Age may be “just a number” but it’s an important one when you’re trying to connect with a group of scientists from varying generations. Whether you’re distributing product information through advertisements or at conferences or empowering your salesforce, the key to grabbing a target audience’s attention is to provide them with a personalized journey based […]
Scientists often claim to be rational in their purchase decisions and consider only price, availability or quality. But for more than 20 years we at BioInformatics LLC have argued that brand awareness, perceptions and loyalty have a very influential role in scientists’ decisions about which instruments and consumables they will purchase for their labs.
Our report Emerging Trends in Marketing to Life Scientists was designed to help marketer’s understand scientists’ receptivity to each of the following techniques used widely in promoting consumer products: Executive branding “Smart instruments” that share data Video and livestreaming Influencer marketing Experiential marketing Sponsored content and native advertising Mobile marketing Website design and digital touchpoints […]
No matter their country of origin, scientists are consumers first. They go home and have a life outside of the lab. They watch television, leaf through magazines, and browse Facebook. However, every media channel they consume inside the lab, during their commute, or sitting at home can be a potential touchpoint to interact with your […]
Lab Budgets and Sources of Funding in 2017: The Market Outlook for the United States, Europe and Asia is the latest report from BioInformatics LLC. The report is based on a survey of more than 1,000 life scientists who answered a detailed questionnaire about their budget and spending plans for 2017. Suppliers of laboratory instrumentation […]
Since 2015, BioInformatics LLC has been collecting valuable end-user data on the markets for Real-Time PCR, Cell-Based Assays and CRISPR/Cas9 Products & Services. While companies often measure brand performance overall, it is important to remember that perceptions of your brand can vary widely across different market segments. We have just published a complimentary report comparing […]
“A word about scientists. I want to emphasize at the outset that, contrary to popular belief, scientists are not detached observers of nature and the facts they discover are not simply inherent in the natural phenomena they observe. Scientists construct facts by constantly making decisions about what they will consider significant, what experiments they should […]
Scientists were among the first to use the Internet to publish and share information and to communicate with each other. The suppliers of lab instruments and consumables were among the first to identify their customer’s digital behavior and respond with email marketing to direct them to the earliest online catalogs and e-commerce systems. This evolution […]
While marketing departments at life science suppliers will craft the mobile marketing campaign, IT and web developers must be involved in the process to ensure that planned initiatives are technically feasible.
Most life science researchers spend much of their time searching for, creating and organizing data and information. The results of this survey confirm not only that scientists consume information from many different sources, but also that they do so via multiple platforms — desktop/laptop, smartphone and tablet — throughout the day.
