SAB NewsThe 2007 Life Science Industry AwardsPosted 7/6/2007  The 2007 Life Science Industry Awards Tamara Zemlo, Ph.D. MPH and Kathryn Henwood t.zemlo@gene2drug.com Movies have the Oscars. Theater has the Tonys. Television has the Emmys. Music has the Grammys. And the Life Sciences have The Science Advisory Board’s annual outstanding supplier awards. In April of this year, The Science Advisory Board joined with The Scientist magazine to recognize the companies whose tools and technologies support and help advance your research. Literally thousands of our members named the supplier they considered “best-in-class” in 14 product categories that reflect the breadth of our members’ scientific expertise. The vote was much more than a “popularity contest” — the ballot also included a scorecard where scientists could grade companies on practical factors such as satisfaction with product features, likelihood to purchase again, likelihood to recommend the supplier, the supplier with best overall solutions, and cost-effectiveness. Finally, we also invited you to name the companies that you believe are the best at communicating with the life science community, as well as those that are the most supportive once you have made a purchase. On behalf of our friends at The Scientist magazine, we would like to thank you for voting this year. We trust that the results of this year’s awards will help you understand how suppliers are competing for your attention and business, as well as who your scientific colleagues consider to be the leaders in each category. So without further ado, we present to you this year’s Finalists and Winners…
Cell Biology Instrumentation (Flow Cytometer-based) Through optical means, flow cytometers distinguish cells on the basis of size and shape in addition to the presence of many different molecules inside and on the surface of the cells. The appeal of flow cytometry arises from the flexibility and sensitivity of fluorescence technology combined with the technique’s high speed and powerful data integration capabilities. Although flow cytometry has enabled scientists to analyze a variety of cell types since the late 1970s, today’s technology applications, from cell sorting to apoptosis, are even more broad reaching and powerful in the life science research market. However, scientists are at various levels of sophistication and have differing experimental needs when it comes to this versatile technology. Some think of flow cytometry as a “black box,” while others can easily operate the most sophisticated of cytometers. In all, 13 companies were nominated with BD Biosciences, Beckman Coulter and DakoCytomation being named as Finalists. With more than 30 years experience in the development of multi-parameter flow cytometry platforms BD Biosciences was the clear Winner. BD Biosciences’ dominance of this category has been buttressed by the launch of several flow cytometry platforms and associated sample preparation and automation systems over the past few years. BD Biosciences has also solidified its position by creating a network of astute partnerships with both technology and market leaders. The company’s portfolio of flow cytometers includes the FACSAria, FACSCalibur, FACSCanto and LSR II brands. Cell Biology Instrumentation (Microscope-based) Historically, microscopy has always been a driving force in the study of cells. Today, however, cell biologists are increasingly taking advantage of new and more powerful technologies for visualizing the interior of live cells. Exciting developments in microscopes and associated dyes, staining protocols and preparation techniques are helping scientists understand even more about the structure and function of cells. Carl Zeiss, Nikon and Olympus were named as Finalists with Carl Zeiss enjoying a commanding lead and proclaimed Winner of this category. Long a traditional leader in the microscope market, Zeiss set its sights on the life sciences for potential growth. In response to user demands, the company’s Microscopy Group replaced more than half of its product portfolio in 2004 and 2005. Zeiss recognizes that confocal microscopy, in particular, has become a standard research tool for cell biologists because it is complementary to a variety of other more sophisticated protocols. Zeiss also offers new instrument solutions that reflect the vastly increased importance of fluorescence microscopy where objects of interest in the cells are fluorescent-labeled and illuminated with excitation light to provoke fluorescence emission. The company’s Axio Imager, SteREO Lumar.V12 and LSM 5 Live brands have all been successful in cementing Carl Zeiss’ dominance of the field, particularly in 3-D and live cell imaging. Cell Biology Kits and Reagents Advances in the area of kits and reagents have enabled cell biology researchers to understand the fundamental processes of cells. For example, cytokine and growth factor research has provided unprecedented insight into how the body controls development and regulates its response to disease and infection. This particular area of research has attracted many life science suppliers, both large distributors as well as niche vendors, who are competing for a share of this market. Additionally, highly specific antibodies have provided a way to identify protein function and cell signaling pathways in most phases of the cell life cycle. The category Cell Biology Kits & Reagents includes products that are used to study the physiological properties of cells, such as their structure and organelles, their environment and interactions, their life cycle, division, function and death. Examples include apoptosis assay kits, cytokine detection assays, and signal transduction and transfection reagents. 