BioInformatics unveils AdAssay methodology - a breakthrough approach that allows suppliers in the life sciences to accurately measure the impact of their ads before, during, or after an ad campaign
Measuring the effectiveness of an ad or an entire ad campaign is often considered guesswork, while quantitative, fact-based results have seemed unattainable.
The BioInformatics AdAssay methodology provides a unique balance of qualitative and quantitative data, allowing for an exceptionally thorough analysis and the best assessment of whether an ad will meet its objectives.
BioInformatics designed this methodology based on findings from its bi-annual report, Advertising to Life Scientists.
The report provides an important overview of the reading habits of scientists and key information on what scientists look for in an ad; AdAssay is designed as a follow-up, allowing suppliers to precisely measure responses to specific ads.
The AdAssay methodology allows a quantitative assessment of the four essential factors that dictate the success of an ad - emotion, intellect, action, and negativity.
In addition to quantitative data, AdAssay allows for open-ended questions to provide qualitative assessments from many more scientists than could participate in a focus group.
Through this new methodology, life science suppliers can measure how their customers respond to their advertising and shape their ads accordingly.
The ability to tailor an ad campaign to a particular market segment can save advertisers from making costly blunders and throwing money away on ads that are not effective - or, worse, that provoke a negative reaction from customers.
AdAssay results depict the overall strengths and weaknesses of each ad tested, and how the results differ across the targeted audience.
Typically, even if there are striking similarities among the ads, AdAssay's sensitivity is able to extract real and actionable differences.
In addition to the proprietary AdAssay methodology, BioInformatics also has access to the world's largest market research panel of scientific customers - the Science Advisory Board - allowing unparalleled access to the life science marketplace.
Through the Science Advisory Board (SAB), BioInformatics is able to present ads to hundreds of scientists who are members of the SAB.
With the reach of the SAB, respondents can be pre-selected based on market segment, geographic region, research specialty, age, or gender.
Combining the reach of the Science Advisory Board with the insights of the AdAssay methodology, BioInformatics can provide unmatched results and analysis.
