Digital Marketing to Life Scientists: Social Media and Email Best Practices will help you quantify scientists’ preferences and behaviors when it comes to multiple social media platforms and direct outreach via email. This study will provide insight as to the interplay of various digital channels and how they influence customer perceptions and behavior. STUDY OBJECTIVES ________________ Understand how life scientists use social media to: -Engage with life science suppliers -Connect, communicate, network, and collaborate with other scientists Determine what motivates life scientists to use social media in their professional life Identify which social networking sites/platforms are used Ascertain the importance of various social networking sites/platforms Understand the level of customer engagement with vendor social media Reveal the impact of vendor social media on how life scientists interact with their suppliers Assess customer receptivity to banner ads located on social media sites Understand how life scientists perceive vendor-generated emails Pinpoint best email practices to assure customer receptivity Detail the expectations of life scientists regarding the privacy of their personal information Describe how scientists recommend products and services to their peers REPORT OVERVIEW ________________ 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. 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. For more information on this report, contact: Angela Fernandez BioInformatics LLC a.fernandez@gene2drug.com 703.778.3080 ext. 14

1. Report #13-007
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REPORT OVERVIEW
Digital Marketing to
Life Scientists: Social Media
and Email Best Practices
October 2013
©2013 BioInformatics LLC
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2. Report #13-007
Digital Marketing to Life Scientists: Social Media and Email Best Practices
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n Table of Contents
n
n
Report Highlights........................................................................................................................................ 4
.
n
Overview...................................................................................................................................................................8
.
n
Sample Data..........................................................................................................................................................11
n
Methodology....................................................................................................................................................13
n
Pricing........................................................................................................................................................................15
.
n
©2013 BioInformatics LLC
Study Scope........................................................................................................................................................... 3
About Bioinformatics LLC................................................................................................................16
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3. STUDY SCOPE
Digital Marketing to Life Scientists: Social Media and Email Best Practices
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n STUDY SCope
This report will help you to:
n Understand
how life scientists use social media to:
n
Engage with life science suppliers
n
Connect, communicate, network, and collaborate with other scientists
n Determine
n Identify
how life scientists use social media to support their research
most popular social networking sites/platforms
n Understand
n Explore
n Assess
the impact of vendor social media on customer behavior
receptivity to banner ads located on social media sites
n Understand
n Pinpoint
n Detail
how life scientists perceive vendor-generated emails
best email practices
privacy expectations and concerns
n Describe
©2013 BioInformatics LLC
scientists’ engagement with vendor social media
how scientists recommend products and services to their peers
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4. REPORT HIGHLIGHTS
Digital Marketing to Life Scientists: Social Media and Email Best Practices
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n Report highlights
Understanding Scientists’ Usage of Social Media
n Frequency with
n Social
media sites viewed/posted on for personal use
n Reasons
n Social
which researchers use social media for personal or work
for using social media for personal use
media sites viewed/posted on for research/work purposes
n Science-oriented
social media sites (e.g., ResearchGate, Biocompare) viewed/posted on
for research/work purposes
n Reasons
for using social media for research/work purposes
n Perceived
advantages of using social media to support research/work
n 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
n Sources
of social media from vendors used to support research/work
n Devices
used to access vendor-sponsored social media to support research/work
n Frequency
n Life
science vendors “followed” or “liked” via social media
n Reasons
©2013 BioInformatics LLC
of using vendor-sponsored social media to support research/work
for “following” or “liking” certain life science vendors via social media
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5. REPORT HIGHLIGHTS
Digital Marketing to Life Scientists: Social Media and Email Best Practices
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n Report highlights (continued)
Communicating with Vendors via Social Media
n How
reliable scientists believe the information provided by vendors through social media is
n How
reliable scientists believe the information provided by scientific peers through social
media is
n Reaction
n Content
n Social
to vendors engaging in social media
and relationship preferences with vendors through social media
media sites used to follow SPECIFIC vendors (39 vendors offered as choices)
n Perceived
impact of social media on vendor relationships
n Likelihood
of going to vendor website after seeing vendor content on a social media site
n Likelihood
of clicking on a banner ad for a product of interest if it is located on specific types
of social media sites
n Types
of posts on vendor-sponsored social media sites that influence the decision to
purchase specific products from that supplier
n Vendor
n Vendor
that has the most entertaining social media content
n Vendor
©2013 BioInformatics LLC
that has the best social media content
that is the most responsive to its customers via social media
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6. REPORT HIGHLIGHTS
Digital Marketing to Life Scientists: Social Media and Email Best Practices
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n Report highlights (continued)
Communicating with Vendors via Email
n Vendor
email lists subscribed to and vendor emails typically read (39 vendor choices offered)
n Vendor
offering that would be most likely to entice scientists to subscribe to an email list
n Day
of the week and time of day emails are most likely to be read
n “Sender
name” that would make most likely encourage a scientist to open a vendor’s email
n Subject
line that would most likely encourage a scientist to open a vendor’s email
n Content
that would most likely encourage a scientist to click on a link in a vendor’s email
n Features
n Opinions
©2013 BioInformatics LLC
that make a vendor email interesting
on the use of email by vendors
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7. REPORT HIGHLIGHTS
Digital Marketing to Life Scientists: Social Media and Email Best Practices
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n Report highlights (continued)
Privacy and Your Personal Information
n How
closely privacy policies are reviewed
n Frequency
of “making up” information in required fields to register for a vendor’s email list
without having to supply personal information
n Levels
of confidence that suppliers will respect and protect your privacy
n Levels
of confidence that social media (e.g., Facebook, Google+, LinkedIn, Twitter) will respect
and protect privacy
Bonus Question
n 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!
