Upload
bill-kelly
View
150
Download
4
Embed Size (px)
Citation preview
REPORT OVERVIEW
©2016 BioInformatics LLC www.gene2drug.com
Digital Marketing to Life Scientists: Building Digital LoyaltyMARCH 2016
Report #16-006
Single Site LIcense $3,500
Company-Wide License $6,500
BUY THE REPORT
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 2
Digital Marketing to Life Scientists: Building Digital Loyalty
Purchase Today
n TABLE OF CONTENTS
n STUDY SCOPE .......................................................................................................................................................... 3
n REPORT HIGHLIGHTS ........................................................................................................................................ 4
n OVERVIEW ...................................................................................................................................................................6
n SAMPLE DATA ....................................................................................................................................................... 10
n METHODOLOGY ...................................................................................................................................................12
n PRICING ........................................................................................................................................................................13
n ABOUT BIOINFORMATICS LLC ...............................................................................................................15
Report #16-006
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
Digital Marketing to Life Scientists: Building Digital Loyalty
Purchase Today
©2016 BioInformatics LLC www.gene2drug.com 3
STUDY SCOPE
n STUDY SCOPEThis report will help you to:
nUnderstandhowscientificcustomerusedigitalcontenttofind,decide,buyanduseproductsfortheirlaboratories.
nIdentifythedigitalchannelsscientistsfindmostusefulintheirsearchforproductinformation.
nAllocatemarketingresourcesacrossthebreadthofdigitalmarketingtools,including:
nSearchEngineOptimization
n Social Media
nEmailMarketing
nMobileMarketing
n Video Marketing
nWebinars
nWebsites
n Content Marketing
nIdentifythecharacteristicsofsupplierwebsitesthatdrivetrafficandimprovetheirusefulness.
nHighlighttheformsofcontentthatscientistsaremostreceptivetoreceivingthrougheach digital channel.
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 4
Digital Marketing to Life Scientists: Building Digital Loyalty
Purchase Today
REPORT HIGHLIGHTS
n REPORT HIGHLIGHTSTime Spent Online
nHoursspentbyscientistsreading/viewingWebcontentrelatedtotheirresearch.
nPercentageoftimespenteachweeklookingforinformationaboutlaboratoryproductsandservices.
nPercentageofthetimespentreading/viewingonlinecontentthatisfocusedonlabproductsandservicesbytypeofdevice(desktop,laptop,tablet,mobilephone).
Search Engine Optimization
nTopthreeonlinesourcesofinformationsearchedwhenyoubeginningtolearnaboutlabproductsandservices.
nUseofnaturalsearchlinksversussponsoredlinks.
nProportionofgeneralsearchesthatresultinclickingonsponsoredlinks
nPerceptionsofaccuracyandusefulnessofsponsoredlinks.
nCombinationofsearchcriteriausedwhenlookingforlabproductsandservices
Social Media
nMostfrequentlyusedsocialmediaplatforms.
nMostfrequentlyusedscience-orientedsocialmediasitesusedtosupportresearch.
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 5
Digital Marketing to Life Scientists: Building Digital Loyalty
Purchase Today
REPORT HIGHLIGHTS
n Report highlights (continued)
Email Marketing
nReceptivitytovarioustypesofemailcontentandpreferencesoffrequencyofcontact.
nElementsofemailsfromsuppliersthatscientistsfindmostinteresting.
nIncentivesthatencouragescientiststojoinasupplier’sopt-inemaillist.
Mobile Marketing
nPrevalenceoftextmessagefromlifesciencesuppliers.
nWillingnesstoacceptpushnotificationsonamobiledevicemobfromalifesciencesupplierapp.
nTypesofgeneralinformationfromlifesciencesuppliersthatscientistswouldyouliketoreceiveviaamobiledevice.Other(pleasespecify)
nTypesofpersonalizedcommunicationsscientistswouldbewillingtoreceivefromalifesciencesupplieronamobiledeviceviaatextmessage.
