Well the holidays are over and I hope everyone has come back to work rested and refreshed. Here’s hoping for a happy and healthy new year for us all! In this post, I’d like to talk some more about print advertising in the life science market. Research that we’ve conducted reveals that 62% of scientists […]
I’d like to kick off the next series of posts which will focus on print advertising in the scientific market… Despite the tens (hundreds?) of millions of dollars spent each year by life science vendors on print advertising, few marketing executives can point to a quantifiable return on investment. In general, print ads seem to […]
Last week we announced the preliminary results of our survey on how life scientists are using social media. The responses were based on a worldwide study of more than 1,500 scientists that included both registered members of The Science Advisory Board and randomly selected scientists. We sponsored this project in conjunction with our good friends […]
Sales reps are an essential element of the life science marketing mix — even though scientists say they get most of their information from colleagues and catalogs. In our market we’ve been told by scientists that Fisher Scientific, Invitrogen, Bio-Rad have the best-trained, most effective sales forces. Sales reps play an important role in informing […]
Sorry for the long time between posts…it’s been a busy week here at BioInformatics, LLC . Of special note, I was invited to make a presentation of another major life science supplier and discuss many of the topics presented here in this blog. I was struck yet again by how few of those present were […]
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 […]
