Life Science Brand Performance Infographic

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BioInformatics LLC infographic shows key findings from their June 2013 market report, Life Science Instruments: Brand Performance.

Life Science Instrumentation Brand Performance Infographic
The emotional attachment to a brand may be more difficult to sustain as the product offering becomes larger and broader, unless a supplier actively takes steps to build and maintain relationships across multiple (and sometimes disparate) customer niches.

In this analysis, brand strength is primarily driven by unaided awareness, usage and willingness to recommend. What are the implications of this model for life science instrumentation suppliers?

Step one is that the supplier’s brand needs to be in a customer's consideration set. High levels of awareness are likely due to a combination of advertising and other sales/marketing channels, physical presence in the lab, imprinting through training/experience, etc. The wide range of laboratory equipment and instrumentation offered by the four megabrands—Bio-Rad Laboratories, Thermo Scientific, Eppendorf and Life Technologies—provides these suppliers with a distinct advantage in this analysis.

“That said, suppliers with a more narrowly focused product offering have the opportunity to be ‘deep’ in that area, providing their customers not only with state-of-the-art instrumentation, but also customer experiences that enhance their ‘likeability’ and ‘sense of connectedness.’” says Robin Rothrock, Ph.D., Director of Publications at BioInformatics LLC. Dr. Rothrock adds: “The emotional attachment to a brand may be more difficult to sustain as the product offering becomes larger and broader, unless a supplier actively takes steps to build and maintain relationships across multiple (and sometimes disparate) customer niches.”

But what tips the balance is a customer's experience of the brand, which comes from usage coupled with a willingness to recommend. How customers experience a brand, in this case, their use of equipment and instrumentation, inherently reflects how the brand performs on those attributes that are important to customers. Satisfaction with brand performance appears to have a direct correlation with the willingness to recommend. Given that some attributes are more important than others, if a brand delivers well on the attributes that are most important, their scores are likely to be higher all around.

The following companies were individually profiled in this report:
AB Sciex
Affymetrix
Agilent Technologies    
BD Biosciences
Beckman Coulter
Bio-Rad Laboratories
Bruker Daltonics
EMD/Merck Millipore
Eppendorf
GE Healthcare
Illumina
Leica
Life Technologies
Molecular Devices
PerkinElmer
Qiagen
Roche Applied Science
Thermo Scientific
Zeiss

To learn more about Life Science Instruments: Brand Performance (13-005), a complimentary Report Brochure is available at:

Free Report Brochure

View the Key Findings Infographic here.

ABOUT BIOINFORMATICS, LLC
BioInformatics, LLC is the premier research and advisory firm serving the life science industry. By leveraging our professional social network of more than 73,000 life scientists, we have supported more than 500 companies and provided insights that lead to better business decisions. Our assignments include assessing the size and attractiveness of markets, optimizing product configurations and pricing, validating corporate acquisitions, measuring customer loyalty, and evaluating brand strength and positioning.

For more information contact:

Mary Follin
Manager, Marketing/Sales
BioInformatics, LLC
2111 Wilson Blvd., Suite 250
Arlington, VA 22201
703.778.3080 x13 (phone)
m(dot)follin(at)gene2drug(dot)com
http://www.gene2drug.com

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