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Digital Marketing to Life Scientists: Social Media and Email Best Practices

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Digital Marketing to Life Scientists: Social Media and Email Best Practices will help you quantify scientists’ preferences and behaviors when it comes to multiple social media platforms and direct …

Digital Marketing to Life Scientists: Social Media and Email Best Practices will help you quantify scientists’ preferences and behaviors when it comes to multiple social media platforms and direct outreach via email. This study will provide insight as to the interplay of various digital channels and how they influence customer perceptions and behavior.


STUDY OBJECTIVES
________________
Understand how life scientists use social media to:
-Engage with life science suppliers
-Connect, communicate, network, and collaborate with other scientists
Determine what motivates life scientists to use social media in their professional life
Identify which social networking sites/platforms are used
Ascertain the importance of various social networking sites/platforms
Understand the level of customer engagement with vendor social media
Reveal the impact of vendor social media on how life scientists interact with their suppliers
Assess customer receptivity to banner ads located on social media sites
Understand how life scientists perceive vendor-generated emails
Pinpoint best email practices to assure customer receptivity
Detail the expectations of life scientists regarding the privacy of their personal information
Describe how scientists recommend products and services to their peers

REPORT OVERVIEW
________________
For suppliers who want to develop a thoughtful social media and email marketing strategy, Digital Marketing to Life Scientists: Social Media and Email Best Practices provides a tactical guide for harnessing the power of the Internet to reach out to customers in a meaningful way. The report identifies where (and how) scientists spend their time on social media platforms and how they rely on email outreach to inform the buying decision. Rather than trial and error (and hoping for the best), vendors can use this primary research to structure their online outreach in a way that inspires scientists to subscribe, read and click through.

What does make a scientist click through, and what makes him or her hit delete? When are your customers most receptive to receiving emails from you? How does a supplier become a trusted voice in the social media conversation? Do banner ads work on social sites? Do scientists find science-specific social sites to be more credible/useful? This report explores these questions and more. Additionally, scientists weigh-in on which vendors have gotten the dialog just right—and which ones haven’t.

For suppliers who want to master the online conversation, Digital Marketing to Life Scientists: Social Media and Email Best Practices provides data-driven best practices to help optimize electronic marketing platforms in such a way that builds relationship, inspires loyalty and calls a scientist to action.

For more information on this report, contact:

Angela Fernandez
BioInformatics LLC
a.fernandez@gene2drug.com
703.778.3080 ext. 14

