Marketing to life science researchers can be a difficult task. Scientists evaluate lab products—constantly—and adopt the ones that bolster their research productivity. That is, provided their budget doesn’t get in the way. The decision to evaluate and purchase new products is complex, but it can be parsed out into the following steps:
- researchers become aware of a product
- they decide a product fits a need in their workflow
- they evaluate a product
- they decide to purchase that product.
The key to improving your ability to market to a researcher is to manage your products perception at each of these critical times during the purchase lifecycle.
Making researchers aware of your product can be a difficult task, as scientists are bombarded with marketing materials of all types on a constant basis. Cutting through that noise can be difficult. Therefore, your marketing communications need to concise and clearly explain the market need that the product is attempting to address. Marketing effectiveness is critical to growing mind share amongst your customers.
When deciding whether to evaluate and adopt a product, researchers will consider the product’s price and associated value, the innovative features of the product, and it’s utility within their workflow. A product that lacks in any of these categories is likely to suffer in the marketplace.
Recognizing that product managers need to simultaneously evaluate each of these factors for a number of products in their portfolio, we created a new tool that will quickly and cost-effectively evaluate each of these factors for almost any life science tool. The scores in these critical factors are even benchmarked against similar products—so you not only learn the strengths and weaknesses of your products, but you also learn how your product is perceived relative to others.