Playing with Canon

A story of how Canon placed itself with Manchester

United to be at the forefront of delivering healthcare
support in sports industry
Industrial Marketing - 23 March 2020


An effort by

Aditya Khandelwal

PLAYING WITH CANON - CANON X MANCHESTER UNITED 1

 PROLOGUE
It comes as a reflex. When we hear or even see Canon its our recall that it would
have something to do with photography and cameras. But here we would like to show
you how the now diversified company has one of its hand in medical systems and is
slowly gripping the industry not just with its innovation but with its marketing strategy
and differentiating itself from rest of the heard by its witty collaborations.

Canon Inc. is a Japanese multinational

corporation specialising in the manufacture
of imaging and optical products, including
cameras, camcorders, professional displays,
TV broadcasting and film equipment, projectors, photocopiers, photolitography
equipment (steppers, scanners), computer printers, image scanners, binoculars,
microscopes, medical equipment (including Computer Tomography diagnostic systems,
MRI and diagnostic ultrasound systems), LCD and OLED panel manufacturing
equipment, CCTV solutions, imagining sensors, calculators, high precision positioning
and measurements solutions, and custom optical components (including lenses) for third
party companies. It is headquartered in Ōta, Tokyo, Japan.

Canon Medical Systems Corporation is a medical

equipment company based in Ōtawara, Tochigi,
Japan. The company, formerly known as Toshiba
Medical, was the first in Japan to begin research on
X-ray tubes in 1914, and has continued to be a
national leader in diagnostic imaging equipment,
being the first to introduce many products, including
MRI and helical CT. The company was acquired by
Canon Inc. in 2016.

Canon Medical partners with elite sports clubs to aid in the prevention and
management of injuries via leading-edge imaging that supports accurate diagnosis and
treatment. Through high performance partnerships such as these, Canon Medical aims to
assist in the transfer of knowledge and expertise that allows everyone to maximise their
sporting enjoyment, whether amateur or professional.

PLAYING WITH CANON - CANON X MANCHESTER UNITED 2

 CANON AND THE FOOTBALL BUSINESS
CROSSROADS
In the higher echelons of professional football, where financial resources are greater,
the use of MRI as a diagnostic aid has been prevalent for the past 20 years. However, it has
not always been employed as part of a validated clinical process with scans being
requested sometimes for political reasons or simply in response to player/coach demand.
The potential ramifications of MRI findings can go far beyond clinical management and
affect transfer fees, player asset value, contract terms and conditions, insurability and
medicolegal matters.
Radiologists reporting ‘abnormal’ findings can have detri- mental effects on player
wellbeing or confidence (or that of his/her therapist) leading to over-caution in training or
rehabilitation and subsequent reduction in performance or athletic development. Clinical
experience and scientific research show that many such ‘abnormal’ findings are in fact
adaptive or developmental in response to the physical and bio-mechanical stresses of the
sport and whilst they need to be recorded and noted once a player has been subjected to
MRI examination, the interpretation by the referring practitioner is key as is subsequent
communication to the player.
When interpreted within context by experienced sports physicians, therapists and
radiologists working as a team, MRI can add great value if applied at appropriate times
and situations as an adjunct alongside good clinical management. The advent of newer
MRI techniques has increased diagnostic and screening/profiling possibilities and the
development of functionally relevant protocols and sequences could enhance player care
even further.

PLAYING WITH CANON - CANON X MANCHESTER UNITED 3

 THE NEW PRODUCT AND LAUNCH
Canon Medical Systems of Tustin, CA, announced the
availability of its Aplio 500 Ultrasound and a Magnetic
Resonance Imaging (MRI) scanner.
The scanner was outfitted with Saturn X Gradient,
which can provide up to 30% improved signal-to-noise ratio
for brain diffusion weighted imaging (DWI) and high
resolution neurological images.  It allows for faster sampling
and higher resolution images, thanks to PURERF and Saturn
technologies. This capability combined with the ability to
stack protocol sequences results in quick neuro exams,
enabling health care providers to produce higher resolution
images for myriad neuro exams in under five minutes,
according to the company.
New software coupled with it offered MultiBand
SPEEDER technology. This allows for multiple slices to be
acquired at the same time, reducing diffusion weighted imaging scan times by up to two
times.

PLAYING WITH CANON - CANON X MANCHESTER UNITED 4

 THE POINT OF DIFFERENTIATION
Now its a general conception that companies involved in making such highly
specialised and technical products that too in healthcare which need highly skilled and
educated personnel to even setup are usually thought to be sold to hospitals.
The company may broaden its consumer base by targeting bigger geographic areas
or by harnessing the individual physician and doctors with the clinics.

Instead what differentiated Canon back in time was their target audience and the
penetration into a new space which was observed but never thought of.

The Canon Medical systems (then Toshiba Medical Systems) signed a five-year deal
with Manchester United. The Japanese company then supplied state-of-the-art equipment
to the club's Carrington training ground as part of the partnership, which was thought to
be the first of its kind. The site underwent a whopping £13M ($20.7M) renovation in a bid
to turn it "into a centre for sports science and medicine excellence”.
Toshiba Medical Systems supplied Manchester United with a state of the art CT
scanner capable of single rotation volumetric imaging and a state of the art MRI scanner in
addition to a total of five ultrasound systems
With patient safety paramount, Manchester United also became the first club to set
up a ‘radiology passport’ for players, which would record their scans as they move from
one club to another.
Dr McNally explained that Toshiba was the ideal partner for the club because the
equipment specification was exactly what was required; Toshiba had the same ‘can do’
attitude as Premier League Champions Manchester United, had an extensive network of
expertise within the company from clinical levels to engineering and technology; offered
learning opportunities for Dr McNally and his staff; with the partnership with longevity
with a commitment over five years.

