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Report #13-001: Best Practices for Advertising to Life Scientists: Online and in Print
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Report #13-001: Best Practices for Advertising to Life Scientists: Online and in Print

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If you are in charge of creating, positioning and calling a scientist to action through print or online ads, then our report, Best Practices for Advertising to Life Scientists—Online and in Print, is …

If you are in charge of creating, positioning and calling a scientist to action through print or online ads, then our report, Best Practices for Advertising to Life Scientists—Online and in Print, is for you.

We got advice from over 897 scientists about their online and print publication preferences, their penchant for a variety of types of ads and what inspires them to buy. The report includes detailed information on scientists' shopping habits, what their preferred ad content/platforms are, and which publications they read the most.

With this report you will be able to:
-Determine which devices scientists are using to read/view web content
-Understand preferences and usage of print vs. online publications
-Find out how researchers search for products and services (e.g., favorite search engines, search terms, frequency etc.)
-Understand value placed on sponsored links; (e.g., Google ads)
-Measure usage and preferences of multiple types of print and online ads
-Assess awareness and usefulness of 20+ leading life science publications: online and print
-Find out the degree to which scientists are using QR codes
-Identify the most attractive sites and page positions for banner ad placement
-Measure the prevalence of ad-blocking software
-Determine the relative value of major types of sponsored content: online and print
-Find out which type of ads scientists are responding to most: print vs. online.
-Determine the overall receptivity to advertising in the life sciences
-Identify the most memorable online and print ads from 2012

Going beyond usage and preferences, this report also uncovers areas that might be undermining your advertising campaign. You’ll find out whether or not labs are using ad-blocking software and what scientists are actually doing with the publications you spend your advertising dollars with. If they're reading it and passing it on, you’ve got a winner. But if it remains untouched on a stack of unread magazines, you’ll want to know about that, too. And we’ve gathered detailed information about the exact types of online ads that scientists tell us get on their collective nerves.

Best Practices for Advertising to Life Scientists: Online and in Print will enable you to critically examine your current print and online advertising strategies. From this primary research report, you will be able to identify specific steps related to ad creation, format, placement and calls-to-action — guidance provided directly by researchers and their experience with life science ads.

Want to learn more about what's in the report? Email us at reports@gene2drug.com.

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  • 1. There is no doubt that both print and online advertisingare effective. Rather than a competition between the two,life science supplier companies are developing cohesiveadvertising strategies that deploy both channels in acomplementary fashion, thereby taking full advantage ofthe myriad of ways each of them offers to get ads in front ofeyeballs.The challenge lies in structuring a campaign that optimizesresources across both online and print channels, and indetermining the efficacy of each. What print and onlinepublications will reach your intended audience? Do onlineads call a scientist to action as well as (or better) than printones do? Are scientists using Google ads? Do scientists useQR codes? What online and print publications are scientistsreading? What style of ads do they like—and what annoysthem?In BioInformatics LLC’s newest market report, Best Practicesfor Advertising to Life Scientists: Online and in Print, we’vesurveyed over 897 scientists to yield answers to thesequestions — and more. We’ve learned which devicesscientists are using to view online content, enabling youto allocate appropriate advertising budget to mobile ads.Our respondents have told us how they search for productinformation, which will help you optimize your online adcontent and placement. They’ve also told us whether ornot they rely (and click) on sponsored links, and whichpublications they spend the most time reading.In order to develop successful advertising strategies,vendors must place their print and online ads in publicationsthat scientists perceive as trusted and welcome sources ofinformation. Scientific publishers are continually launchingnew titles both in print and online, adapting content andchanging formats to attract a body of well-defined, loyalreaders. It is critical to assess the popularity of leadinglife science publications to more effectively promote yourproduct and your brand.Going beyond usage and preferences, this report alsouncovers areas that might be undermining your advertisingcampaign. You’ll find out whether or not labs are using ad-blocking software and what scientists are actually doing withthe publications you spend your advertising dollars with.If they’re reading it and passing it on, you’ve got a winner.But if it remains untouched on a stack of unread magazines,you’ll want to know about that, too. And we’ve gathereddetailed information about the exact types of online ads thatscientists tell us get on their collective nerves.Best Practices for Advertising to Life Scientists: Online andin Print will enable you to critically examine your current printand online advertising strategies. From this primary researchreport, you will be able to identify specific steps related to adcreation, format, placement and calls-to-action — guidanceprovided directly by researchers and their experience withlife science ads.