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2026 Benchmarking in 2026: Diagnostic Imaging Customer Experience and Service Performance Perspectives
Publication Date: October 30, 2026
Tags: Computerized Tomography (CT), Magnetic Resonance Imaging (MRI), Mammography, Nuclear Medicine, PET/CT, Ultrasound, X-ray
Pages: 129
SKU: 26-047
Diagnostic imaging manufacturers increasingly use customer experience to stand apart, alongside equipment performance, service plans, and price. Benchmarking in 2026: Diagnostic Imaging Customer Experience and Service Performance Perspectives shows how imaging customers rate their manufacturers at each stage of the purchasing life cycle, and which touchpoints matter most to their overall experience.
IMV surveyed 341 North American imaging equipment customers between June and July 2026. Respondents work in hospitals, cancer centers, outpatient clinics and imaging centers, and physician offices, and they recommend equipment purchases, hold budget or purchase authority, or use or supervise the use of imaging equipment. Together they rated their manufacturers 741 times. Scores use an NPS-like performance measure across 24 touchpoint attributes, grouped into the pre-purchase, initial product, and post-purchase phases of the customer experience.
The report includes manufacturer rankings at each touchpoint, a relative importance analysis that separates the drivers of a positive overall experience from table-stakes touchpoints, results for eight imaging modalities, and an individual profile for each of seven manufacturers. It will allow you to:
- Benchmark your customers’ experience against competitors across the full purchasing life cycle
- See where each manufacturer leads or trails the industry average at every touchpoint
- Identify which touchpoints carry the most weight in customers’ overall experience
- Compare customer experience by modality, including CT, MRI, ultrasound, digital x-ray, mammography, C-arm, PET, and SPECT
- Review each profiled manufacturer’s brand personality as customers describe it
- Gauge current use of and satisfaction with AI and machine learning applications by modality
Manufacturers can use these findings to decide which strengths to promote and which weaknesses to fix first, based on what imaging customers say drives their experience.
Study Objectives
- Provide diagnostic imaging manufacturers with the ability to benchmark their customers’ experiences against their competitors across the customer purchasing life cycle
- Identify the relative strengths and weaknesses of each manufacturer across touchpoints in the customer’s purchasing life cycle
- Understand the relative importance of each touchpoint for customer experience
- Benchmark customer experience between manufacturers within the different diagnostic imaging modalities
Table of Contents
- Study Overview and Objectives
- Executive Summary
- Demographics
- Diagnostic Imaging Manufacturer Rankings
- Diagnostic Imaging Modality Rankings by Manufacturer
- Manufacturer Profiles
- Canon Medical Systems (Toshiba)
- Carestream
- Fujifilm (Hitachi)
- GE Healthcare
- Hologic
- Philips Healthcare
- Siemens Healthineers
- Methodology
- About Us
Companies Mentioned
- Canon Medical Systems (Toshiba)
- Carestream
- Fujifilm (Hitachi)
- GE Healthcare
- Hologic
- Philips Healthcare
- Siemens Healthineers
Customer Experience Touchpoints
Pre-Purchase Experience
- Equipment Awareness
- Equipment Knowledge
- Equipment Selection
Initial Product Experience
- Equipment Installation and Training
- Support Provided
Post-Purchase Experience
- Service Provided
- Customer Satisfaction
Table of Contents
DISCLAIMER – IMPORTANT, please read carefully:……………………………………………………………………………… 2
Table of Contents…………………………………………………………………………………………………………………………. 3
Study Overview & Objectives…………………………………………………………………………………………………………. 4
Executive Summary……………………………………………………………………………………………………………………… 9
Demographics……………………………………………………………………………………………………………………………. 20
Diagnostic Imaging Manufacturer Rankings…………………………………………………………………………………….. 26
Pre-Purchase Experience………………………………………………………………………………………………………… 29
Initial Product Experience………………………………………………………………………………………………………… 36
Post-Purchase Experience……………………………………………………………………………………………………….. 41
Manufacturer Rankings: Individual Modalities………………………………………………………………………………….. 46
Manufacturer Profiles………………………………………………………………………………………………………………….. 56
Canon Medical Systems (Toshiba)……………………………………………………………………………………………… 56
Carestream………………………………………………………………………………………………………………………….. 64
Fujifilm (Hitachi)…………………………………………………………………………………………………………………….. 72
GE Healthcare………………………………………………………………………………………………………………………. 80
Hologic……………………………………………………………………………………………………………………………….. 88
Philips Healthcare………………………………………………………………………………………………………………….. 96
Siemens Healthineers……………………………………………………………………………………………………………. 104
Methodology……………………………………………………………………………………………………………………………. 112
About Us…………………………………………………………………………………………………………………………………. 127
Exhibits
Study Overview & Objectives…………………………………………………………………………………………………………. 4
- Study Overview…………………………………………………………………………………………………………………. 5
- Customer Experience Model for the Diagnostic Imaging Market………………………………………………………. 6
- Touchpoint Attributes………………………………………………………………………………………………………….. 7
- Analytical Techniques: Customer Experience Model…………………………………………………………………….. 8
Executive Summary……………………………………………………………………………………………………………………… 9