2007 finalists BD Biosciences, Invitrogen and Sigma-Aldrich received more votes from life scientists than 43 other competitors. In this category, Invitrogen was the Winner. Invitrogen’s broad product portfolio ensures that the company is engaged in all aspects of cell biology, including such dynamic areas as stem cell research, cell therapy and molecular imaging. By building upon their core product strengths, Invitrogen has begun offering complete bench top systems such as their iPrep, iBlot, and Qubit platforms that complement their cell biology reagents and kits for even greater experimental efficiencies. Cell Culture Media and Reagents There is sometimes a tendency to equate innovation with high-tech equipment, while taking for granted the commonplace reagents in every laboratory. However, scientists need these reagents to work consistently, reliably and with high performance results in order to conduct their daily experiments. The category of Cell Culture Media & Reagents encompasses those products used for growing and maintaining cell lines or strains under laboratory conditions. Without quality mainstays such as cell culture, media, and media supplements, everyday functioning in the lives of cells and scientists alike would be difficult. Among 33 competitors, Hyclone (Thermo Fisher Scientific), Invitrogen (Gibco), and SAFC Biosciences (Sigma-Aldrich) stood out as finalists. Only one could take home the winning plate, however. Invitrogen was picked the most among the population of scientists. With its broad product array—including the largest selection of serum-free, protein-free, and chemically defined tissue culture media—Invitrogen’s Gibco brand is well positioned as the purveyor of easy-to-use, quality cell culture media and reagents. Invitrogen’s scientists have developed a number of innovative products, including a chemically defined CHO (Chinese Hamster Ovary) Optimization Kit designed to maximize protein yield, TrypLE Select, a non-animal, room temperature stable trypsin replacement, and Advanced Granulation Technology (AGT) Media, which are dry cell culture media in a convenient granular format. Computer Hardware Despite the innovations in the manufacturing area of biology, a bottleneck in data integration and analysis has made personal computers, workstations and minicomputers important fixtures in the lab. Scientists worldwide are acquiring genomics data through the use of techniques such as amplification, DNA microarray expression, genotyping, real-time PCR, RNA interference and sequencing. Because scientists are increasingly compiling data from multiple sources and instrument platforms that were never intended to be compatible, instrumentation suppliers and information technology (IT) vendors are challenged to provide solutions that integrate this data. These companies are also faced with the challenges of disseminating this data to other institutions, as well as improving user interfaces to accommodate scientists with little IT background. Instrument companies are developing new applications, and independent software vendors are creating software to keep up with increased demands for better throughput and compatibility and to capitalize on opportunities in these new markets for IT vendors. This category includes devices capable of accepting and storing computer data, executing a systematic sequence of operations on computer data, or producing control outputs. Among 24 competitors nominated, three finalists dominated in the life science computer hardware category: Apple, Dell and HP/Compaq. By a wide margin, Dell was named the Winner of this category. While the popularity of Dell among scientists is undoubtedly due, in part, to the company’s success in the general marketplace, the ubiquity of Dell desktops and laptops in labs is also related to a decision to target the life science vertical market with cluster and high performance computing solutions for drug discovery. Gene Expression Analysis Products The ever-expanding universe of applications for gene expression analysis products has made these technologies some of the most enticing and promising systems in recent times. Companies in this closely watched category have had to be versatile and visionary, while still delivering results based upon their core technology or offering. The focus of this category was on products used for measuring mRNA levels to determine the expression level of genes. DNA microarrays, target labeling reagents, standard and real-time PCR kits and reagents, cloning and expression reagents have enabled great leaps in scientific discovery. The tremendous attention and money directed towards microarrays is likely to continue attracting both new customers and suppliers to the field. In this competitive market, successful companies have been carefully positioning their products to appeal to the extremely diverse needs of their customers. Additionally, qPCR has had a host of potential applications, some of which include comparing gene expression levels in normal and diseased tissues, determining viral and bacterial loads, and genotyping. From basic researchers wanting to elucidate cellular processes to infield detection of infectious agents, the potential market for