industry 26% Medical Design & Outsourcing 13% Medical Product Outsourcing 15% Orthopedic Design & Technology 7% Today's Medical Developments 15% None of the Above 43% Multiple responses permitted Which of the following trade publications do you read regularly, that is 3 out of 4 issues? Bone Zone 3% Medical Design Technology 43% Medical Device & Diagnostic Industry 28% Medical Design & Outsourcing 12% Medical Product Outsourcing 9% Orthopedic Design & Technology 7% Today's Medical Developments 13% None of the Above 45% Multiple responses permitted How many of the last four issues of MEDICAL DESIGN BRIEFS have you read or looked through? 4 of 4 57% 3 of 4 14% 2 of 4 15% 1 of 4 6% 0 of 4 3% Have not yet received 4 issues 6% Regular Readers (3 issues or more): 71% 5

7 READER PROFILE Which of the following online activities do you regularly participate in for business purposes? Download white papers/data sheets 68% Watch videos 52% View webcasts 41% Attend virtual events/training sessions 19% Browse web sites on mobile devices 28% Download apps on mobile devices 17% Read/comment on blogs 16% Interact with social media sites 10% Other 7% Participate in One or More Online Activities: 86% Multiple responses permitted Do you currently belong to a Medical Device or Engineering Association? Yes 18% No 82% If Yes, please list association(s): IEEE (5) SAE Meetup groups ASME AAMI NESCE BMES 6

8 EDITORIAL READERSHIP Read Half Read Less Editorial Page Or More Than Half From the Editor 6 38% 24% Solving the Compliance Puzzle for Medical Device Startup Companies: The Entrepreneur's Basic Guide to Understanding Product Regulations & Testing 8 36% 25% The Internet of Things and UDI Compliance 12 29% 38% New Medical Device EMC Requirements 15 32% 22% Transdermal Drug Delivery Poised for Growth Thanks to Microneedle Technology 18 22% 33% Surgical Robotics: The Evolution of a Medical Technology 22 36% 33% An Overview of the Most Popular Rotary Motion Technologies 25 24% 27% R&D Roundup 34 32% 29% Tech Briefs % 38% Applications: Advancing Ablation Technology Using Simulation Science 40 10% 25% Applications: A Guide to Thermoforming Heavy- Gage, Complex Parts: From Material Selection to Custom Tooling 42 18% 21% New Products and Services % 30% Global Innovations 48 21% 40% TOTAL ISSUE AVERAGE 28% 30% 7

9 EDITORIAL RATING Editorial Page NET (Excellent/ Good) Excellent Good Fair Poor Tech Briefs % 24% 60% 11% 5% From the Editor 6 82% 27% 55% 12% 6% Solving the Compliance Puzzle for Medical Device Startup Companies: The Entrepreneur's Basic Guide to Understanding Product Regulations & Testing 8 82% 15% 67% 10% 8% Surgical Robotics: The Evolution of a Medical Technology 22 82% 27% 55% 14% 4% The Internet of Things and UDI Compliance 12 81% 13% 68% 13% 7% R&D Roundup 34 79% 21% 58% 13% 8% New Products and Services % 8% 71% 15% 6% New Medical Device EMC Requirements 15 77% 24% 53% 15% 9% Transdermal Drug Delivery Poised for Growth Thanks to Microneedle Technology 18 71% 16% 55% 24% 6% An Overview of the Most Popular Rotary Motion Technologies 25 71% 12% 59% 18% 10% Global Innovations 48 69% 15% 54% 23% 8% Applications: A Guide to Thermoforming Heavy-Gage, Complex Parts: From Material Selection to Custom Tooling 42 65% 13% 52% 26% 9% 8

10 EDITORIAL RATING Editorial Page NET (Excellent/ Good) Excellent Good Fair Poor Applications: Advancing Ablation Technology Using Simulation Science 40 63% 11% 52% 26% 11% TOTAL ISSUE AVERAGE 76% 17% 58% 17% 7% 9

11 PUBLICATION VERBATIMS Tell us how useful MEDICAL DESIGN BRIEFS is to you and how you use it in your job. Useful for seeing new technologies coming from different areas of the medical design space. It is good to see the technology and to pick up on supplier capabilities through their advertising. It allows me to view what is new in the field of market driven products and technology nationwide and globally. Very. General information. Very Good. Stimulates how I might be able to solve design problems. Very useful for discovering cutting-edge technology related to my area of medical device design/manufacture. Educational and informative about medical industry technology developments. I look for usable parts for my designs. I like to read the "Print" edition in my downtime. Keeping up with the development in the medical field, especially in the electronic field. Keeps me up to date on the latest technology and manufacturing processes. Somewhat. I am not in the medical field but VERY interested in all things technical; so I should be up to date as to what is available in the medical profession & what new techniques/instruments/etc. are out there. Innovation. Very useful to help get across new tech and ideas. I am sure some new ideas have come from the magazine in our dept. 10

