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市場調查報告書

對生醫學家的廣告的最佳實踐 (2020年):線上廣告、印刷廣告

The 2020 Best Practices for Advertising to Life Scientists: Online and in Print

出版商 BioInformatics Inc. 商品編碼 925584
出版日期 內容資訊 英文 85 Pages
商品交期: 最快1-2個工作天內
價格
對生醫學家的廣告的最佳實踐 (2020年):線上廣告、印刷廣告 The 2020 Best Practices for Advertising to Life Scientists: Online and in Print
出版日期: 2020年01月16日內容資訊: 英文 85 Pages
簡介

本報告調查了以北美、歐洲、亞太地區的生物醫藥品/生物科技企業、醫院、醫療中心等的800位以上生醫學家為對象的線上廣告及印刷廣告的認知、使用行動、喜好,並統整了對生醫學家廣告的最佳實踐。

執行摘要

  • 客戶心聲
  • 印刷廣告、線上廣告環境
  • 有效的地區廣告、客戶互動
  • 對各年齡層有效的廣告

對印刷廣告、線上廣告的認知

  • 線上廣告、印刷廣告的不同效果
  • 在線上閱讀研究相關內容的時間
  • 閱讀研究相關的書籍:一週內的詳細情形
  • 對生醫相關廣告的意見
  • 線上廣告、印刷廣告的效果
  • 線上廣告、印刷廣告的重要性
  • 使用線上廣告、印刷廣告影響購買決策

線上廣告

  • 生醫學家對線上廣告的喜好
  • 生醫領域的線上廣告效果
  • 所使用的裝置、在線上瀏覽時偏好的裝置
  • 一般使用搜尋引擎的情形
  • 對贊助商連結的回應:地區別
  • 閱讀、點選的線上出版物
  • 客戶對重定向廣告的認知
  • 橫幅廣告的點擊率:網站類型別
  • 對各種線上廣告的客戶互動
  • 線上廣告會造成困擾的屬性
  • 打出令人難忘的線上廣告的生醫供應商
  • 使用阻擋廣告軟體的情形

印刷廣告

  • 印刷廣告的影響力
  • 在科學雜誌閱讀產品相關報導的時間
  • 潛在客戶與贊助媒體的傾向
  • 訂購閱讀的科學出版印刷品
  • 使用科學出版印刷品的情形
  • 拿起科學雜誌閱讀的頻率
  • 對印刷廣告採取的偏好行動
  • 打出令人難忘的印刷廣告的生醫供應商
  • 印刷廣告在生醫部門的效果

調查方法、調查人口統計

關於本公司

目錄
Product Code: 20-015

First published by BioInformatics in 2003, ‘Advertising to Life Scientists’ is the indispensable guide to reaching your scientific audience. Improve the effectiveness of your advertising by understanding the messages and media that scientists consider most useful and appropriate.

This report explores the preferences, opinions, and impact of print and digital advertising on life scientists. This report provides substantial data and insights on how scientists search for information, what types of advertising appeals to them the most, and which attributes might influence them to click on sponsored content.

A life scientist's customer journey consists of 4 stages:

Awareness - when the customer discovers a need for a product/service

  • Uncover how life scientists view life science advertising
  • Overall receptivity to these ads and to various life science brands
  • Assess the awareness and usefulness of 20+ leading life science publications: online and print

Search - where the customer goes to look for solutions and what tools they use in their search

  • Determine which devices scientists are using to read/view web content
  • Value of major types of sponsored content: online and print
  • Use of product-related search terms
  • Use and perception of sponsored links by region and age

Consideration - when the customer researches/evaluates different product and brands

  • Understand the different online vs. print advertising preferences
  • Preferences by age and geographic region
  • Usage of multiple types of print and online ads

Purchase - when the customer decides to buy the product

  • Customers' experiences and opinions concerning how well life science advertising informs them of the products and services that they use
  • Learn which type of ads scientists are responding to most: print vs. online

The results utilized in this ‘2020 Perceptions of Life Science Advertising Report’, were obtained from an online survey conducted with more than 800 life scientists. We surveyed scientists, representing millennials to boomers, who worked at various universities, biopharmaceutical/biotech companies, hospitals and medical centers across North America, Europe and Asia Pacific. The survey results in this report provide an overview of scientist's perspective as a customer on life science advertisements and it presents effective strategies that you can apply to better market your products and services.

Table of Contents

Executive Summary

  • Voice of the Customer
  • Print and Online Advertising Landscape
  • Effective Regional Advertising and Customer Engagement
  • Effective Advertising Across Different Age Demographics
  • Best Advertising Practices to Life Scientists

Perceptions of Print and Online Advertising

  • Different Effect of Online and Print Advertising
  • Amount of time spent reading research-related content online
  • Details of Weekly research-related reading in 2020
  • Opinions of life science advertising in 2020
  • Effects of online and print advertising in 2020
  • Importance of online and print advertising
  • Use of online and print advertising to make purchase decisions

Online Advertising

  • Online Ads Preferences of Life Scientists
  • Effect of online advertising in the life sciences
  • Devices used and preferred to access the internet
  • Use of general search engines
  • Response to sponsored links in 2020 by region
  • Online publications read/visited in 2020
  • Customer perceptions of retargeted ads in 2020
  • Likelihood of banner ad click-through in 2020 by type of websiteCustomer engagement with different types of online ads in 2020
  • Most annoying attributes of online ads in 2020
  • Life science suppliers with memorable online ads in 2020
  • Use of ad-blocking software in 2020

Print Advertising

  • Print Advertising Can Still Have an Impact

Print Advertising (continued)

  • Percentage of time spent reading product-related sections of scientific publications in 2020
  • Likelihood of sponsored media to engage potential customers in 2020
  • Print scientific publications received and read in 2020
  • Typical usage of print copies of scientific publications
  • Frequency of saving scientific journals
  • Preferred calls to action in response to a print ad in 2020
  • Life science suppliers with memorable print ads in 2020
  • Effect of print advertising in the life sciences

Methodology and Study Demographics

  • Methodology
  • Study Demographics

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