The marketing struggle
is real. Every marketer knows the difficulty of providing the right content
through the right channel to the right audience at the right time. Not to burst
anyone’s bubble, but it won’t be getting easier any time soon. Social media’s
rapid adoption in the workplace has opened countless avenues to reach potential
customers. The digital age has created a “flat world” in which anyone can
compete with anyone else, regardless of location.
How then does a
marketer combat against feelings of system overload and get consumers to stop,
look and listen? As a start, to be effective, marketers must stop, look and
listen to what consumers are trying to tell us.
We hope that our first annual Marketing to Life Scientists: A Best Practice Guide for Marketers report will help marketers do just that. In our survey we have polled over 500
active professionals (60% of which identified as researchers or scientists)
across the Biotech, Pharma, Academic, Healthcare, Hospital, Government and CRO
industries. The survey explores consumer preferences related to both outbound
promotions and inbound content marketing tactics. In order to understand why
consumers behave the way they do, we must first understand how they act.
To ensure accuracy and
relevance, we included two qualification questions at the outset – 1. Whether
respondents received industry-related ads, and 2. Whether respondents read or
viewed industry-related content. Only those that responded positively were
asked to continue and receive follow-up questions. Over 500 qualified
individuals completed the survey. Of our qualified respondents, each individual
self-identified as a life science industry professional, with 60% being
Scientists or Researchers. As you might expect, the majority of our respondents
work in the Academic, Biotech and Pharma industries. Given the high response
rate and distribution across all industry segments and job functions, we are
confident that the results provide an accurate portrayal of industry sentiment.
The report is laid out
with commentary, analysis and striking visuals divided into key categories,
including: Technology and Mobile, Outbound Marketing, Email Marketing,
Telemarketing, Direct Mail Marketing, Social Media, Content Marketing,
Advertising Mediums, Tradeshows and Other Media.
Just a snapshot of some of the trends and preferences:
- Technology and Mobile
74% of our respondents indicated that they preferred the Apple iPad as their
tablet of choice.
- General Advertising or “Outbound Marketing”
85% of our respondents indicated that they are currently exposed to email
blasts as a type of advertising technique in their current daily work routines.
- Email Marketing
60% of our respondents indicated that they receive more than 15 advertising
related emails in any given week.
- Direct Mail Marketing
50% of our respondents indicated that they would respond positively to a
product/service discount if used a call out.
17% of our respondents indicated that they don’t mind receiving telemarketing
calls if the topic or offer is relevant to them.
- Social Media Marketing
27% of our respondents indicated that they check Facebook daily as part of
their work/professional routine.
- Content or “Inbound Marketing”
68% of our respondents indicated that they prefer inbound marketing content
that provides trends and research.
- Advertising Mediums
63% of our respondents indicated that they would be more likely to click on a
web banner or digital ad if it were placed on a publication/journal site.
- Tradeshow Marketing
18% of our respondents indicated that they currently attend more than 5
tradeshows or events each calendar year.
- Other Media
52% of our respondents indicated that they think industry-related TV/Radio ads
are somewhat effective.