©2013 BioInformatics LLC
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8. OVERVIEW
Digital Marketing to Life Scientists: Social Media and Email Best Practices
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n OVERVIEW
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.
Invest in the most direct source of information from the
scientists who buy your products and the expert team
that has been monitoring your customers since 1994.
©2013 BioInformatics LLC
www.gene2drug.com
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9. OVERVIEW
Digital Marketing to Life Scientists: Social Media and Email Best Practices
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n Overview (continued)
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.
©2013 BioInformatics LLC
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10. OVERVIEW
Digital Marketing to Life Scientists: Social Media and Email Best Practices
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n Overview (continued)
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.
FREE data set through November 22, 2013 with purchase
of the report. Regularly a $1,200 value.
©2013 BioInformatics LLC
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11. SAMPLE DATA
Digital Marketing to Life Scientists: Social Media and Email Best Practices
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n sample data
day most likely to read emails
likelihood to click on a banner ad
by website type
Techniques-focused publication
(n=436)
48%
Social media (e.g., Facebook, Google+,
LinkedIn) (n=437)
46%
32%
Science-oriented social media (e.g.,
SelectScience, LabRoots) (n=435)
6%
56%
40%
58%
12%
53%
8%
Online specialty journal (n=432)
43%
51%
6%
Life science portal (n=438)
43%
50%
6%
International peer reviewed journal (n=438)
55%
39%
6%
15%
General interest (life) science news
publication (n=436)
42%
Association website (n=436)
51%
37%
0%
Likely
Neutral
53%
20%
40%
4%
10%
80%
100%
Monday
Tuesday
4%
Wednesday
Thursday
4%
3%
Friday
Saturday
2%
Sunday
No preference
for a day
Not Likely
View Larger
©2013 BioInformatics LLC
60%
10%
7%
View Larger
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12. SAMPLE DATA
Digital Marketing to Life Scientists: Social Media and Email Best Practices
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n sample data
reasons for following or liking life science
vendors using social media
time of day most likely to read
vendor emails
35%
Keep up-to-date with the latest news about
certain life science vendors
60%
Find offers and discounts
24%
59%
Engage with a community of like-minded
researchers
37%
Provide feedback regarding
product performance
17%
25%
Participate in contests
10%
7%
Love the products
6%
Early morning Mid-morning Early afternoon Mid-afternoon Evening
(After 6 PM
(After 3 PM
(After 6 AM (After 9 AM (After 12 PM
to 9 PM)
to 6 PM)
to 3 PM)
to 12 PM)
to 9 AM)
©2013 BioInformatics LLC
Night
(After 9 PM
to 6 AM)
19%
Complain about a product or service
2%
View Larger
23%
No preference
for a time
16%
Look for a job
16%
Love the brand
13%
View Larger
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13. METHODOLOGY
Digital Marketing to Life Scientists: Social Media and Email Best Practices
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n methodology
Digital Marketing to Life Scientists: Social Media and Email Best Practices is
based on responses to a 45-question online survey for life scientists conducted
by BioInformatics LLC (Arlington, Virginia, USA). 845 life scientists participated in
the survey between September 24 and September 30, 2013.
TOP AREAS OF RESEARCH
43%
Molecular Biology
34%
Cell Biology
32%
Biochemistry
25%
Cancer/Oncology
24%
Biotechnology
21%
Immunology/Virology
20%
Microbiology
19%
Genetics
18%
Drug Discovery/R&D
16%
Genomics
15%
Clinical Research
14%
Proteomics
Neuroscience
13%
Protein Chemistry
12%
Pharmacology
Molecular Diagnostics
©2013 BioInformatics LLC
11%
11%
View Larger
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14. METHODOLOGY
Digital Marketing to Life Scientists: Social Media and Email Best Practices
TOP MARKET SEGMENTS
LEADING JOB POSITIONS
Academic/University
47%
Biopharmaceutical Company
10%
Government
8%
University Medical Center
21%
Professor/Assistant Professor/
Teacher
8%
Research Institute (non-profit)
Principal Investigator
18%
16%
Staff Scientist
Lab Manager/Director/Supervisor/
Coordinator
6%
15%
11%
Post Doctoral Fellow
Contract Research Organization
4%
Hospital
4%
Department Head
5%
Pharmaceutical Company
4%
Graduate Student/Research
Assistant/PhD Student
5%
Medical Devices
2%
Research Institute (for profit)
2%
Agriculture/Agricultural
Biotechnology Company
1%
Diagnostics
1%
View Larger
2%
Physician
1%
Commercial Testing Lab
3%
Laboratory Technician
Bioengineer
Executive (CEO, VP, etc.)
1%
1%
REGION
View Larger
Rest of World
22%
North America
46%
Europe
32%
©2013 BioInformatics LLC
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15. PRICING
Digital Marketing to Life Scientists: Social Media and Email Best Practices
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Until November 22, 2013, the purchase of this report will include a FREE
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With your purchase of this report, we also invite you to set up a meeting
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we believe to be the significant trends affecting your market.
Recent report titles:
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Enhancing the Customer Experience
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n ABOUT BIOINFORMATICS LLC
Since our inception in 1994, BioInformatics LLC has provided critical
market intelligence to leading companies serving the life science,
medical and pharmaceutical industries. We support clients across the
entire market spectrum—from scientific research to diagnostics and
therapeutics—providing high-level management with market insights.
Our published reports allow marketing professionals to share in the
results of broad-based market studies that provide access to high-quality
research at an affordable price. Our custom research is tailored to the
specific needs of the companies’ executive management.
For more information about BioInformatics’ product and service offerings,
please visit our website at www.gene2drug.com, call 703.778.3080 x13,
or email m.follin@gene2drug.com
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