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 6
Digital Marketing to Life Scientists: Building Digital Loyalty
Purchase Today
n Report highlights (continued)
Video Marketing
nPercentofscientistswhohavewatchedanonlinevideopromotingalifesciencesupplier’sproductorservice.
nReasonsforwatchingalifesciencesupplier’sonlinevideo.
nAveragenumberofsuppliervideoswatchedinthepastsixmonths?
nPercentageoflifesciencevideoswatchedthatpromptascientisttosearchforadditionalinformationabouttheproductorserviceviewed.
Webinars
nPercentofscientistswhohaveparticipatedinalivewebinarsponsoredbyalifesciencevendor.
nAveragenumberoflivesupplierwebinarsattendedinthelastsixmonths.
nPercentageoflivesupplierwebinarsthatpromptedascientisttosearchformoreinformationabouttheproductorservice.
Websites
nSupplierwebsitesvisitedmostoften.
nMostpopularvendorwebsites.
nCharacteristicsofthemostpopularwebsites.
nMosthelpfulfeaturesofasupplierwebsite.
REPORT HIGHLIGHTS
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 7
Digital Marketing to Life Scientists: Building Digital Loyalty
Purchase Today
n Report highlights (continued)
Content Marketing
nTypesofonlinecontentproducedbyotherscientistsand/orindependentpublishersutilizedtolearnaboutlabproductsandservices.
nTypesofonlinecontentfromlifesciencevendorsutilizedtolearnaboutlabproductsandservices.
nRankedvalueofpersonalizedcontentdesignedtohelpascientistfindproductsrelevantto his/herwork.
nRankedvalueofpersonalizedcontentdesignedtohelpascientistdecideproductsrelevanttohis/herwork.
nRankedvalueofpersonalizedcontentdesignedtohelpascientistbuyproductsrelevantto his/herwork.
nRankedvalueofpersonalizedcontentdesignedtohelpascientistuseproductsrelevantto his/herwork.
REPORT HIGHLIGHTS
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 8
Digital Marketing to Life Scientists: Building Digital Loyalty
Purchase Today
OVERVIEW
n OVERVIEW
ScientistswereamongthefirsttousetheInternettopublishandshare
informationandtocommunicatewitheachother.Thesuppliersoflab
instrumentsandconsumableswereamongthefirsttoidentifytheircustomer’s
digitalbehaviorandrespondwithemailmarketingtodirectthemtotheearliest
onlinecatalogsande-commercesystems.Thisevolutioncontinuestodaywith
suppliersandscientistsalike.Asscientiststakeadvantageofnewdigitalmedia
theirsuppliersrespondwithnewwaystoinformandinfluencetheircustomers
online.
Digitalmarketingistheartandscienceofpromotingproductsandservices
usingavarietyofdigitalchannelstotargetprospectsattherighttime
throughtheirpreferredchannel.Scientistsaccessthesedifferentchannels
viadesktops,laptops,tablets,andsmartphones.Whenexecutedproperly,
adigitalmarketingprogramwilldeliverhighlypersonalizedcontentand
promotionsrenderedappropriatelyforthedeviceonwhichitwasaccessed.
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 9
Purchase Today
Digital Marketing to Life Scientists: Building Digital Loyalty
OVERVIEW
n Overview (continued)
Forlaboratoryproductsupplierswhowanttodevelopathoughtfuldigitalmarketing
strategy,thisreportprovidesatacticalguideforharnessingthefullrangeofdigital
marketingtechniquestoreachouttocustomersinameaningfulwayandbuild
loyalty online.
Thereportidentifieswhere(andhow)scientistsspendtheirtimeonlinetoFind,
Decide, Buy and Useproductsfortheirlabs.Ratherthantrialanderror(andhopingfor
thebest),supplierscanusethisprimaryresearchtostructuretheirdigitalmarketing
strategyinawaythatenablesscientificcustomerstoidentifyproductsrelevantto
theirwork,chooseyourbrandovertheothers,andengagewithyourcompanyina
waythatbuildsenduringloyalty.
