Life science suppliers are increasingly seeking new market opportunities where molecular, proteomic and cellular techniques are being utilized for new applications. Researchers in what are referred to as 'applied markets' frequently use many of the same techniques, and hence products, as their colleagues in the traditional life science market. But their more recent adoption of advanced research technologies suggests they are more likely to be open to learning of the broad array of solutions offered by life science suppliers. This hypothesis places a premium on effective marketing tailored to the unique needs of researchers in applied markets.
This report examines the preferences of agricultural biotechnology, biodefense, and molecular diagnostics researchers for how they wish to receive information and the types of information they need from life science vendors across a spectrum of marketing communication channels:
- Printed catalogs
- Vendor Web sites
- Direct mail
- Sales representatives
- Print advertising
- Scientific meetings and exhibit halls
This report also focuses on how familiar applied researchers are with the products and/or services offered by leading vendors. It includes customer opinion data on which vendors are considered the 'best-in-class' for each major promotional channel. Additionally, this report presents an overview of the factors that influence scientists to purchase a product from a supplier they have never used before. Use this report to incorporate these factors into the optimal media mix required to inform and influence scientists in applied markets.
Among the Key Findings
Contained in This Report…
- Molecular diagnostic researchers evaluate or purchase new products slightly more frequently than agricultural biotechnology or biodefense researchers.
- A majority of scientists believe that is important to stay abreast of new products and services that are designed for their research applications but this belief is more pronounced among molecular diagnostics scientists than agricultural biotechnology and biodefense researchers.
- The majority of scientists in applied markets save the printed catalogs that they receive from vendors. However, they prefer to use Web-based versions for their product-information needs.
- Molecular diagnostic researchers spend slightly more time per week than either agricultural or biotechnology researchers visiting vendor Web sites.
- Biodefense researchers receive the fewest pieces of direct mail out of the three profiled markets.
- Agricultural biotechnology researchers are visited less frequently by sales reps than their counterparts in biodefense researchers and molecular diagnostics.
This Report will help you…
- Determine the level of familiarity among scientists in each of the three applied markets with the products and services offered by leading life science vendors.
- Identify where these customers turn to find information on vendors and products.
- Understand the factors that influence scientists to purchase a product from a vendor they have never used before?
- Assess the value and effectiveness of specific communication channels (i.e., printed catalogs, vendor Web sites, direct mail, sales representatives, print advertising, scientific meetings and exhibit halls) for marketing to these researchers.
- Benchmark your company’s marketing performance in each major promotional channel.
Overview of the Applied Markets
- Agricultural Biotechnology
- Molecular Diagnostics
Promoting Products and Services in Applied
Marketing Communications: Channel Overview
- Key Findings
- Implications for Marketing to Agricultural Biotechnology, Biodefense and Molecular Diagnostics Researchers
General Preferences of Applied Markets
- Vendors routinely used
- Most common ways to learn about vendors and their products/services
- Most influential factors in purchasing a new product/ service
- Number of times over the past 12 months that scientists have evaluated or purchased from a new supplier
Product Information Needs of Applied Markets
- Familiarity with products/services offered by vendors
- How thoroughly scientists review information received from vendors
- Ease of understanding product information received from vendors
- Language preference for promotional product information
Printed Catalog Preferences of Applied Markets
- Most likely action on receiving a print catalog that was not requested
- Importance of specific features of print catalogs
- Importance of receiving a print catalog if the information is available on the Web
- Vendor with the most useful print catalog
Vendor Web Sites and Electronic Information Preferences of Applied Markets
- Hours per week spent visiting vendor websites
- Usefulness of specific features of vendor websites
- Reason of most interest for a vendor’s email update
- Type of vendor from which scientists would be most likely to open unsolicited email
- Vendor with the most useful website
Direct Mail (Printed Correspondence) Preferences of
- Average number of direct mail pieces received per week
- Percent of direct mail that is opened and read
- Most influential factors in opening and reading unsolicited mail
- Preferred course of action if more information is needed after reading a direct mail piece
- Importance of receiving a printed newsletter if the information is available on the website
Sales Representatives Preferences of Applied Markets
- Preferred type of sales rep
- Activities that contribute to the effectiveness of sales reps
- Preferred information to receive from an unsolicited phone call from a sales rep
- Frequency of meeting in person with sales reps
- Satisfaction with frequency of meetings with sales reps
- Preferred product information for sales reps to leave behind
- Vendor with the most effective sales reps
Print Advertising Preferences of Applied Markets
- Most valuable journals/publications
- Most attention-getting factor of a print ad
- Most likely reaction to an interesting print ad
- Vendor with the most attention-getting print ads
Scientific Meetings and Exhibit Hall Preferences of
- Number of scientific meetings respondents will attend in 2008
- Most influential factor for visiting a vendor’s booth
- Percent of time at meetings spent visiting exhibit booths
- Vendor with the most informative exhibit booth
- Preferred scientific meeting
- Questionnaire Overview
- Questionnaire Design
- Appendix A: Insights
- Appendix B: Select Questions