Published Market Reports
Best Practices for Advertising to Life Scientists: Online and in Print
|Publication Date||Feb 2013|
There is no doubt that both print and online advertising work. 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 taking full advantage of the myriad of ways each of them offers to get ads in front of eyeballs.
The challenge lies in structuring a campaign so that resources are optimized across both online and print channels, and in determining the efficacy of each. What print and online publications will reach your intended audience? Do online ads call a scientist to action as well as (or better) than print ones do? Are scientists using Google ads? Do scientists use QR codes? What online and print publications are scientists reading? What style of ads do they like—and what annoys them?
In BioInformatics LLC’s newest market report, Best Practices for Advertising to Life Scientists—Online and in Print, we’ve surveyed over (#) scientists to yield answers to these questions—and more. We’ve learned which devices scientists are using to view online content, enabling you to allocate appropriate advertising budget to mobile ads. Our respondents have told us how they search for product information, which will help you optimize your online ad content and placement. They’ve also told us whether or not they rely (and click) on sponsored links, and which publications they spend the most time reading.
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. Scientific publishers are continually launching new titles both in print and online, adapting content and changing formats to attract a body of well-defined, loyal readers. It is critical to assess the popularity of leading life science publications to more effectively promote your product and your brand.
Going beyond usage and preferences, this report also uncovers areas that might be undermining your advertising campaign. You’ll find out whether or not labs are using ad-blocking software and what scientists are actually doing with the publications you spend your advertising dollars with. If they’re reading it and passing it on, you’ve got a winner. But if it remains untouched on a stack of unread magazines, you’ll want to know about that, too. And we’ve gathered detailed information about the exact types of online ads that scientists tell us get on their collective nerves.
Best Practices for Advertising to Life Scientists—Online and in Print will enable you to critically examine your current print and online advertising initiatives. From this primary research report, you will be able to identify specific steps related to ad creation, format, placement and calls-to-action—guidance provided directly by researchers and their experience with life science ads.
Our team of business and science analysts conduct primary research and market analysis so you can use our reports to inform relevant and timely strategies.
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