The scope of this study spans the pre-purchase, product-usage and post-purchase experience with 25 life science supplier companies. We’ve asked over 1,000 scientists to evaluate their supplier companies on customer touchpoints that occur during the time spent researching products, during the selection process and after the sale is made. The following companies are evaluated in this study: Agilent Technologies ATCC BD Biosciences Beckman Coulter Bio-Rad Laboratories Cell Signaling Technologies Corning Life Sciences EMD Millipore Fisher Scientific GE Healthcare Illumina Leica Life Technologies PerkinElmer Life Sciences Promega Qiagen R&D Systems Roche Applied Science Sigma-Aldrich Thermo Scientific VWR Waters Zeiss The objective of this report is to: -Provide vendors with the ability to benchmark the customer experience enjoyed by their customers against those of competitors. -Identify the relative strengths and weaknesses of each vendor on each customer experience touchpoint. -Determine the relative importance of each touchpoint in the customer experience lifecycle. For any questions about this report or to purchase a copy, contact us at info@gene2drug.com.

1. In a global economy, companies are forced to deal with the
commoditization of goods and services, the challenge of
differentiating offerings that appear similar to competitors’ and the
potential damage done when unhappy customers proliferate horror
stories about a company’s products or brand online. Building a
good mousetrap no longer guarantees a steady stream of repeat
business. Customers rule, and life science supplier companies are
continually evaluate customer reactions to multiple touch points
so they can offer the kind of experience that inspires customers to
want to come back.
Here to help, BioInformatics LLC announces the release of
Enhancing the Customer Experience: Insights and Life
Science Supplier Rankings. The scope of this study spans the
pre-­purchase, product-­usage and post-­purchase experience with
25 life science supplier companies. We’ve asked 1,056 scientists
to evaluate their supplier companies on customer touchpoints
that occur during the time spent researching products, during
the selection process and after the sale is made. The following
companies are evaluated in this study:
Agilent Technologies
ATCC
BD Biosciences
Beckman Coulter
Bio-­Rad Laboratories
Illumina
Leica
Life Technologies
Promega
Qiagen
VWR
Waters
Zeiss
If one of these companies is yours, you will be able to use this
report to compare your performance against your competitors’ and
scientists associate your brand with providing the breadth of line
think post-­sales support from your sales reps is on par with what
process of doing business with you, there are key interactions that
offer opportunities to delight — or annoy.
Your customers rated their experience on 22 attributes associated
with how they interact with life science brands. The raw data
was used to generate rankings for each phase in the customer
purchasing lifecycle:
Pre-­Purchase Experience:
Product/Vendor Awareness
Product/Vendor Knowledge
Product Experience:
Product Integrity
Post-­Purchase Experience:
The rankings are then analyzed to obtain an overall customer
experience score. The customer experience score is weighted to
each life science supplier is perceived compared to this benchmark.
This report maps key customer touchpoints so that you can easily
identify strengths to capitalize on and areas to improve upon,
thereby enhancing the customer experience and the likelihood of
generating repeat business.
Presented in a dashboard-­style format, you will be able to use
this data across functional areas in your company for a quick
assessment of customer satisfaction in each of them. Additionally,
a segment of respondents have been asked to rank the relative
importance of each touch point to help suppliers determine which
limited and customers want it all, Enhancing the Customer
Experience: Insights and Life Science Supplier Rankings
is a must-­have for savvy organizations who want to be prudent
about investing in the right experiences — the kind that will inspire
customers to stay for life.
©2013 BioInformatics, LLC www.gene2drug.com
OVERVIEW
EXECUTIVE SUMMARY
Enhancing the Customer Experience:
Insights and Life Science Supplier Rankings
BioInformaticsmarket insights from gene to drug
Company-­Wide License: $6,500
Free data set through April 30, 2013 with
purchase of the report. Regularly a $1,200 value.

2. REPORT #13-002
Enhancing the Customer Experience: Insights and Life Science Supplier Rankings
©2013 BioInformatics, LLC www.gene2drug.com
Section 1: Analysis and Interpretation of Survey
Results
Touchpoint Attributes
Product Awareness Touchpoint
Product Knowledge Touchpoint
Product Integrity Touchpoint
Agilent Technologies
ATCC
BD Biosciences
Beckman Coulter
Bio-­Rad Laboratories
Illumina
Leica
Life Technologies
Promega
Qiagen
VWR
Waters
Zeiss
Section 2: Methodology & Demographics
Demographics
Questionnaire
Section 3: Appendices
Appendix A: Additional Insights
Appendix C: About BioInformatics, LLC
REPORT HIGHLIGHTS

