ARLINGTON, Va., May 25 /PRNewswire/ -- Life scientists rely upon multiple
channels to learn about research products and their suppliers. However,
according to a recent survey, no marketing channel is considered as useful as
print catalogs and supplier Web sites.
To examine the role of the catalog in the overall marketing mix and how it
has shifted in recent years, BioInformatics, LLC (http://www.gene2drug.com) --
an Arlington, VA-based market research and consulting firm -- has published
its latest report, "Life Science Product Catalogs: A Key Component of Multi-
Channel Marketing." Based on a 34-question survey of over 2,300 scientific
researchers, this report is designed to help life science suppliers optimize
and integrate their print and online catalogs so that they reinforce one
another and support the company's multi-channel marketing strategy.
"Multi-channel tactics are critical to suppliers in this market because
they offer the opportunity to boost sales, enhance branding, encourage
customer loyalty and reduce costs," said Bill Kelly, President of
BioInformatics, LLC.
According to the report, the availability of product information through
other marketing channels and media has not diminished the traditional
importance of the catalog as the primary means by which scientists identify
and compare suitable products to purchase -- from molecular biology kits to
sequencing instrumentation. However, the best catalogs go beyond being a mere
means of purchasing products and instead are perceived as valuable scientific
reference tools. Scientists indicated that Sigma-Aldrich (Nasdaq: SIAL) has
the best print catalog in the life science market, followed by New England
Biolabs and Invitrogen (Nasdaq: IVGN). Sigma-Aldrich and Invitrogen were also
considered to have superior online catalogs, as was Fisher Scientific
(NYSE: FSH).
Scientists expressed a strong preference for online catalogs over print
when looking for various types of information, such as product availability,
new products and shipment status. In fact, 25% of respondents indicated a
preference for the online medium for every activity mentioned in the survey,
as compared to only 3% who exclusively preferred print. It is clear, however,
that a majority of scientists prefer to use both media as 61% believe it is
"highly important" to continue receiving a print catalog even when the same
information is available on the Web.
Print catalogs are most valued for activities relating to products with
which scientists are already familiar -- specifically, finding information on
existing products, catalog numbers and re-ordering. "This finding may
indicate an evolving role for the print catalog in a multi-channel
environment: a technical resource and re-ordering mechanism for existing
customer segments. The needs of existing customers who already have a
relationship with a supplier and know what to expect with the print catalog
differ substantially from the needs of infrequent buyers and prospects who may
be better, and more economically, served through the electronic media," said
Kelly.
Suppliers in the life science market can segment their customer database,
enabling them to better target their catalog to those customers with a high
propensity to order. Reducing the production and distribution costs of
catalog mailings is particularly important given that many scientists have
more than 50 catalogs in their labs, which suggests that they are over-
circulated and destined to remain on the shelf.
"Although there has been speculation about the 'demise' of the print
catalog, scientific customers will expect their continued availability for
many years. Thus, suppliers must effectively integrate the catalog into a
multi-channel marketing strategy by using advanced customer database analysis,
a consistent brand message, reinforcement and measurement," concluded Kelly.
For a complimentary Executive Summary of this report, please visit:
http://www.gene2drug.com/press.92.html
ABOUT BIOINFORMATICS, LLC
BioInformatics, LLC (http://www.gene2drug.com) is a market research firm
that supports marketing, sales and R&D executives in the life science, medical
device and pharmaceutical industries through published reports, custom
research and consulting. BioInformatics sponsors the world's largest market
research panel of scientific customers -- The Science Advisory Board
(http://www.scienceboard.net) -- which consists of more than 25,000 life
science and medical professionals from 62 countries who participate in surveys
that address emerging technologies, test customer reactions to new product
concepts, measure brand awareness and assess advertising effectiveness.
For more information, please contact:
Alyssa Martin
BioInformatics, LLC
2111 Wilson Blvd., Suite 250
Arlington, VA 22201
703.778.3080 x12 (phone)
703.778.3081 (fax)
a.martin@gene2drug.com
http://www.gene2drug.com/
Available Topic Expert(s): For information on the listed expert(s), click
appropriate link.
Robin Rothrock, Ph.D.
http://profnet.prnewswire.com/ud_public.jsp?userid=499178
Tamara Zemlo, Ph.D. M.P.H
http://profnet.prnewswire.com/ud_public.jsp?userid=499186
William T. Kelly
http://profnet.prnewswire.com/ud_public.jsp?userid=499193
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