生命科學家數位營銷調查（2022 年）

科學家是最早使用互聯網發布、共享和相互交流的人之一。實驗室設備和耗材供應商通過電子郵件營銷做出回應，以快速了解客戶的數位行為，並在早期引導他們使用在線目錄和電子商務系統。隨著科學家利用新的數位媒體，供應商正在在線通知他們的客戶並試圖以新的方式影響他們。

本報告分析了全球生命科學家數位營銷的市場趨勢，並基於對 841 位科學家的問卷調查，以及各種社交媒體和科學相關網站對科學家的偏好和認可度。我們將匯集諸如數位營銷的優缺點以及與公司溝通的理想方式等信息。

目錄

• 分析的概要和目的
• 人口統計：調查對象及其所屬/職業/年齡，以及是否受僱於教育/製藥領域
• 執行摘要：分析摘要，誰是贏家
• 社交媒體使用：設置、平台、使用時間、世代使用、生命科學供應商排名、超級用戶
• 科學相關媒體/網站使用情況：媒體來源、使用時間、超級用戶、P2P 推薦
• 了解新產品：教育科學家的最佳方式，了解他們為什麼行不通
• 發言人的可靠性：發言人的有用性，談論什麼
• 供應商贊助的內容：可靠性和實用性
• 生命科學公司製作的視頻：科學家想要什麼？
• 體驗的重要性：各種數位活動的有用性，在面對面活動的情況下，生命科學公司與用戶之間的關係
• 移動營銷：最佳應用、花費時間、代際使用、生命科學供應商的成功
• 分析方法：如何得到結果
• 關於科藥集團

分析公司：

The Voice of 841 Scientists on How They Want to Be Marketed To Online

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.

Exciting Insights, Including:

• Social Media: What Companies are Winning? Platforms Used (Facebook, Twitter, LinkedIn, and Many Others) Geography (NA, EU, APAC), Power Users, Professional and Personal Use by Scientists, What Works

• Media Websites: Who's Winning? Amount of Time Reading, Preferences, Credibility of Ads in Media

• Mobile Apps: Who's Winning? Usage by Geography and Generation

• Activities: What Digital Activities are Best? What is the Role of In-Person Activities

• Feedback on How Companies Should Communicate, Who Should Speak for the Company? Other Marketing Supplier-Supplied Content, Videos, Peer to Peer Sources, In-Person Events and More.

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 Inc, part of Science and Medicine Group, has been tracking scientists' use of digital media since 1997.

Objectives

• Understand the usage and preference of social media and science-related websites

• Characterize the impact of social media and science-related websites on scientists' perceptions

• Understand the benefits and drawbacks of digital marketing aimed towards scientists

Methodology

A 1-question online survey, consisting of both open- and closed- response questions, conducted by BioInformatics Inc., part of Science and Medicine Group, (Arlington, Virginia, USA), was fielded to scientists between March 31st and April 11th, 2022.

841 respondents from North America, Europe and Asia Pacific that use social media and/or science-related websites for personal or professional purposes participated in this study.

Table of Contents

• Study Overview & Objectives

• Demographics: Who Was Surveyed, Where From? What Profession? What Ages? Employed in Academia/Pharma?

• Executive Summary: Main Points of the Report, Who's Winning

• Social Media Usage: Preferences, Platforms, Time Spent, Generational Use, Life Science Supplier Ranking, Power Users

• Science-Related Media Website Usage: Media Sources, Time Spent, Power Users, Peer-to-Peer Recommendations

• Learning About New Products: What are the Best Methods of Educating Scientists. What Doesn't Work?

• Credibility of Spokespeople: Usefulness of Spokespeople, Who Should Speak? What Should They Talk About?

• Supplier-Sponsored Content: How Believable and Useful

• Videos Produced by Life Science Companies: What Scientists Want?

• Experience Matters: What Digital Activities are Useful? In Person Activities? How Should Life Science Companies Engage with Users

• Mobile Marketing: Best Apps, Time Spent, Generational Use, Life Science Supplier Success

• Methodology: How Results Were Obtained

• About Science and Medicine Group

Companies Covered: