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Survey Identifies Best Way to Reach Scientists Using Catalogs ARLINGTON, VA—May 25, 2005—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 100:SIAL) has the best print catalog in the life science market, followed by New England Biolabs and Invitrogen (NASDAQ 100: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)
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