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Digital Marketing to Life Scientists 2019

  • ID: 4845566
  • Report
  • August 2019
  • Region: Global
  • 86 Pages
  • BioInformatics, LLC

Scientists were among the first to use the Internet to publish and share information and to communicate with each other. The suppliers of lab instruments and consumables were among the first to identify their customer’s digital behavior and respond with email marketing to direct them to the earliest online catalogs and e-commerce systems. This evolution continues today with suppliers and scientists alike. As scientists take advantage of new digital media their suppliers respond with new ways to inform and influence their customers online.

This report examines some of the most important elements of digital marketing, including Search Engine Optimization, social media, email, mobile, video, webinars, websites, and content marketing. The scientists responding to this survey described their use of each of these channels, how they use them, and the forms of content they are most interested in accessing. Researchers have been tracking scientists’ use of digital media since 1997 which gives the report a unique perspective on the subject. This report includes trending data with our 2016 and 2017 reports on the same topic, so readers can understand which digital marketing techniques remain effective, which are falling out of favor, and what new techniques are emerging.

Table of Contents

Introduction and Executive Summary

Analysis and Presentation of Results

  • Social Media Sites Scientists Use Each Week
  • Response to Life Science Suppliers Advertising in Social Media Feeds
  • Science-Oriented Social Media Sites Used for Research/Work

Influencer Marketing

  • Following Scientist Via Social Media and Types of Social Media Used
  • Levels of Interest in Content Posted by Scientists Followed on Social Media
  • Credibility of Different Sources of Product Marketing
  • Ethical to Publicly Endorse Life Science Products or Services Used?
  • Level of Interest in Posting Paid Reviews/Endorsements
  • Interest in Posting Reviews/Endorsements by Whether Consider Ethical to Publicly Endorse Life Science Products/Services Used
  • Fair Payment (USD) to Post Reviews and Product Endorsements

Visual Content

  • Watching an Online Video that Promotes and Features a Life Science Supplier/Brand Used in the Lab
  • Watching Livestream Video
  • Device(s) Used to Watch Livestream Video
  • Advantages Associated with Livestream Video Over Standard Video
  • Level of Interest in Various Types of Livestream Video
  • Percent Highly Interested in Various Types of Livestream Video

Experiential Marketing

  • Participation in and Most Positive Supplier-Sponsored Activities in Last 12 Months
  • Customer Sharing of their Experience at Vendor Sponsored Activities
  • How Customers Share their Experience at Vendor Sponsored Activities

Sponsored Content

  • Usefulness and Believability of Supplier-Generated White Papers/Case Studies
  • Usefulness of Supplier-Generated White Papers/CaseStudies by Believability
  • Sources Used to Verify Claims Made by Suppliers in White Papers/Case Studies
  • Customer Sentiments Regarding Online Content

Executive Branding

  • Greatest Credibility When Speaking About Their Company’s Products
  • Information of Interest from Senior Executives
  • Engagement with Senior Executives
  • Purchase of Stock in Life Science Companies
  • Awareness of Life Science Executives and Their Companies

Customer Engagement

  • Helpful Website Features When Searching for New Products

Mobile Marketing

  • Receipt of Text Message from a Supplier
  • Willingness to Accept Push Notifications from Supplier App

Smart Instrumentation

  • Usefulness of Smart Instrumentation Features
  • Comfort with Levels of Sharing Made Possible by Smart Instrumentation

Methodology and Study Demographics