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 10
Purchase Today
ACCURACY AND USEFULNESS OF SPONSORED LINKS PRESENTED WITH GENERAL SEARCH RESULTS
000123%345'621+#(
Mean
6.8
6.6 8%
61%
55%
35%
38%
5%Accuracy
(n=133)
Usefulness(n=133)
Highly Accurate/Useful(9-10)
Somewhat Accurate/Useful(7-8)
Not Accurate/Useful(0-6)
Digital Marketing to Life Scientists: Building Digital Loyalty
SAMPLE DATA
n SAMPLE DATA
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 11
Purchase Today
Digital Marketing to Life Scientists: Building Digital Loyalty
PARTICIPATED IN LIVE WEBINAR SPONSORED BY A LIFE SCIENCE VENDOR*
Participated 46%
Not Participated
54%
SAMPLE DATA
n Sample Data (continued)
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 12
Purchase Today
Digital Marketing to Life Scientists: Building Digital Loyalty
SAMPLE DATA
NUMBER OF VIDEOS PROMOTING A SUPPLIER AND/OR THEIR PRODUCT SERVICE WATCHED IN THE PAST 6 MONTHS
4%
20%22%
14%
6%
33%
4%
9%
5%
55%
27%
15%
26%
19%
8%4% 6%
21%
None 1 2 3 4 More than 5
North America(n=255)
Europe(n=258)
Asia(n=113)
n Sample Data (continued)
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 13
Purchase Today
Digital Marketing to Life Scientists: Building Digital Loyalty
SAMPLE DATA
n Sample Data (continued)
DEVICES USED TO SEARCH FOR LAB PRODUCT INFORMATION
Tablet3.6%
Laptop computer
39.2%
Smartphone6.2%
Desktop computer
50.9%
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 14
Purchase Today
Digital Marketing to Life Scientists: Building Digital Loyalty
METHODOLOGY
n METHODOLOGY
Thisreport,Digital Marketing to Life Scientists: Building Digital Loyalty,isbased
onresponsestoa41-questiononlinesurveyconductedbyBioInformaticsLLC
(Arlington,Virginia,USA).1,053scientistsfromNorthAmerica,EuropeandAsia
participatedintheonlinesurveybetweenJanuary15andFebruary12,2016.
Request a Live Demo or Purchase Today
REGION
Asia20%
Europe40%
North America
40%
51%
12%
11%
8%
6%
4%
3%
2%
2%
Academic/University
Biopharmaceutical/Biotechnology Company
Research Institute/Foundation (non-profit)
Pharmaceutical Company
Government
University Medical Center
Contract Research Organization
Hospital
Research Institute (for-profit)
Academic Pharma/Biotech
MARKET SEGMENT
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 15
Purchase Today
Digital Marketing to Life Scientists: Building Digital Loyalty
METHODOLOGY
n Methodology (continued)
AGE
1%
10%
19%
23%
17%
11%9%
5%
2% 1% 2%
Up to25
26 to30
31 to35
36 to40
41 to45
46 to50
51 to55
56 to60
61 to65
Morethan 65
Prefernot to
answer
GENDER
Male67%
Prefer not to answer
3%
Female30%
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 16
Purchase Today
Digital Marketing to Life Scientists: Building Digital Loyalty
METHODOLOGY
n Methodology (continued)
TIME SPENT ONLINE FOR RESEARCH/WORK AND FINDING INFORMATION ON PRODUCTS/SERVICES
77%
42%
15% 15%
9%4%
15%
4% 2% 2%
15%
Less than 5hours
5 to 10 hours
11 to 15hours
16 to 20hours
21 to 30hours
More than 30hours
Online Related to Product/Services Online Related to Research/Work
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 17
Digital Marketing to Life Scientists: Building Digital Loyalty
Purchase Today
PRICING
n PRICING
Why Buy Our Reports
Source of Independent, Unbiased Research
Unlikereportsfromotherfirmsthatarebasedonananalyst’ssubjectivesummary
ofinformationfrompubliclyavailablesources,ourreportsarebasedontheresults
ofdetailedsurveysofhundreds—eventhousands—ofscientificandmedical
professionalswhobuyyourproducts.
