BioInformatics, LLC Assesses Effective Strategies for Print and Online Catalogs

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According to new research from BioInformatics, LLC (http://www.gene2drug.com) -- the leading market research and consulting firm serving the life science industry -- the print and online catalogs from Sigma-Aldrich (NASDAQ:SIAL) are seen by life scientists as being the "most useful" and "easiest to use." However, in ranking the "most visually appealing" catalogs, Invitrogen (NASDAQ:IVGN) ranked tops for online catalog and New England Biolabs took the top spot for print catalog. Catalogs from Bio-Rad Laboratories (AMEX:BIO), Fisher Scientific (a brand of Thermo Fisher Scientific -- NYSE:TMO), and QIAGEN (NASDAQ:QGEN) also ranked highly.

Our study focuses on ways that scientific and lab equipment suppliers can optimize the use of print catalogs and maximize the effectiveness of online catalogs through multi-channel integration, customer acquisition, e-commerce, creative copy, and print production

    These findings are presented in a newly released report from BioInformatics, "Life Science Product Catalogs: Techniques to Increase Sales." The report presents the perspective of over 1,000 life scientists worldwide regarding their preferences for print and online catalogs, how catalogs influence their ordering and purchasing habits, and which catalogs scientists prefer and use most frequently. Additionally, differences between frequent and infrequent users of catalogs were analyzed to provide vendors with guidance on optimizing their reach to both groups.

"Our study focuses on ways that scientific and lab equipment suppliers can optimize the use of print catalogs and maximize the effectiveness of online catalogs through multi-channel integration, customer acquisition, e-commerce, creative copy, and print production," stated Tamara Zemlo, Ph.D., Director of Syndicated Research and Analysis at BioInformatics. "Effectively integrating the catalog into a multi-channel marketing strategy requires brand consistency, message reinforcement, and effective database management. This report will help life science suppliers to understand the shifting role of the print catalog and how to effectively use both print and online catalogs in their marketing mix."

For this study, scientists ranked the importance of a number of physical features of print catalogs. Certain eco-friendly catalog options ranked well, but scientists were generally disinterested in other "green" features. Recycled paper was considered very important, and coated paper was considered unimportant. However, annual printings of catalogs ranked even more highly than recycled paper, and scientists were generally disinterested in catalog formats that would allow for updated pages to be inserted.

"We were able to compare the results of this survey with our findings from 2005, and not surprisingly, we found that online catalogs have made significant gains in that time," noted Dr. Zemlo. "For instance, on average scientists now spend 30 minutes more per week using online catalogs than they did in 2005. We also found that, overall, scientists place more of their orders online now than in 2005, however, 42% of scientists indicated that none of their product orders are placed online."

BioInformatics will host a complimentary webinar to present key findings from this invaluable report on Wednesday, March 12, 2008 at 1:00 p.m. EDT (10:00 a.m. PDT). To register for the webinar, please send an email with your contact information to webinars@gene2drug.com and reference "Catalogs Webinar" in the subject line.

"Life Science Product Catalogs: Techniques to Increase Sales" provides suppliers with insights from over 1,000 life scientists regarding how they use print and online catalogs, their preferences for both types of catalogs, and their rankings of the best catalogs. The report also includes valuable insights into differences between scientists who frequently use catalogs and those who infrequently use them. The report includes over 30 charts, tables and cross-tabulations of the survey data. For a complimentary Executive Summary of this report, please visit http://www.gene2drug.com/reports/190/

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 36,000 biomedical researchers, we have supported more than 300 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.

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Catherine Seguin
BioInformatics, LLC
703-778-3080 ext. 13
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