First in human MARS 3D colour x-ray

Report on media releases and publicity success

Further images and videos are available from the media pack at the MBI website.

MARS Bioimaging Ltd, www.marsbioimaging.com, �1

The team at MARS Bioimaging and within the wider MARS programme have been surprised and thrilled by the extent of the publicity generated by our announcement of the first living human images taken using a MARS scanner and the overwhelmingly positive reaction we have received globally. This announcement is the culmination of years of development, research, and hard work with contributions from a number of organisations both in New Zealand and overseas. This success would not have been possible without the continued investment, funding and financial support MARS Bioimaging has received. The following report details the timeline of the announcement and the subsequent reaction. .

On Monday 9 July 2018, MARS Bioimaging (MBI) and the MARS project (including the universities of Canterbury and Otago) publicly released the world’s first colour (spectral) x-ray images of a living human via a TVNZ exclusive on the One News at 6pm. This publicity was followed closely by press releases from:

● University of Canterbury ● University of Otago ● CERN

On 16 July (less than a week after the announcement) CERN provided the following summary of the impact it had seen of the press release (emphasis from CERN):

● “The news item CERN posted on its home page is already this year’s most viewed news item on the CERN website, and the second of all time, with 62k page views since last week, with viewers spending 5min on average on the page.

● Traffic to the both the CERN Knowledge Transfer (kt.cern) and CERN home (home.cern) websites have nearly doubled last week, as compared to a usual week.

● The CERN press office is continuing to see broad international press coverage - I believe this coverage is due to both our parallel press releases / media pushes.”

As a result of this publicity, MBI has to date received ~300 overwhelmingly positive email enquiries across a range of subjects including:

● Investment interest, including from US VCs ● Distributor enquiries from a wide range of

countries

MARS Bioimaging Ltd, www.marsbioimaging.com, �2

Social Media Over 40 million people

reached via Twitter

Over 2500 tweets and retweets.

What the Future video has been viewed 1.2

million times and shared by 18,000 people on

Facebook

25,000 impressions on a single Facebook post from the University of

Canterbury

Top post on CERN’s Facebook, Twitter and

LinkedIn profiles

Over 25,000 new visitors to MARS Bioimaging’s

website

● Clinicians interested in purchasing a MARS scanner or wondering when one might be available

● Patients wondering where they can get a MARS scan or volunteering for clinical trials ● Individuals/companies/etc offering their skills/technology/etc or enquiring about

employment

Our news story has been featured by the following notable media agencies and websites (English only):

● AuntMinnie.com – the comprehensive community internet site for radiologists and related professionals in the medical imaging industry

○ Kim, A. New Zealand start-up scans 1st humans with spectral CT. [Web article] 2018 July 18; Available from: https://www.auntminnie.com/index.aspx?sec=sup&sub=adv&pag=dis&ItemID=121308.

● The New York Times ○ Baumgaertner, E. 3-D Color X-Rays Could Help Spot Deadly Disease Without

Surgery. Health [Web article] 2018 July 17; Available from: https://www.nytimes.com/2018/07/17/health/3d-color-xrays-cern.html.

● BBC World Service – Prof Phil Butler was interviewed by The Newsroom on 14 July 2018

● Physics World ○ Freeman, T. First human scanned with spectral X-ray scanner. Diagnostic

Imaging: Research Update [Web article] 2018 July 11; Available from: https://physicsworld.com/a/first-human-scanned-with-spectral-x-ray-scanner/.

● Phys.org ○ First-ever colour X-ray on a human. [Web article] 2018 July 12; Available

from: https://phys.org/news/2018-07-first-ever-colour-x-ray-human.html. ● SmithsonianMag.com

○ Daley, J. Check Out These Awesome New 3D, Full-Color X-Rays. [Web article] 2018 July 13; Available from: https://www.smithsonianmag.com/smart-news/check-out-these-awesome-new-3d-full-color-x-rays-180969626/.

● Yahoo ○ https://www.yahoo.com/amphtml/news/first-ever-colour-x-ray-

human-005837590.html ○ MSN ○ https://www.msn.com/en-us/news/technology/first-ever-colour-x-ray-on-a-

human/ar-AAzY20r ● Fox News

○ Morris-Guity, J.-J.M. First-ever color X-rays deliver astonishingly clear pictures for more accurate diagnoses, researchers say. Medical Tech [Web article] 2018 July 13; Available from: http://www.foxnews.com/health/2018/07/12/first-ever-color-x-rays-deliver-astonishingly-clear-pictures-for-more-accurate-diagnoses-researchers-say.html.