qPCR technology continues to grow. In a group of 32 companies, Affymetrix, Applied Biosystems, and Invitrogen were the brightest brands. Applied Biosystems was named the Winner with a slight lead over Invitrogen. Applied Biosystems’ leadership in this category is due in large part to the fact that its broad product portfolio spans three of the major techniques associated with gene expression analysis—DNA microarrays, real-time PCR and RNAi (Ambion). In addition to offering a wide variety of gene expression controls, reagents, kits, and primers, the company’s suite of integrated solutions includes real-time PCR instruments and microarray scanners as well as the popular TaqMan assays. High Throughput Screening and Analysis Systems The more rapid pace of scientific progress, made possible by the industrialization of biological discovery, has put more power in the hands of each researcher than many would have imagined 15 years ago. The category of High Throughput Screening & Analysis Systems is dedicated to automated systems employing miniaturized assays formats (e.g., 96-, 384- or 1536-well plates) used for conducting multiple experiments simultaneously. While many scientists were adept with their pipettes and traditional techniques, technologies such as microplate-based systems, microplate readers, liquid handling systems and lab robotics have greatly increased one’s productivity in the lab. Microplate assays, for example, provided the advantages of reducing labor time, raw material costs and sample volume. Critical to the pharmaceutical industry, microplate technology allowed both miniaturization and high-throughput to merge in an effort to streamline the drug discovery process. Today, microplate readers allow researchers to perform a variety of different assays efficiently and precisely as a result of their high-throughput adaptability and robotics. This product category continues to grow in order to meet the demands for greater scalability and quality. Among the three finalists in this category with 49 nominees, Beckman Coulter, Bio-Rad and PerkinElmer Life and Analytical Sciences and were named Finalists. PerkinElmer Life and Analytical Sciences was named the Winner of this category thanks in part to their success in redefining this category from one that encompasses only microplates to one that considers fully integrated, powerful platforms for drug discovery. As such, PerkinElmer offers High Throughput screening solutions that leverage liquid handling, chemistry, and detection techniques. PerkinElmer's products range from advanced assay technologies to ultra High Throughput plate imagers and readers to custom labeling and assay services. Image Analysis Systems The human eye became privy to never before seen spectacles when van Leeuwenhoek first used a light microscope to discover red blood cells in 1677. Today's scientists need much more than any single technique can provide and thus depend on many different image analysis systems. This category includes systems used for measuring or visualizing experimental results, which typically include functions for image editing, annotation, enhancement and archiving. Such systems can be configured for fluorescent microscopy, intracellular ion imaging, automated image stitching, fluorescence and dynamic fluorescence imaging, gel/blot analysis, grain counting and 3-D reconstruction. With hundreds of ways to appreciate the microscopic world, the van Leeuwenhoeks of today use gel documentation systems, CCD cameras, scanners and recorders made by the more than 95 companies in this category. In this highly competitive field, scientists viewed finalists Bio-Rad, Kodak Molecular Imaging Systems and Molecular Devices to be the best-in-class. Bio-Rad was selected as the Winner of this category on the strength of their products for system imaging and analyzing gels, films, and blots across applications that include proteomics and genomics. Bio-Rad’s imaging systems meet the needs of scientists in isotopic, chemiluminescent, chemifluorescent, colorimetric, and fluorescent detection as well as spot excision. Major brands include the PharosFX Plus, Personal Molecular Imager (PMI), VersaDoc MP 5000, VersaDoc MP 4000, ChemiDoc XRS, Gel Doc XR, and the GS-800 calibrated densitometer, all of which feature specialized gel analysis software and can be integrated into a single imaging center or a multi-user network. Instrumentation for Genomic Analysis Understanding the role of genetic variation is expected to profoundly change our perspective on human disease and the practice of medicine in the years to come. Genotyping, the process of analyzing the particular genetic variations (i.e., polymorphisms) existing in an individual DNA sample, can be used to identify the susceptibility of genes. Researchers face alternatives at every step of the process, from the selection of which molecular technique to use, to a myriad of choices for labeling, detection and scoring. Life science suppliers are positioning themselves to support SNP genotyping with a broad spectrum of products and services, especially in the pharmaceutical segment. Given their power, sensitivity and high-throughput capabilities, DNA microarrays play a vital role in drug discovery, development and evaluation. Manufacturers with the help of end-users are currently trying to identify and optimize combinations of genes to be arrayed, in addition to developing the best tools for data acquisition and analysis. This mix has created