市場調査レポート

ライフサイエンティストへのマーケティング:営業販売のためのベストプラクティスガイド

Marketing to Life Scientists: A Best Practice Guide for Marketers

発行 Insight Pharma Reports 商品コード 327881
出版日 ページ情報 英文 27 Pages
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ライフサイエンティストへのマーケティング:営業販売のためのベストプラクティスガイド Marketing to Life Scientists: A Best Practice Guide for Marketers
出版日: 2015年03月31日 ページ情報: 英文 27 Pages
概要

当レポートでは、ライフサイエンティストによる各種広告への対応を調査し、効果的なマーケティング活動に役立てられるよう、広告に接する頻度、行動、好みの媒体などの調査結果をまとめています。

調査内容

  • 技術・モバイル
    • 業務で利用するデバイス・スマートフォン
  • 一般広告・アウトバウンドマーケティング
    • 業務において接する機会のある広告のタイプ
  • Eメールマーケティング
    • Eメール広告の受信件数
    • Eメール広告を読む気になる曜日・時間
  • ダイレクトメールマーケティング
    • ダイレクトメールを読む割合
  • テレマーケティング
    • テレマーケティングの重要度
  • ソーシャルメディアマーケティング
    • ソーシャルメディアを業務上利用する頻度
  • コンテンツ・インバウンドマーケティング
    • 業界関連のホワイトペーパーの好み
    • 業界関連のブログコンテンツの好み
  • 広告媒体
    • 雑誌広告を読む割合
    • オンライン広告をクリックスルーする割合
  • 展示会でのマーケティング
    • 展示会への年間参加回数
    • 展示会で重要視する要素
  • その他
目次

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
  • Example: 74% of our respondents indicated that they preferred the Apple iPad as their tablet of choice.
  • General Advertising or "Outbound Marketing"
  • Example: 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
  • Example: 60% of our respondents indicated that they receive more than 15 advertising related emails in any given week.
  • Direct Mail Marketing
  • Example: 50% of our respondents indicated that they would respond positively to a product/service discount if used a call out.
  • Telemarketing
  • Example: 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
  • Example: 27% of our respondents indicated that they check Facebook daily as part of their work/professional routine.
  • Content or "Inbound Marketing"
  • Example: 68% of our respondents indicated that they prefer inbound marketing content that provides trends and research.
  • Advertising Mediums
  • Example: 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
  • Example: 18% of our respondents indicated that they currently attend more than 5 tradeshows or events each calendar year.
  • Other Media
  • Example: 52% of our respondents indicated that they think industry-related TV/Radio ads are somewhat effective.
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