Product Code: 16-006
Scientists were among the first to use the Internet to publish and share information and to communicate with each other. The suppliers of lab instruments and consumables were among the first to identify their customer's digital behavior and respond with email marketing to direct them to the earliest online catalogs and e-commerce systems. This evolution continues today with suppliers and scientists alike. As scientists take advantage of new digital media their suppliers respond with new ways to inform and influence their customers online.
This report examines some of the most important elements of digital marketing, including Search Engine Optimization, social media, email, mobile, video, webinars, websites, and content marketing. The scientists responding to this survey described their use of each of these channels, how they use them, and the forms of content they are most interested in accessing. BioInformatics LLC has been tracking scientists' use of digital media since 1997 which give our report a unique perspective on the subject. This report includes comparisons with our 2013 report on the same topic so that readers can understand which digital marketing techniques remain effective, which are falling out of favor, and new techniques that are emerging.
Indeed, in 2015 there were many milestones in digital marketing especially with mobile overtaking desktop search volume. While many of these events do not directly affect the marketing of lab products and services they do shape the digital behavior and expectations of life science consumers. The report identifies where (and how) scientists spend their time online to Find, Decide, Buy and Use products for their labs. Rather than trial and error (and hoping for the best), suppliers can use this primary research to structure their digital marketing strategy in a way that enables scientific customers to identify products relevant to their work, choose your brand over the others, and build digital loyalty.
Table of Contents
Time Spent Online
- Hours spent by scientists reading/viewing Web content related to their research.
- Percentage of time spent each week looking for information about laboratory products and services.
- Percentage of the time spent reading/viewing online content that is focused on lab products and services by type of device (desktop, laptop, tablet, mobile phone).
Search Engine Optimization
- Top three online sources of information searched when you beginning to learn about lab products and services.
- Use of natural search links versus sponsored links.
- Proportion of general searches that result in clicking on sponsored links.
- Perceptions of accuracy and usefulness of sponsored links.
- Combination of search criteria used when looking for lab products and services.
- Most frequently used social media platforms.
- Most frequently used science-oriented social media sites used to support research.
- Receptivity to various types of email content and preferences of frequency of contact.
- Elements of emails from suppliers that scientists find most interesting.
- Incentives that encourage scientists to join a supplier's opt-in email list.
- Prevalence of text message from life science suppliers.
- Willingness to accept push notifications on a mobile device mob from a life science supplier app.
- Types of general information from life science suppliers that scientists would you like to receive via a mobile device.
- Types of personalized communications scientists would be willing to receive from a life science supplier on a mobile device via a text message.
- Percent of scientists who have watched an online video promoting a life science supplier's product or service.
- Reasons for watching a life science supplier's online video.
- Average number of supplier videos watched in the past six months.
- Percentage of life science videos watched that prompt a scientist to search for additional information about the product or service viewed.
- Percent of scientists who have participated in a live webinar sponsored by a life science vendor.
- Average number of live supplier webinars attended in the last six months.
- Percentage of live supplier webinars that prompted a scientist to search for more information about the product or service.
- Supplier websites visited most often.
- Most popular vendor websites.
- Characteristics of the most popular websites.
- Most helpful features of a supplier website.
- Types of online content produced by other scientists and/or independent publishers utilized to learn about lab products and services.
- Types of online content from life science vendors utilized to learn about lab products and services.
- Ranked value of personalized content designed to help a scientist find products relevant to his/her work.
- Ranked value of personalized content designed to help a scientist decide products relevant to his/her work.
- Ranked value of personalized content designed to help a scientist buy products relevant to his/her work.
- Ranked value of personalized content designed to help a scientist use products relevant to his/her work.