a dynamic and fluid marketplace. This category, defined as equipment used to manipulate nucleic acids, determine genetic sequences, or monitor gene expression levels, includes sequencers, DNA microarray scanners, genotyping or fragment systems and equipment for PCR and real-time PCR. Among the 32 nominees, life scientists selected Affymetrix, Applied Biosystems and Bio-Rad (MJ Research). In the final analysis by scientists, Applied Biosystems garnered the winning trophy this year. As with their first place position in the gene expression analysis products category, Applied Biosystems’ strength in genomic analysis can be found in the breadth of its product portfolio and the popularity of its real-time PCR instruments and genetic analyzers, which enable de novo sequencing, SNP validation, and linkage mapping. In January of 2007, while voting for the awards was ongoing, Applied Biosystems further demonstrated its commitment to this market segment with the release of the StepOne real-time PCR system that can be used in a variety of low-throughput applications that include gene expression, viral load determination, and genotyping. Instrumentation for Protein Analysis Just when we were celebrating the milestone that was the completion of the Human Genome Project, scientists asked the next fundamental question: “What does the sequence really mean?” The quest to uncover the functional application of genes as expressed in the proteome created a new frontier and the need for new technology. With recent advances in ionization technology, for example, mass spectrometry has facilitated protein identification and characterization by using techniques such as digestion analysis, peptide sequencing and chemical synthesis verification. Other specialized applications of the technology include studying protein conformational changes, multi-protein complex formations and posttranslational modifications. Researcher demands for increased efficiency and productivity have accelerated the development of mass spectrometers with fully automated processing and high-sample throughput capabilities. Advances in software technology have created products that track the sample and integrate its processing. These automated systems, capable of high-throughput protein identification, are leading the way in freestanding instrumentation. This category, defined as capital equipment used for detecting and quantifying proteins, includes mass spectrometry and chromatographic instruments. Of 34 competitors in this arena, three finalists emerged: Applied Biosystems, Bio-Rad and GE Healthcare. With a high percent margin of victory, Bio-Rad received the most votes to win the category. Long associated with protein research, Bio-Rad now offers a broad range of proteomic tools from basic separations to full identification of proteins, further bolstered by their acquisition of Ciphergen’s instrumentation business. Laboratory Plasticware Plasticware is an essential part of every life science laboratory. Plastics offer a lightweight combination of strength, flexibility, safety and convenience that has supplanted glass in most lab applications, including tissue and cell culture. Plasticware manufacturers are responding to the needs of life scientists in many innovative ways including product size, handling, and coatings to support automation, as well as in the areas of ease-of-use and ergonomics. In this highly competitive category where brand strength can often be as important as price, 46 different suppliers were named with Eppendorf, Fisher and VWR leading the group. Fisher emerged as the Winner by a substantial margin, as a result of its global distribution network that gives the company’s almost unparalleled access to life scientists and an ideal vantage point from which to promote its successful Fisherbrand line of products for tissue and cell culture. Nucleic Acid Purification Products The process of purifying DNA has come a long way since the early days of cesium chloride gradients and phenol chloroform extractions. Timesaving discoveries such as anion exchange and silica-based columns have decreased the need for long centrifugations and working with harmful substances, literally catapulting the founders of these technologies to the forefront of the DNA purification market. An expected increase in the number of DNA purification preps that are performed per year, as well as room to increase customer satisfaction levels, represent opportunities for companies to increase market share. These factors made competition among the 35 nominees particularly dynamic. The category, which encompassed products used for the isolation and analysis of DNA or RNA, included products such as kits and reagents for isolation and purification of DNA and RNA, as well as nucleic acid markers and DNA gels. The purists chose Invitrogen, Promega and Qiagen to be finalists in one of the most diverse match-ups of any category. With high customer loyalty, Qiagen took the top honors with the most votes from scientists and a high margin of victory. In much the same way that Volvo has become synonymous with the word “safety”, the Qiagen brand dominates nucleic acid purification. In 2006, Qiagen introduced 67 new products including innovative sample and assay technologies for research in the areas of epigenetics, gene expression, micro RNA, proteomics, RNAi, applied testing and molecular diagnostics. At the same time, the company continues to add enhancements such as streamlined handbooks with tear-out bench protocols and color-coded buffer caps to its flagship brands such as QIAamp, QIAprep, QIAquick and RNeasy. Protein Separation Products To gain a comprehensive understanding of protein function and regulation, researchers must separate proteins, then identify and characterize the expressed proteins. 