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Marketing to Life Scientists: Exploring China & India
BioInformatics, LLC, Dec 2007, Pages: 170
Overview
Marketing to Life Scientists—Exploring China & India is designed to give suppliers a better understanding of the marketing media preferences in the emerging life science markets of China and India. It provides insights into how Chinese and Indian scientists learn about new products and services and prefer to receive marketing communications.
Life Science Research in China
China presents attractive opportunities to life science companies due to the vastness of its market place, its extensive research and development infrastructure, and the increasing sophistication of its scientists. As such, suppliers are placing a greater emphasis on selling into China’s life science market. Previously, distributors dominated the Chinese market, and they exercised significant control over product pricing and availability. However, in the past five years or so, the distribution industry has become more fragmented.
Life Science Research in India
Given the size of its English-speaking and scientifically skilled workforce, an increasingly favorable intellectual property environment, an extensive institutional network, and cost effective manufacturing, India has fast become a biotech and pharmaceutical industry leader in the Asia Pacific region.
Marketing Channels in India and China
This report will provide essential insights into how scientists in India and China respond to various marketing media, enabling a smarter allocation of your company’s resources. For instance, we found that Chinese scientists typically spend about 1.5 hours per week visiting vendor Web sites, while Indian scientists typically spend about 2.5 hours per week. However, when they read a piece of direct mail and seek more information, Chinese scientists are most likely to visit the vendor’s Web site, while Indian scientists are most likely to call their sales rep.
This report will help you:
- Determine the most effective sales channel for each country
- Direct your advertising strategy for publications serving these markets
- Tailor your eCommerce strategies for highest return
- Maximize your conference exhibitors’ reach in these target markets
Simply using the same approaches that work in North America will not guarantee success in India and China! In this study, we found important differences between these two groups and North American scientists. For example, in North America— and in China—colleague recommendations ranked as the most influential factor in a scientist’s product purchasing decision. However, in India, another critical factor ranked ahead of colleague recommendations. With this report, you’ll learn about that and other important differences between India, China, and North America.
Benchmarking Leading Suppliers
This report also provides essential insights into which of the leading life science suppliers have most successfully penetrated the Indian and Chinese markets.
Report Objectives
The following marketing communication channels were evaluated for their effectiveness in China and in India:
- Printed catalogs
- Vendor Web sites and direct email
- Direct mail
- Sales representatives
- Print advertising
- Scientific meetings and exhibit halls
The report also addresses the following key issues essential for life science suppliers hoping to obtain and grow market share in China and India:
- How familiar are these customers with products and/ or services offered by leading life science suppliers?
- Who are considered the most effective life science marketing communicators, and which life science supplier is considered the 'best-in-class' in each major promotional channel?
- Where do these customers turn to find information on companies and products?
- Which factors influence scientists to purchase a product from a supplier they have never used before?
- How easy is it for scientists to understand promotional product information and do they have any specific language preferences?
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Improving Sales Rep Performance: Life Scientists' Perspectives
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Conference & Exhibit Strategies in the Life Sciences: What’s Working Now
eCommerce Strategies for the Life Science Market
Prospering in a Down Market: Strategies for Life Science Suppliers
Life Science Product Catalogs: A Key Component of Multi-Channel Marketing
New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos
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