Marketing for Life Science Kits & Assays

Two words: Recurring revenue. Selling kits and assays is all about recurring revenue, and recurring revenue is all about customer acquisition and retention.

It’s relatively easy to get the attention of your scientist-customers. With the right channels and tactics you can get that attention even if your audience is narrowly defined. What’s much more difficult is getting scientists to change their behavior. Scientists are loathe to change; if they have something that works, convincing them to even try something else is extremely difficult. We have seen this play out in the market: free samples used to be common among kit manufacturers, and now they are relatively rare, due to scientists’ tendency to want to try new products in theory but rarely get around to trying new products in practice. So how do you overcome this?

One part of the solution is by extensively validating your claims. If there is any room for doubt that your product will perform better than their current workflow, that gives the scientist an excuse to maintain that workflow. The scientists’ default decision is not to change.

The other part of the solution is to make them feel. The attachment to a workflow is not wholly rational. How many times have you made a strong case that your product will provide superior performance only to have the scientist-customer choose not to change their protocol? That is not a rational paralysis, and to break them out of it you need to create impact on an emotional level.

Let’s start making that impact.