The best way to reach scientists using catalogues

Scientists expressed a strong preference for online catalogues over print when looking for various types of information, such as product availability, new products and shipment status

Life scientists rely upon multiple channels to learn about research products and their suppliers.

However, according to a recent survey, no marketing channel is considered as useful as print catalogues and supplier websites.

To examine the role of the catalogue in the overall marketing mix and how it has shifted in recent years, BioInformatics has published its latest report: 'Life science product catalogues: A key component of multi-channel marketing'.

Based on a 34-question survey of over 2300 scientific researchers, this report is designed to help life science suppliers optimise and integrate their print and online catalogues so that they reinforce one another and support their multi-channel marketing strategy.

"Multi-channel tactics are critical to suppliers in this market because they offer the opportunity to boost sales, enhance branding, encourage customer loyalty and reduce costs," said Bill Kelly, president of BioInformatics.

According to the report, the availability of product information through other marketing channels and media has not diminished the traditional importance of the catalogue as the primary means by which scientists identify and compare suitable products to purchase - from molecular biology kits to sequencing instrumentation.

However, the best catalogues go beyond being a mere means of purchasing products and instead are perceived as valuable scientific reference tools.

Scientists indicated that Sigma-Aldrich has the best print catalogue in the life science market, followed by New England Biolabs and Invitrogen.

Sigma-Aldrich and Invitrogen were also considered to have superior online catalogues, as was Fisher Scientific.

Scientists expressed a strong preference for online catalogues over print when looking for various types of information, such as product availability, new products and shipment status.

In fact, 25% of respondents indicated a preference for the online medium for every activity mentioned in the survey, as compared to only 3% who exclusively preferred print.

It is clear, however, that a majority of scientists prefer to use both media as 61% believe it is 'highly important' to continue receiving a print catalogue even when the same information is available on the web.

Print catalogues are most valued for activities relating to products with which scientists are already familiar - specifically, finding information on existing products, catalogue numbers, and re-ordering.

"This finding may indicate an evolving role for the print catalogue in a multi-channel environment: a technical resource and re-ordering mechanism for existing customer segments.

"The needs of existing customers who already have a relationship with a supplier and know what to expect with the print catalogue differ substantially from the needs of infrequent buyers and prospects who may be better, and more economically, served through the electronic media," said Kelly.

Suppliers in the life science market can segment their customer database, enabling them to better target their catalogue to those customers with a high propensity to order.

Reducing the production and distribution costs of catalogue mailings is particularly important given that many scientists have more than 50 catalogues in their labs, which suggests that they are over-circulated and destined to remain on the shelf.

"Although there has been speculation about the demise of the print catalogue, scientific customers will expect their continued availability for many years.

"Thus, suppliers must effectively integrate the catalogue into a multi-channel marketing strategy by using advanced customer database analysis, a consistent brand message, reinforcement and measurement," concluded Kelly.

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