2018 best practices for advertising to life scientists ......1. enable you to critically examine...

part of Science and Medicine Group

©2018 BioInformatics Inc. www.bioinfoinc.com

Life Science Industry Market Research

BioInformatics Inc. part of Science and Medicine Group671 N. Glebe Rd. Suite 1620Arlington, VA 22203

Report 18-014 | Report Overview

2018 Best Practices for Advertising to Life Scientists: Online and in PrintAugust 2018

http://www.bioinfoinc.com



2018 Best Practices for Advertising to Life Scientists: Online and in Print

2018 Conference & Exhibit Strategies in the Life Sciences: What’s Working Now©2018 BioInformatics Inc. www.bioinfoinc.com 2

REPORT 18-014

n OVERVIEW

There is no doubt that both print and online advertising are effective. Rather than a competition between the two, life science supplier companies are developing cohesive advertising strategies that deploy both channels in a complementary fashion, thereby optimizing the methods to reach the target audience. In order to develop successful advertising strategies, vendors must place their print and online ads in publications that scientists perceive as trusted and welcome sources of information. Going beyond usage and preferences, this report also uncovers areas that might be undermining your advertising campaign. We’ve surveyed over 1100 life scientists to yield answers to these questions. Our respondents have told us how they search for product information, which will help you optimize your online ad content and placement. Information on whether or not scientists rely (and click) on sponsored links, which publications they spend the most time reading, and the types of online ads that are given the most attention and the types they find the most annoying, has also been included.

Objectives of this Report:1. Enable you to critically examine your current print and online advertising strategies.

2. Enable you to identify specific steps related to ad creation, format, placement and calls to action using the primary research provided

3. Provide specific guidance for developing an effective and efficient advertising strategy for different sectors as well as different generations





REPORT 18-014


n TABLE OF CONTENTS


REPORT 18-014

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n Report Contents ..................................................................................................................4

n Methodologies .....................................................................................................................6

n Sample Data ..........................................................................................................................7

n Why Buy Our Reports ........................................................................................................9

n Pricing ...................................................................................................................................11

n About BioInformatics ......................................................................................................12




https://bioinfoinc.com/product/advertising-to-life-scientists-report-2018/




REPORT 18-014

Executive Summary

n Print vs. Online or Print and Online?

n The Regional Picture for Advertising

n The Generation Game (or: The Generation Gap)

n What Can My Organization Do to Maximize Advertising Effectiveness?

Perceptions of Print and Online Advertising

n Summary

n Time spent reading research-related content

n Reading time dedicated to research-related products

n Mean hours per week dedicated to research-related reading in 2018

n Opinions of life science advertising

n Effectiveness of online vs. print advertising

n Importance of online vs. print advertising

n Use of online vs. print advertising to make decisions

Online Advertising

n Summary

n Effect of online advertising in the life sciences

n Devices used and preferred to access the internet

n Combinations of devices used to access research-related content

n Use of general search engines

n Response to sponsored links

n Sponsored link click-through response

n Perception of sponsored link accuracy

n Perception of sponsored link usefulness

n Product-related search term combinations

n Use of general search terms

n Online publications read/visited

n Likelihood of sponsored content to engage potential customers

n REPORT CONTENTS






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n REPORT CONTENTS (continued)

n Customer perceptions of retargeted ads

n Preferred types of retargeted content

n Customer perceptions of banner ads by type of website

n Banner ad click-through by web page position

n Customer engagement with different types of online ads

n Annoying attributes of online ads

n Customer engagement with animated vs. Static banner ads

n Life science suppliers with memorable online ads

n Use of ad-blocking software

Print Advertising

n Summary

n Percentage of time spent reading product-related sections of scientific publications

n Usefulness of print sources for informing about products/services

n Likelihood of sponsored media to engage potential customers

n Print scientific publications read

n The fate of print copies of scientific publications

n Number of readers per print copy of scientific publications

n Likelihood that scientific journals are saved

n Preferred calls to action in response to a print ad

n Life science suppliers with memorable print ads

n Life science advertising in the general media

n Effect of print advertising in the life sciences

Methodology & Demographics

n Methodology

n Demographics





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REPORT 18-014

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n METHODOLOGIES

BioInformatics provides detailed information on scientists’ internet use and habits. The results of a 55- question online survey of more than 1100 Life Scientists from around the world is included, which provides substantive information on how scientists search for information, what types of advertising appeals to them the most, as well as which attributes might influence them to click on sponsored content. The survey also sheds some light on how scientific publications are used and scientists’ attitude toward them. In addition, there is an in-depth analysis of how different generations (Boomers, Gen X, Xennials, Millenials etc) interact with and prefer different forms of advertisement. This report is the most accurate, detailed and concise market research document covering the advertising to life scientists.