1-D or 2-D gel electrophoresis, and occasionally single- or multidimensional liquid chromatography, have been the predominant techniques for separating proteins. To meet the demands of scientists, companies are developing new innovations that aspire to be inexpensive and reliable, generate high-resolution protein separation and yield good visual detection of subtle differences. Today gels are available as homogeneous, pre-cast products, which are combined with automated equipment and imaging analysis software for improved quantitative results and reduced workload. Products used for the purification and/or analysis of peptides or proteins are the focus of this category; one that includes kits, reagents, pre-cast gels, protein and antibody arrays, and apparatus for protein electrophoresis. Bio-Rad, GE Healthcare and Invitrogen were voted finalists out of 33 nominated companies. In the close race between the finalists, Bio-Rad took the winning position. Bio-Rad’s dominance in 2-D electrophoresis is complemented by a product line that offers scientists flexibility in all components of the 2-D process, including IPG strips, gels, and electrophoresis systems. The company’s PROTEAN brand of systems offers speed during the initial phases of experimentation and screening, while large systems provide maximum loading capacity and area for separation when resolution is important. RNAi Products The phenomenon of RNA interference (RNAi) has rapidly evolved into a powerful technique to silence gene expression in eukaryotic cells. From an evolutionary perspective, RNAi helps protect cells from viruses and transposable genetic elements in addition to carrying out more routine cellular tasks essential to development and growth. Much of the technique’s popularity comes from allowing researchers to study the molecular effects of modulating expression at the level of individual genes. This amazing degree of precision can now be accomplished without the tedious and time consuming efforts previously dedicated to the construction of single gene knock-outs or dominant negative expressing cell lines. The diversity of its applications has quickly made RNAi an indispensable tool for both academic and industrial scientists interested in gene function characterization, signaling pathway analysis and target validation. This category focuses on products used to study the phenomenon of RNA interference, including siRNA vectors, pre-validated siRNA complexes, custom-made chemically synthesized siRNA, enzymes and reagents. Of the 28 companies competing in this category, life scientists selected Ambion (Applied Biosystems), Dharmacon (Thermo Fisher Scientific) and Invitrogen as finalists in this particularly innovative category. Ambion took the winning spot as voted by life scientists. Ambion has focused almost exclusively on products for RNA-related research applications and its strong brand has been retained following the 2006 acquisition by Applied Biosystems. Ambion’s success can be attributed not only to its “first mover” advantage but also its family of products that encompass the breadth of RNA-related techniques including isolation, detection, quantification, amplification, and characterization of RNA. Supporting and Communicating with Scientists The complexity of many life science products and the myriad of scientific disciplines that they support make the following awards in the Communication and Support categories equally prestigious. Close attention and follow-through on services and information to meet scientists' needs can do as much to shape the ultimate perceptions of life scientists as the image to which a company aspires. Most Useful Print Catalog Catalogs—on the Web and in print—remain a prominent part of life science marketing. The traditional role of the catalog in the life science market has been to disseminate extensive and valuable product information and to facilitate orders by end-users. This role remains, but successful catalog marketing in the life sciences has evolved into tighter integration of the catalog across different channels. In the medium of print, three finalist companies—Invitrogen, New England Biolabs and Sigma-Aldrich—stood out among 90 companies for their superior catalogs. New England Biolabs narrowly edged out Sigma for the winning spot. In many ways, New England Biolabs has for years set the standard for effective catalog marketing through the inclusion of thorough product descriptions and price lists, in-depth technical information and trouble-shooting guides that position their catalog as an essential laboratory reference. Most Responsive Customer Service At many life science companies, customer service and technical support activities have traditionally lacked the excitement associated with developing innovative technologies and products for scientific research. However, the value of customer service and technical support in this market has increasingly been recognized over the past decade. As competitive forces and technology have merged to create superior customer support capabilities, customer expectations of superior service have been correspondingly raised. When a product