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Marketing for Laboratory Equipment, Analytical Instruments, and Lab Automation

Anyone who has created a new model of laboratory equipment or analytical instrument knows that having a superior product doesn’t guarantee success. They also know that simply getting attention isn’t enough.

The truth is: scientists don’t like change. They loathe ambiguity. So how does an equipment or instrument manufacturer convince the most skeptical of audiences?

Step one: Connect with them on a shared belief. You need them to know you’re on the same page as they are so they open up and give you their attention. Step two: Don’t tell; show. Scientists want empirical evidence. They want familiarity. Give it to them. Step three: Make them feel. Few decisions are purely rational, and by connecting with scientists at a deeper level, you’ll tilt the scales in your favor.

Sounds simple? The ideas may be, but as any businessperson knows, execution is everything. Contact BioBM and we’ll execute a marketing strategy to drive your revenues and profits.

Contact BioBM about

    info@biobm.com

    +1 313-312-4626

    © 2025 BioBM Consulting, Inc

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    Once upon a time, a great product could stand on its own. If you built it, they would find you. Unfortunately for many companies, that time is long gone. Scientists are facing more demands for their attention than ever, and a great company needs a great voice to help it rise above the crowd.
    BioBM provides that voice.
    BioBM is a full-service marketing agency working with innovative, growth-oriented life science companies to forge commercial success. By taking a holistic approach to marketing, we can help any company become a leader through demand-generating and brand-building marketing. If you’re not afraid to do things differently, we’ll provide you with the next generation of marketing strategies, which will not only elevate your products and services, but turn your marketing program into a strategic advantage.

    The Challenge of Reinventing a 65 Year Old Technology

    As an upstart in an old industry with entrenched incumbents, building trust and believability is critical. Having the first major redesign of rotary evaporator technology since they were first commercialized in 1957, Ecodyst had an uphill battle to get customers to ditch their brand loyalties and adopt their new technology. See how BioBM helped them overcome that challenge.

    Contact BioBM about Marketing

      info@biobm.com

      +1 313-312-4626