生命科学者向けデジタルマーケティングの調査 (2022年)

科学者は、情報を公開し共有し、相互にコミュニケーションをとるためにインターネットを利用した最初の人たちの一人です。実験器具や消耗品のサプライヤーは、顧客のデジタル行動をいち早く把握し、早い段階でオンラインカタログやeコマースシステムに誘導するためのEメールマーケティングで対応しました。科学者が新しいデジタルメディアを活用するにつれ、サプライヤーはオンラインで顧客に情報を提供し、新たな方法で影響を与えようとしています。

当レポートでは、世界の生命科学者向けデジタルマーケティングの市場動向について分析し、科学者841人に対するアンケート調査に基いて、各種のソーシャルメディアや科学関連Webサイトに対する選好や認識、科学者向けデジタルマーケティングの利点と欠点、企業との間の理想的なコミュニケーション手段、といった情報を取りまとめてお届けいたします。

目次

• 分析の概要と目的
• 人口統計：調査対象者とその所属・職業・年齢、教育/製薬分野への雇用の有無
• エグゼクティブサマリー：分析概要、誰が勝っているのか
• ソーシャルメディアの使用：設定、プラットフォーム、利用時間、世代別の利用状況、ライフサイエンスサプライヤーのランキング、パワーユーザー
• 科学関連のメディア・Webサイトの利用状況：メディアソース、利用時間、パワーユーザー、P2Pの推奨事項
• 新製品に関する学習：科学者教育の最良の方法、機能しない理由
• スポークスパーソンの信頼性：スポークスパーソンの有用性、話す対象・内容
• サプライヤーが後援するコンテンツ：信頼性と有用性
• ライフサイエンス企業が制作した動画：科学者は何を望んでいますか？
• 体験の重要性：各種デジタル活動の有用性、対面活動の場合、ライフサイエンス企業とユーザーとのあるべき関係性
• モバイルマーケティング：最高のアプリ、利用時間、世代ごとの利用状況、ライフサイエンスサプライヤーの成功
• 分析手法：どのように結果を得るのか
• Science and Medicine Groupについて

分析対象企業：

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: