Commercial life science portals provide users with "one-stop" access to the information they need and offer a wide array of content that could be of interest to life science researchers, such as scientific articles, news briefs, product and supplier information, and professional resources. These focused, online communities have emerged not only to encourage repeat visits from scientists, but also to attract advertising dollars and sponsorships. Online advertising at such web sites can take a variety of forms?from simple banner ads to paid content to electronic storefronts. However, given the bewildering array of life science portals, the question of where to place these ads has become extremely complex. Based on a 36-question survey of more than 1,300 life scientists, Evaluating Online Advertising Opportunities @ Life Science Portals is designed to help marketers understand scientists?Eperspectives on web content, banner ads and e-newsletters. By doing so, this report will help life science
executives decide where to spend their advertising budget using the same criteria as their scientific customers, rather than assessing the value of a portal on the basis of "hits", "pages served" and "unique user" statistics.
The major objectives of this report are as follows:
- Assess the advertising value of a portal using the same criteria by which scientists determine the portal's value as a professional resource
- Understand the frequency with which life scientists turn to the web as a source of information related to their profession
- Identify the ways in which life scientists learn about new web sites
- Measure the level of awareness of leading life science portals
- Determine the relative value of major forms of content typically offered by leading life science portals
- Identify the key characteristics and features of a web portal most desired by life scientists
- Understand how scientists perceive and respond to online banner advertising
- Identify life scientists' actions upon receipt of email newsletters
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