Life Scientists Embrace New Media
February 01 2007 - 4:18PM
PR Newswire (US)
ARLINGTON, Va., Feb. 1 /PRNewswire/ -- Life scientists rely on the
Internet when conducting their research. A new study shows that
they are increasingly turning to new digital information sources to
find the products used in their labs. On average, respondents use
four to five eMarketing channels to find information on
research-related products. Overall, scientists prefer e-newsletters
to email, discussion forums, e-zines, and other types of electronic
communications for receiving product information, making
e-newsletters a particularly effective format for distributing
product-related information. BioInformatics, LLC -- an Arlington,
VA-based market research and consulting firm -- announced the
publication of a new report, eMarketing to Life Scientists:
Amplifying Your Marketing Message. Based on the responses of over
1,000 life scientists worldwide to a 41-question survey, this
report examines life scientists' use of, preferences for, and
receptivity to electronic media to obtain information on products
and services related to their research. Respondents revealed that
they spend an average of 10 hours per week on the Internet in their
pursuit of research-related information. Search engines ranked as
the preferred method of finding product-related information. "Life
scientists indicated that they are most likely to respond to
pay-per-click ads on Internet search pages when the ad contains
information about a relevant technique or the name of a well-known
and trusted supplier," noted Dr. Tamara Zemlo, Director of
Syndicated Research and Analysis at BioInformatics, LLC. This
must-read report provides an overview of customer Internet usage;
defines scientists' preference for obtaining product information
via the Internet; evaluates the customer-supplier Web site
interface, and explores the differences between highly receptive
scientists and those with medium to low levels of receptivity. The
report also evaluates the effectiveness of eMarketing channels on a
supplier-specific basis. The eMarketing channels analyzed include
banner advertisements, blogs, discussion forums, email, e-zines,
listservs, newsletters, search engines, syndicated Web content
(e.g., RSS news feeds, events listings, headlines, etc.), webcasts,
podcasts and webinars. Web sites that are most frequently visited
by scientists are not always those that are viewed as providing the
most relevant information. The Web site for Invitrogen
(NASDAQ:IVGN) was rated most highly based on both the number of
visits and relevance of content. Other supplier websites evaluated
include Affymetrix (NASDAQ:AFFX), Agilent Technologies (NYSE:A),
Applied Biosystems (NYSE:ABI), BD Biosciences (NYSE:BDX), Beckman
Coulter (NYSE:BEC), Bio-Rad (AMEX:BIO), Calbiochem (a division of
EMD Biosciences), Eppendorf, GE Healthcare (a division of General
Electric (NYSE:GE)), Millipore (NYSE:MIL), New England Biolabs,
PerkinElmer (NYSE:PKI), Pierce (a division of Thermo Fisher
Scientific (NYSE:TMO)), Promega, Qiagen (NASDAQ:QGEN), Roche
Applied Science, Sigma-Aldrich (NASDAQ:SIAL), Stratagene
(NASDAQ:STGN), Takara, Thermo Fisher Scientific (NYSE:TMO), and VWR
International. The report reveals which online publications or
other Web sites are likely to generate "click throughs" from banner
ads. The Web sites of the journals Science and Nature were the most
highly rated. The following online publications and portals are
also evaluated: American Biotechnology Laboratory, BioCompare,
Bioscience Technology, BioSupplyNet, BioTechniques, Cell, Drug
Discovery & Development, Drug Discovery News, Drug Discovery
Today, Genetic Engineering News, Genome Technology, Genomics &
Proteomics, Journal of Biological Chemistry, LabVelocity, Nature
Biotechnology, Proc. National Academy of Sciences, and The
Scientist. For more information on eMarketing to Life Scientists:
Amplifying Your Marketing Message, visit
http://www.gene2drug.com/report/162/ ABOUT BIOINFORMATICS, LLC
BioInformatics, LLC is a market research and consulting firm that
supports marketing, sales and R&D executives in the life
science, medical device and pharmaceutical industries through
published research reports, custom research and consulting. It also
sponsors the world's largest market research panel of scientific
customers -- The Science Advisory Board
(http://www.scienceboard.net/) -- which consists of more than
32,000 scientists, physicians and other life science and medical
professionals from 62 countries who participate in surveys that
address emerging technologies, test customer reactions to new
product concepts, measure brand awareness and assess advertising
effectiveness. For more information, please contact: Amanda
Donathen BioInformatics, LLC 2111 Wilson Blvd., Suite 250
Arlington, VA 22201 703.778.3080 x14 (phone) 703.778.3081 (fax)
http://www.gene2drug.com/ DATASOURCE: BioInformatics, LLC CONTACT:
Amanda Donathen of BioInformatics, LLC, +1-703-778-3080 x14, Web
site: http://www.gene2drug.com/
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