Advertising to Life Scientists

This second edition of Advertising to Life Scientists is based on a 32-question survey of more than 1,450 life scientists. Through unbiased readership profiles and side-by-side comparisons, the 2003 report re-examines the preferences of life scientists as they relate to fifteen widely read scientific journals, magazines and newspapers, and the advertisements that are contained within their pages. By viewing this medium through the eyes of the scientific customer and by understanding what they consider to be most useful, life science executives will be better able to sort through the ever-present salesmanship and marketing efforts put forth by publishers and make more effective use of print advertising. 

The major objectives of this report are as follows: 

* Provide life science marketers with a framework by which they can assess the advertising value of a publication using the same criteria that scientists use to determine the publication’s value as a professional resource

* From the perspective of scientists, determine the relative value of major forms of content typically offered by leading life science publications

* Identify the ways in which life scientists learn about scientific publications and articles so that advertisers can effectively take advantage of these channels of communication

* Measure the level of awareness and usefulness of fifteen leading life science publications to provide guidance as to which promise to be the most effective venues for print advertising

* Understand the elements of print advertising deemed most attractive and useful by scientists.

* Gauge the overall receptivity to advertising in the life sciences in order to develop campaigns that enhance credibility and effectiveness

Report #03-027

Publication Date: August 2003

Page Count: 141

Publisher: BioInformatics 

To order go to this URL: http://www.bioportfolio.com/cgi-bin/acatalog/copy_of_bioinformatics_1.html#a115