Advertising to Life Scientists: Resolving the Print vs. Online Dilemma

You know the buzzwords: click-through rates, impressions, SEO. But do you really know the true value of your online advertising? Should your online advertising supplant your print placement strategy? Or complement it? Understanding your customers’ preferences and knowing what publications and Web sites that they read and trust can help you achieve the right mix and optimize your ad buy. Seeing how your brand carries through the different media helps you position your messages for maximum impact. Before launching your new advertising campaign or committing to the next media buy, find out what’s really going on inside your buyers’ heads with BioInformatics’ in depth exploration of how to successfully advertise to life scientists.

Based upon the opinions of 1,000+ life scientists, the primary objectives of this report are as follows:

• Assess the level of Internet use and sophistication of life scientists
• Rank the usefulness of electronic sources of information for obtaining product-related information
• Determine scientists attitudes toward online advertising
• Evaluate the effectiveness of the most common types of online ads
• Categorize the most common types of key word searches
• Ascertain the reach of leading life science publications and which are the most likely to be the most effective for ad placement
• Identify novel means of reaching scientific audiences through advertising
• Compare scientists’ perceptions of print versus online advertising
• Measure the overall receptivity to online advertising in the life sciences

The report also features a best practices guide to online advertising in the life science industry based upon the perspectives of leading life science vendors. Specifically, this best practices guide benchmarks Internet advertising trends and focuses on the following:

• Benefits of online advertising
• Successful components of an online ad
• Types of online ads that attract scientists’ attention
• Challenges for increasing the use and effectives of online ads
• Internet advertising success metrics