Life Science Product Catalogs: A Key Component of Multi-Channel Marketing

Table of Contents

Section 1. Analysis and Interpretation of Survey Results

Introduction

Catalogs and the Marketing Mix

1-3 Catalog Use

1-6 The Role of the Catalog

Catalogs and Ordering

1-9 Catalogs and the Purchasing Cycle

Optimizing the Print Catalog

1-12 Print Catalog Usage and Circulation

1-13 Print Catalog Content and Navigation

1-14 Top Print Catalog Publishers

Optimizing the Online Catalog

1-16 Online Catalog Usage

1-17 Online Content and Navigation

1-18 Online Ordering

1-19 Top Online Catalogs

Integrated Catalog Marketing

1-21 Integrating Print and Online

Conclusion

Section 2. Study Methodology and Demographics

2-1 Methodology

2-4 Definition of Terms

2-5 Demographics

2-7 Questionnaire

Section 3. Presentation of Survey Data

Learning About New Products and Services

3-1 Products used

3-6 Usefulness of various sources of information when searching for products used

3-11 Overall satisfaction with the quality of product information sources available

3-12 Frequency of catalog use (online or print) when evaluating a life science product for purchase

3-13 Importance of various features of a catalog (online or print)

3-18 Use of catalogs during phases of the research process

3-19 Use of catalogs during phases of the ordering process

3-20 Ways used to obtain products under $500

3-23 Methods used to pay for products

3-24 Frequency with which purchasing agents convert orders to the institutions preferred vendor

3-25 Companies to which converted orders are re-directed most often

Print Catalogs

3-27 Hours per week spent using print catalogs

3-28 Most common ways to obtain print catalogs

3-29 Number of print catalogs in labs

3-30 Usefulness of various print catalog features

3-35 Print catalog search preferences

3-36 Suppliers of print catalogs used

3-40 Suppliers with the BEST print catalog

Online Catalogs

3-44 Hours per week spent using online catalogs

3-45 Usefulness of various online catalog features

3-50 Online catalog search preferences

3-51 Number of orders placed per month

3-52 Percentage of orders placed using the online ordering capabilities of supplier Web sites

3-53 Change in number of orders placed using the online ordering capabilities of supplier Web sites

3-55 Reasons for change

3-56 Most convenient forms of payment

3-57 Overall satisfaction with the online ordering capabilities of supplier Web sites

3-58 Suppliers of online catalogs used

3-62 Suppliers with the BEST online catalog

Comparison of Print and Online Catalogs

3-66 Perceived importance of print catalogs when same information is available on the Web

3-67 Media preferences by catalog application

Section 4. Appendices

4-1 Insights and Perspectives

4-78 Cross-Tabulations of Survey Data

4-83 Other Recent Publications

4-85 About BioInformatics

4-86 Our Valued Clients