● Nature ○ Gaind, Nisha. Whales, scales, and moons - July’s best science images.

MARS Bioimaging Ltd, www.marsbioimaging.com, �3

Nature [Web article] 2018 August 3; Available from: https://www.nature.com/articles/d41586-018-05858-8 .

● Forbes ○ Berboucha, Meriame. CERN Technology Used to Create First Ever 3D Color

X-Ray. Forbes [Web article] 2018 August 1; Available from: https://www.forbes.com/sites/meriameberboucha/2018/08/01/cern-technology-used-to-create-first-ever-3d-color-x-ray/#304da5383b3d.

In addition to these, we know the article has been picked up broadly in a wide number of different countries and languages including China, India, Pakistan, Russia, and Brazil.

○

Selected Other Articles

1. Scientists develop 3D, full-color x-rays. 2018, Engadget, https://www.engadget.com/2018/07/16/scientists-develop-world-first-3d-color-x-rays/.

2. Ankle Slicethrough Using MARS Spectral X-ray Scanner 2018, Medgadget, https://www.medgadget.com/2018/07/spectral-x-ray-scanner-gives-detailed-new-view-inside-the-body.html.

3. World's First Ever Colour X-Ray Performed On a Human. Lifestyle: Health & Fitness [Web article] 2018 July 13 1]; Available from: https://www.news18.com/news/lifestyle/health-and-fitness-worlds-first-ever-colour-x-ray-performed-on-a-human-1810229.html.

4. Father and son develop world-first scanner using CERN tech. Medical & healthcare [Web article] 2018 July 11; Available from: https://www.theengineer.co.uk/father-son-scanner-cern/.

5. First human scanned with next-generation 3-D colour medical scanner. [Web article] 2018 July 10; Available from: https://medicalxpress.com/news/2018-07-human-scanned-next-generation-d-colour.html.

6. NZ scientists produce first 3D color X-ray on a human. Scitech [Web article] 2018 July 12; Available from: http://www.gmanetwork.com/news/scitech/science/660256/nz-scientists-produce-

first-3d-color-x-ray-on-a-human/story/.

7. New Zealand scientists performs first 3D, colour X-ray on a human. [Web article] 2018 July 12; Available from: https://www.straitstimes.com/asia/australianz/new-zealand-scientists-performs-first-ever-3d-colour-x-ray-on-a-human.

8. First 3D Color Xray Of Human Body. [Web article] 2018 July 12; Available from: https://www.mdtmag.com/news/2018/07/first-3d-color-xray-human-body.

9. Austin-Morgan, T. First 3D colour X-ray of a human using CERN technology. [Web article] 2018 July 11; Available from: http://www.eurekamagazine.co.uk/design-engineering-news/first-3d-colour-x-ray-of-a-human-using-cern-technology/176081/.

10. Burns, C. Behold, 3D color X-rays: MARS scanner, made with CERN tech. [Web article; videorecording] 2018 July 12; Available from: https://www.slashgear.com/3d-color-x-ray-revealed-mars-scanner-made-with-cern-tech-12537466/.

11. D'Estries, M. Your next X-ray could be in full color and 3D. Research & Innovations [Web article] 2018 July 14; Available from: https://www.mnn.com/green-tech/research-innovations/blogs/your-next-x-ray-could-be-full-color-and-3d.

12. Dormehl, L. Thanks to CERN, your next X-ray scan could be in full color Emerging Tech [Web article] 2018 July 13; Available from: https://

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www.digitaltrends.com/cool-tech/color-x-ray-scanner-photos/.

13. Dorn, L. The World’s First Human Body Scanner That Can Produce Highly Detailed Full Color 3D X-Ray Images. [Web article] 2018 July 16; Available from: https://laughingsquid.com/full-color-3d-x-ray-images/.

14. Filippidis, K. Scientists develop the world's first 3D color X-rays. Medicine [Web article] 2018 July 16; Available from: https://www.engadget.com/2018/07/16/scientists-develop-world-first-3d-color-x-rays/.

15. Houser, K. These Mind-Blowing Images of The Human Body Were Made By A New Kind of Scanner. The Digest [Web article] 2018 July 12; Available from: https://futurism.com/3d-x-rays-medical-scanner/.

16. Houser, K. Whoa, We Now Have X-Rays That Take Colour Images of The Human Body. [Web article] 2018 July 13; Available from: https://www.sciencealert.com/these-weird-images-of-the-human-body-were-made-by-a-brand-new-kind-of-scanner.

