Abstract
Catalogs--on the Web and in print--are a prominent part of life science marketing. Based on a
survey of over 2,300 life scientists across multiple market segments, engaged in a wide variety of
research and from over 50 countries, Life Science Product Catalogs: A Key Component of Multi-Channel
Marketing examines the role of the catalog in the overall marketing mix. The report is designed to
help life science suppliers optimize their print and online catalogs, including integrating the two
media. In addition to examining how and why catalogs are used, it details which media (online or
print) is preferred for different uses--from gathering information on a vendors new products to
learning how to use a product.
To help life science suppliers understand how scientists catalog preferences vary across the
world, this years edition presents the survey results by major geographic regions. It also delves
deeper into how life science products are purchased--from methods used to pay for products to the
number of orders placed online per month. By understanding how scientists experiences, expectations
and preferences have changed since our 2003 study, suppliers can adjust their catalogs content and
usability features to reflect the different strengths of print and online catalogs and the ways in
which customers use them.
The major objectives of this report are as follows:
- Determine the role of the catalog in the marketing mix.
- Compare how print and online catalogs are used in different ways.
- Identify which content and usability features are considered most important in print and online
catalogs.
- Identify the suppliers with the best print and online catalogs.
- Assess the relative strengths of print and online catalogs and how user preferences are
changing.
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