New Report Reveals How Life Science Instrument Companies Can Reach Scientists

ARLINGTON, Va., Feb. 7, 2020 /PRNewswire-PRWeb/ -- Every couple of years Arlington, VA-based BioInformatics asks life scientists about their advertising preferences. Bioinformatics, part of the Science and Medicine Group, details the different perceptions life scientists have when they encounter advertisements in its newest report, The 2020 Best Practices for Advertising to Life Scientists: Online and in Print.

Here are some of the recent statistics. There are many more in the report:

    --  How much time are scientists reading? Scientists are spending an
        increasing amount of time reading research-related material online (over
        16 hours per week) than product and service-related content (almost 5
        hours per week). Accessing research-related content on smartphones and
        tablets has increased significantly within the last two years.
    --  How many places to advertise? On average, a life scientist reads five to
        six online publications and six to eight different print publications
        received monthly, according to the report. Ads that appear on popular
        publication sites and print publications can greatly benefit from the
        high amount of traffic.
    --  Print, online, or both? While online advertising is the most preferred
        method for informing life scientist of products and services, integrated
        print and online advertisement can be more effective at raising
        awareness of products and improving vendor name recognition.
    --  How does age affect preferences? Generationally, millennial life
        scientists use print and online advertising more frequently when making
        a purchase decision than any other age group. However, online ads are
        still more important than print ads for informing life scientists of
        products and services. Boomer life scientists see product awareness as
        the most likely effect of print ads, while millennials view vendor name
        recognition as the most likely effect.
    --  What are the regional distinctions? Regionally, life scientists in
        Asia-Pacific find online advertising to be more important in informing
        them of products and services and more influential than print ads when
        making product purchase decisions.
    --  What about retargeted ads? While many life scientists would prefer not
        to receive retargeted advertisements because they find them to be
        intrusive or annoying, they can still be a powerful tool if used
        correctly, especially among millennials. It is important to critically
        evaluate the use of retargeted ads and determine whether they will be
        significantly beneficial to use and are worth the risk of potentially
        generating negative reactions.

The report contains hundreds of datapoints. These and many more insights are part of the report. First published by BioInformatics in 2003, "The 2020 Best Practices for Advertising to Life Scientists: Online and in Print " is an 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. The report can be found at https://bioinfoinc.com/product/advertising-life-scientists-2020/.

ABOUT BIOINFORMATICS INC.
BioInformatics Inc., part of Science and Medicine Group, is the premier research and advisory firm serving the life science and clinical diagnostics industries. By leveraging our expert network of more than 50,000 life scientists, the company has supported more than 500 companies in creating insights that lead to better business decisions. Offerings include assessing the size and attractiveness of scientific markets, optimizing product configurations and pricing, validating corporate acquisitions, measuring customer loyalty, and evaluating brand strength and positioning.

SOURCE BioInformatics Inc.