REPORT 18-014

n SAMPLE DATA

North America35%

Europe35%

Asia Paci�c 30%

Academic52%

Biopharma/ Biotech

12%

Research Institute/Foundation

(non-pro�t)9%

Pharmaceutical Company

7%

University Medical Center

5%

Government5%

Hospital4%

Research Institute (for-pro�t)

2% Other4%

DEMOGRAPHICS






REPORT 18-014

n SAMPLE DATA (continued)

54%

45%43%

32%

51%

28%

0%

10%

20%

30%

40%

50%

60%

Boomers Generation X Xennials Millenials Academic Industrial

Desktop computer Laptop or notebook computer

Smartphone (iPhone®, Android™) Tablet (iPad®, Microsoft Surface)

40%

40%

35%

34%

13%

14%

10%

11%

41%

42%

39%

34%

9%

11%

11%

11%

0% 20% 40% 60% 80% 100%

2018(n=1,125)

2013(n=894)

2018(n=1,125)

2013(n=890)

Onl

ine

Prin

t

Product Awareness Vendor name recognition Direct product sales

Encouraging contact with vendor Other

WHICH DEVICE DO YOU PREFER TO USE? (CHOOSE ONLY ONE)






REPORT 18-014

n SAMPLE DATA (continued)

54%

45%43%

32%

51%

28%

0%

10%

20%

30%

40%

50%

60%

Boomers Generation X Xennials Millenials Academic Industrial

Desktop computer Laptop or notebook computer

Smartphone (iPhone®, Android™) Tablet (iPad®, Microsoft Surface)

40%

40%

35%

34%

13%

14%

10%

11%

41%

42%

39%

34%

9%

11%

11%

11%

0% 20% 40% 60% 80% 100%

2018(n=1,125)

2013(n=894)

2018(n=1,125)

2013(n=890)

Onl

ine

Prin

t

Product Awareness Vendor name recognition Direct product sales

Encouraging contact with vendor Other

IN GENERAL, WHAT DO YOU BELIEVE IS THE MOST LIKELY EFFECT OF ONLINE ADVERTISING VS PRINT ADVERTISING IN THE LIFE SCIENCES? (CHOOSE ONLY ONE)






REPORT 18-014

n WHY BUY OUR REPORTS?

Source of Independent, Unbiased ResearchUnlike reports from other firms that are based on analyst’s subjective summaries of information from publicly available sources, our reports are based on the results of detailed surveys of hundreds – even thousands – of scientific and medical professionals who buy your products.

Developed by a Team of ExpertsOur questionnaires are developed by a multidisciplinary team of scientists, industry veterans and market research experts with years of experience. These professionals understand that survey questions need to be asked in a way that ensures the answers will directly address the business challenges you face. Once the surveyed data is collected, this same team creates a unique report that presents the reader with a thorough understanding of the topic, and the scientific and business implications of the results based on sophisticated statistical analytics.

Carefully Selected Survey ParticipantsWhen others promote results from their online surveys, they fail to mention the uncontrolled nature of their broadcast email invitations. To provide you with the most valid and accurate results possible, the respondents to our surveys are members of our unique online panel – The Science Advisory Board® - which consists of thousands of verified life science and biomedical professionals who have agreed to take part in our surveys, focus groups and other market research activities. These respondents are carefully selected based on their professional qualifications, market segments and geographic regions. We can even select them based on the products they use and their preferred suppliers.





REPORT 18-014



REPORT 18-014

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Custom Analysis & Research AvailableWith your purchase of this report, we also invite you to set up a meeting with our report team of scientific and market analysts. We can answer any questions you may have about our findings, and we can also share what we believe to be the significant trends affecting your market.

Sale prices through August 31st, 2018: Company-Wide License — $5,850

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n PRICING







REPORT 18-014


n ABOUT BIOINFORMATICS INC.

BioInformatics Inc., part of Science and Medicine Group, is the premier research and advisory firm serving the life science industry. Since 1994, we have been providing off -the-shelf reports, custom-designed studies, and market analysis that enables companies to understand their market and competitors through the eyes of the most important information source of all-the people who buy their products. By leveraging our online professional network of tens of thousands of scientific customers, we have supported more than 500 companies and provided insights that lead to better business decisions. Our actionable insights support assessing the size and attractiveness of markets, optimizing product configurations and pricing, validating corporate acquisitions, measuring of customers’ brand loyalty, and evaluating of your brand strength and positioning. We help you grow, adapt, and change in a rapidly evolving market.

For more information about BioInformatics report and service offerings, please visit our website at www.bioinfoinc.com, call 703.778.3080 x19, or email [email protected]. For more information on the Science and Medicine Group, please visit our website at www.scienceandmedicinegroup.com.

BioInformatics Inc. 671 North Glebe Road Suite 1610 Arlington, VA 22203 703.778.3080 703.778.3081 (fax) www.bioinfo.com

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2018 best practices for advertising to life scientists ......1. enable you to critically examine...

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