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2022 Digital Marketing to Life Scientists Survey

  • Report

  • 77 Pages
  • May 2022
  • Region: Global
  • BioInformatics, LLC
  • ID: 5589974

The Voice of 841 Scientists on How They Want to Be Marketed To Online

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.

Exciting Insights, Including:

  • Social Media: What Companies are Winning? Platforms Used (Facebook, Twitter, LinkedIn, and Many Others) Geography (NA, EU, APAC), Power Users, Professional and Personal Use by Scientists, What Works
  • Media Websites: Who’s Winning? Amount of Time Reading, Preferences, Credibility of Ads in Media
  • Mobile Apps: Who’s Winning? Usage by Geography and Generation
  • Activities: What Digital Activities are Best? What is the Role of In-Person Activities
  • Feedback on How Companies Should Communicate, Who Should Speak for the Company? Other Marketing Supplier-Supplied Content, Videos, Peer to Peer Sources, In-Person Events and More.

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. The publisher has been tracking scientists’ use of digital media since 1997.


  • Understand the usage and preference of social media and science-related websites
  • Characterize the impact of social media and science-related websites on scientists’ perceptions
  • Understand the benefits and drawbacks of digital marketing aimed towards scientists


A 51-question online survey, consisting of both open- and closed- response questions, conducted by the publisher, was fielded to scientists between March 31st and April 11th, 2022.

841 respondents from North America, Europe and Asia Pacific that use social media and/or science-related websites for personal or professional purposes participated in this study.

Table of Contents

  • Study Overview & Objectives
  • Demographics: Who Was Surveyed, Where From? What Profession? What Ages? Employed in Academia/Pharma?
  • Executive Summary: Main Points of the Report, Who’s Winning
  • Social Media Usage: Preferences, Platforms, Time Spent, Generational Use, Life Science Supplier Ranking, Power Users
  • Science-Related Media Website Usage: Media Sources, Time Spent, Power Users, Peer-to-Peer Recommendations
  • Learning About New Products: What are the Best Methods of Educating Scientists. What Doesn’t Work?
  • Credibility of Spokespeople: Usefulness of Spokespeople, Who Should Speak? What Should They Talk About?
  • Supplier-Sponsored Content: How Believable and Useful
  • Videos Produced by Life Science Companies: What Scientists Want?
  • Experience Matters: What Digital Activities are Useful? In-Person Activities? How Should Life Science Companies Engage with Users
  • Mobile Marketing: Best Apps, Time Spent, Generational Use, Life Science Supplier Success
  • Methodology: How Results Were Obtained
  • About the Publisher

Companies Mentioned

  • Agilent
  • Aldevron
  • Beckman Coulter
  • Becton Dickinson
  • Bio-Rad
  • Bruker
  • Cytiva
  • Eppendorf
  • Illumina
  • Leica
  • MilliporeSigma/Merck
  • Perkin Elmer
  • Qiagen
  • Roche
  • Shimadzu
  • Thermo Fisher Scientific
  • Waters