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Marketing to Life Scientists: Capturing Customers’ Attention in Applied Markets
BioInformatics, LLC, Jan 2008, Pages: 156
Overview
Life science suppliers are increasingly seeking new market opportunities where molecular, proteomic and cellular techniques are being utilized for new applications. Researchers in what are referred to as 'applied markets' frequently use many of the same techniques, and hence products, as their colleagues in the traditional life science market. But their more recent adoption of advanced research technologies suggests they are more likely to be open to learning of the broad array of solutions offered by life science suppliers. This hypothesis places a premium on effective marketing tailored to the unique needs of researchers in applied markets.
This report examines the preferences of agricultural biotechnology, biodefense, and molecular diagnostics researchers for how they wish to receive information and the types of information they need from life science vendors across a spectrum of marketing communication channels:
- Printed catalogs
- Vendor Web sites
- Direct mail
- Sales representatives
- Print advertising
- Scientific meetings and exhibit halls
This report also focuses on how familiar applied researchers are with the products and/or services offered by leading vendors. It includes customer opinion data on which vendors are considered the 'best-in-class' for each major promotional channel. Additionally, this report presents an overview of the factors that influence scientists to purchase a product from a supplier they have never used before. Use this report to incorporate these factors into the optimal media mix required to inform and influence scientists in applied markets.
Among the Key Findings
Contained in This Report…
- Molecular diagnostic researchers evaluate or purchase new products slightly more frequently than agricultural biotechnology or biodefense researchers.
- A majority of scientists believe that is important to stay abreast of new products and services that are designed for their research applications but this belief is more pronounced among molecular diagnostics scientists than agricultural biotechnology and biodefense researchers.
- The majority of scientists in applied markets save the printed catalogs that they receive from vendors. However, they prefer to use Web-based versions for their product-information needs.
- Molecular diagnostic researchers spend slightly more time per week than either agricultural or biotechnology researchers visiting vendor Web sites.
- Biodefense researchers receive the fewest pieces of direct mail out of the three profiled markets.
- Agricultural biotechnology researchers are visited less frequently by sales reps than their counterparts in biodefense researchers and molecular diagnostics.
This Report will help you…
- Determine the level of familiarity among scientists in each of the three applied markets with the products and services offered by leading life science vendors.
- Identify where these customers turn to find information on vendors and products.
- Understand the factors that influence scientists to purchase a product from a vendor they have never used before?
- Assess the value and effectiveness of specific communication channels (i.e., printed catalogs, vendor Web sites, direct mail, sales representatives, print advertising, scientific meetings and exhibit halls) for marketing to these researchers.
- Benchmark your company’s marketing performance in each major promotional channel.
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