January 2008, Issue 2
Welcome to the latest issue of the G2D newsletter!
Newsletter Contents
• Report Spotlight: Marketing to Life Scientists: Capturing Customers' Attention in Applied Markets
• February Webinars: Reserve Your Space Now
• Now Available: 2008 Marketing Resource Center
• Coming Soon: Advertising to Life Scientists: Resolving the Print vs. Online Dilemma
• Methodology Spotlight: Effective Communications
• Blog Spotlight: A Scientific Approach to Scientific Ads
Marketing to Life Scientists: Capturing Customers' Attention in Applied Markets provides essential insights for suppliers serving the agricultural biotech, biodefense, and molecular diagnostics markets, either individually or combined.
While having the right product offerings for scientists in these markets is essential, vendors also need to know how to promote these products successfully. This report examines the preferences of agricultural biotechnology, biodefense, and molecular diagnostics researchers for how they wish to receive information and the types of information they need from life science vendors across a spectrum of marketing communication channels:
This information will enable vendors to more effectively develop their messages and target their collateral to scientists working in these applied markets.
This report also focuses on how familiar applied researchers are with the products and/or services offered by leading vendors. It includes customer opinion data on which vendors are considered the "best-in-class" for each major communication channel. Additionally, the report presents an overview of the factors that influence scientists to purchase a product from a vendor they have never used before. Vendors can incorporate these factors into the collection of media they use to support the sales of products and services to these applied markets.
For more information about Marketing to Life Scientists: Capturing Customers' Attention in Applied Markets, visit http://www.gene2drug.com/report/186/.
Reserve Your Space NowBioInformatics is pleased to offer two complimentary one-hour webinars in February.
Webinar: Advertising to Life Scientist: Resolving the Print vs. Online Dilemma
Wednesday, February 6, 2008 at 1:00 PM EST (10:00 AM PST)
This webinar will present key findings from our report Advertising to Life Scientists: Resolving the Print vs. Online Dilemma, which examines the relationship between print and online advertising by going inside your buyers' heads with an in-depth exploration of how to successfully advertise to life scientists. For more information on this report or to register for the webinar please send an email with your contact information to webinars@gene2drug.com.
Webinar: Conference & Exhibit Strategies in the Life Sciences: What's Working Now
Wednesday, February 13, 2008 at 1:00 PM EST (10:00 AM PST)
Knowing in advance what your customers expect and what motivates them to engage your brand's representatives at meetings are key building blocks to the success of your event's exhibiting strategy. Get a glimpse into the key findings of the report Conference & Exhibit Strategies in the Life Sciences: What's Working Now, which aimed to do just that. With this report, you will be better able to set expectations, plan, execute and measure your results. For more information or to register for this webinar please send an email with your contact information to webinars@gene2drug.com.
For a complete listing of upcoming webinars, visit http://www.gene2drug.com/about/events.asp.
2008 Marketing Resource CenterBioInformatics, LLC presents its 2008 subscription plan featuring attractive pricing, flexible delivery options and value-added services available only to subscribers. This year's report series promises to address the critical challenges you face every day with an emphasis on managing customer relationships across multiple touchpoints.
2008 Marketing Resource Center Titles:
Interacting with your clients when and how they want is crucial to establishing long-term customer relationships. This year's series of unique market insight reports explores the core issues of customer relationships -- from advertising to trade shows to catalogs. We also delve into more strategic issues like customer retention strategies and managing through periods of change. Plus, we highlight three attractive and growing applied markets you are likely to explore in the coming year.
Taken together as the BioInformatics 2008 Marketing Resource Center, this series of reports comprises a powerful knowledge base for you to differentiate yourselves from the competition and execute a marketing strategy that will drive business growth.
A list of benefits available to subscribers is below. As a major added benefit of this year's plan, subscribers will have the option of asking 10 proprietary questions across any of the upcoming surveys (excluding any surveys that have already launched). The result is you will receive a high-quality custom research "mini report" valued at several thousand dollars, from the leader in the life sciences tools marketplace.
Features included in the 2008 Marketing Resource Center include:
For more information on the BioInformatics 2008 Marketing Resource Center, visit http://www.gene2drug.com/report/185/.
