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  5. > Best Practices for Advertising to Life Scientists: Online and in Print

There is no doubt that both print and online advertising work. Rather than a competition between the two, life science supplier companies are developing cohesive advertising strategies that deploy both channels in a complementary fashion, thereby taking full advantage of the myriad of ways each of them offers to get ads in front of eyeballs.

The challenge lies in structuring a campaign so that resources are optimized across both online and print channels, and in determining the efficacy of each. What print and online publications will reach your intended audience? Do online ads call a scientist to action as well as (or better) than print ones do? Are scientists using Google ads? Do scientists use QR codes? What online and print publications are scientists reading? What style of ads do they like—and what annoys them?

In BioInformatics LLC’s newest market report, Best Practices for Advertising to Life Scientists—Online and in Print, we’ve surveyed over (#) scientists to yield answers to these questions—and more. We’ve learned which devices scientists are using to view online content, enabling you to allocate appropriate advertising budget to mobile ads. Our respondents have told us how they search for product information, which will help you optimize your online ad content and placement. They’ve also told us whether or not they rely (and click) on sponsored links, and which publications they spend the most time reading.

In order to develop successful advertising strategies, vendors must place their print and online ads in publications that scientists perceive as trusted and welcome sources of information. Scientific publishers are continually launching new titles both in print and online, adapting content and changing formats to attract a body of well-defined, loyal readers. It is critical to assess the popularity of leading life science publications to more effectively promote your product and your brand.

Going beyond usage and preferences, this report also uncovers areas that might be undermining your advertising campaign. You’ll find out whether or not labs are using ad-blocking software and what scientists are actually doing with the publications you spend your advertising dollars with. If they’re reading it and passing it on, you’ve got a winner. But if it remains untouched on a stack of unread magazines, you’ll want to know about that, too. And we’ve gathered detailed information about the exact types of online ads that scientists tell us get on their collective nerves.

Best Practices for Advertising to Life Scientists—Online and in Print will enable you to critically examine your current print and online advertising initiatives. From this primary research report, you will be able to identify specific steps related to ad creation, format, placement and calls-to-action—guidance provided directly by researchers and their experience with life science ads.

Table Of Contents

Best Practices for Advertising to Life Scientists: Online and in Print
Section 1: Analysis and Interpretation of Survey Results

Executive Summary 1 - 1
Perceptions of Print and Online Advertising 1 - 3
Time Spent Reading Research - Related Content 1 - 4
Reading Time Dedicated to Products 1 - 5
Reader Behavior Differs Dramatically By Region, Segment and Age 1 - 6
Opinions of Life Science Advertising 1 - 7
Importance of Online vs Print Advertising 1 - 8
Importance of Online vs Print Advertising by Region 1 - 9
Use of Online vs Print Advertising to Make Decisions by Region 1 - 10
Importance of Online vs Print Advertising to Make Decisions by Age 1 - 11
Role of Advertising in the Purchase Decision by Age 1 - 12
Online Advertising 1 - 13
Effect of Online Advertising in the Life Sciences 1 - 14
Devices Most Frequently Used To Access Research - Related Web Content 1 - 15
Combinations of Devices Used to Access Research - Related Content 1 - 16
General Search Engine Frequency of Use 1 - 17
General Search Engines Used 1 - 18
Response to Sponsored Links by Region 1 - 19
Sponsored Link Click - Through Response 1 - 20
Sponsored Link Click - Through Response by Region 1 - 21
Sponsored Link Click - Through Response by Age 1 - 22
Perception of Sponsored Link Accuracy by Region 1 - 23
Perception of Sponsored Link Usefulness by Region 1 - 24
Product - Related Search Term Combinations 1 - 25
Use of General Search Terms 1 - 26
Online Publications Read/Visited 1 - 27
Likelihood of Sponsored Content to Engage Potential Customers by Region 1 - 28
Likelihood of Sponsored Content to Engage Potential Customers by Segment 1 - 29
Likelihood of Sponsored Content to Engage Potential Customers by Age 1 - 30
Customer Perceptions of Banner Ads by Type of Website 1 - 31
Banner Ad Click - Through by Web Page Position 1 - 32
Customer Engagement with Different Types of Online Ads 1 - 33
Annoying Attributes of Online Ads 1 - 34
Vendors Who Created Memorable Online Ads In 2012 1 - 35
Use of Ad - Blocking Software 1 - 36
Print Advertising 1 - 37
Effect of Print Advertising in the Life Sciences 1 - 38
Time Spent Reading Product - Related Sections of Print Scientific Publications 1 - 39
Usefulness of Print Sources for Informing About Products/Services 1 - 40
Likelihood of Sponsored Media to Engage Potential Customers 1 - 41
Print Scientific Publications Read 1 - 42
Life Scientists Are Selective Readers of Print Publications 1 - 43
Number of Readers per Print Copy of Scientific Publications by Region 1 - 44
Likelihood that Scientific Journals Are Saved 1 - 45
Likelihood that Scientific Journals Are Saved by Region 1 - 46
Actions Taken in Response to Print Ads 1 - 47
Vendors Who Created Memorable Print Ads In 2012 1 - 48
Life Science Tools Advertising in the General Media 1 - 49

Section 02: Methodology and Questionnaire

Questionnaire Overview 2 - 1
Questionnaire Design 2 - 3
Demographics 2 - 5
Questionnaire 2 - 9

Section 03 : Appendices

Appendix A: Additional Analysis 3 - 1
Appendix B: Other Publications 3 - 5
Appendix C: About BioInformatics, LLC 3 - 7
Appendix D: Our Valued Clients 3 - 8

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