Abstract
This report will examine the trends, needs and purchasing behavior of life
scientists in three dynamic markets: molecular diagnostics; agricultural
biotech; and biodefense. While much is known about the media preferences of
traditional life scientists, many companies are uncertain as to how to reach
out to customers in applied markets. This report will present the preferences
of scientists in three attractive markets with respect to major marketing
media including print catalogs, Web sites, direct mail, sales representatives,
print advertisements, and scientific conferences. By understanding these
scientists' preferences for different forms of product information, this
report will provide insights into how to develop and execute multi-media
campaigns that deliver the right message to the right audience and will
ultimately enable your company to capture market share in new markets.
To assist life science suppliers hoping to obtain and grow market share in
these three attractive markets, specific questions explored in the report
include:
- How familiar are these customers with products and/or services offered by
leading life science vendors?
- Where do these customers turn to find information on vendors and products?
- How easy is it for scientists to find vendor information related to their
specific research needs?
- Which factors influence scientists to purchase a product from a vendor
they have never used before?
- How important is it for scientists to stay abreast of new products and
services designed to fit their research applications?
- Which vendors are considered the most effective life science marketing
communicators, and which life science vendor is considered the "best-in-class"
in each major promotional channel?
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