©2013 BioInformatics, LLC www.gene2drug.com Executive Summary • Page 1 of 7OVERVIEWEXECUTIVE SUMMARYBest Practices for Advertising toLife Scientists: Online and in PrintREPORT #13-001February 2013BioInformaticsmarket insights from gene to drugReport Highlights p. 2Objectives p. 3Methodology p. 3Demographics p. 3Key Findings p. 4Analyst Expertise p. 5Company Information p. 6Order Form p. 7Free data set through February 28, 2013 withpurchase of the report. Regularly a $1,200 value.Print: $3,200Site License: $5,200Print + Site License: $5,200Company-Wide License: $6,500
  • 2. REPORT #13-001Best Practices for Advertising to Life Scientists: Online and in Print©2013 BioInformatics, LLC www.gene2drug.com Executive Summary • Page 2 of 7Section 1: Analysis and Interpretation of Survey ResultsExecutive SummaryPerceptions of Print and Online Advertising•• Time Spent Reading Research-Related Content•• Reading Time Dedicated to Products•• Reader Behavior Differs Dramatically By Region,Segment and Age•• Opinions of Life Science Advertising•• Importance of Online vs. Print Advertising•• Importance of Online vs. Print Advertising by Region•• Use of Online vs. Print Advertising to Make Decisions byRegion•• Importance of Online vs. Print Advertising to MakeDecisions by Age•• Role of Advertising in the Purchase Decision by AgeOnline Advertising•• Effect of Online Advertising in the Life Sciences•• Devices Most Frequently Used To Access Research-Related Web Content•• Combinations of Devices Used to Access Research-Related Content•• General Search Engine Frequency of Use•• General Search Engines Used•• Response to Sponsored Links by Region•• Sponsored Link Click-Through Response•• Sponsored Link Click-Through Response by Region•• Sponsored Link Click-Through Response by Age•• Perception of Sponsored Link Accuracy by Region•• Perception of Sponsored Link Usefulness by Region•• Product-Related Search Term Combinations•• Use of General Search Terms•• Online Publications Read/Visited•• Likelihood of Sponsored Content to Engage PotentialCustomers by Region•• Likelihood of Sponsored Content to Engage PotentialCustomers by Segment•• Likelihood of Sponsored Content to Engage PotentialCustomers by Age•• Customer Perceptions of Banner Ads by Type of Website•• Banner Ad Click-Through by Web Page Position•• Customer Engagement with Different Types of Online Ads•• Annoying Attributes of Online Ads•• Vendors Who Created Memorable Online Ads In 2012•• Use of Ad-Blocking SoftwarePrint Advertising•• Effect of Print Advertising in the Life Sciences•• Time Spent Reading Product-Related Sections of PrintScientific Publications•• Usefulness of Print Sources for Informing About Products/Services•• Likelihood of Sponsored Media to Engage PotentialCustomersPrint Scientific Publications Read•• Life Scientists Are Selective Readers of PrintPublications.•• Number of Readers per Print Copy of ScientificPublications by Region•• Likelihood that Scientific Journals Are Saved•• Likelihood that Scientific Journals Are Saved by Region•• Actions Taken in Response to Print Ads•• Vendors Who Created Memorable Print Ads In 2012•• Life Science Tools Advertising in the General MediaSection 2: Methodology and Questionnaire•• Questionnaire Overview•• Questionnaire Design•• Demographics•• QuestionnaireSection 3: Appendices•• Appendix A: Additional Analysis•• Appendix B: Other Publications•• Appendix C: About BioInformatics, LLC•• Appendix D: Our Valued ClientsREPORT HIGHLIGHTS
  • 3. REPORT #13-001Best Practices for Advertising to Life Scientists: Online and in Print©2013 BioInformatics, LLC www.gene2drug.com Executive Summary • Page 3 of 7OBJECTIVES•• Determine which devices scientists are using to read/viewweb content•• Understand preferences and usage of print vs. onlinepublications•• Find out how researchers search for products andservices (e.g., favorite search engines, search terms,frequency etc.)•• Understand value placed on sponsored links;(e.g., Google ads)•• Measure usage and preferences of multiple types of printand online ads•• Assess awareness and usefulness of 20+ leadinglife science publications: online and print•• Find out the degree to which scientists are using QRcodes•• Identify the most attractive sites and page positions forbanner ad placement•• Measure the prevalence of ad-blocking software•• Determine the relative value of major types of sponsoredcontent: online and print•• Find out which type of ads scientists are responding tomost: print vs. online•• Determine the overall receptivity to advertising in the lifesciences•• Identify the most memorable online and print ads from2012METHODOLOGYBest Practices for Advertising to Life Scientists: Online andin Print is based on responses to a 46-question online surveyfor life scientists conducted by BioInformatics, LLC (Arlington,Virginia, USA). 