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Best Practices for Advertising to Life Scientists: Online and in Print

Report # 13-001
Publication Date Feb 2013
Page Count 85
Publisher BioInformatics LLC
Cost

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Best Practices for Advertising to Life Scientists: Online and in Print (13-001)



Life science suppliers are challenged to deploy resources appropriately between print and online advertising campaigns. Additionally, creating ad content that calls a scientist to action can prove challenging as advertising channels have become more varied, nuanced and numerous. Longstanding practices can no longer be counted on; suppliers must adapt their strategies to accommodate the ways that scientists are now looking at (and thinking about) ads.

Best Practices for Advertising to Life Scientists: Online and in Print provides guidance to suppliers who want to develop print and online advertising strategies that capture a researcher’s attention and inspire him or her to take the next step. This report reveals scientists’ preferences for a variety of advertising platforms, content and formats. Supplier companies will use this report to make decisions on ad placement, usage of Google ads, most widely-read online and print publications and which devices scientists are using to view online content. 

“Life science suppliers must adapt to a changing environment. Our data is telling a story about how differently young scientists think about ads. We are finding indicators that scientists are more receptive to advertising than they used to be, but they are also more particular about how it’s delivered.” -Robin Rothrock, Ph.D., Director of Publications.

 

Objectives:

•    Determine which devices scientists are using to read/view web content
•    Understand preferences and usage of print vs. online publications
•    Find out how researchers search for products and services (e.g., favorite search engines, search terms, frequency etc.)
•    Understand value placed on sponsored links; (e.g., Google ads)
•    Measure usage and preferences of multiple types of print and online ads
•    Assess awareness and usefulness of 20+ leading life science publications: online and print
•    Find out the degree to which scientists are using QR codes
•    Identify the most attractive sites and page positions for banner ad placement
•    Measure the prevalence of ad-blocking software
•    Determine the relative value of major types of sponsored content: online and print 
•    Find out which type of ads scientists are responding to most: print vs. online.
•    Determine the overall receptivity to advertising in the life sciences
•    Identify the most memorable online and print ads from 2012

 

Section 1: Analysis and Interpretation of Survey Results
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-1
Perceptions of Print and Online Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-3
Time Spent Reading Research-Related Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-4
Reading Time Dedicated to Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-5
Reader Behavior Differs Dramatically By Region, Segment and Age. . . . . . . . . . . . . . . . . . . 1-6
Opinions of Life Science Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-7
Importance of Online vs. Print Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-8
Importance of Online vs. Print Advertising by Region. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-9
Use of Online vs. Print Advertising to Make Decisions by Region . . . . . . . . . . . . . . . . . . . . 1-10
Importance of Online vs. Print Advertising to Make Decisions by Age. . . . . . . . . . . . . . . . . 1-11
Role of Advertising in the Purchase Decision by Age. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-12
Online Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  . . 1-13
Effect of Online Advertising in the Life Sciences. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-14
Devices Most Frequently Used To Access Research-Related Web Content.. . . . . . . . . . . . 1-15
Combinations of Devices Used to Access Research-Related Content . . . . . . . . . . . . . . . . 1-16
General Search Engine Frequency of Use. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-17
General Search Engines Used . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-18
Response to Sponsored Links by Region. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-19
Sponsored Link Click-Through Response. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-20
Sponsored Link Click-Through Response by Region.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-21
Sponsored Link Click-Through Response by Age.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-22
Perception of Sponsored Link Accuracy by Region . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-23
Perception of Sponsored Link Usefulness by Region. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-24
Product-Related Search Term Combinations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-25
Use of General Search Terms. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-26
Online Publications Read/Visited . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-27
Likelihood of Sponsored Content to Engage Potential Customers by Region . . . . . . . . . . . 1-28
Likelihood of Sponsored Content to Engage Potential Customers by Segment. . . . . . . . . . 1-29
Likelihood of Sponsored Content to Engage Potential Customers by Age. . . . . . . . . . . . . . 1-30
Customer Perceptions of Banner Ads by Type of Website. . . . . . . . . . . . . . . . . . . . . . . . . . 1-31
Banner Ad Click-Through by Web Page Position. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-32
Customer Engagement with Different Types of Online Ads . . . . . . . . . . . . . . . . . . . . . . . . . 1-33
Annoying Attributes of Online Ads. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-34
Vendors Who Created Memorable Online Ads In 2012. . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-35
Use of Ad-Blocking Software. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-36
Print Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  . . . 1-37
Effect of Print Advertising in the Life Sciences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-38
Time Spent Reading Product-Related Sections of Print Scientific Publications. . . . . . . . . . 1-39
Usefulness of Print Sources for Informing About Products/Services. . . . . . . . . . . . . . . . . . 1-40
Likelihood of Sponsored Media to Engage Potential Customers . . . . . . . . . . . . . . . . . . . . . 1-41
Print Scientific Publications Read. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-42
Life Scientists Are Selective Readers of Print Publications.. . . . . . . . . . . . . . . . . . . . . . . . . 1-43
Number of Readers per Print Copy of Scientific Publications by Region. . . . . . . . . . . . . . . 1-44
Likelihood that Scientific Journals Are Saved. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-45
Likelihood that Scientific Journals Are Saved by Region . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-46
Actions Taken in Response to Print Ads. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-47
Vendors Who Created Memorable Print Ads In 2012. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-48
Life Science Tools Advertising in the General Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-49
Section 2: Methodology and Questionnaire
Questionnaire Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2-1
Questionnaire Design. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2-3
Demographics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2-5
Questionnaire . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2-9
Section 3: Appendices
Appendix A: Additional Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3-1
Appendix B: Other Publications. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3-5
Appendix C: About BioInformatics, LLC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3-7
Appendix D: Our Valued Clients. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3-8

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