Marketing to Life Scientists 2006 - Capitalizing on Media Engagement

Published by: BioInformatics, LLC

Published: Nov. 1, 2006 - 158 Pages

Table of Contents

Key Findings and Executive Overview

Media Engagement

Media Engagement Score

Validating the score

Questionnaire Overview

Questionnaire Design

Analytical Techniques

Demographics

Presentation and Analysis of the Data

(Blue text denotes questions used to calculate Media Engagement Score)

Screening Question

Suppliers of core products used in the lab

General Marketing Preferences

Overall importance of staying abreast of new products to support research

Most common ways to learn about vendors and their products and services

Most influential factors in deciding to purchase a new product or service

Number of times new products were evaluated or purchased in the last 12 months

Segmentation analysis of General Marketing preferences by level of media engagement

Printed Catalogs

Most likely action on receiving an unsolicited catalog

Importance of specific features in a print catalog

Importance of receiving a print catalog if the information is available on the Web

Number of times referred to a print catalog when evaluating a product in the last 12 months

Vendor with the most useful print catalog

Segmentation analysis of Print Catalog preferences by level of media engagement

Vendor Web Sites

Average hours per week spent visiting vendor Web sites

Usefulness of specific features of vendor Web sites

Reasons of most interest for receiving an unsolicited email from a vendor

Types of vendors from whom respondents are likely to open unsolicited email

Number of times registered at a Web site to receive product information in the last 12 months

Vendor with the most useful Web site

Segmentation analysis of Web site preferences by level of media engagement

Direct Mail—Print

Average number of direct mail pieces received per week

Percent of direct mail opened

Influential factors in deciding to open and read unsolicited mail

Preferred course of action when more information is needed

Importance of printed technical newsletters when the information is available on the vendor’s Web site

Number of times sought more information after receiving a mail piece in the last 12 months

Segmentation analysis of Direct Mail preferences by level of media engagement

Sales Representatives

Activities that contribute to the effectiveness of sales reps

Reasons of most interest for receiving an unsolicited phone call from a sales rep

Number of on-site vendor “mini-shows” attended in the last 12 months

Usefulness of the information provided at the on-site “mini-shows”

Number of times scheduled a meeting with a sales rep in the last 12 months

Vendor with the best-trained, most effective sales reps

Segmentation analysis of Sales Rep preferences by level of media engagement

Print Advertising

Most valuable professional journals or publications

Factors that most often draw attention to a print ad

Frequency of requesting more information from a vendor immediately after seeing a print ad

Most likely reaction to an interesting print ad

Number of times sought more information after seeing an ad in the last 12 months

Vendor with the best print ads

Segmentation analysis of Print Advertising preferences by level of media engagement

Scientific Meetings and Exhibit Halls

Number of major scientific meetings respondents plan to attend in 2006

Percent of time at a scientific meeting spent visiting exhibitor booths

Factor that is most likely to cause a visit to a vendor’s booth

Preferred scientific meeting

Number of times spent 15 minutes or more at a vendor booth in the last 12 months

“Coolest” vendor booth

Segmentation analysis of Meeting and Exhibit preferences by level of media engagement

Supplier Evaluation—Media Engagement

Thoroughness with which marketing materials from 30

life science suppliers are read

Demographics

Years in Research

Gender

Budget Authority—Consumables

Budget Authority—Instruments

Market Segment

Job Position

Region

Areas of Research

Segmentation analysis of survey demographics by level of media engagementOrder custom cross-tabulations of the survey data with your report!

Appendices

Insights and Perspectives:

How do scientists see through marketing hype?

Other Recent Publications

About BioInformatics

Our Valued Clients

Abstract

Marketing to Life Scientists 2006: Capitalizing on Media Engagement provides insights into the media preferences of life scientists and also identifies suppliers considered to be best-in-class in each of six major marketing media -- print catalogs, Web sites, direct mail, sales representatives, print advertising, and scientific meetings and exhibits. Most importantly, this report identifies a segment of life scientists who are Highly Engaged with the marketing communication of their suppliers and provides strategic insight into marketing to this potentially lucrative group.

By answering a series of carefully designed questions, 1,300 life science buyers from academia and pharma/biotech rate the importance of product information to the success of their research and how often they seek it out via different media. The resulting data is then used to classify these buyers in terms of their level of engagement with the manufacturers of life science instrumentation, kits and reagents. By targeting and cultivating the Highly Engaged segment of life scientists, suppliers can capitalize on the potential of these customers to recommend their products and maximize the impact of their marketing efforts.

This report is designed to give suppliers a better understanding of the marketing media preferences of their current and prospective customers through effective segmentation:

• 1. Identify how life scientists typically learn about new products and services
• 2. Understand scientists’ preferences for marketing communications disseminated via print catalogs, Web sites, print advertisements, direct mail and exhibits at scientific meetings
• 3. Measure scientists’ level of media engagement in terms of the frequency with which they use marketing media to obtain product information
• 4. Measure scientists’ level of engagement with the marketing communications of their frequent suppliers
• 5. Determine patterns, trends and discrepancies in how Highly, Moderately and Less Engaged scientists perceive and react to various promotional techniques

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