897 life scientists participated in the surveybetween January 8 and 15, 2013.The electronic questionnaire was fielded to registered membersof The Science Advisory Board®. BioInformatics sponsorsThe Science Advisory Board, an online community of over70,000 scientists, physicians and healthcare professionals fromaround the world. The Science Advisory Board is divided intotwo panels (Research and Clinical) and “convenes” regularlyvia Internet (scienceboard.net) to voice their opinions on a widevariety of issues relating to biomedical research and clinicaltechnologies. These experts — representing all aspects of thelife sciences and medicine — have agreed to make themselvesavailable to participate in our online research activities. TheScience Advisory Board members who participated in this studywere drawn from the Board’s Research Panel.DEMOGRAPHICS (n=897)24%17%17%17%11%7%2%2%1%1%Principal InvestigatorProfessor/Assistant Professor/TeacherLab Manager/Director/Supervisor/CoordinatorStaff ScientistPost Doctoral FellowDepartment HeadLaboratory TechnicianPhysicianExecutive (CEO, VP, etc.)Production/Manufacturing46%12%9%8%7%5%5%3%3%1%Academic/UniversityBiopharmaceutical CompanyPharmaceutical CompanyResearch Institute (non-profit)GovernmentHospitalUniversity Medical CenterContract Research OrganizationResearch Institute (for profit)Agriculture/Agricultural Biotechnology CompanyNorth America36%Europe36%Asia22%Australasia/Pacific6%
  • 4. REPORT #13-001Best Practices for Advertising to Life Scientists: Online and in Print©2013 BioInformatics, LLC www.gene2drug.com Executive Summary • Page 4 of 754%42%22%21%18%15%13%Articles/whitepapersProtocol guideseNewslettersSponsoredWebinarsVideosVirtual symposiaBanner adsKEY FINDINGSPercent of Respondents Indicating the Following Types of Print Content areHighly Likely to Attract Their AttentionPercent of Respondents Indicating the Following Types of Online Content areHighly Likely to Attract Their Attention48%34%23%21%21%18%Protocol guidesBooklets with aspecific themePostersAdsInsertsOutserts
  • 5. REPORT #13-001Best Practices for Advertising to Life Scientists: Online and in Print©2013 BioInformatics, LLC www.gene2drug.com Executive Summary • Page 5 of 7#12-005 The Market for Stem Cell Research Products: Current and Future Opportunities November 2012 122 Pages#12-004 Mobile Marketing to Life Scientists August 2012 133 Pages#12-002 Life Science Sales Reps: A Guide to Best Practices in 2012 April 2012 202 Pages#12-001 The 2012 Market for Antibodies March 2012 116 Pages#11-004 Maximize Your Share of the Life Science Instrumentation Market June 2011 242 Pages#11-003 The Global Outlook for Next Generation Sequencing: Usage, Platform Drivers & Workflow October 2011 165 Pages#11-002 Customer Service and Technical Support for Life Science Products: Customer Preferences April 2011 200 Pages#11-001 eMarketing to Life Scientists: Raise Your Voice Above the Noise February 2011 172 Pages#10-006 RNAi: Product Usage and Brand Assessment October 2010 175 Pages#10-005 Genomic Technologies: Market Insights for Life Science Suppliers December 2010 193 Pages#10-004 Exploring Structural Biology: Tools & Techniques Used in the Study of Membrane Protein Structure November 2010 181 Pages#10-001 The Contract Research Market for Drug Discovery Technologies: Opportunities for Life Science Suppliers March 2010 207 PagesSources of Independent, Unbiased ResearchUnlike reports from other firms that are based on an analyst’ssubjective summary of information from publicly availablesources, our reports are based on the results of detailed surveysof hundreds — even thousands — of scientific and medicalprofessionals who buy your products.Developed by a Team of ExpertsOur questionnaires are developed by a multi-disciplinary teamof scientists, industry veterans and market research experts withyears of experience. These professionals understand that surveyquestions need to be asked in a way that ensures the answerswill directly address the business challenges you face. Once thesurvey data is collected, this same team creates a unique reportthat presents the reader with a thorough understanding of thetopic and the scientific and business implications of the resultsbased on sophisticated statistical analytics.Custom Analysis & Research AvailableIf you’d like to delve deeper into the data from a study, we canalways perform custom cross-tabulations or other analysison your behalf. We can even pose follow-up questions torespondents who answered in a particular way or conduct acustom study to extend your knowledge.Carefully Selected Survey ParticipantsWhen others promote results from their online surveys, theyfail to mention the uncontrolled nature of their broadcastemail invitations. To provide you with the most valid andaccurate results possible, the respondents to our surveys aremembers of our unique online panel — The Science AdvisoryBoard® — which consists of almost 70,000 verified life scienceand biomedical professionals who have agreed to take part inour surveys, focus groups and other market research activities.These respondents are carefully selected based on theirprofessional qualifications, market segments and geographicregions — we can even select them based on the products theyuse and their preferred suppliers.Complimentary Consulting ProvidedWith your purchase, we offer one free hour of consultationwith our talented team of scientific and business analysts whocreated the report. During this consultation, we can answer anyquestions you may have about the survey results and what webelieve to be the significant trends affecting the market.Invest in the most direct source of information from the scientists who buy your products, and theexpert team that has been monitoring your clients since 1994.RECENT REPORTSWHY CHOOSE OUR REPORTS?
