I’m going to take a break here from what was supposed to be a sequential exploration of the media available to life science marketers and the influence of Highly Engaged scientists. I’ll get back to that in a few day but wanted to point out that my company has just released a fascinating series of […]
Last time I wrote about the enduring role of the print catalog in the marketing mix. Now let’s turn to the Web. We know from our research that 68% of scientists spend one to two hours per week visiting vendor Web sites. (No surprise, Highly Engaged scientists spend more than 2 hours online looking for […]
Well, I had hoped to add some images to my post today but apparently I haven’t yet evolved to that level of blogger sophistication. Next time. Maybe. Every year we ask scientists what are the most common ways they learn about vendors and their products. As in past years, catalogs were cited by the 62% […]
Late last year, we asked over 1,000 scientists what would convince you to purchase a product from a supplier you’ve never used before. The most commonly cited motivators was a recommendation from co-workers (66%) which underscores the importance of strong branding in attracting new customers. Scientists, like most consumers, also enjoy getting items at no […]
Highly Engaged life scientists seek out information for themselves. They aren’t bound to or reliant upon colleague recommendations. Instead, they require “first-person” or “hands on” information about the products they use, or may use in the future. They don’t necessarily believe everything you tell them via marketing materials, but they want to know what you’re […]
In my last post, I explained that we created a “media engagement score” for scientists based upon the frequency of 7 key behaviors: Evaluating or purchasing a new product Referencing a printed catalog Registering at a vendor Web site Seeking more information in response to direct mail Meeting with sales representatives Seeking more information in […]
