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Masimo Corporation Receives a Frost & Sullivan 2007 Industry Best Practices Award for Pulse Oximetry Leadership

Wednesday, November 21, 2007 General News J E 4
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IRVINE, Calif., Nov. 20 Masimo (Nasdaq: MASI),the inventor of Pulse CO-Oximetry and Read-Through Motion and Low Perfusionpulse oximetry, announced it has received a Frost & Sullivan 2007 IndustryBest Practices Award, for Pulse Oximetry Leadership -- "ranking number onein the pulse oximetry industry." Frost & Sullivan further recognized "theimpressive progression of Signal Extraction Technology (Masimo SET) to the'gold standard' for reliable pulse oximetry monitoring" in honoring thecompany.

Superior Technology

Historically, the performance of conventional pulse oximetry, as well asits usefulness in a variety of clinical settings, has been plagued byinterfering noise due to patient motion and low peripheral perfusion, whichoften results in false SpO2 readings and frequent alarms. "Masimo SignalExtraction Technology (SET) eliminates the issues caused by motion artifactand low peripheral perfusion through proprietary signal processing algorithmsand sensor technologies," said Frost & Sullivan analyst Mike Arani in hisreport.

Clinical Preference

Leading clinicians around the world have put the efficacy and reliabilityof Masimo SET to the test in more than 100 independent and objectivepeer-reviewed studies that prove Masimo's revolutionary Signal ExtractionTechnology outperforms all others, even under the most demanding of clinicalconditions. "These clinical trials have not only proved the performancesuperiority of Masimo SET, but time after time, they have also left a lastingimpression on the participating clinicians," the report said.

Brand Recognition

Also, according to the Frost & Sullivan report, "Masimo's strong brandrecognition has even driven major patient monitoring companies with in-houseproprietary SpO2 technologies to offer their multiparameter monitors with thechoice of Masimo SET SpO2 module." Today, Masimo SET technology is widelyintegrated into more than 100 multiparameter monitors and over 40 monitoringbrands. "After all, performance superiority is the chief reason Masimo pulseoximetry is the only vital sign module clinicians ask for by brand whenpurchasing a patient-monitoring product," they added.

Market Achievements

Masimo's rapid market acceptance and market share gains were cited byFrost & Sullivan as visible examples of this combination of superiortechnology, clinical preference, brand recognition and exceptional branddevelopment success.

In selecting Masimo for the 2007 pulse oximetry brand development strategyleadership award, Frost & Sullivan's analyst team tracked all the majorparticipants in the pulse oximetry industry. The process included in-depthinterviews with all market participants, customers and suppliers, along withextensive secondary and technology research to identify best practices withinthe industry. To determine the final ranking of competitors, Frost & Sullivanmeasured each on the basis of: development of unique brand strategies,competitor recognition and brand value, participation in industry tradegroups, establishment of programs that allow the brand's customers to grow,and increases in customer loyalty. As a result of this ranking, Masimo toppedthe list of industry competitors.

According to Frost & Sullivan manager Antonio Garcia, "The key to Masimo'sstrong image lies in its vision of giving caregivers more options andcapabilities than they expect. After all, Masimo simply takes the guess workout of pulse oximetry, so clinicians never have to guess what brand is themost reliable."

Joe E. Kiani, Chairman and CEO of Masimo, said, "We are honored to receivethis award from Frost & Sullivan. This recognition is especially meaningfulbecause Frost & Sullivan has surveyed the market and responded with researchfindings that validate what we have heard clinicians saying all along and whatour increasing marketshare momentum is a testament to-t
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