  • 6. REPORT #13-001Best Practices for Advertising to Life Scientists: Online and in Print©2013 BioInformatics, LLC www.gene2drug.com Executive Summary • Page 6 of 7ABOUT BIOINFORMATICS LLCSince our inception in 1994, BioInformatics has provided critical marketintelligence to leading companies serving the life science, medicaldevice and pharmaceutical industries. We support clients across theentire market spectrum — from scientific research to diagnostics andtherapeutics — providing high-level management with market insights fromgene to drug.Our multi-disciplinary team of scientific experts and business analystscreates value for our clients by combining extensive industry knowledgeand experience. We offer a variety of products and services that enableexecutives to see themselves, their market and their competitors throughthe eyes of the most important information source of all — customers. Wecan precisely meet the needs of our clients through the most appropriatemix of research methodologies, including:• Online Surveys• Focus Groups• In-depth InterviewsOur strength lies in our ability to integrate our understanding of scienceand medicine with cutting-edge market research techniques. As one of thefirst firms to recognize how the World Wide Web has transformed marketresearch, BioInformatics formed The Science Advisory Board®. Launchedin 1997, this global community currently consists of over 70,000 life scienceresearchers, physicians and biomedical professionals who conveneregularly via the Web to voice their opinions on a wide variety of issuesrelating to biomedical research and clinical technologies. Clients tap into thispanel of experts and receive answers to their critical marketing questions indays, rather than weeks. In addition to providing real-time insights into theperceptions of the market, posing questions to The Science Advisory Boardoffers substantial cost savings over gathering information via traditionalmarket research techniques.BioInformatics offers both published reports and custom research services.Published reports allow marketing professionals to share in the results ofbroad-based market studies that provide access to high quality research atan affordable price. Our custom research is tailored to the specific needsof the company’s executive management. For more information aboutBioInformatics’ product and service offerings, please visit our Website atwww.gene2drug.com, call 703.778.3080 x13 or emailm.follin@gene2drug.com.Biotechnology/Life ScienceAbCamAbD SerotecAB SCIEXAccelrysAdnavance TechnologiesAffymetrixAgilent TechnologiesAlcott ChromatographyAlfa WassermannAmbionAmerican Type CultureCollectionAnachemApple ComputerApplied PrecisionART Advanced ResearchTechnologiesAsterandAxxoraBarr LaboratoriesBD BiosciencesBeckman CoulterBIA SeparationsBioceptBioGenexBioneerBio-Rad LaboratoriesBiotageBio-Tek InstrumentsBlue Heron BiotechnologyBTF - Precise MicrobiologyCarl ZeissCell Signaling TechnologyCepheidCharles River LaboratoriesCIS bioCLC bioClontech LaboratoriesCorningCyBioDAKODharmaconDNAStarDxSeBIOINFORMATICSEdge BiosystemsEksigent TechnologiesEMD MilliporeEntelechonEpigenomicsEpitomicsEppendorfEurogentecExpression AnalysisExpression PathologyFermentasFine Science ToolsFluidigmFluorous TechnologiesFujirebio DiagnosticsGE HealthcareGene CodesGene Therapy SystemsGenomic SolutionsGen-ProbeGenVault CorporationGenzymeGlycomindsHelicos BioSciencesHitachi InstrumentsHybrigenicsIBM Life SciencesIlluminaInstronIntegrated DNA TechnologiesInteragonIrvine ScientificKirkegaard & Perry LaboratoriesKodak Scientific ImagingLeica MicrosystemsLI-CORLife TechonologiesLuminexMacherey-NagelMDL Information SystemsMettler-Toledo AutoChemMiraiBioMo Bio LaboratoriesMolecular DevicesMP BiomedicalsNew England BiolabsNonlinear DynamicsNovozymesNuGEN TechnologiesOligoEngineOpGenOsmonicsOvid TechnologiesOzymePall Life SciencesPamGenePel-FreezPercival ScientificPerkinElmer Life SciencesPetaGenPhotometricsPhoton Technology InternationalPhyNexusPlexagen DiagnosticsPost