Marketing to Life Scientists: Capturing Customers' Attention in Applied Markets

Table of Contents

Introduction

• Overview of the Applied Markets
  • Agricultural Biotechnology
  • Biodefense
  • Molecular Diagnostics
• Promoting Products and Services in Applied Research Markets

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 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 Applied Markets

• 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 Applied Markets

• 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

Demographics

• Questionnaire
• Questionnaire Overview
• Questionnaire Design

Appendices

• Appendix A: Insights
• Appendix B: Select Questions
• Appendix C: Other Publications
• Appendix D: About BioInformatics, LLC
• Appendix E: Our Valued Clients