Developed by a Team of Experts
Ourquestionnairesaredevelopedbyamulti-disciplinaryteamofscientists,
industryveteransandmarketresearchexpertswithyearsofexperience.These
professionalsunderstandthatsurveyquestionsneedtobeaskedinawaythat
ensurestheanswerswilldirectlyaddressthebusinesschallengesyouface.Once
thesurveydataiscollected,thissameteamcreatesauniquereportthatpresents
thereaderwithathoroughunderstandingofthetopic,andthescientificand
businessimplicationsoftheresultsbasedonsophisticatedstatisticalanalytics.
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 18
Purchase Today
Digital Marketing to Life Scientists: Building Digital Loyalty
n Pricing (continued)
Carefully Selected Survey Participants
Whenotherspromoteresultsfromtheironlinesurveys,theyfailtomentionthe
uncontrollednatureoftheirbroadcastemailinvitations.Toprovideyouwiththe
mostvalidandaccurateresultspossible,therespondentstooursurveysare
membersofouruniqueonlinepanel—TheScienceAdvisoryBoard®—which
consistsofthousandsverifiedlifescienceandbiomedicalprofessionalswho
haveagreedtotakepartinoursurveys,focusgroupsandothermarketresearch
activities.Theserespondentsarecarefullyselectedbasedontheirprofessional
qualifications,marketsegmentsandgeographicregions.Wecanevenselectthem
basedontheproductstheyuseandtheirpreferredsuppliers.
Complimentary Consulting Provided
Withyourpurchase,weofferonefreehourofconsultationwithourtalentedteam
ofscientificandbusinessanalystswhocreatedthereport.Duringthisconsultation,
wecanansweranyquestionsyoumayhaveaboutthesurveyresultsandwhatwe
believetobethesignificanttrendsaffectingthemarket.
CLICK HERE FOR A COMPLETE LIST OF OUR REPORTS
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2016 BioInformatics LLC www.gene2drug.com 19
Purchase Today
Digital Marketing to Life Scientists: Building Digital Loyalty
CLICK HERE FOR A COMPLETE LIST OF OUR REPORTS
n Pricing (continued)
Custom Analysis & Research Available
Ifyou’dliketodelvedeeperintothedatafromastudy,wecanalwaysperform
customcross-tabulationsorotheranalysisonyourbehalf.Wecanevenpose
follow-upquestionstorespondentswhoansweredinaparticularwayorconduct
acustomstudytoextendyourknowledge.
SingleSiteLicensePDF-$3,500
Company-WideLicense-$6,500
SurveyDatasetinExcel-$1,200
Withyourpurchaseofthisreport,wealsoinviteyoutosetupameetingwithour
reportteamofscientificandbusinessanalysts.Wecanansweranyquestionsyou
mayhaveaboutthesurveyresults,andwecanalsosharewhatwebelievetobe
thesignificanttrendsaffectingyourmarket.
@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005©2015 BioInformatics LLC www.gene2drug.com 20
CLICK HERE FOR A COMPLETE LIST OF OUR REPORTS
Purchase Today
n ABOUT BIOINFORMATICS LLC
BioInformaticsLLC,alongwithourSDidivision,isthepremierresearchand
advisoryfirmservingthelifescienceandanalyticalinstrumentindustry.Since
1994,wehavebeenprovidingoff-the-shelfreports,custom-designedstudies
andmarketanalysisthatenablecompaniestounderstandtheirmarketand
competitorsthroughtheeyesofthemostimportantinformationsourceofall—the people who buy their products.
Byleveragingouronlineprofessionalnetworkoftensofthousandsofbiomedical
researchers,wehavesupportedmorethan500companiesandprovidedinsights
thatleadtobetterbusinessdecisions.Ourexpertiseincludesassessingthesize
andattractivenessofmarkets,optimizingproductconfigurationsandpricing,
validatingcorporateacquisitions,measuringcustomers’brandloyalty,and
evaluatingbrandstrengthandpositioning.
FormoreinformationaboutBioInformatics’productandserviceofferings,please
visitourwebsiteat www.gene2drug.com,call703.778.3080 x15,oremail