When a scientist realizes they need a tool to solve an experimental problem he or she embarks on a journey. The journey may be simple and short or long and complex. This report examines the customer journey for life science products – the sum of the experiences a customer has when they interact with a company from searching for a solution to considering alternatives, and ultimately making a purchase.
This report provides life science companies with rich, contextual data to highlight areas where scientists express varying levels of satisfaction with a process that differs significantly from that which they experience in their personal lives as consumers. The results of this study will be useful in aligning a life science company’s marketing and business processes with the preferences of their customers and provide more satisfactory customer interactions.
With 61% of respondents indicating they have evaluated alternative suppliers for their most recent purchase, vendors need to ensure they offer a seamless experience from the beginning of information gathering all the way through final order placement - or risk losing sales to competitors.
Based on the perspective of more than 900 scientific customers from around the world, this report delves into how scientists become aware of products, evaluate alternatives, select suppliers, and navigate through often complex purchasing channels.
From the perspective of life scientists, the primary objectives of this report are as follows:
- Understand how customers are selecting products.
- Understand how many vendors they evaluate.
- Understand how they learn about vendors or products, and alternative products.
- Understand the purchasing experience.
- Understand the factors that influence how customers purchase products.
- Understand e-procurement use, growth, perceptions.
- Understand institutional barriers to purchasing.
- Other Suppliers Considered Purchase
- Top 10 Suppliers of:
- Research/Specialty Kits
- Complete Product Solutions
- Customized Products
- Data Analysis Software
- Resources for product awareness
- Methods for order placement
- Satisfaction with recent purchase
- Ease of Purchasing
Contact with Supplier During the Purchasing Experience
- Reasons for Contacting Supplier During Pre-Purchase Obtaining Information from Supplier
Evaluation of Alternative Products During the Purchasing Process
- Reasons for Forgoing Alternative Product Evaluation
- Identification and Evaluation of Alternative Products
Purchasing Channels and Methods
- Recent Purchase Methods
- Average Percent of Direct Purchases by Method
Use of E-Procurement as a Purchasing Channel
- Reasons for Primary Method of Direct Purchase
- Reasons for Method of Direct Purchase Other than Online/E-Procurement
- Reasons for use of E-Procurement for Direct Purchase
- Frequency of E-Procurement Use
- Changes in E-Procurement Type
- Brand of E-Procurement
- Overall Knowledge of E-Procurement System
- Derived Importance of E-Procurement System Features
- Satisfaction with E-Procurement
- Expected Adoption of E-Procurement
Vendor Selection and Vendor Lists
- Greatest Barrier to Purchasing Products and Services
- Selection Process for Life Science Consumables and Equipment
- Parameters of Approved Vendor Lists
- How Institutions and Employers Select/ Add to Approved Vendor Lists