Lab Equipment, Instruments & Automation

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.

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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. They enlisted BioBM to overcome that challenge.