The customer experience of a life science brand can begin before a customer makes a purchase or interact with a sales representative at a conference.
Many different marketing materials could be the first touchpoint a customer has with your brand: catalogs and pamphlets sent to department mail boxes, downloadable product guides, or online ads about your products and services. However, it’s impossible to completely control the narrative around your brand. Potential and current customers can be influenced by a blog post written by a prominent member of the scientific community, or could even hear about other’s experiences through a colleague referencing your company or a product in a conversation in the lab.
Customer experiences come in many shapes and forms, and occur at any point during the pre-purchase, post-purchase, when using a product, or during an interaction with a company representative. Collectively, these experiences can turn a one-time buyer into a repeat-buyer brand loyalist. Individually, a terrible experience can turn a customer or prospect into a brand detractor where they actively turn their colleagues away from purchasing or using your products.
A customer purchasing journey and brand experience is often twisting and complicated. The infographic below attempts to summarize these interwoven parts, but for a more comprehensive understanding of your customers, you candownload the full whitepaper. We also highly recommend checking out our suite of market research reports dedicated to life science sales and marketing. Our team of analysts and scientists have been dissecting this market for over 20 years, and if your brand is looking to better understand the “who, what, when, where, why, and how” of scientists in this space, BioInfo is one of your best sources of information.
