First published by BioInformatics in 2003, Advertising to Life Scientists is the indispensable guide to reaching your scientific audience. Improve the effectiveness of your advertising by understanding the messages and media that scientists consider most useful and appropriate.
This report explores the preferences, opinions, and impact of print and digital advertising on life scientists. This report provides substantial data and insights on how scientists search for information, what types of advertising appeals to them the most, and which attributes might influence them to click on sponsored content.
A life scientist’s customer journey consists of 4 stages:
Awareness – when the customer discovers a need for a product/service
- Uncover how life scientists view life science advertising
- Overall receptivity to these ads and to various life science brands
- Assess the awareness and usefulness of 20+ leading life science publications: online and print
Search – where the customer goes to look for solutions and what tools they use in their search
- Determine which devices scientists are using to read/view web content
- Value of major types of sponsored content: online and print
- Use of product-related search terms
- Use and perception of sponsored links by region and age
Consideration – when the customer researches/evaluates different product and brands
- Understand the different online vs. print advertising preferences
- Preferences by age and geographic region
- Usage of multiple types of print and online ads
Purchase – when the customer decides to buy the product
- Customers’ experiences and opinions concerning how well life science advertising informs them of the products and services that they use
- Learn which type of ads scientists are responding to most: print vs. online
The results utilized in this 2020 Perceptions of Life Science Advertising Report, were obtained from an online survey conducted with more than 800 life scientists. We surveyed scientists, representing millennials to boomers, who worked at various universities, biopharmaceutical/biotech companies, hospitals and medical centers across North America, Europe and Asia Pacific. The survey results in this report provide an overview of scientist’s perspective as a customer on life science advertisements and it presents effective strategies that you can apply to better market your products and services.