17. Irving, M. CERN chip enables first 3D color X-ray images of the human body. Medical [Web article] 2018 July 11; Available from: https://newatlas.com/3d-color-xrays-cern/55403/.

18. Johnson, S. New X-ray technology produces striking 3D images in full color. [Web article] 2018 July 13; Available from: https://bigthink.com/stephen-johnson/new-x-ray-technology-produces-striking-3d-images-in-full-color.

19. Joita, B. 3D Color X-Rays Now Possible Thanks to CERN-Made Chip. Science [Web article] 2018 July 13; Available from: https://techthelead.com/3d-color-x-rays-now-possible-thanks-to-cern-made-chip/.

20. Kooser, A. Color X-ray scanner uses CERN tech to see all your innards: Fat, bone, metal. It's all there in 3D. News [Sci-Tech] 2018 July 12; Available from: https://www.cnet.com/news/3d-color-x-

ray-scanner-uses-cern-tech-to-see-all-your-innards/.

21. Kovner, A. New Full-Color, 3D X-Ray Platform Set To Revolutionize Medicine - And They Look Really Cool. Physics [Web article] 2018 July 13; Available from: http://www.iflscience.com/physics/new-fullcolor-3d-xray-platform-set-to-revolutionize-medicine-and-they-look-really-cool/all/.

22. Liszewski, A. The World's First Full-Colour, 3D X-rays Are Freaking Me Out. Medical Devices [Web article] 2018 July 13; Available from: https://www.gizmodo.com.au/2018/07/the-worlds-first-full-color-3d-x-rays-are-freaking-me-out/.

23. Mehar, P. First human scanned with next-generation 3D color medical scanner. Invention [Web article] 2018 July 10; Available from: https://www.techexplorist.com/first-human-scanned-next-generation-3d-color-medical-scanner/15389/.

24. O'Donnell, D. New Type Of "Color" X-Ray Can Take Over the Clinical World. Health [Web article] 2018 July 17; Available from: https://www.evolving-science.com/health/color-xray-00726.

25. Papadopoulos, L. World's First 3D Color X-Rays of Human Body Produced Using CERN Technology. Innovation: 3D Technologies [Web article] 2018 July 13; Available from: https://interestingengineering.com/worlds-first-3d-color-x-rays-of-human-body-produced-using-cern-technology.

26. Rohman, M. First human scanned with novel 3D color x-ray scanner in New Zealand. Advanced Visualisation [Web article] 2018 July 10; Available from: https://www.healthimaging.com/topics/advanced-visualization/first-human-patient-scanned-3d-color-x-ray-scanner-new-zealand.

27. Schembri, F. X-rays get upgrade to 3D, full color. [Web article] 2018 July 18; Available from: http://www.sciencemag.org/news/2018/07/x-

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rays-get-upgrade-3d-full-color.

28. Scott, E. You Need To See The World's First 3D Colour X-Rays Of Human Bodies. [Web article] 2018 July 16; Available from: https://www.buzzfeed.com/elfyscott/the-worlds-first-3d-colour-x-rays-of-human-body-parts-are.

29. Sturman, C. New Zealand scientists undertake the first 3D colour x-ray. [Web article] 2018 July 15; Available from: https://www.healthcareglobal.com/hospitals/new-zealand-scientists-undertake-first-3d-colour-x-ray.

30. Thompson, A. The first 3D colour X-ray: Scientists create a scan that takes the clearest pictures yet of the human body to help boost accuracy of diagnosing diseases. [Web article] 2018 July 11; Available from: http://www.dailymail.co.uk/health/article-5941911/The-3D-colour-X-ray-Scientists-create-scan-takes-clearest-pictures-yet.html.

31. Wehner, M. Full-color 3D X-rays are the future, and here's what they look like. Science [Web article] 2018 July 13; Available from: https://bgr.com/2018/07/13/color-x-ray-ct-scan-mars-cern-technology/.

32. Yan, L. See Bones, Blood and Tissue in World's First 3D Colored X-Ray. [Web article] 2018 July 15; Available from: https://www.popularmechanics.com/technology/a22148463/bones-blood-tissue-worlds-first-full-color-3d-xray/.

33. Becker, R. These 3D X-ray are spectacular and really gross.[Web article] 2018 August 15. Available from https://www.theverge.com/2018/8/14/17676814/x-ray-ct-scan-3d-diagnostic-imaging-detail-disgust/.

MARS Bioimaging Ltd, www.marsbioimaging.com, �6