New Research Reveals Distinct Marketing Preferences of Chinese and Indian Life Scientists

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Chinese and Indian scientists both use products from an average of 10 vendors, indicating that both markets are open to life science product vendors with designs on increasing their presence and market share in these countries, according to findings contained in "Marketing to Life Scientists: Exploring China & India," published by BioInformatics, LLC.

For instance, Chinese scientists more commonly learned about Invitrogen through the company's exhibits and its sales reps, while in India print ads were the primary way scientists learned about Eppendorf.

    Sigma-Aldrich was identified as the leading supplier in both markets, largely on the strength of its highly useful printed catalog, as this channel of communicating product information is most preferred by both Chinese and Indian scientists.

"We uncovered some significant differences between the Chinese and Indian markets," said Tamara Zemlo, director of syndicated research at BioInformatics, LLC. "From previous research, we were also able to draw comparisons among the Chinese, Indian and North American markets, providing a framework for companies to most effectively target their marketing efforts to match the preferences of the scientists they are attempting to reach."

Some of the key findings include:

-- A colleague's recommendation carries the most influence on a purchasing decision in the Chinese life science market, while brand reputation is most important in India.

-- Indian scientists are most likely to respond to a direct mail piece by calling the vendor, while Chinese scientists are more likely to follow up with a visit to the vendor's web site; in general, however, Indian scientists spend more time each week visiting vendor web sites than their colleagues in either China or North America.

-- In India, scientists prefer to deal with sales representatives from a single company, while in China, there is no preference between sales representatives from distributors representing multiple suppliers or single vendors.

-- Indian scientists prefer communications in English, while half of Chinese scientists would prefer communications in their native language.

"Sigma-Aldrich clearly draws strength from its print catalog in both markets but other companies drive awareness through a variety of media," continued Zemlo. "For instance, Chinese scientists more commonly learned about Invitrogen through the company's exhibits and its sales reps, while in India print ads were the primary way scientists learned about Eppendorf."

BioInformatics, LLC will be hosting two webinars to discuss additional findings contained in this report: Wednesday, December 5 at 11:00 a.m. EST and Tuesday, December 11 at 1:00, p.m. EST. To register, please email webinars@gene2drug.com.

For a complimentary Executive Summary of this report, please visit http://www.gene2drug.com/reports

ABOUT BIOINFORMATICS, LLC

BioInformatics, LLC is the premier research and advisory firm serving the life science industry. By leveraging our global online panel of more than 30,000 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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