Brand Awareness in the Life Science Market

With fierce competition, industry consolidation and rapid technological changes, establishing a strong brand identity in the life sciences marketplace is more critical than ever. Designed to help you understand the role brand perceptions play in a scientist's decision to choose one supplier over another, this study examines the following ten product categories in one report (pdf):  

Cell Biology Kits & Reagents

Cell Culture Media & Reagents

Chromatography Products & Supplies

Electrophoresis Products & Supplies

High Throughput Screening & Analysis Systems

Immunology Kits & Reagents

Molecular Biology Kits & Reagents

Protein Kits & Reagents

Scanners, Visualization & Image Analysis Systems

Sequencing Equipment & Instrumentation  

Over 2,000 life scientists responded to our detailed questionnaire regarding their perceptions of the market's leaders and what drives their purchase decisions. Respondents answered the survey with regards to only one of the ten product categories that they indicated they personally use "frequently" or "constantly." Tailored to meet your company's specific needs, responses for a particular product category are available separately or as part of the full report.  

Each of the eleven reports present our findings using perceptual maps to show the importance of eighteen attributes and how leading suppliers fare relative to one another. Quadrant analysis is also used to graphically depict how individual brands compare to what scientific customers say they want most in the products they use, as well as to illustrate what personality traits are associated with suppliers. Analyzing the correlation between product qualities, supplier attributes, satisfaction levels and the personality traits of leading suppliers will help you understand where you currently stand to enable you to refine your company's positioning strategy and marketing communications for 2003.  

The major objectives of the eleven reports in this study are as follows:

> Segment the life science market by scientific research objectives.

> Determine the frequency of use of products.

> Identify linkages between research objectives and product categories that point to market opportunities.

> Identify the leading suppliers.

> Determine the relative importance of key attributes relating to brands and suppliers, and their relationship to customer satisfaction.

> Determine the brand attributes and personality traits most closely associated with leading suppliers.

> Measure satisfaction levels and determine their relationship to the rankings of brand and supplier attributes for top suppliers.  

January 2003, 310 Pages PDF + one hard copy 

Publisher: BioInformatics 

To order go to this URL: http://www.bioportfolio.com/cgi-bin/acatalog/copy_of_bioinformatics_1.html#a26