fails to arrive on time or a replacement cannot be delivered when needed, a scientist’s ability to perform his or her experiments is compromised or delayed, and a sense of injustice emerges. In a market where technological differentiation is becoming difficult to achieve, providing fast response and rapid problem resolution has become an important way to create value and ensure loyalty. Out of 188 nominated companies, finalists Applied Biosystems, Bio-Rad and Invitrogen led the pack with Invitrogen taking the winning call by life scientists. Invitrogen has long viewed customer service as an essential differentiator and has invested in both training and technology to enhance its customers’ ordering experience. In particular, the customer service components of the company’s Web site streamlines the ordering process, reports product availability and back-orders and displays account-specific pricing — all key factors in a market where customers view service as an inherent part of the product. Most Knowledgeable Technical Support A customer’s level of satisfaction is derived from the sum of each and every encounter he or she has with a supplier. When a customer experiences a technical problem, exemplary service can generate corporate goodwill. Scientists’ perceptions of value go beyond a product’s technical characteristics and price. In fact, they are highly dependent on the degree to which a supplier supports its products and hence, its customers. This year, Applied Biosystems, Bio-Rad and Invitrogen were voted finalists among 165 companies in the category. Invitrogen earned the most votes among life scientists to win. Although most of the company’s technical service representatives have PhDs in the life sciences, one of the key aspects of a successful technical support program is preempting a customer call in the first place. To that end, Invitrogen has placed great emphasis on effective brochures, product information, handbooks, application notes and seminars that are delivered through multiple media. Most Useful Web Site Marketers in all segments of the life sciences recognize the importance of the Web as a means of communicating with their customers. Suppliers in this market have been investing enormous resources into their Web sites to promote their products and, increasingly, to deliver valuable services. With such a high volume of sales and product research traffic becoming a channel of choice among life scientists, the traditional sales conversation has undergone a transformation, shaping the customer experience as scientists interact with suppliers over the Internet. In this group of 131 companies in the Web site category, scientists voted Invitrogen, New England Biolabs and Sigma-Aldrich as their preferred Web destinations. More scientists’ mice clicked to vote Invitrogen as this year’s Winner in this category. Invitrogen has consistently received high marks over the years for the depth of its content complemented by ease of navigation and powerful e-commerce capabilities. Most Supportive Sales Representatives Sales representatives are a vital part of a life science supplier’s success, because they provide a direct link to scientists. By improving a rep’s credibility and effectiveness, lasting relationships with customers are formed. These relationships often boost satisfaction, loyalty and ultimately long term profitability. Yet, sales reps are an expensive resource and companies must realize the maximum return on their investment. Merely focusing on the quantitative aspects, such as increasing the size of the sales force, do not necessarily increase revenue. Instead, a combination of qualitative and quantitative factors needs to be addressed in order to maximize sales force performance and quality. In this category of 200 companies (the largest number of competing nominees), the finalists were Invitrogen, Fisher Scientific and VWR. In the end, Fisher Scientific triumphed in this category among life scientists. Fisher’s large sales force has long had a reputation for being well trained and responsive despite the huge number of products the company distributes and manufactures. As a result of the merger with Thermo, the combined sales force will add up to over 7,500 representatives able to promptly respond to scientists’ requests which the results show to be the most important trait in a best-in-class sales rep. Most Memorable Print Advertisement Successful advertising can help build brand equity and boost long-term profitability. Clearly, capturing a scientist’s attention is an important facet in determining the success of a brilliant advertising campaign. Creating awareness is a critical first step in building profits based upon brand and customer loyalty. When tied with recall, it can be a powerful motivator to take a desired action (e.g., purchase a product). However, even a memorable ad that has strong recall among the general life science population can be considered a failure if it does not achieve a high level of awareness and comprehension in its target audience. Among 126 companies, three companies—Bio-Rad, GE Healthcare and Invitrogen—captured the most mindshare among life scientist readers. The print advertisement scientists remembered most? Invitrogen, the Winner in this category continues to strike the right balance between the creativity that attracts attention and the technical information that scientists need to respond to an ad. |
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