digital marketing to life scientists

REPORT OVERVIEW

©2016 BioInformatics LLC www.gene2drug.com

Digital Marketing to Life Scientists: Building Digital LoyaltyMARCH 2016

Report #16-006

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@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

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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



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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.






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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.






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REPORT HIGHLIGHTS

n Report highlights (continued)

Email Marketing

nReceptivitytovarioustypesofemailcontentandpreferencesoffrequencyofcontact.

nElementsofemailsfromsuppliersthatscientistsfindmostinteresting.

nIncentivesthatencouragescientiststojoinasupplier’sopt-inemaillist.

Mobile Marketing

nPrevalenceoftextmessagefromlifesciencesuppliers.

nWillingnesstoacceptpushnotificationsonamobiledevicemobfromalifesciencesupplierapp.

nTypesofgeneralinformationfromlifesciencesuppliersthatscientistswouldyouliketoreceiveviaamobiledevice.Other(pleasespecify)

nTypesofpersonalizedcommunicationsscientistswouldbewillingtoreceivefromalifesciencesupplieronamobiledeviceviaatextmessage.






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Video Marketing

nPercentofscientistswhohavewatchedanonlinevideopromotingalifesciencesupplier’sproductorservice.

nReasonsforwatchingalifesciencesupplier’sonlinevideo.

nAveragenumberofsuppliervideoswatchedinthepastsixmonths?

nPercentageoflifesciencevideoswatchedthatpromptascientisttosearchforadditionalinformationabouttheproductorserviceviewed.

Webinars

nPercentofscientistswhohaveparticipatedinalivewebinarsponsoredbyalifesciencevendor.

nAveragenumberoflivesupplierwebinarsattendedinthelastsixmonths.

nPercentageoflivesupplierwebinarsthatpromptedascientisttosearchformoreinformationabouttheproductorservice.

Websites

nSupplierwebsitesvisitedmostoften.

nMostpopularvendorwebsites.

nCharacteristicsofthemostpopularwebsites.

nMosthelpfulfeaturesofasupplierwebsite.

REPORT HIGHLIGHTS






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Content Marketing

nTypesofonlinecontentproducedbyotherscientistsand/orindependentpublishersutilizedtolearnaboutlabproductsandservices.

nTypesofonlinecontentfromlifesciencevendorsutilizedtolearnaboutlabproductsandservices.

nRankedvalueofpersonalizedcontentdesignedtohelpascientistfindproductsrelevantto his/herwork.

nRankedvalueofpersonalizedcontentdesignedtohelpascientistdecideproductsrelevanttohis/herwork.

nRankedvalueofpersonalizedcontentdesignedtohelpascientistbuyproductsrelevantto his/herwork.

nRankedvalueofpersonalizedcontentdesignedtohelpascientistuseproductsrelevantto his/herwork.

REPORT HIGHLIGHTS






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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.





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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.





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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)


SAMPLE DATA

n SAMPLE DATA




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PARTICIPATED IN LIVE WEBINAR SPONSORED BY A LIFE SCIENCE VENDOR*

Participated 46%

Not Participated

54%

SAMPLE DATA

n Sample Data (continued)




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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)





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SAMPLE DATA


DEVICES USED TO SEARCH FOR LAB PRODUCT INFORMATION

Tablet3.6%

Laptop computer

39.2%

Smartphone6.2%

Desktop computer

50.9%




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METHODOLOGY

n METHODOLOGY

Thisreport,Digital Marketing to Life Scientists: Building Digital Loyalty,isbased

onresponsestoa41-questiononlinesurveyconductedbyBioInformaticsLLC

(Arlington,Virginia,USA).1,053scientistsfromNorthAmerica,EuropeandAsia

participatedintheonlinesurveybetweenJanuary15andFebruary12,2016.

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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





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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%




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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





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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.





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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.

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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.







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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

[email protected]




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