Key factors involved which played a pivotal role in the launch were the
advancement of the technology, the integration of medicine into football to enhance player
quality (which was outsourced and was not available in-house regardless of the resources
with the club owners), the less number of companies involved in such highly specialised
product development.

PLAYING WITH CANON - CANON X MANCHESTER UNITED 5

 THE EFFECT
This partnership and collaboration now proved satisfying for both club and manufacturer,
at an early stage of the agreement, and that the partnership was already having a
significant impact.

Dr McNally (the doctor and specialist at the ManU centre) stated that using Toshiba’s
Aplio 500 and system had already made a difference in the latter half of last season and
he has been impressed with the resolution and the ability to see things he was not seeing
before.

Citing an example of a player who was having problems flat-out sprinting and
experiencing localised hamstring pain, he described how ultrasound revealed a focal
muscle tear, which was bridging well but was a likely cause of dysfunction in the muscle,
so the player was rested for the following game.

“He came back the next week with no problems so hopefully we may have prevented
exposure to a potential six to eight week injury by taking a player out and managing him
differently,” Dr McNally concluded.

In another example a player had soreness in a calf muscle and a similar small lesion was
noted. A treatment regime was implement- ed on the basis of that early detection, which
resulted in the player being available thereafter throughout the season.

The unique initiative – under the strap-line “Delivering Premier Clinical Performance” –
was already proving a winning combination for Manchester United and Canon Medical
Systems (then Toshiba) as together they harness the potential of medical imaging to help
keep the world’s best footballers at the top of their game.

PLAYING WITH CANON - CANON X MANCHESTER UNITED 6

This in turn helped Canon achieve some of its other objectives such as:

- Push the boundaries of sports medicine

Using their advanced CT, MR, and ultrasound solutions, they now help physicians
study the elite body to gain a deeper understanding of injury prevention and recovery
management.

- Helping the wider community

Whatever they learn on the field, they share with our global network of radiologists
and clinicians, so radiologists can treat their patients with the very best our industry has
to offer.

- Breaking new ground with research

Alongside their sporting partners, Canon Medical Systems now work with leading
academic and clinical institutions to develop cutting-edge solutions for every aspect of
sports medicine.

THE SUCCESS AND PARTNERSHIPS

This approach build quality and lasting partnerships which also earned Canon
Medical Systems higher revenues which is a win-win from all sides.

1. Manchester United Football Club

Canon Medical Systems became
MUFC’s official medical systems partner in
2012. Since then Canon Medical Systems
have supported their First Team and
Academy with a range of smart, proactive
imaging solutions.

2. FC Barcelona
Canon Medical Systems supports FC
Barcelona as their official medical systems
partner with 13 ultrasound systems and
our latest 3T MRI solution.

PLAYING WITH CANON - CANON X MANCHESTER UNITED 7

 3. Real Madrid Club de Fútbol
Canon Medical Systems have a long-standing relationship as Real Madrid’s official
medical systems partner, providing them with a full suite of advanced 3T MRI, ultrasound
and X-ray systems.

4. Barnet Football Club

The Imaging Centre at Barnet FC is stocked with several Canon Medical imaging
solutions that not only support their team of players, but also the wider community.

5. AS Monaco
Canon Medical Systems support this regional French football club with a suite of
ultrasound systems that are on loan to help diagnose and manage any injuries sustained
by their players.

Other sporting partners

1. Monte-Carlo Tennis Masters, France
This annual tennis tournament for male professionals rents an ultrasound system
from Canon Medical to help players stay in peak condition during the event.

2. Stade Toulousain, France

Together with the Société d’Imagerie Muscolo-Squeletique, Canon Medical Systems
work with this incredible organization to improve ultrasonography of the nerves of the
upper limb.

3. Sheffield Sharks Basketball, UK

Canon Medical Systems work with this exemplary basketball team to provide life-
shaping opportunities for local schools and community groups through its Respect
program.

4. The Red Bull Football and Ice Hockey Academy, Austria

This elite academy in Salzburg-Liefering uses Canon Medical’s ultrasound solutions
to conduct vital MSK and cardiac studies on their team of players.

5. Lotto-Soudal WorldTour Cycling Team, Belgium

Canon Medical Systems help the team detect and treat injuries early by conducting
annual health MOTs with our smart CT system at the CHC Clinique St Joseph in Liège.

PLAYING WITH CANON - CANON X MANCHESTER UNITED 8

 6. Commonwealth Games 2014, Global
Canon Medical provided world-class CT, MRI, X-ray and ultrasound solutions for
up to 6,500 athletes from 71 nations around the world, across 17 sports, including
athletics, boxing, rugby sevens, swimming, wrestling and cycling.

7. Tessa Sanderson Foundation and Academy, UK

Through the provision of smart ultrasound technologies, Canon Medical Systems
enables the TSFA to identify, evaluate, treat and rehabilitate young, talented athletes as
they train for global competitions, such as the Olympic Games.

PLAYING WITH CANON - CANON X MANCHESTER UNITED 9

 REFERENCES
https://www.appliedradiology.com/articles/canon-medical-launches-vantage-
galan-3t-xgo-edition-for-mri

https://www.manutd.com/en/news/detail/manchester-united-announce-
partnership-extension-with-canon-medical-systems

https://www.sportsbusinessdaily.com/Global/Issues/2012/09/04/Marketing-and-
Sponsorship/Toshiba.aspx

https://global.medical.canon/specialties/sportsmed/sportsmed_partners

https://global.medical.canon/products/ultrasound/aplio_platinum_series

https://us.medical.canon/products/magnetic-resonance/

https://mfl.ssl.cdn.sdlmedia.com/636892462498881483AG.pdf

PLAYING WITH CANON - CANON X MANCHESTER UNITED 10