3. REPORT #13-002
Enhancing the Customer Experience: Insights and Life Science Supplier Rankings
©2013 BioInformatics, LLC www.gene2drug.com
OBJECTIVES
Provide vendors with the ability to benchmark the
customer experience enjoyed by their customers
against those of competitors.
Identify the relative strengths and weaknesses of each
vendor on each customer experience touchpoint.
Determine the relative importance of each touchpoint
in the customer experience lifecycle.
METHODOLOGY
Enhancing the Customer Experience: Insights and Life Science
Supplier Rankings
online survey for life scientists conducted by BioInformatics,
of The Science Advisory Board®. BioInformatics sponsors
two panels (Research and Clinical) and “convenes” regularly
via Internet (scienceboard.net) to voice their opinions on a wide
variety of issues relating to biomedical research and clinical
technologies. These experts — representing all aspects of the
life sciences and medicine — have agreed to make themselves
available to participate in our online research activities. The
were drawn from the Board’s Research Panel.
DEMOGRAPHICS
23%
18%
18%
13%
9%
5%
4%
2%
2%
1%
1%
1%
1%
Principal Investigator
Staff Scientist
Professor/Assistant Professor/
Teacher
Post Doctoral Fellow
Department Head
Lab Manager/Director/Supervisor/
Coordinator
Laboratory Technician
Executive (CEO, VP, etc.)
Physician
Bioengineer
Graduate Student/Research
Assistant/PhD Student
Production/Manufacturing
Quality Assurance/Quality Control
North
America
40%
Europe
31%
Asia/Pacific
29%
43%
8%
8%
5%
5%
13%
11%
3%
2%
1%
Academic/University
Government
Research Institute (non-­profit)
Hospital
University Medical Center
Biopharmaceutical Company
Pharmaceutical Company
Contract Research Organization
Research Institute (for profit)
Agriculture/Agricultural Biotechnology
Company
Academic Industry
I have budget authority for
and/or authorize these
purchases
50%
I evaluate instrumentation
and/or reagents and make
recommendations
46%
I neither recommend nor
specify the purchase of
instrumentation and/or
reagents
4%

4. REPORT #13-002
Enhancing the Customer Experience: Insights and Life Science Supplier Rankings
©2013 BioInformatics, LLC www.gene2drug.com
57%
53%
50%
44%
48%
49%
44%
45%
54%
47%
57%
58%
60%
50%
54%
63%
45%
46%
57%
56%
50%
55%
56%
0% 10% 20% 30% 40% 50% 60% 70%
Agilent Technologies
ATCC
BD Biosciences
Beckman Coulter
Bio-Rad Laboratories
Cell Signaling Technology
Corning Life Sciences
EMD Millipore
Fisher Scientific
GE Healthcare
Illumina
Leica
Life Technologies
PerkinElmer Life Sciences
Promega
Qiagen
R&D Systems
Roche Applied Science
Sigma-Aldrich
Thermo Scientific
VWR
Waters
Zeiss
KEY FINDINGS
Respondents Who Find It “Very Easy” to Search Supplier Websites
Respondents Who Say that “Products Cover My Experimental Workflow Very Well”
47%
56%
48%
39%
51%
76%
47%
49%
45%
40%41%
47%
57%
41%
61%62%
68%
47%
67%
40%41%
51%
47%
0%
10%
20%
30%
40%
50%
60%
70%
80%

5. REPORT #13-002
Enhancing the Customer Experience: Insights and Life Science Supplier Rankings
©2013 BioInformatics, LLC www.gene2drug.com
Customer Preferences April 2011 200 Pages
Sources of Independent, Unbiased Research
Unlike reports from other firms that are based on an analyst’s
subjective summary of information from publicly available
sources, our reports are based on the results of detailed surveys
of hundreds — even thousands — of scientific and medical
professionals who buy your products.
Developed by a Team of Experts
team
of scientists, industry veterans and market research experts with
years of experience. These professionals understand that survey
questions need to be asked in a way that ensures the answers
survey data is collected, this same team creates a unique report
that presents the reader with a thorough understanding of the
topic and the scientific and business implications of the results
based on sophisticated statistical analytics.
Custom Analysis & Research Available
If you’d like to delve deeper into the data from a study, we can
always perform custom cross-­tabulations or other analysis
on your behalf. We can even pose follow-­up questions to
respondents who answered in a particular way or conduct a
custom study to extend your knowledge.
Carefully Selected Survey Participants
When others promote results from their online surveys, they
fail to mention the uncontrolled nature of their broadcast
email invitations. To provide you with the most valid and
accurate results possible, the respondents to our surveys are
members of our unique online panel — The Science Advisory
Board®
and biomedical professionals who have agreed to take part in
our surveys, focus groups and other market research activities.
These respondents are carefully selected based on their
professional qualifications, market segments and geographic
regions — we can even select them based on the products they
use and their preferred suppliers.
Complimentary Consulting Provided
With your purchase, we offer one free hour of consultation
with our talented team of scientific and business analysts who
created the report. During this consultation, we can answer any
questions you may have about the survey results and what we
believe to be the significant trends affecting the market.
Invest in the most direct source of information from the scientists who buy your products, and the
RECENT REPORTS
WHY CHOOSE OUR REPORTS?

