Abstract
Conventional wisdom suggests that scientists are more
“sophisticated” consumers now than ever before. Marketing to
Life Scientists 2006: Capitalizing on Media Engagement explores how the
receptivity of scientists to marketing media varies in relation to their
degree of engagement with suppliers. By answering a series of carefully
designed questions, 1,000 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.
Marketing to Life Scientists 2006 illustrates the differences in how
different types of scientific consumers respond to various marketing media,
including print catalogs, Web sites, direct mail, print advertisements,
exhibits and sales representatives. The report is designed to support the
crafting of an effective marketing strategy by enabling suppliers to employ
the appropriate media when promoting products to different audiences.
Marketing to Life Scientists 2006 also describes the relationship
between a scientist' s use of a company' s products and their receptivity to
marketing messages from that supplier, and how this affinity may impact a
customer' s preferred media. With numerous comparisons by consumer type,
current suppliers, region, market segment, gender and purchasing authority,
Marketing to Life Scientists 2006 provides the most complete picture of
life science marketing ever published and is an essential reference for anyone
engaged in the business of science.
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 different segments
of the life science market perceive and react to various promotional techniques
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