A unique element of this report is that we compare the first-hand perceptions of vendors as to what works to the experiences of their scientific customers. The results show that companies that utilize channels trusted by scientists and who design their ads to contain or link to valuable information will have greater success with their advertising strategies.
ARLINGTON, Va. (PRWEB) February 7, 2008
"Print and online advertising are the only true 'mass media' available to companies trying to reach scientists working in university, biotech and pharmaceutical labs," observed Dr. Tamara Zemlo, Director of Syndicated Research and Analysis for BioInformatics, LLC. "Advertising plays an equally critical role in establishing a company's position in the market as well as promoting its products."
The more than 1,200 life scientists from around the world indicated that print ads are more effective in increasing their awareness of products than they are in generating name recognition for suppliers - a finding that could challenge some strongly held assumptions about advertising to scientists. "It's not necessarily an either/or situation for advertisers but rather a consideration that must be made within the context of the company's overall marketing strategy," says Zemlo.
Another area where companies must strike the right balance is in allocating advertising dollars between traditional print scientific publications and the ever-expanding array of online channels. The use of a search engine is the most common means by which scientists search for products related to their research and Google (NASDAQ: GOOG) is the choice of 97% of those surveyed. Indeed, ads appearing in search engine results are considered by scientists to be more informative and more likely to capture their attention than standard banners ads. "Search ads are an important component of an advertising program, but the results of this study point to the overarching importance of the supplier's Web site and direct email."
The study also asked respondents which suppliers regularly publish ads that capture their attention. Although more than 200 different companies were mentioned, more respondents ranked Invitrogen (NASDAQ: IVGN) as the supplier with the most memorable ads, with Bio-Rad Laboratories (AMEX: BIO) and Sigma-Aldrich (NASDAQ: SIAL) also ranking highly.
According to Dr. Zemlo, "A unique element of this report is that we compare the first-hand perceptions of vendors as to what works to the experiences of their scientific customers. The results show that companies that utilize channels trusted by scientists and who design their ads to contain or link to valuable information will have greater success with their advertising strategies."
"Advertising to Life Scientists: Maximizing Ad Effectiveness" contains over 100 charts, tables and cross-tabulations of the 34 survey questions. The report also analyzes the data in terms of scientists' overall utilization of technology and compares print and online preferences from multiple perspectives. For a complimentary Executive Summary of this report, please visit http://www.gene2drug.com/report/100/.
ABOUT BIOINFORMATICS, LLC
BioInformatics, LLC is the premier research and advisory firm serving the life science industry. By leveraging our professional social network of more than 35,000 biomedical researchers, we have supported more than 300 companies and provided insights that lead to better business decisions. Our assignments include assessing the size and attractiveness of markets, optimizing product configurations and pricing, validating corporate acquisitions, measuring customer loyalty, and evaluating brand strength and positioning.