Lens On The Scientific Market
Key findings from our industry experts.
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The Strategic Edge: How Custom Competitive Intelligence (CI) Research Fuels Growth in Life Sciences
February 13, 2025 1:33 pm
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Assessing the Value of Product Attributes: Deciphering Consumer Preferences
April 25, 2024 10:28 am
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BioInformatics, part of the Science and Medicine Group, is the leading research and advisory firm serving the life science and diagnostic industries. Our expertise includes primary quantitative and qualitative research in addition to secondary research and published reports. We own a proprietary, international community of more than 55,000 scientists and biomedical researchers to provide insights that grow businesses and move markets. Our multi-disciplinary team is comprised of industry veterans, market research experts, and survey statisticians.
Advertising to 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 […]
Scientists and Social Media
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 […]
Do Salespeople Have a Role in Marketing?
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 […]
Direct Mail Still an Important Part of the Mix
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 […]
The Power of Positioning
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 […]
Websites and Life Science Marketing
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 […]
Catalogs in the Marketing Mix
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% […]
Informing and Influencing Scientists
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 […]
What Makes Highly Engaged Scientists Different?
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 […]
Classifying scientists by Media Engagement
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 […]