Marketing to Life Scientists: Capturing Customers’ Attention in Applied Markets : Market Research Report

Marketing to Life Scientists: Capturing Customers’ Attention in Applied Markets

Published: Jan. 1, 2008 - 156 Pages

Introduction
Overview of the Applied Markets: • Agricultural Biotechnology; • Biodefense; • Molecular Diagnostics
Promoting Products and Services in Applied
Research Markets
Marketing Communications: Channel Overview: • Key Findings; • Implications for Marketing to Agricultural Biotechnology, Biodefense, and Molecular Diagnostics Researchers
General Preferences of Applied Markets: • 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 of Applied Markets: • 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 Catalog Preferences of Applied Markets: • 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 Preferences of Applied Markets: • 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) Preferences of Applied Markets: • 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 Preferences of Applied Markets: • 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 Preferences of Applied Markets: • 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 Hall Preferences of Applied Markets: • 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
Demographics: • Questionnaire; • Questionnaire Overview; • Questionnaire Design
Appendices: • Appendix A: Insights; • Appendix B: Select Questions; • Appendix C: Other Publications; • Appendix D: About BioInformatics, LLC; • Appendix E: Our Valued Clients

Abstract

This report will examine the trends, needs and purchasing behavior of life scientists in three dynamic markets: molecular diagnostics; agricultural biotech; and biodefense. While much is known about the media preferences of traditional life scientists, many companies are uncertain as to how to reach out to customers in applied markets. This report will present the preferences of scientists in three attractive markets with respect to major marketing media including print catalogs, Web sites, direct mail, sales representatives, print advertisements, and scientific conferences. By understanding these scientists’ preferences for different forms of product information, this report will provide insights into how to develop and execute multi-media campaigns that deliver the right message to the right audience and will ultimately enable your company to capture market share in new markets.

To assist life science suppliers hoping to obtain and grow market share in these three attractive markets, specific questions explored in the report include:

How familiar are these customers with products and/or services offered by leading life science vendors?
Where do these customers turn to find information on vendors and products?
How easy is it for scientists to find vendor information related to their specific research needs?
Which factors influence scientists to purchase a product from a vendor they have never used before?
How important is it for scientists to stay abreast of new products and services designed to fit their research applications?
Which vendors are considered the most effective life science marketing communicators, and which life science vendor is considered the “best-in-class” in each major promotional channel?

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Marketing to Life Scientists: Capturing Customers’ Attention in Applied Markets

Table of Contents

Abstract