2010 Global Medical OEM E-Survey Focus On: Media Usage and Purchasing habits of Canon’s 293,000 medical device professionals worldwide

Canon Communications’ Medical Device Group educates, informs and inspires the global medical device industry, in its efforts to develop critical healthcare products that save lives and enhance the quality of life. Our extensive portfolio of media and tradeshows serve as the industry’s resources for all the information it needs to design, develop, manufacture and bring to market advanced medical technologies.

Why This Study Matters It is the first of its kind. Never before has the global medical device community been so thoroughly researched on media usage and purchasing habits. In recent years new media opportunities have transformed b-to-b marketing and exposed many unanswered questions. Does the older generation use media differently than the younger? Are there discernable differences in media usage in North America and Europe? Does company size effect purchasing? Are e-newsletters and other digital media impacting their audience? These questions now have answers. Any hesitation in your strategy can be erased, you can now move forward with full confidence and the data to support your marketing and advertising decisions.

Methodology The survey was open from February 10, 2010 through March 4, 2010, with a total of 3,982 usable responses — a 3% response rate (based on the net effective sample size of 144,605). Percentages based on all 3,982 responses are subject to a margin of error of ± 1.5% at the 95% confidence level. The response was tabulated and reported by Readex Research in accordance with accepted research standards and practices.

Today’s Agenda Review the collected data as segmented by: Top Line Results Geographic Results Company Size Age of Respondent With in each of these segments the questions have been grouped to provide information on: Audience Profile Media Usage Purchasing Habits

Top Line Results

Top Line – Audience Profile Years of Industry Experience Less than %24%31%26% Median – 23yrs Geographic Location North America70% Europe21% Asia2% Emerging Markets2 % Annual Revenue $1 billion + $250m il – $999m il $100m il- $249m il $25mil -99mil 1mil – 25mil Under $1mil 18%8%9%12%26%17% Median – 24mil Number of Employees Under k + 26%16%23%18%12% Median Top Finished Products Produced SurgicalCardiovasc ular Orthpaedi cs Neurology 21% 14%10% Age Under %17%30%26%10% Median – 51yrs

Top Line Media Usage – Interaction: Where & How Often How often the audience interacts with media channels DailyAt Least WeeklyAt Least Monthly Trade Publications7%36%72% Digital Media29%62%77% Trade Pub Websites15%46%70% Tradeshows4% (weekly)17% (monthly)83% (projected annual) Search Engines70%87%93% Vendor/Supplier Websites24%60%80% Where the audience interacts with media channels The OfficeHomeBusiness TravelHandheld Device Trade Publications81%29%22%3% Digital Media81%23%12%13% Trade Pub Websites82%21%9%6% Tradeshows38%6%46%3% Search Engines87%49%21%17% Vendor/Supplier Websites85%22%10%6%

Top Line Media Usage – First for New Tech/Companies & Content Value Through which types of media do you typically first hear about new work related technologies, products or companies? E-newsletters/Digital media Trade Publications – Print Version Search EnginesWeb sites of trade publications Websites of Suppliers/Vendors Tradeshows/Confere nces 64%55%43%38%33% Value of media channels based on specific criteria Trade PubsTrade Pub Websites Digital MediaTradeshows/Confe rences Search EnginesVendor/Supplier Websites Informative73%61%52%67%65%64% Credible68%57%44%60%54%55% Accessible61%62%56%33%71%64% Product Info61%55%41%68%58%69% News/Analysis57%50%46%38%51%31% Portable55%44%45%14%55%44% Access to New Tech 54%49%43%64%51%43% Vendor Comparisons 33%31%20%46%40%25% Answers to Design Issues 28% 18%39%32%35%

Top Line Media Usage – Design Cycle Value & Work Related Purpose Value of media during specific design cycle phases Not Involved at this stage Trade PubsTrade Pub Websites Digital MediaTradeshows/Conf erences Search EnginesVendor/Supplier Websites Concept/Planning32%31%23%32%52%45%24% Build Prototype18% 14%20%37%36%38% Final Design17%16%13%18%34%31%37% Manufacturing process/build test 17%15%12%17%31%29%39% Manufacturing16%14%12%16%27%24%50% Distribution/Post Market Surveillance 17%15% 17%22%15%61% Ways the audience uses media channels for work related purposes Product InfoTech TrendsEmerging TechResearchBreaking NewsAnalysis Trade Publications 58%47%38%37%27%21% Digital Media41%36%30%19%48%12% Trade Pub Websites 47%32%25%35%28%16% Tradeshows59%47%45%31%18%14% Search Engines61%31%32%68%31%32% Vendor Websites68%14%15%38%12%17%

Top Line - Audience Interaction with Suppliers/Service Providers Are you involved in any way in working with suppliers/vendors for your company? YES73% NO21% Does your company currently work with an approved supplier/vendor list? YES79% NO21% Besides an approved supplier/vendor list (if applicable) if you were in the process of finding a new supplier partner, which type of media would you turn to first for information to help you make your decision? Search Engines76%Trade Publications Print43% Websites of vendors/suppliers 69%Online Supplier Directories42% Tradeshows/Conferences47%Web sites of Trade Publications39% E-newsletters/Digital Media22% Once you’ve narrowed down your list to “Suppliers” of interest how important are the following factors? (Indicated 4 or above on scale of 1-5) Quality of Product/Service96%Number of yrs serving the market50% Price80%Brand Recognition37% Word of Mouth Reputation59%

