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Advertising to Life Scientists: Resolving the Print vs. Online Dilemma
BioInformatics, LLC, Jan 2008, Pages: 105
Overview
Today, life science vendors have an almost endless array of print and online options when it comes to advertising their products and services. Indeed, striking the right balance between the print and online media poses an additional challenge for those companies seeking to reach the scientific market. To help improve the success of your company’s advertising efforts, this report offers insights into advertising placement, design and media strategy.
Advertising to Life Scientists: Resolving the Print vs. Online Dilemma uniquely compares the opinions and preferences of life science customers with those of industry executives responsible for advertising decisions. This integrative approach provides two different perspectives on which factors shape the accessibility, appeal and 'call-to-action' of powerful advertising. Readers of the report benefit not only from knowing what elements of advertising scientists’ find most attractive, but also how decision makers at other companies are grappling a fast changing media landscape.
To execute a successful advertising campaign, it is essential that life science vendors be discerning in their advertisement placements, regardless of whether they are with traditional print venues or via the Web. Scientific publishers are launching new titles both in print and online, adapting their content, and changing their format to attract a body of well-defined, loyal readers in an effort to attract advertising dollars. With this report, suppliers can assess the reach of leading life science publications and which are likely to be the most effective for ad placement.
With online advertising, many interactions with scientists are readily traceable; vendors who diligently track this information have the ability to connect with their customers on a more relevant and timely basis.
Advertising to Life Scientists: Resolving the Print vs. Online Dilemma provides essential insights into the online activities of life scientists and how they view online advertising, allowing vendors to better tailor their online advertising efforts to the demands of the market.
In order to achieve greater success with their advertising strategies, vendors must place their print and online ads in channels that scientists perceive as trusted and welcome sources of information. This report is designed to help vendors critically examine their current print and online advertising initiatives. It will also help them to identify specific steps related to ad creation, design, placement, and tracking where optimization may help improve their return on investment—based upon an understanding of how scientists are exposed to and react to life science ads.
Advertising to Life Scientists: Resolving the Print vs. Online Dilemma will help you:
From The Scientist Perspective
- Assess the level of Internet use and sophistication of life scientists
- Rank the usefulness of electronic information sources for obtaining product-related information
- Determine scientists’ attitudes about online advertising
- Evaluate the effectiveness of the most common types of online ads
- Categorize the most common types of key word searches
- Ascertain the reach of leading publications and which are the likely to be the most effective for ad placement
- Identify novel means of reaching scientific audiences through advertising
- Compare scientists’ perceptions of print vs. online advertising
- Measure overall receptivity to online advertising
From The Vendor Perspective
The report also features a best practices guide to online advertising, from the perspective of leading life science vendors, focusing on the following:
- Benefits of online advertising
- Successful components of an online ad
- Types of online ads that attract scientists’ attention
- Advertising budgets and estimated growth
- Online ad pricing
- Challenges for increasing the use and effectiveness of online ads
Goals of this Report
Advertising to Life Scientists: Resolving the Print vs. Online Dilemma provides suppliers with the perspectives of both scientists and vendors. In 'The Scientist Perspective,' the beliefs and attitudes of over 1,200 life scientists are presented, including their perceptions of life science advertising and how they respond to print and online ads. This section provides actionable information intended to help vendors design effective online ad campaigns and optimize their use of print advertising.
'The Scientist Perspective' will help you to…
- Assess Scientists’ Reaction to Life Science Ads
- Compare Print versus Online Advertising
- Design Effective Online Ad Campaigns
- Optimize Your Use of Print Advertising
The report also features a best practices guide to online advertising in the life science industry based upon the perspectives of leading life science vendors. In 'The Vendor Perspective,' nearly 60 vendor representatives share their insights on Internet advertising trends. This section includes a series of sidebars that compare the vendors’ and scientists’ perspectives with respect to the purpose and design of online ads.
'The Vendor Perspective' will help you to…
- Identify Online Advertising Trends
- Benchmark Online Advertising Budgeting
- Highlight Critical Factors in Purchasing Online Ads
- Understand Major Challenges to Using Online Ads Successfully
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