ARLINGTON, VA (PRWEB) March 3, 2007
At a recent event, Bill Kelly, President of BioInformatics, LLC, revealed how life scientists who are "highly engaged" with the marketing materials of their preferred suppliers are the ideal target market. "Highly Engaged scientists are more likely to obtain product information from most available sources, however they are also less influenced by personal recommendations," noted Mr. Kelly. "Accordingly, marketing to the Highly Engaged scientist can enable suppliers to build a loyal core audience who may then become brand champions influencing the purchases of less engaged colleagues."
Mr. Kelly presented key findings from "Marketing to Life Scientists 2006: Capitalizing on Media Engagement" at the Laboratory Products Association's (LPA) 3rd Annual Product Managers' breakfast. The event, which was attended by more than 50 product managers and marketing professionals, was held March 1, 2007 in Chicago during Pittcon. Pittcon is the world's largest, most comprehensive conference and exposition devoted to laboratory science.
BioInformatics, LLC (http://www.gene2drug.com) -- an Arlington, VA-based market research and consulting firm -- surveyed 1,300 life scientists worldwide to produce Marketing to Life Scientists 2006. The report identifies a segment of life scientists who are highly engaged with the marketing communications of their suppliers. Scientists in this group differ significantly from other scientists in their media preferences and are far more responsive to marketing communications. Segmentation based on media engagement should allow suppliers build a loyal core audience and enlist brand champions by implementing appropriately targeted marketing programs.
"I am delighted to have had the opportunity to address the 3rd Annual Product Managers' Breakfast. Our recent findings about media engagement among life scientists were very well-received by these marketing professionals as they continue to look for new ways to understand their customer and ensure that their message is well-received and effective," stated Mr. Kelly.
The presentation highlighted the preferences of life scientists for all major marketing media -- print catalogs, Web sites, direct mail, sales representatives, print advertising, and scientific meetings and exhibits. The presentation was based on a recent report that profiled Agilent Technologies, Applied Biosystems, BD Biosciences, Bio-Rad Laboratories, GE Healthcare, Invitrogen Corporation, Millipore Corporation, Sigma-Aldrich, Thermo Fisher Scientific, and VWR International, among others.
For a complimentary Executive Summary of the report, Marketing to Life Scientists: Capitalizing on Media Engagement, visit http://www.gene2drug.com/reports.
ABOUT BIOINFORMATICS, LLC
BioInformatics, LLC is a market research and consulting firm that supports marketing, sales and R&D executives in the life science, medical device and pharmaceutical industries through published research reports, custom research and consulting. It also sponsors the world's largest market research panel of scientific customers -- The Science Advisory Board (http://www.scienceboard.net) which consists of more than 32,000 scientists, physicians and other life science and medical professionals from 62 countries who participate in surveys that address emerging technologies, test customer reactions to new product concepts, measure brand awareness and assess advertising effectiveness.
ABOUT THE LABORATORY PRODUCTS ASSOCIATION
The Laboratory Products Association is a part of the SAMA Group of Associations founded in 1918. Its member companies are suppliers of lab products and services such as glass and plasticware, chemicals, equipment and supplies used in scientific research and applied science and life science worldwide. The Laboratory Products Association enables its members to constantly improve their global commercial and operational strategies while identifying new technologies for application in scientific markets. LPA works to provide senior and mid-level executives and managers in the lab products industry with the tools they need to enhance their jobs and their companies. The Laboratory Products Association Product Managers' Breakfast was developed to take advantage of the power of the LPA network. It is part of a series of networking events for LPA members and guests.