Life Science Customer Purchasing Journey: Finding Customers Along the Way

How do you position your company to be part of their process? How do you determine what criteria they will use. The Life Science Customer Purchasing Journey is a unique tool that can help to understand the purchasing process in the life sciences.

When a scientist realizes they need a tool to solve an experimental problem he or she embarks on a journey. The journey may be simple and short or long and complex. This report examines the customer journey for life science products – the sum of the experiences a customer has when they interact with a company from searching for a solution, to considering alternatives, and ultimately making a purchase.

Based on the perspective of more than 820 scientific customers from around the world, this report delves into how scientists become aware of products, evaluate alternatives, select suppliers, and navigate through often complex purchasing channels.

From the perspective of life scientists, the primary objectives of this report are as follows:

• Understand how customers are selecting products.
• Understand how many vendors they evaluate.
• Understand how they learn about vendors or products, and alternative products.
• Understand the purchasing experience.
• Understand factors that influence how customers purchase products.
• Understand e-procurement use, growth, perceptions.
• Understand institutional barriers to purchasing.

This report provides life science companies with rich, contextual data to highlight areas where scientists express varying levels of satisfaction with a process that differs significantly from that which they experience in their personal lives as consumers. The results of this study will be useful in aligning a life science company’s marketing and business processes with the preferences of their customers and provide more satisfactory customer interactions.