Marketing to Life Scientists: Navigating Channels Through Segmentation

Table of Contents

Section 1. Analysis and Interpretation of Survey Results

• Overview:
  • 1-1 Customizing a Marketing Segmentation Strategy
  • 1-2 Increasing the Efficiency of Niche Marketing
  • 1-3 Measuring the Effectiveness of Key Marketing Channels
• Marketing Channels:
  • 1-5 Vendor Web Sites and Online Registration
  • 1-7 Vendor Emails
  • 1-11 Printed Catalogs
  • 1-15 Scientific Meetings and Exhibit Halls
  • 1-19 Print Advertising
  • 1-23 Sales Reps
  • 1-27 Direct Mail
• Segment Spotlight:
  • 1-29 Bridging the Gender Divide
  • 1-31 Connecting with Pharmaceutical and Biotech Scientists
• Conclusion:
  • 1-33 Integrating Marketing Communications: Looking Toward the Future

Section 2. Study Methodology and Demographics

• 2-1 Methodology
• 2-4 Definition of Terms
• 2-6 Demographics
• 2-8 Questionnaire

Section 3. Presentation of Survey Data

• Learning Ab Learning About New Products and Services out New Products and Services
  • 3-1 Most common ways to learn about vendors and their products and services
  • 3-2 Most influential factors in deciding to purchase a new product or service
  • 3-3 Importance of obtaining information in the native language
• Printed Catalogs
  • 3-5 Most likely action on receiving an unsolicited catalog
  • 3-7 Importance of specific features in a print catalog
  • 3-9 Importance of receiving a print catalog if the information is available on the Web
  • 3-10 Vendor with the most useful print catalog
• Vendor Web Sites
  • 3-11 Location of computer used most often in the lab
  • 3-12 Average hours per week spent visiting vendor Web sites
  • 3-13 Usefulness of specific features of vendor Web sites
  • 3-15 Type of email address used when signing up for information at a vendor Web site
  • 3-16 Types of personal information often inaccurately reported when signing up for information on a vendor Web site
  • 3-17 Reasons of most interest when receiving an email from a vendor
  • 3-18 Types of vendors from whom respondents are likely to open unsolicited email
  • 3-19 Vendor with the most useful Web site
• Direct Mail--Print
  • 3-21 Average number of direct mail pieces received per week
  • 3-22 Percent of direct mail opened
  • 3-23 Influential factors in deciding to open and read unsolicited mai
  • 3-24 Preferred course of action when more information is needed
  • 3-25 Importance of printed technical newsletters when the information is available on the vendor's Web site
• Sales Representatives
  • 3-27 Activities that contribute to the effectiveness of sales reps
  • 3-29 Reasons of most interest when receiving an unsolicited phone call from a sales rep
  • 3-30 Number of vendor on-site "mini-shows" attended in the last 12 months
  • 3-31 Usefulness of the information provided at the on-site "mini-shows"
  • 3-32 Vendor with the best-trained, most effective sales reps
• Print Advertising
  • 3-33 Most valuable professional journals or publications
  • 3-34 Factors that most often draw attention to a print ad
  • 3-35 Frequency of requesting more information from a vendor immediately after seeing a print ad
  • 3-36 Most likely reaction to an interesting print ad
  • 3-37 Vendor with the best print ads
• Scientific Meetings and Exhibit Halls
  • 3-39 Number of major scientific meetings respondents plan to attend in 2006
  • 3-40 Percent of time at a scientific meeting spent visiting exhibitor booths
  • 3-41 Factor that is most likely to cause a visit to a vendor's booth
  • 3-42 Preferred scientific meeting 3-43 "Coolest" vendor booth
• Relative Effectiveness
  • 3-45 Preferred method of learning about new products
• Demographics

Section 4. Appendices

• 4-1 Insights and Perspectives
• 4-69 Cross-Tabulations of Survey Data
• 4-97 CHAID Results
• 4-99 Reclassification of Verbatim Responses
• 4-103 Other Recent Publications
• 4-105 About BioInformatics
• 4-107 Our Valued Clients