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Marketing to Life Scientists 2006 - Capitalizing on Media Engagement

DateNov, 2006
Pages158
Price / format$4000 / Hard Copy Mail Delivery
$6000 / PDF E- mail from Publisher Plus Hard Copy

$4 000 

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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



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
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