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市場調査レポート

生命科学者へのデジタルマーケティング:ソーシャルメディアおよびEメールのベストプラクティス

Digital Marketing to Life Scientists: Social Media and Email Best Practices

発行 BioInformatics, LLC 商品コード 289666
出版日 ページ情報 英文 140 Pages
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=104.18円で換算しております。
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生命科学者へのデジタルマーケティング:ソーシャルメディアおよびEメールのベストプラクティス Digital Marketing to Life Scientists: Social Media and Email Best Practices
出版日: 2013年10月30日 ページ情報: 英文 140 Pages
概要

当レポートでは、ライフサイエンティストがソーシャルメディアプラットフォームに費やす時間および購入決定の通知におけるEメールへの依存度などについて調査しており、概略以下の構成でお届けします。

目次

  • 調査範囲
  • 調査ハイライト
    • 科学者のソーシャルメディア利用の把握
    • ベンダーによる研究サポートのためのソーシャルメディアの利用
    • ソーシャルメディアを経由したベンダーとのコミュニケーション
    • Eメールを経由したベンダーとのコミュニケーション
    • プライバシーおよび個人情報
    • 追加の質問
  • 概要
  • サンプルデータ
    • バナー広告のクリック見込み:ウェブサイトタイプ別
    • Eメールを最もよく読む曜日
    • ベンダーのEメールを最もよく読む時間帯
    • ソーシャルメディアを利用するライフサイエンスベンダーを支持する・好む理由
  • 調査手法
    • 上位の研究領域
    • 上位のマーケティングセグメント
    • 主要な職位
    • 地域
  • 価格
  • Bioinformatics LLC について
目次
Product Code: 13-007

For suppliers who want to develop a thoughtful social media and email marketing strategy, ‘Digital Marketing to Life Scientists: Social Media and Email Best Practices’ provides a tactical guide for harnessing the power of the Internet to reach out to customers in a meaningful way. The report identifies where (and how) scientists spend their time on social media platforms and how they rely on email outreach to inform the buying decision. Rather than trial and error (and hoping for the best), vendors can use this primary research to structure their online outreach in a way that inspires scientists to subscribe, read and click through.

What does make a scientist click through, and what makes him or her hit delete? When are your customers most receptive to receiving emails from you? How does a supplier become a trusted voice in the social media conversation? Do banner ads work on social sites? Do scientists find science-specific social sites to be more credible/useful? This report explores these questions and more. Additionally, scientists weigh in on which vendors have gotten the dialog just right-and which ones haven't.

Done right, digital marketing is an exciting and cost-effective way to positively impact revenues. Conversely, a heavy price can be paid for missing the mark. Blacklisted by research institutions or companies, added to do-not-send lists, reported as spam, blocked from forums, and losing sales due to an unclear call-to-action, a failed campaign can undermine the entire marketing effort.

This study will help suppliers understand the nature of their online relationships with researchers-what engenders customers to a brand and what gets ignored, complained about or dragged into junk.

For suppliers who want to master the online conversation, ‘Digital Marketing to Life Scientists: Social Media and Email Best Practices’ provides data-driven best practices to help optimize electronic marketing platforms in such a way that builds relationship, inspires loyalty and calls a scientist to action.

STUDY SCOPE

This report will help you to:

  • Understand how life scientists use social media to:
  • Engage with life science suppliers
  • Connect, communicate, network, and collaborate with other scientists
  • Determine how life scientists use social media to support their research
  • Identify most popular social networking sites/platforms
  • Understand scientists' engagement with vendor social media
  • Explore the impact of vendor social media on customer behavior
  • Assess receptivity to banner ads located on social media sites
  • Understand how life scientists perceive vendor-generated emails
  • Pinpoint best email practices
  • Detail privacy expectations and concerns
  • Describe how scientists recommend products and services to their peers

REPORT HIGHLIGHTS

Understanding Scientists' Usage of Social Media

  • Frequency with which researchers use social media for personal or work
  • Social media sites viewed/posted on for personal use
  • Reasons for using social media for personal use
  • Social media sites viewed/posted on for research/work purposes
  • Science-oriented social media sites (e.g., ResearchGate, Biocompare) viewed/posted on for research/work purposes
  • Reasons for using social media for research/work purposes
  • Perceived advantages of using social media to support research/work
  • Average hours spent each day engaged in social media for personal use and/or to support research/work

Usage of Social Media From Vendors to Support Your Research

  • Sources of social media from vendors used to support research/work
  • Devices used to access vendor-sponsored social media to support research/work
  • Frequency of using vendor-sponsored social media to support research/work
  • Life science vendors “followed” or “liked” via social media
  • Reasons for “following” or “liking” certain life science vendors via social media

Communicating with Vendors via Social Media

  • How reliable scientists believe the information provided by vendors through social media is
  • How reliable scientists believe the information provided by scientific peers through social media is
  • Reaction to vendors engaging in social media
  • Content and relationship preferences with vendors through social media
  • Social media sites used to follow SPECIFIC vendors (39 vendors offered as choices)
  • Perceived impact of social media on vendor relationships
  • Likelihood of going to vendor website after seeing vendor content on a social media site
  • Likelihood of clicking on a banner ad for a product of interest if it is located on specific types of social media sites
  • Types of posts on vendor-sponsored social media sites that influence the decision to purchase specific products from that supplier
  • Vendor that has the best social media content
  • Vendor that has the most entertaining social media content
  • Vendor that is the most responsive to its customers via social media

Communicating with Vendors via Email

  • Vendor email lists subscribed to and vendor emails typically read (39 vendor choices offered)
  • Vendor offering that would be most likely to entice scientists to subscribe to an email list
  • Day of the week and time of day emails are most likely to be read
  • “Sender name” that would make most likely encourage a scientist to open a vendor's email
  • Subject line that would most likely encourage a scientist to open a vendor's email
  • Content that would most likely encourage a scientist to click on a link in a vendor's email
  • Features that make a vendor email interesting
  • Opinions on the use of email by vendors

Privacy and Your Personal Information

  • How closely privacy policies are reviewed
  • Frequency of “making up” information in required fields to register for a vendor's email list without having to supply personal information
  • Levels of confidence that suppliers will respect and protect your privacy
  • Levels of confidence that social media (e.g., Facebook, Google+, LinkedIn, Twitter) will respect and protect privacy

Bonus Question

  • Imagine the co-founder of Facebook pledged $50 million in start-up funding to the scientist with the best idea for a science-oriented social media website. You have just 60 seconds to describe your idea to a panel of judges...Go!

SAMPLE DATA

LIKELIHOOD TO CLICK ON A BANNER AD BY WEBSITE TYPE

©2013 BioInformatics LLC

TIME OF DAY MOST LIKELY TO READ VENDOR EMAILS

©2013 BioInformatics LLC

Table of Contents

  • Study Scope
  • Report Highlights
  • Overview
  • Sample Data
  • Methodolo gy
  • Pricing
  • About Bioinformatics LLC
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