Top Line - Audience Interaction with Suppliers/Service Providers Compared to 2009, do you expect the number of suppliers you and/or your department works with to increase, decrease or remain the same in 2010? INCREASE23%Increase by less than 5%1% Increase by 10% or more18%Remain the Same69% Increase by 5% to 9%3%Decrease6% In terms of the group of suppliers you and/or your department is currently working with, do you expect the budget allocated to those suppliers to increase, decrease or remain about the same in 2010? INCREASE27%Increase by less than 5%1% Increase by 10% or more22%Remain the Same64% Increase by 5% to 9%3%Decrease6%

Geographic Comparison Results

Geographic Comparison – Audience Profile Years of Industry Experience Less than North America 13%22%34%29% Europe18%33%28%22% Asia28%43%33%7% Geographic Location Top 5 - North AmericaTop 5 -Europe California - 14%United Kingdom - 6% Minnesota – 7%Germany – 4% New Jersey – 7%Switzerland – 2% Massachusetts – 5%France – 1 % New York – 4%Italy – 1% Annual Revenue $1 billion + $250m il – $999m il $100m il- $249m il $25mil -99mil 1mil – 25mil Under $1mil North Americ a 21%7%6%13%27%17% Europe14%8%6%11%31%20% Asia8%10%7%17%38%16% Number of Employees Under k + North America 25%17%24%15%13% Europe31%16%24%16%12% Asia22%16%38%19%3%

Geographic Comparison – Media Usage Through which types of media do you typically first hear about new work related technologies, products or companies? E- newsletters/Digit al media Trade Publications – Print Version Search EnginesWeb sites of trade publications Websites of Suppliers/Vendor s Tradeshows/Conf erences North America65%57%43%36%32% Europe67%53%41%45%38% Asia82%41%46%44%30%41% How often do you use the following media for work purposes? DailyAt Least WeeklyAt Least Monthly North America EuropeAsiaNorth America EuropeAsiaNorth America EuropeAsia Trade Pubs7% 8%36%35%26%73%72%61% Digital Media 29% 39%60%67%77%76%83%89% Trade Pub Websites 14% 16%45%51%49%69%75% Tradeshow s/Conf 1% 3% 5%18%14%25%21%

Geographic Comparison – Media Usage Media used for Product Info North America EuropeAsia Web sites of suppliers 70% 54% Search Engines64%61%52% Tradeshows61%62%59% Trade Pubs60%57%66% Web sites of Trade Pubs 46%52%54% Online Supplier Directories 46% 52% E- newsletters/Di gital media 40%46%57% Video36%33%31% White Papers24%19%13% Webcasts23%12%16% Blogs8%6%16% Social Media7%4%10% Media used for Tech Trends North America EuropeAsia Tradeshows47%51%61% Trade Pubs50%44%36% E- newsletters/Di gital media 38%36%39% Web sites of Trade Pubs 32%36%46% Search Engines31%33%41% White Papers18%20%25% Webcasts16%12%13% Websites of Suppliers 13%16%34% Video10%9%25% Blogs10%8%16% Social Media10%6%25% Online Supplier Directories 5%9%26%

Geographic Comparision - Audience /Supplier Interaction Are you involved in any way in working with suppliers/vendors for your company? YESNO North America 75%25% Europe79%21% Asia70%30% Compared to 2009, do you expect the number of suppliers you and/or your department works with to increase, decrease or remain the same in 2010? North America INCREASE23% Europe INCREASE19% Asia INCREASE51% In terms of the group of suppliers you and/or your department is currently working with, do you expect the budget allocated to those suppliers to increase, decrease or remain about the same in 2010? North America INCREASE26% Europe INCREASE27% Asia INCREASE53% Does your company currently work with an approved supplier/vendor list? YESNO North America 80%20% Europe76%24% Asia72%28%

Company Size Comparison Results

Company Size Comparison – Audience Profile Companies of <100 employees vs employees Years of Industry Experience < <10015%23%30%29% %27%36%23% Annual Revenue $1 billion +$250mil – $999mil $100mil-$249mil$25mil-99mil1mil – 25milUnder $1mil <1000% 4%49%38% %19%6%5%2%1% In what areas of the design cycle are you directly involved with on an ongoing basis? < Concept/Planning63%54% Final Design52%47% Build Prototype51%47% Manufacturing Process/Build of Testing 48%47% Manufacturing42%36% Distribution/Post Market Surveillance 37%25%