Advertising to Life Scientists: Resolving the Print vs. Online DilemmaThe report also features a best practices guide to online advertising in the life science industry based upon the perspectives of leading life science vendors. Specifically, this best practices guide benchmarks Internet advertising trends and focuses on the following:
For more information about Advertising to Life Scientists: Resolving the Print vs. Online Dilemma, visit http://www.gene2drug.com/report/188/.
Effective CommunicationsFaced with the challenges of competition, innovation, and brand associations, life science suppliers seek recognition that their products best meet customers' needs. To distinguish your brand from competing options, your message and advertising must resonate with your potential customers. Now you can test your marketing communications with our Message Testing methodology to gauge life scientists' behavioral responses to your campaign before making a deeper investment.
For most companies, advertising is a large, but important, expense. Unfortunately, advertising campaigns are also very risky, with an estimated 50% of advertising dollars generating little or no sales return. Using our Ad Effectiveness methodology, you can test your ad concepts before or after launching your campaign to see which ads your targeted customers prefer and how each of your advertisements is perceived among your life scientist audience.
For many suppliers, catalogs and web sites do more than process transactions. These sales channels help to provide a positive brand experience that can foster ongoing client relationships. For first-time customers, sales channels that showcase your products effectively and offer intuitive functionality will enhance your brand's user experience. For existing customers, these channels reinforce long-term bonds with your brand and products -- often becoming an integral part of your clients' standard procurement processes. Using our Sales Channels Analysis, you can assess where your catalog or web site is meeting, exceeding, or falling short of the brand purchasing experience your customers desire.
If you seek to give your messages, advertising, and sales channels greater power, BioInformatics offers approaches that combine powerful statistical analyses with inside knowledge of the life science supply industry. At BioInformatics, we have been tracking the marketing, advertising, and sales channel preferences of life scientists for the better part of a decade. We leverage these insights in the design of each custom study for our clients.
For more information on how BioInformatics can help you assess the effectiveness of your communications efforts, visit http://www.gene2drug.com/bCustom/bComm.asp.
A Scientific Approach to Scientific AdsThe researchers at BioInformatics, LLC peer through the Looking Glass to report and comment on trends in the life science tools industry. The following is excerpted from http://marketanalysts.lifescienceexec.com/.
A scientific approach to scientific ads
Posted January 15th, 2008 by Bill Kelly
Life science suppliers seek to minimize risk when launching a product by gathering evidence that the product is likely to succeed. However, many suppliers still take a large risk when launching advertising campaigns without evidence the campaign will succeed with their target life science customers. Ad concept testing is a cost-saving solution that uses data from actual life scientists to assess the potential impact of ad campaigns and to improve advertising return-on-investment. Results from ad concept tests may serve as either a final seal of approval for a successful ad or an impetus for complete redesign of an ad. In either case, the small investment required to undertake ad testing can justify the cost of an ad campaign or prevent unnecessary expenditures on campaigns that are likely to fail.
Our approach to reducing the risk of ad failure is called AdAssay. We like to think of it as a "scientific approach to scientific advertising" and it begins with an in-depth understanding of the objectives of your ad, including the audience you want to reach.
We then use a proven questionnaire built around reproductions of your ads or concept mock-ups and field the survey to a pre-screened, qualified group of scientists. Using numerical scales, the scientists rate ads on 15 key characteristics that measure how customers perceive each ad. The resulting data are statistically analyzed to assign a rating score in the four essential factors that dictate the success of an ad-Emotion, Intellect, Action, and Negativity. AdAssay then reveals the interaction between the 15 characteristics, the four essential factors, and the desired outcome.
I'm finally admitting defeat (for now) on trying to upload images to the blog. In the meantime you can download a case study we prepared using one of own ads.
To read more, visit the blog at http://marketanalysts.lifescienceexec.com/
Thank you for reading this issue of the G2D newsletter! As always, I welcome your feedback. Send me your complaints, comments, or compliments at a.donathen@gene2drug.com.
All the best,
Amanda
Amanda Donathen
Marketing Communications Manager
BioInformatics, LLC
2111 Wilson Boulevard
Suite 250
Arlington, VA 22201
TEL: (703) 778-3080 x 14
FAX: (703) 778-3081
a.donathen@gene2drug.com
http://www.gene2drug.com
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