eMarketing to Life Scientists: Raise Your Voice Above the Noise
BioInformatics, LLC, February 2011, Pages: 172
For suppliers who want to develop a thoughtful eMarketing strategy, this report is designed to be used as a tactical guide for harnessing the power of the Internet to reach out to customers in a meaningful way. eMarketing to Life Scientists: Raise Your Voice Above the Noise (11-001) identifies where scientists spend their time on the Internet and how they rely on the Internet to inform their buying decisions.
Use this report to:
- Identify preferred eMarketing channels by level of Internet use
- Reveal customer preferences for format, content, and frequency of supplier-generated emails
- Provide tips on how to enhance click-through rates for supplier ads
- Find out how customers prefer to search for information on supplier's websites
- Highlight supplier websites that offer the most relevant product and/or service information
- Evaluate customer's experience on over 25 leading suppliers' websites
- Examine social media usage by life scientists both in mainstream and on science specific sites
- And MORE
Report Highlights;
Demographics:
- Geographic Region
- Market Segment
- Years of Experience
Electronic Sources of Information:
- Types used to support research/work
- Frequency of use
Communicating with Vendors via Social Media:
- Perceived credibility of information conveyed though social media
- Perceived credibility of vendors' social media communication versus those of peers
- Likelihood of responding to vendor requests for opinions via social media
- Quantitative reactions to vendors participating in social media
- Qualitative reactions to vendors participating in social media
- Preferred methods to receive social media communication from vendors
- Selected social media use by vendor
- Social media effects on relationship with vendors
- Best social media content by vendor
- “Most entertaining” social media content by vendor
- “Most responsive” via social media content by vendor
Communicating with Vendors via Email:
- Most satisfying types of vendor responses requests for contact
- Subscription and typical readership of emails by vendor
- Vendor offers most likely to entice email list subscription
- Importance of explicit declaration of privacy/vendor not selling contact information
- Type of information willing to provide when subscribing to a vendor's email list
- Frequency of making up information when subscribing to a vendor's email list
- Preferred frequency of informational emails
- Day and/or time more likely to read a vendor email
- Influence of “sender name” on decision to open vendor emails
- Influence of subject line on decision to open vendor emails
- Content most likely to encourage click-throughs
- Likelihood to click on a link in a vendor email
- Importance of informational links in a vendor email
- Factors that make vendor emails “more interesting”
- Email communication preferences
- Reasons for unsubscribing from a vendor email list
Connecting with Vendors via Vendor Websites:
- Vendor websites regularly visited
- “Best” websites by vendor, and reasoning
- Frequency of vendor website visitation
- Frequency and type of activities performed on vendor websites
- Helpfulness of vendor website activities
- Satisfaction with specific aspects of vendor websites
- Overall satisfaction with vendor websites
- Vendor website features liked most and found “most annoying”
- Suggestions for vendor websites to increase usefulness with respect to scientists' research/work
As companies begin to invest more heavily in eMarketing campaigns, life science suppliers are challenged to cut through the noise. What makes a scientist click through, and what makes him hit delete? How frequently does a researcher want to hear from a vendor, and at what point does she get annoyed? And how does a supplier become a trusted voice in the social media conversation? With an increased reliance on email, websites and social media, eMarketing to Life Scientists: Amplify Your Message quantifies scientific consumers' usage of electronic information and provides direction as to how to deploy electronic marketing platforms in such a way that build relationships, inspires loyalty and calls a scientist to action.
For suppliers who want to develop an effective eMarketing strategythis report is designed to be used as a tactical guide for harnessing the power of electronic media to reach out to customers in a meaningful way. Scientists reveal how they feel about vendor participation in social media conversations and share opinions as to which companies have gotten the dialog just right—and which ones haven't. Rather than guessing, vendors can use this primary research to structure email blasts so that scientists will subscribe, read and click through.
In addition to social media and email marketing, this study includes an in-depth discussion on vendor websites and how scientists feel about them. What features make a website most appealing — and most annoying? How much do scientists rely on websites, and what do they expect to be able to do on them? The report details frequency of vendor website use and the most common activities engaged in while on a vendor website.
Done right, eMarketing is an exciting and cost-effective way to positively impact revenues. Conversely, a heavy price can be paid for missing the mark. Blacklisted by companies, added to do-notsend lists, reported as spam, blocked from forums, and losing sales due to a website that's hard to navigate, a failed campaign carries with it a steep price tag. Finally a report is available to help you get it right developed from the perspective of the people who use your products, eMarketing to Life Scientists: Amplify Your Message enables you to use fact-based data to inform an eMarketing strategy that creates forward-moving momentum as you execute your marketing plan.
Section 1: Presentation of Key Findings
Use of Vendor Sponsored/Created Electronic Sources of Information to Support Research/Work
Communicating With Vendors Via Social Media
Communicating With Vendors Via Email
Communicating With Vendors Via Vendor Websites
Section 2: Presentation of Vendor Website-Specific Key Findings
Vendor-Specific Analysis
Section 3: Methodology & Questionnaire
Questionnaire Overview
Questionnaire Design
AnalyticalTechniques
Demographics
Questionnaire
Section 4: Appendices
Appendix A: Insights & Perspectives
Appendix B: Segmented Analysis of Survey Results
Appendix C: Other Publications
Appendix D: About BioInformatics, LLC.
Appendix E: Our Valued Clients
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