12 PUBLICATION VERBATIMS Keeps me informed of the industry. MDB provides an excellent companion when I am able to find this fleeting moments. It is very useful helping us to continue our product development in a way to benefit patients. Very! Excellent! I quote it when I lecture. I use it for information gathering and keeping myself up-to-date on current developments. Interesting aspects of EMC/EMI technology are appreciated. Useful for future projects. A good reference to general device thinking. Moderately. Keep abreast of new technologies and applications. Somewhat useful. I use it to inform myself of developments in the medical industry. Excellent to understand extremely fast moving Tech sector. It provides different points of view. My work is not directly related with medical design, but I can access new tech and trend. Look for new customers. Great way to keep up with the industry. MDB is interesting and allows me to keep current with available solutions and ideas. Reference and tech info. I look through the ads to find products for my projects. It's useful. We are interested in much of the technology but apply it to non-medical situations. 11

13 TOP 10 ADIMPACT SCORES* Tech-Etch, Inc.: 76 Nelson Laboratories, Inc.: 70 Portescap: 68 Aerotech, Inc.: 66 Proto Labs, Inc.: 64 Continued on next page *Measure of Impact - Calculated by adding the Read/Looked At and Took Action percentages. 12

14 TOP 10 ADIMPACT SCORES* maxon precision motors, Inc.: 62 Steute Meditech, Inc.: 60 Helical Products Co., Inc.: 57 Teleflex Medical OEM: 56 Swiss Automation, Inc.: 55 *Measure of Impact - Calculated by adding the Read/Looked At and Took Action percentages. 13

15 ADVERTISER SCORES AdImpact Read/ Took Have Seen Advertiser Size Page Score* Looked At Action Sales Rep Tech-Etch, Inc. 1/2 page % 17% 8% Nelson Laboratories, Inc. 1 page C % 13% 3% Portescap 1/2 page % 14% 4% Aerotech, Inc. 1 page % 13% 1% Proto Labs, Inc. 1 page % 16% 12% maxon precision motors, Inc. 1/2 page % 11% 2% Steute Meditech, Inc. 1 page C % 12% 5% Helical Products Co., Inc. 1/2 page % 7% 2% Teleflex Medical OEM 1 page % 12% 2% Swiss Automation, Inc. 1/2 page % 12% 3% ACCES I/O Products, Inc. 1/2 page % 9% - TRUMPF Inc. 1 page % 7% 2% Lubrizol LifeSciences 1/2 page % 11% 1% Nason 1/2 page % 9% 1% Schneider Electric Motion USA 1 page C % 10% 5% Smalley Steel Ring Company 1/2 page % 8% 3% COMSOL, Inc. 1 page % 11% 6% John Evans' Sons, Inc. 1/2 page % 9% 4% CPC - Colder Products Company 1/2 page % 8% 1% ATI Industrial Automation 1/2 page % 7% - Interpower Corporation 1 page % 3% 2% 14

16 ADVERTISER SCORES AdImpact Read/ Took Have Seen Advertiser Size Page Score* Looked At Action Sales Rep MICROMO 1/2 page % 6% 2% Technimark Healthcare 1 page % 7% 2% TOTAL ISSUE AVERAGE 53 43% 10% 3% NO. OF SIZE AVERAGES ADS One Page % 10% 4% Fractional Page % 10% 2% *Measure of Impact - Calculated by adding the Read/Looked At and Took Action percentages. Percentages may not add up due to rounding. 15

17 SIZE AVERAGES AdImpact Score One Page Fractional Page The above are averages for the sizes of ads in this issue (i.e. 54 is the average score for the One Page ads) READER TRAFFIC FLOW CHART AdImpact Score - 1/4 Book Averages The above are averages per 1/4 of the magazine (i.e. 52 is the average score for the first 1/4 of the book) 16

18 PUBLICATION NORMS THROUGH JULY 2016 AdImpact Read/ Took Score* Looked At Action Total Issue Average 53 42% 11% One Page or More 53 41% 12% Fractional Page 54 42% 12% 1st Qtr. 2nd Qtr. 3rd Qtr. 4th Qtr. Reader Traffic Flow (1/4 Book Averages) Total Ads Assessed: 53 *Measure of Impact - Calculated by adding the Read/Looked At and Took Action percentages. Percentages may not add up due to rounding. 17