Abstract
In the sixth edition of our best-selling report, Marketing to Life
Scientists: A Psychographic Analysis, we examine the opinions and
preferences of life science customers in a way never done before. This years
report goes beyond traditional segmentation by geographic region or by market
(e.g., "academic" vs. "industrial"), and instead groups
customers based on personality traits that may influence purchasing decisions.
Based on a 33-question survey of over 1,300 life scientists from around the
world, this report explores how scientists in each of four psychographic
profiles exhibit similarities and differences in the way they prefer to receive
and respond to various media, including printed catalogs, supplier Web sites,
direct mail, sales representatives, print advertisements and scientific
meetings. With this information, the message a customer receives from all parts
of the organization (e.g., ads, e-newsletters, sales representatives, customer
service, etc.) can be customized to better reach and influence the target
audience.
This report addresses the following important questions:
- How do life scientists typically learn about new products and services?
- How do life scientists rate the relative effectiveness of the promotional
mix, including:
- Printed Catalogs
- Supplier Web Sites
- Direct Mail-Print
- Sales Representatives
- Print Advertising
- Scientific Meetings and Trade Shows
- Who are considered the most effective life science marketing
communicators, and which life science supplier is considered the
"best-in-class" in each major promotional channel?
- Where do life science customers turn to find information on companies and
products?
- How do life science customers prefer to receive information in order to
make a purchasing decision?
- Which marketing communications channels are best suited for which
audiences?
- What patterns, trends and discrepancies emerge in how life scientists
perceive and react to the promotional techniques most commonly used by
supplier?
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