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 continues today with suppliers and scientists alike. As scientists take advantage of new digital media their suppliers respond with new ways to inform and influence their customers online.
This report examines some of the most important elements of digital marketing, including Search Engine Optimization, social media, email, mobile, video, webinars, websites, and content marketing. The scientists responding to this survey described their use of each of these channels, how they use them, and the forms of content they are most interested in accessing. BioInformatics LLC has been tracking scientists’ use of digital media since 1997 which give our report a unique perspective on the subject. This report includes comparisons with our 2013 report on the same topic so that readers can understand which digital marketing techniques remain effective, which are falling out of favor, and new techniques that are emerging.
Indeed, in 2015 there were many milestones in digital marketing especially with mobile overtaking desktop search volume. While many of these events do not directly affect the marketing of lab products and services they do shape the digital behavior and expectations of life science consumers. The report identifies where (and how) scientists spend their time online to Find, Decide, Buy and Use products for their labs. Rather than trial and error (and hoping for the best), suppliers can use this primary research to structure their digital marketing strategy in a way that enables scientific customers to identify products relevant to their work, choose your brand over the others, and build digital loyalty.