New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos
BioInformatics, LLC
September 1, 2009 220 Pages - SKU: BIF2476761
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| Life science companies are investing large amounts in creating videos that entertain, inform and call the scientific consumer to action. 65% of scientists believe that life science suppliers should circulate videos to promote a brand or a product, but suppliers need to understand what components of a marketing video will inspire a scientist to do more than watch. New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos asks questions that enable the life science supplier to measure the results of a marketing video campaign. This report reveals how scientists learn about online videos and how frequently they watch. It assesses likelihood of forwarding videos, preferences for length and content, and correlates viewing with recommending/purchasing behavior. To provide specific understanding of what makes a video effective - and memorable, 16 life science videos, produced by 14 different life science companies, were rated in 13 areas by the respondents.
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- Section 1: Analysis and Interpretation of Study Results
- • Online Videos and Life Science Marketing
- • Do busy scientists really watch videos?
- • Do scientists really want to watch videos about the products they use in their lab?
- • Which companies are producing the best life science video advertisements?
- • What makes a life science video successful?
- • What kind of videos should life science suppliers produce?
- Section 2: Analysis of 16 Supplier Promotional Videos
- • Methodology
- • Scientists evaluate 16 marketing videos produced by the following major suppliers:
- Affymetrix
- Agilent Technologies
- Applied Biosystems (Life Technologies)
- Bio-Rad Laboratories
- BioTek Instruments
- BioTrove
- Eppendorf
- Helicos
- Invitrogen (Life Technologies)
- NanoDrop (Thermo Fisher Scientific)
- Roche Applied Science
- Tecan
- Thermo Fisher Scientific
- Waters
- Section 3: Methodology and Questionnaire
- • Questionnaire Overview
- • Questionnaire Design
- • Analytical Techniques
- • Demographics
- • Questionnaire
- Section 4: Appendices
- Verbatim responses to:
- • If you have intentionally watched a video of a product before you purchased it to help make your decision, please specify the product(s). (please specify)
- • Please list some examples of what life science suppliers could offer you in exchange for watching an online video promoting a life science supplier and/or product used in the lab. (please specify)
- • Would it be helpful if the life science supplier provided more information at the conclusion of the online video for you to follow-up with them to learn more about the company/product?—Yes, I would like the following information…
- • Do you believe that life science suppliers should be making online videos (such as those you just viewed in this study) to promote their brand and/or products? Why or why not? (choose only one and please specify)
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