Published in Business , Technology
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  • 1. Report #13-007 Print $3,200 Site License $5,200 Print + Site License $5,200 Company-Wide License $6,500 BUY THE REPORT REPORT OVERVIEW Digital Marketing to Life Scientists: Social Media and Email Best Practices October 2013 ©2013 BioInformatics LLC www.gene2drug.com
  • 2. Report #13-007 Digital Marketing to Life Scientists: Social Media and Email Best Practices BUY THE REPORT n Table of Contents n n Report Highlights........................................................................................................................................ 4 . n Overview...................................................................................................................................................................8 . n Sample Data..........................................................................................................................................................11 n Methodology....................................................................................................................................................13 n Pricing........................................................................................................................................................................15 . n ©2013 BioInformatics LLC Study Scope........................................................................................................................................................... 3 About Bioinformatics LLC................................................................................................................16 www.gene2drug.com 2 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  • 3. STUDY SCOPE Digital Marketing to Life Scientists: Social Media and Email Best Practices BUY THE REPORT n STUDY SCope This report will help you to: n Understand how life scientists use social media to: n Engage with life science suppliers n Connect, communicate, network, and collaborate with other scientists n Determine n Identify how life scientists use social media to support their research most popular social networking sites/platforms n Understand n Explore n Assess the impact of vendor social media on customer behavior receptivity to banner ads located on social media sites n Understand n Pinpoint n Detail how life scientists perceive vendor-generated emails best email practices privacy expectations and concerns n Describe ©2013 BioInformatics LLC scientists’ engagement with vendor social media how scientists recommend products and services to their peers www.gene2drug.com 3 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  • 4. REPORT HIGHLIGHTS Digital Marketing to Life Scientists: Social Media and Email Best Practices BUY THE REPORT n Report highlights Understanding Scientists’ Usage of Social Media n Frequency with n Social media sites viewed/posted on for personal use n Reasons n Social which researchers use social media for personal or work for using social media for personal use media sites viewed/posted on for research/work purposes n Science-oriented social media sites (e.g., ResearchGate, Biocompare) viewed/posted on for research/work purposes n Reasons for using social media for research/work purposes n Perceived advantages of using social media to support research/work n Average hours spent each day engaged in social media for personal use and/or to support research/work Usage of Social Media From Vendors to Support Your Research n Sources of social media from vendors used to support research/work n Devices used to access vendor-sponsored social media to support research/work n Frequency n Life science vendors “followed” or “liked” via social media n Reasons ©2013 BioInformatics LLC of using vendor-sponsored social media to support research/work for “following” or “liking” certain life science vendors via social media www.gene2drug.com 4 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  • 5. REPORT HIGHLIGHTS Digital Marketing to Life Scientists: Social Media and Email Best Practices BUY THE REPORT n Report highlights (continued) Communicating with Vendors via Social Media n How reliable scientists believe the information provided by vendors through social media is n How reliable scientists believe the information provided by scientific peers through social media is n Reaction n Content n Social to vendors engaging in social media and relationship preferences with vendors through social media media sites used to follow SPECIFIC vendors (39 vendors offered as choices) n Perceived impact of social media on vendor relationships n Likelihood of going to vendor website after seeing vendor content on a social media site n Likelihood of clicking on a banner ad for a product of interest if it is located on specific types of social media sites n Types of posts on vendor-sponsored social media sites that influence the decision to purchase specific products from that supplier n Vendor n Vendor that has the most entertaining social media content n Vendor ©2013 BioInformatics LLC that has the best social media content that is the most responsive to its customers via social media www.gene2drug.com 5 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  • 6. REPORT HIGHLIGHTS Digital Marketing to Life Scientists: Social Media and Email Best Practices BUY THE REPORT n Report highlights (continued) Communicating with Vendors via Email n Vendor email lists subscribed to and vendor emails typically read (39 vendor choices offered) n Vendor offering that would be most likely to entice scientists to subscribe to an email list n Day of the week and time of day emails are most likely to be read n “Sender name” that would make most likely encourage a scientist to open a vendor’s email n Subject line that would most likely encourage a scientist to open a vendor’s email n Content that would most likely encourage a scientist to click on a link in a vendor’s email n Features n Opinions ©2013 BioInformatics LLC that make a vendor email interesting on the use of email by vendors www.gene2drug.com 6 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  • 7. REPORT HIGHLIGHTS Digital Marketing to Life Scientists: Social Media and Email Best Practices BUY THE REPORT n Report highlights (continued) Privacy and Your Personal Information n How closely privacy policies are reviewed n Frequency of “making up” information in required fields to register for a vendor’s email list without having to supply personal information n Levels of confidence that suppliers will respect and protect your privacy n Levels of confidence that social media (e.g., Facebook, Google+, LinkedIn, Twitter) will respect and protect privacy Bonus Question n Imagine the co-founder of Facebook pledged $50 million in start-up funding to the scientist with the best idea for a science-oriented social media website. You have just 60 seconds to describe your idea to a panel of judges…Go! ©2013 BioInformatics LLC www.gene2drug.com 7 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  • 8. OVERVIEW Digital Marketing to Life Scientists: Social Media and Email Best Practices BUY THE REPORT n OVERVIEW For suppliers who want to develop a thoughtful social media and email marketing strategy, Digital Marketing to Life Scientists: Social Media and Email Best Practices provides a tactical guide for harnessing the power of the Internet to reach out to customers in a meaningful way. The report identifies where (and how) scientists spend their time on social media platforms and how they rely on email outreach to inform the buying decision. Rather than trial and error (and hoping for the best), vendors can use this primary research to structure their online outreach in a way that inspires scientists to subscribe, read and click through. Invest in the most direct source of information from