- GE and Siemens received the highest percentage of total mentions in unaided awareness of diagnostic imaging manufacturers………………………………………………………………………………………………………. 10
- Equipment installation and training is the most important customer experience touchpoint…………………….. 11
- GE leads the industry in overall customer experience in 2026 driven by a strong performance in the initial product experience and post-purchase experience phases…………………………………………………………… 12
- Manufacturers with the top customer experience scores also scored highest on equipment installation and training and on customer satisfaction……………………………………………………………………………………… 13
- Touchpoint label definitions for relative importance analysis…………………………………………………………. 14
- Diagnostic imaging equipment users are generally more satisfied with initial product experience and post-purchase experience touchpoints………………………………………………………………………………………….. 15
- Improvements to remote monitoring/diagnostics and helpfulness of sales reps could lead to increased satisfaction with the overall experience of diagnostic imaging customers………………………………………….. 16
- Overall, diagnostic imaging manufacturers mentioned in this study are perceived as approachable, responsive, and easy to purchase equipment from by their customers…………………………………………….. 17
- Artificial Intelligence/Machine Learning (AI/ML) applications are more likely to be used for CT, PET, and mammography………………………………………………………………………………………………………………… 18
- Opportunities to Improve Customer Experience………………………………………………………………………… 19
Demographics……………………………………………………………………………………………………………………………. 20
- Region………………………………………………………………………………………………………………………….. 21
- Respondent Overview……………………………………………………………………………………………………….. 22
- Imaging Equipment Modality Usage and Respondent Age……………………………………………………………. 23
- Imaging Equipment Manufacturer Usage and Most Recent Modality Purchase…………………………………… 24
- Imaging Modality Usage by Manufacturer………………………………………………………………………………… 25
Diagnostic Imaging Manufacturer Rankings…………………………………………………………………………………….. 26
- GE, Hologic, and Siemens have the highest overall customer experience scores……………………………….. 27
- Overall customer experience scores are highest in small hospitals (<200 beds) and mid-size hospitals (200-399 beds)………………………………………………………………………………………………………………………. 28
Pre-Purchase Experience…………………………………………………………………………………………………………….. 29
- Siemens is the top manufacturer at the Equipment Awareness touchpoint………………………………………… 30
- Siemens is top ranked for tradeshow exhibit attendance by customers, Philips is top ranked for believability of marketing materials, and Hologic is top ranked for ease of website search……………………………………….. 31
- GE is the top manufacturer at the Equipment Knowledge touchpoint, followed by Siemens……………………. 32
- GE, Siemens, and Hologic lead the industry for perception of imaging equipment innovation…………………. 33
- Siemens and GE are the top manufacturers at the Equipment Selection touchpoint…………………………….. 34
- Siemens is ranked #1 for pricing, and GE is ranked #2 for equipment portfolio covers workflow………………. 35
Initial Product Experience…………………………………………………………………………………………………………….. 36
- Hologic is the top manufacturer at the Equipment Installation and Training touchpoint………………………….. 37
- Hologic is top ranked for installation process and user-friendly equipment design, and GE leads for equipment training………………………………………………………………………………………………………………………….. 38
- GE is the top manufacturer at the Support Provided touchpoint, followed by Siemens and Canon……………. 39
- GE is top ranked for customer service performance……………………………………………………………………. 40
Post-Purchase Experience……………………………………………………………………………………………………………. 41
- GE is the top manufacturer at the Service Provided touchpoint, followed by Hologic and Canon……………… 42
- Hologic is top ranked for onsite equipment service/support and clinical applications training………………….. 43
- Hologic and GE are the top manufacturers at the Customer Satisfaction touchpoint…………………………….. 44
- Hologic is top ranked for satisfaction with imaging equipment and service/repair satisfaction but ranks below GE for overall experience interacting with manufacturer………………………………………………………………. 45
Diagnostic Imaging Modality Rankings by Manufacturer…………………………………………………………………….. 46
- Customer experience varies by modality: SPECT scores the highest, while ultrasound, MRI, and digital x-ray all fall below the overall industry average………………………………………………………………………………… 47
- Siemens leads the industry for C-arm overall customer experience and is top ranked across all three phases. 48
- GE leads the industry for CT overall customer experience and is top ranked for both the initial product and post-purchase experience phases…………………………………………………………………………………………. 49
- GE leads the industry for digital x-ray overall customer experience and is top ranked for both the initial product and post-purchase experience phases…………………………………………………………………………. 50
- Siemens leads the industry for PET systems overall customer experience and is top ranked across all three phases………………………………………………………………………………………………………………………….. 51
- Siemens leads the industry for SPECT systems overall customer experience and is top ranked for both the pre-purchase and initial product experience phases……………………………………………………………………. 52
- GE leads the industry for MRI systems overall customer experience and is top ranked across all three phases………………………………………………………………………………………………………………………….. 53
