Marketing to Life Scientists An International Comparison

The fifth installment of our Marketing to Life Scientists study explores how scientists from four major geographical regions—North America, Europe, Japan and Emerging Markets—exhibit similarities and differences in the way they prefer to receive and respond to marketing communications delivered by various media, including: print catalogs, supplier Websites, direct mail, sales representatives, print advertisements and scientific meetings. Based on a 35-question survey of over 1,900 life scientists from around the world, this report seeks to understand life scientists' perceptions and preferences so that life science suppliers can use this information to develop more effective marketing programs and identify where certain techniques are more likely to be successful in reaching targeted regions. 

For each regional market, the major objectives are as follows: 

* Determine how life scientists typically learn about new products and services

* Rate the relative effectiveness of the promotional mix, including: print catalogs, supplier websites, direct mail–print, sales representatives, print advertising, and scientific meetings and trade shows

* Identify the most effective life science marketing communicators, and which life science vendor is considered the “best-in-class” in each major promotional channel

* Investigate where life science customers turn to find information on companies and products

* Clarify how life science customers prefer to receive information in order to make a purchase decision

* Determine which marketing communications channels are best suited for which audiences

* Identify emerging patterns, trends and discrepancies in how life scientists perceive and react to the promotional techniques most commonly used by vendors  

Report #03-023

Publication Date: July 2003

Page Count: 228

Publisher: BioInformatics 

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