BioInformatics Inc., the leading research and advisory firm serving the life science tool market, has hosted the prestigious Life Science Industry Awards since 2002. The biennial Life Science Industry Awards recognize the life science suppliers that scientists consider best-in-class in 10 customer service and communications categories. Thousands of scientists from The Science Advisory Board – the world’s largest market research panel of scientific customers – nominates and selects the winners using an online ballot. From the data collected, BioInformatics Inc.’s market research analysts calculate an overall score for each nominated company based on the number of nominations received, as well as key measurements of customer satisfaction and loyalty in 10 categories. This year’s categories are:

Best Use of Social Media

Scientists were among the first to use the Internet to publish and share information and to communicate with each other. This evolution continues today with suppliers and scientists alike. As scientists take advantage of new digital media their suppliers respond with new ways to inform and influence their customers online.

Most Responsive Customer Service

At a time when technological differentiation is becoming difficult to achieve, providing fast response and rapid problem resolution has become an important way to create value and ensure customer loyalty. And when a customer experiences a technical problem, exemplary service can generate lasting goodwill.

Most Knowledgeable Technical Support

There’s a saying that “the customer who complains to you is your friend.” Resolving technical problems as quickly as possible is a key element in creating a branded customer experience. In addition to enhancing satisfaction and building loyalty, information derived from technical problems is instrumental in developing new and better products.

Most Useful Website

The company website is the centerpiece of all digital marketing efforts and as such, it should be as dynamic as the company itself with new content continually added to drive traffic from customers and prospects alike. Intuitive navigation, advanced search capabilities and content designed to support the customer’s “buying journey”.

Most Helpful Sales Reps

Sales representatives are a vital part of a life science supplier’s success because they provide a direct link to customers. By improving a rep’s credibility and effectiveness, lasting relationships with customers are formed. These relationships often boost satisfaction, loyalty and ultimately long-term profitability.

Most Environmentally Friendly

Corporate sustainability is a business approach that creates long-term consumer and employee value by creating a “green” strategy aimed toward the natural environment and taking into consideration every dimension of how a business operates in the social, cultural, and economic environment. Our surveys have repeatedly shown that scientists applaud these efforts.

Best Customer Experience

Improving the customer experience through innovation, mass customization and customer intimacy programs is a key strategy many life science companies are pursuing. Innovation is not restricted to developing revolutionary new products. Innovation can also be incorporated in the ways customers find, buy and use your products.

Best Online Ad

Digital advertising is both an art and a science. When executed properly a digital marketing program will deliver highly personalized content through the right channel rendered appropriately for the device on which it was accessed. Mastering the constantly evolving digital technologies and technique is an ongoing challenge for life science marketers.

Best Print Ad

Successful advertising can help build brand equity and boost long-term profitability. As we learned in our recent report “Advertising to Life Scientists”, creating awareness in print is still an important part of your marketing mix in building brand awareness and customer loyalty.

Company to Watch in 2021

Some people worry that industry consolidation is reducing competition and perhaps more importantly stifling innovation. This is far from the case there are countless amazing small and medium size companies that are producing remarkable products, services and business models to drive biological research forward.