Flow Cytometry Market Competitors Strive to Differentiate Their Brands
July 06 2006 - 3:31PM
PR Newswire (US)
ARLINGTON, Va., July 6 /PRNewswire/ -- BD Biosciences (NYSE:BDX)
and Beckman Coulter (NYSE:BEC) continue to dominate the research
market for flow cytometry instruments according to a new report
from market research and consulting firm BioInformatics, LLC
(http://www.gene2drug.com/). At the same time, the market's leaders
are being challenged by other instrument suppliers, including Dako,
Luminex (NASDAQ:LMNX) and Guava Technologies, seeking to meet the
needs of life scientists for flow cytometers that efficiently
employ a variety of complementary approaches and integrate several
applications. In the related market for flow cytometry reagents,
the report found that BD Biosciences and Beckman Coulter benefit
from the close affinity between use of their instruments and a
scientist's preferred brand of reagents. The reagent market,
however, is very competitive with most scientists purchasing
reagents from multiple suppliers. Molecular Probes (NASDAQ:IVGN),
Sigma- Aldrich (NASDAQ:SIAL) and others are attempting to
differentiate their brands to win both share and a larger
percentage of their customers' reagent budgets. The new report
"Influencing Brand Preferences in the Flow Cytometry Market" is
based on a survey of 750 life scientists about the types of flow
cytometry reagents and flow cytometers that they use and their
opinions regarding suppliers in this market. The sophisticated set
of analyses goes beyond previous examinations of this market to
measure brand share, customer loyalty, and the relationship between
price, performance and perceptions of value. Dr. Tamara Zemlo,
Director of Syndicated Research and Analysis at BioInformatics,
stated, "In this post-genomic world, scientists are looking for
flow cytometry instrumentation that can manage the complexity of
today's experimental designs. Nevertheless, our data clearly
illustrate the significance of brand reputation and performance in
a scientist's purchase decision for both instruments and reagents."
The market is expected to continue to grow because flow cytometry
offers numerous advantages over other cell-based techniques,
including speed, precision, the preservation of cell viability and
cellular functions, and simultaneous measurements of multiple
cellular parameters. Sixty percent of the scientists surveyed take
advantage of the services of centralized flow cytometry core labs
at their institutions. Zemlo observes, "By promoting their flow
cytometry products to not only potential buyers, but also to
potential users, suppliers can encourage scientists to request that
their experiments be run on specific instruments or use reagents
from their preferred supplier. One of the major downstream effects
of proactively driving brand preference will likely be an increase
in future sales due to a need for replacement instruments in the
flow core labs. Additionally, scientists pleased with their
experiences with a specific brand of flow cytometer in a core lab
may ultimately decide to purchase their own instrument." The report
clearly illustrates that numerous opportunities exist in this
growing market. By highlighting segments most interested in
specific performance attributes, suppliers sway brand preferences
in their favor. For a complimentary Executive Summary of this
report, please visit http://www.gene2drug.com/report/139/. ABOUT
BIOINFORMATICS, LLC BioInformatics, LLC is a market research firm
located in Arlington, Virginia. BioInformatics supports marketing,
sales and R&D executives in the life science, medical device
and pharmaceutical industries through published research reports,
custom research and consulting. BioInformatics sponsors the world's
largest market research panel of scientific customers -- The
Science Advisory Board (http://www.scienceboard.net/) -- which
consists of more than 30,000 scientists, physicians and other life
science and medical professionals from 62 countries who participate
in surveys that address emerging technologies, test customer
reactions to new product concepts, measure brand awareness and
assess advertising effectiveness. For more information, please
contact: Jonathan Olsen BioInformatics, LLC 2111 Wilson Blvd.,
Suite 250 Arlington, VA 22201 703.778.3080 x12 (phone) 703.778.3081
(fax) http://www.gene2drug.com/ Available Topic Expert(s): For
information on the listed expert(s), click appropriate link. Tamara
Zemlo, Ph.D. M.P.H
http://profnet.prnewswire.com/ud_public.jsp?userid=499186
DATASOURCE: BioInformatics, LLC CONTACT: Jonathan Olsen of
BioInformatics, LLC, +1-703-778-3080 x12, fax: +1-703-778-3081, or
Web site: http://www.gene2drug.com/
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