Because highly engaged scientists are more likely to obtain product information from most available sources, marketing to them can enable suppliers to build a loyal core audience
BioInformatics has announced the availability of a new report, 'Marketing to life scientists 2006: capitalising on media engagement'.
As a basis for the report, 1300 scientists worldwide were surveyed to determine their media preferences and preferred suppliers.
The resulting report is an indispensable guidebook for life science marketing.
Marketing to Life Scientists 2006 provides insights into the media preferences of life scientists and also identifies suppliers considered to be best-in-class in each of six major marketing media - print catalogues, websites, direct mail, sales representatives, print advertising, and scientific meetings and exhibits.
Most importantly, this report identifies a segment of life scientists who are highly engaged with the marketing communication of their suppliers and provides strategic insight into marketing to this potentially lucrative group.
Life scientists who are highly engaged differ significantly from less engaged scientists in their media preferences and response to marketing communications.
Understanding the preferences of highly engaged scientists will allow suppliers to tailor their marketing messages to this segment and thereby maximise the effectiveness of their campaigns.
Because highly engaged scientists are more likely to obtain product information from most available sources, marketing to the highly engaged scientist can enable suppliers to build a loyal core audience who may then become brand champions influencing the purchases of less engaged colleagues.
"Life science marketing professionals are always looking for new ways to understand their customer and, more importantly, ensure that their message is well-received and effective.
"The information provided in this report supplies critical insights into new ways to understand the customer and their needs so that the supplier can perfect their media selection," stated Bill Kelly, president of BioInformatics.
The scientists surveyed also ranked the effectiveness of their suppliers' marketing programmes in terms of best website, print catalogue, exhibits, print advertising and sales force.
While hundreds of companies were mentioned, market leaders such as Bio-Rad Laboratories, BD Biosciences, Fisher Scientific, Invitrogen, Sigma-Aldrich, and New England Biolabs all received exceptionally high rankings in multiple categories.
Based on an additional analysis of media engagement of the top thirty life science suppliers, BioInformatics identified Agilent Technologies and Roche Applied Sciences as being particularly adept at communicating with highly engaged scientists.
Behind the leaders, Clontech Laboratories, New England Biolabs, and GE Healthcare were also found to be especially successful in creating marketing material that is thoroughly reviewed by an above average number of highly engaged scientists.
