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Study Examines Media Preferences of Life Scientists in Applied Markets

ARLINGTON, Va., Jan. 4 /PRNewswire/ -- Faced with modest growth in the traditional life science market, suppliers are turning their attention to opportunities in agricultural, biodefense and molecular diagnostics. To help companies navigate these unfamiliar waters, leading research and advisory firm BioInformatics, LLC today released its latest report examining the marketing and media preferences of scientists working in these dynamic markets. The report, "Marketing to Life Scientists: Capturing Customers' Attention in Applied Markets" highlights the importance of effective marketing in capturing mindshare in markets where product differentiation can be hard to achieve.

A complimentary Executive Summary of the report is available at:

"This report can help life science companies determine the right combination of marketing messages and tactics to efficiently reach their target audience in these applied markets," said Tamara Zemlo, PhD, Director of Syndicated Research at BioInformatics, LLC. "Scientists working in these fields share many similarities with those in basic research and drug discovery, but there are also some striking differences that marketers can exploit for optimal effectiveness."

The scientists surveyed also ranked the effectiveness of their suppliers' marketing programs in terms of "best" Web site, print catalog, exhibits, print advertising and sales force. While hundreds of companies were mentioned, market leaders such as Bio-Rad Laboratories (Amex: BIO), BD Biosciences (NYSE: BDX), Invitrogen (Nasdaq: IVGN), Sigma-Aldrich (Nasdaq: SIAL), Thermo Fisher Scientific (NYSE: TMO), and New England Biolabs all received exceptionally high rankings in multiple categories.

"When the data is analyzed by segment, however, it's clear that some firms have been more successful than others in raising awareness of their brands in the agricultural, biodefense and molecular diagnostics markets," observed Zemlo.

Key findings of the report will be shared in a complimentary Webinar presented on January 15, 2008 at 1:00 p.m. ET. To register to attend the Webinar, please email


BioInformatics, LLC is the premier research and advisory firm serving the life science industry. By leveraging our professional social network of more than 35,000 biomedical researchers, we have supported more than 300 companies and provided insights that lead to better business decisions. Our assignments include assessing the size and attractiveness of markets, optimizing product configurations and pricing, validating corporate acquisitions, measuring customer loyalty, and evaluating brand strength and positioning.

For more information, please contact:

Catherine Seguin

Director of Communications

BioInformatics, LLC

2111 Wilson Blvd., Suite 250

Arlington, VA 22201

703.778.3080 x13 (phone)

SOURCE BioInformatics, LLC
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