Marketing for Laboratory Plasticware & Glassware
Laboratory plasticware & glassware is perhaps the most highly commoditized laboratory product vertical. It also has some of the most entrenched brands. The examples are telling: a huge percentage of scientists refer to microcentrifuge tubes as “Eppendorf tubes” and larger centrifuge tubes as “Falcon tubes”. Many beakers and flasks are assumed to be Corning Pyrex. These brands have Google-like market domination.
If you are not one of those huge industry leaders, what do you do? How do you escape the commodity trap?
Answer: You build a powerful brand. You need ways of connecting with scientists who have never used your products. You need to overcome their habits by connecting with them emotionally.
It’s not easy nor fast. It requires a keen content and social media strategy. But if you maintain it, you can make inroads, and in making those inroads you’ll have something to allow you to elevate beyond selling solely on price.
Let’s elevate your brand. Contact BioBM today.
