Brand Health in the Life Sciences

Our brand health and trends analysis model reveals the percent of a brand’s customers who believe that its instruments are “Highly Unique,” that the brand “Frequently Offers What I Need,” that its products “Perform Very Well,” that it “Frequently Offers Critical Advantages” and “Frequently Exceeds Expectations.”

In our recent report on life science instrument brand performance, two-thirds of the respondents feel that the instrumentation brands they use perform very well. Just over half of the respondents report that they really like the brand and that the brand frequently exceeds their expectations.

This highlights the yin and the yang of brand health: the objective need for instrumentation performance (and the exacting standards to which a brand may be held) and the emotional component associated with brand loyalty.

As presented here, the brand health and trends analysis for “all suppliers” takes the pulse of the leading life science instrumentation supplier brands and provides a baseline for supplier specific comparisons.

This chart depicts the percent of the brand’s customers who rated the brand favorably for each of the metrics (represented by the blue-shaded bars), as well as the percent of the brand’s customers who have indicated recent improvement of the metric based on their experience.

Brand Health Anaylsis

*These findings are based on a recent study published by BioInformatics, LLC. This report was designed to help suppliers identify brand strengths and weaknesses and to provide direction as to how to differentiate instrumentation offerings. This report offers suppliers an unbiased assessment of how major brands are performing compared to their closest competitors. Learn more about report #13-005: Life Science Instrumentation: Brand Performance.
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