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Marketing to Life Scientists -- Exploring China & India

BioInformatics, LLC
December 1, 2007
170 Pages - SKU: BIF2476747

Abstract Table of Contents Related Reports

Countries covered: China, India

China and India are two promising emerging markets for life science products. Understanding the best media to reach the decision makers in these countries, how they view leading life science suppliers, and what influences their purchasing decisions is critically important as you enter these dynamic markets.

This report is designed to give suppliers a better understanding of the marketing media preferences in the emerging life science markets of China and India. It provides insights into how Chinese and Indian scientists learn about new products and services and prefer to receive marketing communications.

Toward this goal, the following marketing communication channels were evaluated for their effectiveness in these two regions:

Printed catalogs
Vendor Web sites and direct email
Direct mail
Sales representatives
Print advertising
Scientific meetings and exhibit halls

Marketing to Life Scientists -- Exploring China & India: • Overview of China as a Market; • Overview of India as a Market
Key Findings: • Differences/similarities between China and India; • Aggregated responses from both markets; • Familiarity with products and services of specific vendors; • Most valuable journals/publications; • Most influential factor for visiting a vendor’s booth; • Preferred scientific meeting
Compared to North America: • Vendors routinely used; • Most common ways to learn about vendors and their products/services; • Most influential factors in purchasing a new product/service; • Hours per week spent visiting vendor websites; • Reason of most interest for a vendor’s email update; • Preferred course of action if more information is needed after reading a direct mail piece
General Preferences: • Vendors routinely used; • Most common ways to learn about vendors and their products/services; • Most influential factors in purchasing a new product/service; • Number of times over the past 12 months that scientists have evaluated or purchased from a new supplier
Product Information Needs: • Familiarity with products/services offered by vendors; • How thoroughly scientists review information received from vendors; • Ease of understanding product information received from vendors; • Language preference for promotional product information
Printed Catalogs: • Most likely action on receiving a print catalog that was not requested; • Importance of specific features of print catalogs; • Importance of receiving a print catalog if the information is available on the Web; • Vendor with the most useful print catalog
Vendor Web Sites and Electronic Information: • Hours per week spent visiting vendor websites; • Usefulness of specific features of vendor websites; • Reason of most interest for a vendor’s email update; • Type of vendor from which scientists would be most likely to open unsolicited email; • Vendor with the most useful website
Direct Mail (Printed Correspondence): • Average number of direct mail pieces received per week; • Percent of direct mail that is opened and read; • Most influential factors in opening and reading unsolicited mail; • Preferred course of action if more information is needed after reading a direct mail piece; • Importance of receiving a printed newsletter if the information is available on the website
Sales Representatives: • Preferred type of sales rep; • Activities that contribute to the effectiveness of sales reps; • Preferred information to receive from an unsolicited phone call from a sales rep; • Frequency of meeting in person with sales reps; • Satisfaction with frequency of meetings with sales reps; • Preferred product information for sales reps to leave behind; • Vendor with the most effective sales reps
Print Advertising: • Most valuable journals/publications; • Most attention-getting factor of a print ad; • Most likely reaction to an interesting print ad; • Vendor with the most attention-getting print ads
Scientific Meetings and Exhibit Halls: • Number of scientific meetings respondents will attend in 2008; • Most influential factor for visiting a vendor’s booth; • Percent of time at meetings spent visiting exhibit booths; • Vendor with the most informative exhibit booth; • Preferred scientific meeting
Methodology and Demographics: • Questionnaire; • Questionnaire Overview; • Questionnaire Design

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