Marketing to Life Scientists 2006 - Capitalizing on Media Engagement: Industry Report

Marketing to Life Scientists 2006 - Capitalizing on Media Engagement

Product Type: Market Research Report
Published by: BioInformatics, LLC
Published: November 2006
Product Code: R158-107

Description

Marketing to Life Scientists 2006: Capitalizing on Media Engagement provides insights into the media preferences of life scientists and also identifies suppliers considered to be best-in-class in each of six major marketing media -- print catalogs, Web sites, direct mail, sales representatives, print advertising, and scientific meetings and exhibits. Most importantly, this report identifies a segment of life scientists who are Highly Engaged with the marketing communication of their suppliers and provides strategic insight into marketing to this potentially lucrative group.

By answering a series of carefully designed questions, 1,300 life science buyers from academia and pharma/biotech rate the importance of product information to the success of their research and how often they seek it out via different media. The resulting data is then used to classify these buyers in terms of their level of engagement with the manufacturers of life science instrumentation, kits and reagents. By targeting and cultivating the Highly Engaged segment of life scientists, suppliers can capitalize on the potential of these customers to recommend their products and maximize the impact of their marketing efforts.

This report is designed to give suppliers a better understanding of the marketing media preferences of their current and prospective customers through effective segmentation:

1. Identify how life scientists typically learn about new products and services
2. Understand scientists’ preferences for marketing communications disseminated via print catalogs, Web sites, print advertisements, direct mail and exhibits at scientific meetings
3. Measure scientists’ level of media engagement in terms of the frequency with which they use marketing media to obtain product information
4. Measure scientists’ level of engagement with the marketing communications of their frequent suppliers
5. Determine patterns, trends and discrepancies in how Highly, Moderately and Less Engaged scientists perceive and react to various promotional techniques

Table of Contents

Key Findings and Executive Overview: Media Engagement; Questionnaire Overview; Questionnaire Design; Analytical Techniques; Demographics
Presentation and Analysis of the Data: (Blue text denotes questions used to calculate Media Engagement Score); Screening Question; Suppliers of core products used in the lab
General Marketing Preferences: Overall importance of staying abreast of new products to support research; Most common ways to learn about vendors and their products and services; Most influential factors in deciding to purchase a new product or service; Number of times new products were evaluated or purchased in the last 12 months; Segmentation analysis of General Marketing preferences by level of media engagement
Printed Catalogs: Most likely action on receiving an unsolicited catalog; Importance of specific features in a print catalog; Importance of receiving a print catalog if the information is available on the Web; Number of times referred to a print catalog when evaluating a product in the last 12 months; Vendor with the most useful print catalog; Segmentation analysis of Print Catalog preferences by level of media engagement
Vendor Web Sites: Average hours per week spent visiting vendor Web sites; Usefulness of specific features of vendor Web sites; Reasons of most interest for receiving an unsolicited email from a vendor; Types of vendors from whom respondents are likely to open unsolicited email; Number of times registered at a Web site to receive product information in the last 12 months; Vendor with the most useful Web site; Segmentation analysis of Web site preferences by level of media engagement
Direct Mail—Print: Average number of direct mail pieces received per week; Percent of direct mail opened; Influential factors in deciding to open and read unsolicited mail; Preferred course of action when more information is needed; Importance of printed technical newsletters when the information is available on the vendor’s Web site; Number of times sought more information after receiving a mail piece in the last 12 months; Segmentation analysis of Direct Mail preferences by level of media engagement
Sales Representatives: Activities that contribute to the effectiveness of sales reps; Reasons of most interest for receiving an unsolicited phone call from a sales rep; Number of on-site vendor “mini-shows” attended in the last 12 months; Usefulness of the information provided at the on-site “mini-shows”; Number of times scheduled a meeting with a sales rep in the last 12 months; Vendor with the best-trained, most effective sales reps; Segmentation analysis of Sales Rep preferences by level of media engagement
Print Advertising: Most valuable professional journals or publications; Factors that most often draw attention to a print ad; Frequency of requesting more information from a vendor immediately after seeing a print ad; Most likely reaction to an interesting print ad; Number of times sought more information after seeing an ad in the last 12 months; Vendor with the best print ads; Segmentation analysis of Print Advertising preferences by level of media engagement
Scientific Meetings and Exhibit Halls: Number of major scientific meetings respondents plan to attend in 2006; Percent of time at a scientific meeting spent visiting exhibitor booths; Factor that is most likely to cause a visit to a vendor’s booth; Preferred scientific meeting; Number of times spent 15 minutes or more at a vendor booth in the last 12 months; “Coolest” vendor booth; Segmentation analysis of Meeting and Exhibit preferences by level of media engagement
Supplier Evaluation—Media Engagement: Thoroughness with which marketing materials from 30
Demographics: Years in Research; Gender; Budget Authority—Consumables; Budget Authority—Instruments; Market Segment; Job Position; Region; Areas of Research; Segmentation analysis of survey demographics by level of media engagementOrder custom cross-tabulations of the survey data with your report!
Appendices: Insights and Perspectives:; Other Recent Publications; About BioInformatics; Our Valued Clients

Ordering and More Information

Price and Delivery Options

MindBranch has been the leading provider of industry and investment research from more than 550 independent research firms since 1992. With over 90,000 market research reports, MindBranch is your trusted source of competitive business intelligence.