Advertising to Life Scientists

Published by: BioInformatics, LLC

Published: Aug. 1, 2003 - 141 Pages

Table of Contents

• 1-1 Overview
  
• 1-2 Preferences
  
• 1-5 Behavior
  
• 1-9 Advertising Effectiveness
  
• 1-14 Conclusion

Section 2. Study Methodology and Demographics

• 2-1 Objectives
  
• 2-1 Comments
  
• 2-3 Assumptions
  
• 2-3 Definition of Terms
  
• 2-5 Market Segment
  
• 2-5 Geographic Region
  
• 2-5 Job Position
  
• 2-5 Areas of Research
  
• 2-6 Questionnaire

Section 3. Presentation of Survey Data

• Professional Reading Preferences
  
• 3-2 Percent of time spent looking at various forms of content
  
• 3-3 Types of scientific information found most valuable
  
• 3-4 Types of company/product information found most valuable
  
• 3-5 Types of news content found most valuable
  
• 3-6 Types of professional resources found most valuable
  
• 3-7 Number of scientific publications received each month
  
• 3-8 Scientific publications read regularly
  
• 3-10 Scientific publications most likely to contain the information needed to select a new product/instrument for the lab
  
• 3-11 Scientific publications most useful in daily work
  
• 3-15 Personal subscriptions
  
• 3-16 Time spent reading publication
  
• 3-17 Action taken once publication is received
  
• 3-18 Additional readers per copy
  
• 3-19 Time spent reading online version
  
• 3-20 Retention of past issues
  
• 3-21 Attention to advertising content
  
• 3-22 Content mix
  
• 3-23 Reasons certain publications are not read

• Sources of Product Information
  
• 3-24 Adequacy of time to stay abreast of new products/services
  
• 3-25 Availability of impartial, non-industry sources of information about new products/services
  
• 3-26 Sources from which an individual learns about new products/techniques
  
• 3-27 Factors that would draw attention to an ad
  
• 3-28 Reactions when seeing an interesting ad
  
• 3-29 Life science supplier that most often publishes ads that capture attention

• Perceptions of Advertising
  
• 3-30 Ease of distinguishing between “scientific” vs. “promotional” information
  
• 3-31 Influence of increasing availability of product information
  
• 3-32 Feelings toward the practice of traditional scientific publishers now publishing substantial information on commercial products/services
  
• 3-33 Opinion of scientific publications accepting advertising
  
• 3-34 Credibility of ads appearing in peer-reviewed vs. non-peer reviewed publications
  
• 3-35 Level of agreement with six different statements regarding ads

• Publication Profiles for each of the following leading scientific publications based on the number of respondents indicated below:*
  
  
• 3-46 American Biotechnology Laboratory
  
• 3-48 American Clinical Laboratory
  
• 3-50 Bioscience Technology
  
• 3-52 BioTechniques
  
• 3-54 Cell
  
• 3-56 Drug Discovery & Development
  
• 3-58 Drug Discovery Today
  
• 3-60 Genetic Engineering News
  
• 3-62 Genome Technology
  
• 3-64 Genomics & Proteomics
  
• 3-66 Modern Drug Discovery
  
• 3-68 Nature
  
• 3-70 Nature Biotechnology
  
• 3-72 Science
  
• 3-74 The Scientist
  
  
• *See Methodology

• Publication Comparison
  
• 3-77 Personal subscriptions
  
• 3-78 Time spent reading publication
  
• 3-79 Action taken once publication is received
  
• 3-80 Additional readers per copy
  
• 3-81 Time spent reading online version
  
• 3-82 Retention of past issues
  
• 3-83 Attention to advertising content
  
• 3-84 Content mix

Section 4. Appendices

• 4-1 Insights & Perspectives
  
• 4-12 Cross-Tabulations of Survey Data
  
• 4-24 Reclassification of Verbatim Responses
  
• 4-26 Other Recent Publications
  
• 4-33 About BioInformatics
  
• 4-34 Our Valued Clients

Abstract

Traditionally, the best place to advertise is in those publications most widely read by life scientists. Today, life science advertisers have more choices than ever before. Dozens of scientific publishers are launching new titles, adapting their content and changing their format to attract a body of well-defined, loyal readers in an effort to attract advertising dollars. Not all scientific publications, however, are created equal. Even a cursory examination of the most popular scientific journals, magazines and newspapers vying for the scientific community’s attention reveals differences in focus, quality, depth and relevance to individual areas of research. Thus, the challenge for marketers is to produce memorable advertisements and place them in publications where they will have the greatest impact.

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