Best Practices for Advertising to Life Scientists, 2020 Guide - Preferences, Opinions, and Impact of Print & Digital Advertising on Life Scientists

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Feb 18, 2020, 17:15 ET

DUBLIN, Feb. 18, 2020 /PRNewswire/ -- The "The 2020 Best Practices for Advertising to Life Scientists: Online and in Print" report has been added to ResearchAndMarkets.com's offering.

First published 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:

1) 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

2) 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

3) 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

4) 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.

Key Topics Covered

1. 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

2. 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
Importance of online and print advertising in 2020 by region
Importance of online and print advertising in 2020 by age
Use of online and print advertising to make purchase decisions in 2020 by region
Use of online and print advertising to make purchase decisions in 2020 by age

3. Online Advertising

Online Ads Preferences of Life Scientists
Effect of online advertising in the life sciences
Devices used and preferred to access the internet
Combinations of devices used to access research-related content
Use of general search engines
General search engine usage in 2020
Response to sponsored links in 2020 by region
Response to sponsored links in 2020 by age
Sponsored link click-through response
Sponsored link click-through response in 2020 by region
Sponsored link click-through response in 2020 by age
Perception of sponsored link accuracy by region
Perception of sponsored link usefulness by region
Usage of general product-related search terms in 2020
Combinations of general search terms used in 2020
Online publications read/visited in 2020
Types of Sponsored content highly likely to engage potential customers in 2020 by region
Types of Sponsored content highly likely to engage potential customers in 2020 by market segment
Customer perceptions of retargeted ads in 2020
Preferred types of retargeted content in 2020 by region
Preferred types of retargeted content in 2020 by age
Likelihood of banner ad click-through in 2020 by type of website
Likelihood of banner ad click-through in by webpage position in 2020
Customer engagement with different types of online ads in 2020
Most annoying attributes of online ads in 2020
Customer engagement with animated vs. static banner ads in 2020
Life science suppliers with memorable online ads in 2020
Use of ad-blocking software in 2020
Customer Service Attribute Importance
Top Qualities of Customer Service
Customer Service Satisfaction

4. Print Advertising

Print Advertising Can Still Have an Impact
Percentage of time spent reading product-related sections of scientific publications in 2020
Usefulness of print sources for informing about products/services 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
Number of readers per print copy of scientific publications in 2020 by region
Frequency of saving scientific journals
Frequency of saving scientific journals by region
Preferred calls to action in response to a print ad in 2020
Preferred calls to action in response to a print ad in 2020 by region
Life science suppliers with memorable print ads in 2020
Recall of life science advertising in the general media in 2020 by age
Effect of print advertising in the life sciences
Effect of print advertising in the life sciences in 2020 by age

For more information about this report visit https://www.researchandmarkets.com/r/ou3ac3

Research and Markets also offers Custom Research services providing focused, comprehensive and tailored research.

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