the scientists who buy your products and the expert team that has been monitoring your customers since 1994. ©2013 BioInformatics LLC www.gene2drug.com 8 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  • 9. OVERVIEW Digital Marketing to Life Scientists: Social Media and Email Best Practices BUY THE REPORT n Overview (continued) What does make a scientist click through, and what makes him or her hit delete? When are your customers most receptive to receiving emails from you? How does a supplier become a trusted voice in the social media conversation? Do banner ads work on social sites? Do scientists find science-specific social sites to be more credible/useful? This report explores these questions and more. Additionally, scientists weigh in on which vendors have gotten the dialog just right—and which ones haven’t. Done right, digital marketing is an exciting and cost-effective way to positively impact revenues. Conversely, a heavy price can be paid for missing the mark. Blacklisted by research institutions or companies, added to do-not-send lists, reported as spam, blocked from forums, and losing sales due to an unclear call-to-action, a failed campaign can undermine the entire marketing effort. ©2013 BioInformatics LLC www.gene2drug.com 9 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  • 10. OVERVIEW Digital Marketing to Life Scientists: Social Media and Email Best Practices BUY THE REPORT n Overview (continued) This study will help suppliers understand the nature of their online relationships with researchers—what engenders customers to a brand and what gets ignored, complained about or dragged into junk. For suppliers who want to master the online conversation, Digital Marketing to Life Scientists: Social Media and Email Best Practices provides data-driven best practices to help optimize electronic marketing platforms in such a way that builds relationship, inspires loyalty and calls a scientist to action. FREE data set through November 22, 2013 with purchase of the report. Regularly a $1,200 value. ©2013 BioInformatics LLC www.gene2drug.com 10 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  • 11. SAMPLE DATA Digital Marketing to Life Scientists: Social Media and Email Best Practices BUY THE REPORT n sample data day most likely to read emails likelihood to click on a banner ad by website type Techniques-focused publication (n=436) 48% Social media (e.g., Facebook, Google+, LinkedIn) (n=437) 46% 32% Science-oriented social media (e.g., SelectScience, LabRoots) (n=435) 6% 56% 40% 58% 12% 53% 8% Online specialty journal (n=432) 43% 51% 6% Life science portal (n=438) 43% 50% 6% International peer reviewed journal (n=438) 55% 39% 6% 15% General interest (life) science news publication (n=436) 42% Association website (n=436) 51% 37% 0% Likely Neutral 53% 20% 40% 4% 10% 80% 100% Monday Tuesday 4% Wednesday Thursday 4% 3% Friday Saturday 2% Sunday No preference for a day Not Likely View Larger ©2013 BioInformatics LLC 60% 10% 7% View Larger www.gene2drug.com 11 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  • 12. SAMPLE DATA Digital Marketing to Life Scientists: Social Media and Email Best Practices BUY THE REPORT n sample data reasons for following or liking life science vendors using social media time of day most likely to read vendor emails 35% Keep up-to-date with the latest news about certain life science vendors 60% Find offers and discounts 24% 59% Engage with a community of like-minded researchers 37% Provide feedback regarding product performance 17% 25% Participate in contests 10% 7% Love the products 6% Early morning Mid-morning Early afternoon Mid-afternoon Evening (After 6 PM (After 3 PM (After 6 AM (After 9 AM (After 12 PM to 9 PM) to 6 PM) to 3 PM) to 12 PM) to 9 AM) ©2013 BioInformatics LLC Night (After 9 PM to 6 AM) 19% Complain about a product or service 2% View Larger 23% No preference for a time 16% Look for a job 16% Love the brand 13% View Larger www.gene2drug.com 12 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  • 13. METHODOLOGY Digital Marketing to Life Scientists: Social Media and Email Best Practices BUY THE REPORT n methodology Digital Marketing to Life Scientists: Social Media and Email Best Practices is based on responses to a 45-question online survey for life scientists conducted by BioInformatics LLC (Arlington, Virginia, USA). 845 life scientists participated in the survey between September 24 and September 30, 2013. TOP AREAS OF RESEARCH 43% Molecular Biology 34% Cell Biology 32% Biochemistry 25% Cancer/Oncology 24% Biotechnology 21% Immunology/Virology 20% Microbiology 19% Genetics 18% Drug Discovery/R&D 16% Genomics 15% Clinical Research 14% Proteomics Neuroscience 13% Protein Chemistry 12% Pharmacology Molecular Diagnostics ©2013 BioInformatics LLC 11% 11% View Larger www.gene2drug.com 13 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  • 14. METHODOLOGY Digital Marketing to Life Scientists: Social Media and Email Best Practices TOP MARKET SEGMENTS LEADING JOB POSITIONS Academic/University 47% Biopharmaceutical Company 10% Government 8% University Medical Center 21% Professor/Assistant Professor/ Teacher 8% Research Institute (non-profit) Principal Investigator 18% 16% Staff Scientist Lab Manager/Director/Supervisor/ Coordinator 6% 15% 11% Post Doctoral Fellow Contract Research Organization 4% Hospital 4% Department Head 5% Pharmaceutical Company 4% Graduate Student/Research Assistant/PhD Student 5% Medical Devices 2% Research Institute (for profit) 2% Agriculture/Agricultural Biotechnology Company 1% Diagnostics 1% View Larger 2% Physician 1% Commercial Testing Lab 3% Laboratory Technician Bioengineer Executive (CEO, VP, etc.) 1% 1% REGION View Larger Rest of World 22% North America 46% Europe 32% ©2013 BioInformatics LLC www.gene2drug.com 14 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  • 15. PRICING Digital Marketing to Life Scientists: Social Media and Email Best Practices BUY THE REPORT n ACT NOW Until November 22, 2013, the purchase of this report will include a FREE copy of the dataset, delivered in Excel format. Regularly a $1,200 value, a complimentary dataset will be included with your order: Print $3,200 Site License $5,200 Print + Site License $5,200 Company-Wide License $6,500 With your purchase of this report, we also invite you to set up a meeting with our report team of scientific and business analysts. We can answer any questions you may have about the survey results, and we can also share what we believe to be the significant trends affecting your market. Recent report titles: Life Science Instrumentation: Brand Performance June 2013 The Market for Primary Cells & Stem Cell –Derived Cells May 2013 Enhancing the Customer Experience March 2013 Best Practices for Advertising to Life Scientists February 2013 ©2013 BioInformatics LLC www.gene2drug.com 15 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  • 16. BUY THE REPORT Click here for a complete list of our reports n ABOUT BIOINFORMATICS LLC Since our inception in 1994, BioInformatics LLC has provided critical market intelligence to leading companies serving the life science, medical and pharmaceutical industries. We support clients across the entire market spectrum—from scientific research to diagnostics and therapeutics—providing high-level management with market insights. Our published reports allow marketing professionals to share in the results of broad-based market studies that provide access to high-quality research at an affordable price. Our custom research is tailored to the specific needs of the companies’ executive management. For more information about BioInformatics’ product and service offerings, please visit our website at www.gene2drug.com, call 703.778.3080 x13, or email m.follin@gene2drug.com ©2013 BioInformatics LLC www.gene2drug.com 16 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005