- GE leads the industry for ultrasound overall customer experience and is top ranked for both the pre-purchase and initial product experience phases…………………………………………………………………………………….. 54
- GE leads the industry for mammography systems overall customer experience and is top ranked across all three phases…………………………………………………………………………………………………………………… 55
Manufacturer Profile: Canon Medical Systems (Toshiba)……………………………………………………………………. 56
- Overall Customer Experience Scores…………………………………………………………………………………….. 57
- Pre-Purchase Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………….. 58
- Initial Product Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………….. 59
- Post-Purchase Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………… 60
- Manufacturer Personality Profile…………………………………………………………………………………………… 61
- Relative Importance of Touchpoints………………………………………………………………………………………. 62
Manufacturer Profile: Carestream………………………………………………………………………………………………….. 64
- Overall Customer Experience Scores…………………………………………………………………………………….. 65
- Pre-Purchase Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………….. 66
- Initial Product Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………….. 67
- Post-Purchase Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………… 68
- Manufacturer Personality Profile…………………………………………………………………………………………… 69
- Relative Importance of Touchpoints………………………………………………………………………………………. 70
Manufacturer Profile: Fujifilm (Hitachi)……………………………………………………………………………………………. 72
- Overall Customer Experience Scores…………………………………………………………………………………….. 73
- Pre-Purchase Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………….. 74
- Initial Product Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………….. 75
- Post-Purchase Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………… 76
- Manufacturer Personality Profile…………………………………………………………………………………………… 77
- Relative Importance of Touchpoints………………………………………………………………………………………. 78
Manufacturer Profile: GE Healthcare………………………………………………………………………………………………. 80
- Overall Customer Experience Scores…………………………………………………………………………………….. 81
- Pre-Purchase Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………….. 82
- Initial Product Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………….. 83
- Post-Purchase Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………… 84
- Manufacturer Personality Profile…………………………………………………………………………………………… 85
- Relative Importance of Touchpoints………………………………………………………………………………………. 86
Manufacturer Profile: Hologic……………………………………………………………………………………………………….. 88
- Overall Customer Experience Scores…………………………………………………………………………………….. 89
- Pre-Purchase Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………….. 90
- Initial Product Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………….. 91
- Post-Purchase Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………… 92
- Manufacturer Personality Profile…………………………………………………………………………………………… 93
- Relative Importance of Touchpoints………………………………………………………………………………………. 94
Manufacturer Profile: Philips Healthcare…………………………………………………………………………………………. 96
- Overall Customer Experience Scores…………………………………………………………………………………….. 97
- Pre-Purchase Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………….. 98
- Initial Product Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………….. 99
- Post-Purchase Experience: Comparison of Manufacturer Touchpoint Values to Industry Average………….. 100
- Manufacturer Personality Profile………………………………………………………………………………………….. 101
- Relative Importance of Touchpoints……………………………………………………………………………………… 102
Manufacturer Profile: Siemens Healthineers…………………………………………………………………………………… 104
- Overall Customer Experience Scores…………………………………………………………………………………… 105
- Pre-Purchase Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………… 106
- Initial Product Experience: Comparison of Manufacturer Touchpoint Values to Industry Average…………… 107
- Post-Purchase Experience: Comparison of Manufacturer Touchpoint Values to Industry Average………….. 108
- Manufacturer Personality Profile………………………………………………………………………………………….. 109
- Relative Importance of Touchpoints……………………………………………………………………………………… 110
Methodology……………………………………………………………………………………………………………………………. 112
- Study Overview……………………………………………………………………………………………………………… 113
- Study Data Collection………………………………………………………………………………………………………. 114
- Study Recruitment…………………………………………………………………………………………………………… 115
- Study Recruitment Methods………………………………………………………………………………………………. 116
- Study Sample………………………………………………………………………………………………………………… 117
- Analysis and Presentation of Results……………………………………………………………………………………. 118
- Analysis and Presentation of Results (continued)…………………………………………………………………….. 119
- Analysis and Presentation of Results (continued)…………………………………………………………………….. 120
- Definition of Terms………………………………………………………………………………………………………….. 121
- Profiled Manufacturers……………………………………………………………………………………………………… 122
- Quadrant Analysis…………………………………………………………………………………………………………… 123
- Quadrant Analysis (continued)……………………………………………………………………………………………. 124
- Analytical Techniques: Customer Experience Model…………………………………………………………………. 125
- Net Promoter Score (NPS)………………………………………………………………………………………………… 126
About Us…………………………………………………………………………………………………………………………………. 127
- About IMV…………………………………………………………………………………………………………………….. 128
- About the Authors…………………………………………………………………………………………………………… 129
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