6. REPORT #13-002
Enhancing the Customer Experience: Insights and Life Science Supplier Rankings
©2013 BioInformatics, LLC www.gene2drug.com
ABOUT BIOINFORMATICS LLC
intelligence to leading companies serving the life science, medical
device and pharmaceutical industries. We support clients across the
therapeutics — providing high-­level management with market insights from
gene to drug.
creates value for our clients by combining extensive industry knowledge
and experience. We offer a variety of products and services that enable
executives to see themselves, their market and their competitors through
the eyes of the most important information source of all — customers. We
can precisely meet the needs of our clients through the most appropriate
mix of research methodologies, including:
and medicine with cutting-­edge market research techniques. As one of the
research, BioInformatics formed The Science Advisory Board®. Launched
researchers, physicians and biomedical professionals who convene
regularly via the Web to voice their opinions on a wide variety of issues
relating to biomedical research and clinical technologies. Clients tap into this
panel of experts and receive answers to their critical marketing questions in
days, rather than weeks. In addition to providing real-­time insights into the
offers substantial cost savings over gathering information via traditional
market research techniques.
BioInformatics offers both published reports and custom research services.
Published reports allow marketing professionals to share in the results of
broad-­based market studies that provide access to high quality research at
of the company’s executive management. For more information about
BioInformatics’ product and service offerings, please visit our Website at
www.gene2drug.com, call 703.778.3080 x13 or email
m.follin@gene2drug.com.
Biotechnology/Life Science
AbCam
Accelrys
Adnavance Technologies
Affymetrix
Agilent Technologies
Alcott Chromatography
Alfa Wassermann
Ambion
American Type Culture
Collection
Anachem
Apple Computer
Applied Precision
ART Advanced Research
Technologies
Asterand
Axxora
Barr Laboratories
BD Biosciences
Beckman Coulter
Biocept
BioGenex
Bioneer
Bio-­Rad Laboratories
Biotage
Bio-­Tek Instruments
Blue Heron Biotechnology
Carl Zeiss
Cepheid
Charles River Laboratories
CLC bio
Clontech Laboratories
Corning
CyBio
Dharmacon
Fermentas
Fluidigm
Fluorous Technologies
Fujirebio Diagnostics
Gene Codes
Gen-­Probe
GenVault Corporation
Genzyme
Glycominds
Hitachi Instruments
Hybrigenics
Illumina
Instron
Interagon
Kirkegaard & Perry Laboratories
Life Techonologies
Luminex
PamGene
Pel-­Freez
PetaGen
Photometrics
Photon Technology International
Plexagen Diagnostics
Post Genome Institute
PPD
Promega
Protein Forest
Qbiogene
Ribomed Biotechnologies
Targeted Genetics
Tecan
TissueInformatics
Transgenomic
Universal Imaging
UVP
Virginia Bioinformatics Institute
VWR International
Waters
Medical Diagnostics
Applied Imaging
Cholestech
Dade Behring
Guidant
Products
Radiometer America
Tektronix
Varian
Pharmaceuticals
Abbott Laboratories
Allergan
Amgen
AstraZeneca
Aventis
Baxter Healthcare
Bayer
Boehringer Ingelheim
Pharmaceuticals
Cardinal Health
Centocor
Pfizer
Professional Services
& Finance
Audacity Group
Bain & Company
Gerson Lehrman Group
PureTech Ventures
Publishers & Associations
Academic Press
OUR VALUED CLIENTS

7. ©2013 BioInformatics, LLC www.gene2drug.com
REPORT #13-­002
Enhancing the Customer Experience: Insights and Life Science Supplier Rankings
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To accommodate your unique needs, the raw data
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including cross-­tabulations, correlations, etc. The
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Free data set through April 30, 2013 with
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