Genome InstitutePPDPromegaProtein ForestProteome SystemsQbiogeneQIAGENR & D SystemsRibomed BiotechnologiesSachemSandia National LaboratoriesSarstedtSchott NexterionSigma-AldrichSomaLogicSource Precision MedicineStrand GenomicsStratageneSurModicsTakara Mirus BioTalent S.r.l.Targeted GeneticsTecanTEF LABSThe Jackson LaboratoryThermo Fisher ScientificThomas ScientificTissueInformaticsTransgenomicUniversal ImagingUVPVirginia Bioinformatics InstituteVision BioSystemsVWR InternationalWatersMedical DiagnosticsApplied ImagingCholestechDade BehringDiametrics MedicalGuidantHewlett-Packard MedicalProductsLifeScanOrtho-Clinical DiagnosticsRadiometer AmericaTektronixVarianPharmaceuticalsAbbott LaboratoriesAllerganAmgenAstraZenecaAventisBaxter HealthcareBayerBoehringer IngelheimPharmaceuticalsCardinal HealthCentocorHoechst Marion RousselJanssen PharmaceuticalsMerckNovartis PharmaceuticalsNovo Nordisk PharmaceuticalsPfizerSchering-PloughProfessional Services& FinanceAudacity GroupBain & CompanyGerson Lehrman GroupMcKinsey & Co.PJ+APureTech VenturesPublishers & AssociationsAcademic PressC&ENElsevierInforma Life SciencesJohn Wiley & SonsNature Publishing GroupOUR VALUED CLIENTS
  • 7. ©2013 BioInformatics, LLC www.gene2drug.com Executive Summary • Page 7 of 7REPORT #13-001Best Practices for Advertising to Life Scientists: Online and in PrintI wish to order the following format of REPORT #13-001, Best Practices for Advertising to Life Scientists:Online and in Print Price o Print $3,220 $________o Site License $5,200 $________o Print + Site License $5,200 $________o Company-Wide License $6,500 $________o Add Data Set Excel or SPSS (circle one) +$1,200 +$________Additional print copies _____ x $300 each +$________ Promo Code ___________ –$________ Shipping & Handling (Add $50 for U.S., $100 for Int’l) +$________ Total $________NameTitleOrganizationStreet AddressCity, State/Province, Postal CodeCountryPhone FaxEmailo Check Enclosed (Payable to BioInformatics, LLC)o Purchase Order #________________________________o Am Ex o MasterCard o Visa o Discover /Credit Card # Exp Date (MM/YY)Credit Card Security Code _________Name on card_____________________________________Order Authorized By:_ _______________________________________________Signature Date To place an order, fill out this form and mail it to BioInformatics LLC or fax it to703.778.3081. Alternatively, you may submit your order by emailingsales@gene2drug.com, calling 703.778.3080 x29 or visiting www.gene2drug.com.Payment must be made within 30 days and in U.S. dollars.BioInformatics’ Federal Tax ID #54-2001907.Credit CardYou may charge your order to American Express, MasterCard, Visa,Diner’s Card or Discover. Please include your credit card account number, expirationdate and signature.BioInformatics, LLC2111 Wilson Blvd., Suite 250 Arlington, VA 22201Web: www.gene2drug.com • Phone: 703.778.3080 x13 • Fax: 703.778.3081 • Email: m.follin@gene2drug.comORDER FORMCompany-Wide LicenseThis format allows an unlimited number of userswithin your company to access the report regardlessof geographic location. You may place the documenton your secure intranet or share it with coworkers viaemail. Companies with fewer than 100 employeesmay contact us directly for company-wide pricing.One complimentary print copy is also provided.Site LicenseThis format allows an unlimited number of userswithin your company to access the report at a singlegeographic location. One complimentary print copy isalso provided.Data SetTo accommodate your unique needs, the raw datais also available. With the data, you can analyzerespondents’ answer choices in any way needed,including cross-tabulations, correlations, etc. Thedata set is offered in two formats: SPSS® Base orMicrosoft® Excel, and may only be purchased inconjunction with the global or site license of the report.Print: $3,200Site License: $5,200Print + Site License: $5,200Company-Wide License: $6,500FREEFree data set through February 28, 2013 withpurchase of the report. Regularly a $1,200 value.