Company Size Comparison – Media Usage Companies of <100 employees vs employees Through which types of media do you typically first hear about new work related technologies, products or companies? E- newsletters/Digit al media Trade Publications – Print Version Search EnginesWeb sites of trade publications Websites of Suppliers/Vendor s Tradeshows/Conf erences <10066%58%46%39%35% %50%41%36%31%12% How valuable are the following media types for Product Information? < Trade Publications64%59% E-newsletters/Digital Media42% Trade Publication Websites55%56% Tradeshows/Conferences71%68% How valuable are the following media types for Access to New Technologies? < Trade Publications56%54% E-newsletters/Digital Media42%45% Trade Publication Websites47%52% Tradeshows/Conferences67%65%

Company Size Comparison – Media Usage Companies of <100 employees vs employees Percentage of the audience that found the following media to be valuable during the Concept/Planning stage of the design cycle: < Search Engines56%51% Supplier Website 48%41% Trade Publications 35%30% Tradeshows/Co nferences 35%30% Trade Publication Websites 33%29% Online Directories 27%22% E- newletters/Digit al Media 24%21% Not Involved at this stage 19% Not Involved at this stage 29% Percentage of the audience that found the following media to be valuable during the Manufacturing Process/Build of Testing stage of the design cycle: < Search Engines32%33% Supplier Website30% Trade Publications19%18% Tradeshows/Conf erences 17%18% Trade Publication Websites 17% Online Directories15%17% E- newletters/Digital Media 11%13% Not Involved at this stage 40% Not Involved at this stage 39%

Company Size Comparison – Audience/Supplier Interaction Companies of <100 employees vs employees Are you involved in any way in working with suppliers/vendors for your company? YESNO <100 78%22% %26% Compared to 2009, do you expect the number of suppliers you and/or your department works with to increase, decrease or remain the same in 2010? <100 INCREASE25% INCREASE18% In terms of the group of suppliers you and/or your department is currently working with, do you expect the budget allocated to those suppliers to increase, decrease or remain about the same in 2010? <100 INCREASE29% INCREASE23% Does your company currently work with an approved supplier/vendor list? YESNO <100 65%35% %6%

Age Breakdown Results

Age Comparison – Audience Profile In what areas of the design cycle are you directly involved with on an ongoing basis? < Concept/Planning54%60%59%56%61% Final Design49%50%49%47%52% Build Prototype47%52%47%45%57% Manufacturing Process/Build of Testing 47% 48%46%51% Manufacturing39%37%40% 42% Distribution/Post Market Surveillance29% 31%30%38% Age of Employee vs Size of Employer <35 yrs old35-44 years old45-54 years old55-64 years old65+ years old >100 employees34%36%40%47%70% >1000 employees36%30%31%29%16%

Age Comparison – Media Usage Through which types of media do you typically first hear about new work related technologies, products or companies? Digital mediaTrade Publications Search EnginesWeb sites - trade publications Websites of Suppliers/Vendor Tradeshows/Conf erences <3558%44%42%39%35%39% %49%38% 31%32% %57%42%38%32%31% %60%46%40%37%34% 65+61%70%51%38%31%32% Where do you interact with Digital Media? The OfficeHomeBusiness Travel Handheld Device <3584%14%10%13% %20%10%18% %25%14%13% %24%12%10% 65+74%31%10%7% Where do you interact with Trade Publications? The OfficeHomeBusiness Travel Handheld Device <3582%20%19%4% %25%23%4% %32%23%3% %31%20%2% 65+82%40%21%2%

Age Comparison – Media Usage Percentage of the audience that found the following media to be CREDIBLE: < Trade Publications 66%69%72%67%75% Trade Shows67%60%65%60%57% Web sites – Trade Publications 57%58%61%56%52% Websites/Suppli er/Vendor 58%53%58% 59% Search Engine44%57%58%56%68% Digital Media43%49%45%43%45%

Age Comparison – Audience/Supplier Interaction Are you involved in any way in working with suppliers/vendors for your company? YES <35 69% % % % 65+74% Besides an approved supplier/vendor list (if applicable) if you were in the process of finding a new supplier partner, which type of media would you turn to first for information to help you make your decision? < Search Engines 67% 78% 77% 78%73% Web sites - Suppliers66% 69% 71% 63% Tradeshows50%47% 46% 45% Trade Publications34%41%44%47%52% Online Supplier Directories42%43%42% 40% Web sites – Trade Pubs38%40%39%40%39% Digital Media22%21%22%23%21%

What We Can Take Away From This Study Forget Black or White Media Usage Assumptions: The younger generation is exclusively online The older generation depends solely on print and events Europeans haven’t fully embraced digital media These common assumptions simply aren’t true. As the data shows professionals of various ages worldwide are using all available media channels and using them often. Education Leads to Informed Purchasing: Before a supplier is considered, OEM companies are learning about Tech Trends, Emerging Technologies and other educational elements through btob media channels. That education drives them to vendor websites for solutions. Market Resurgance Can Be Seen Through OEMs Planned Vendor/Supplier Spending: Global budgets allocated to existing suppliers are increasing in 2010 Global budgets allocated to new suppliers are increasing in 2010 Everyone is buying, none more so than the small to medium sized companies

Thank You For Your Time For more information about Canon’s Medical Device Brands Media opportunities please visit: