Scientists amaze us with hypotheses and theories about how they believe the world works and how our bodies react to life’s stressors. Society relies on the meticulous attention to detail typically observed in academic, pharmaceutical, and government labs. Scientists are a special type of target audience and their spending power tops over $70 billion annually; however this focused behavior can be frustrating for marketers. The salary range for most is modest $55-90k. Seasoned scientists may collect $100K annually. Some professors with tenure may see a larger base salary. In academic circles grants can average $300-500k, per year for 3-5 year projects. Considering marketing dollars are stretched farther each fiscal year; this article will help marketers dial in to reach a demographic of roughly 500,000 highly educated, high-tech consumers.

 

1.      Scientists are “Receptive to Email"

Studies have shown that the # 1 reason for opt-out’s are based on irrelevant info. Most emails will go unopened but the ones that reference “technology” will be more likely to be opened. It is vital to keep the message clear, short, and concise and always include a web-link. Market Research has proven the hypothesis “everything in moderation” to be valid. When asked, scientists said they prefer to receive updates and trend alerts no more than 1-2 times a month.

 

2.      Just the Facts, scientists don’t like fluffy pitches

Science is a fascinating profession, but if it were easy, everyone would do it. The many hours of training and studying teach the brain to look for “Just the facts.” Market research has shown that the most effective approach is to market with facts and avoid fluff. Critical examination and data review are stressed so traditional marketing strategies are not always effective. North Carolina scientists are no different. The principles are built from logic and studies prove conclusively that fluffy pitches get tossed. 40% of scientists will toss an “un-solicited” catalog.

 

3.      The power of the Tradeshow

Tradeshows are powerful tools that allow marketers to bring their message to large crowds. Measuring return on investment (ROI) can be difficult and is often met with opposition by CEO’s. “E-science” is a website designed to help build campaigns for marketers looking to maximize ROI. Rising gas prices, hotel rooms, meals, and travel for sale reps that attend these events can fluctuate. Scientific results, which translate to leads becoming sales, speak to corporate executives and biologists alike. A recent study found that exhibitors who conducted pre-show advertising or an e-mail campaign raised their "attraction efficiency" by at least 46% [science info, 2005]. Their “Tips and Tricks” focus on the following key strategies: "focus on targeted pre-show promotions”, “set up appointments with prospects who have expressed interest”, and the toughest may be to "qualify prospects after the event”.

 

4.      Precise segmentation is key

Amanda Donathen of BioInformatics, LLC issued a press release regarding the importance of precise segmentation in market research. One of the methods of measurement used as a tool to segment the demographic is the ‘Chi-Squared Automatic Interaction Detector’ or ‘CHAID.’ Annually, the consulting company will issue a report on marketing to Life Scientists; however the findings may not always include CHAID analysis. Donathen cites Tamara Zemlo, Ph.D., MPH, Director of Syndicated Research at BioInformatics, LLC as saying, "We created a survey that would allow us to examine the data by any combination of survey variables: demographic, behavioral or attitudinal. The results of these analyses will help suppliers determine which communications channels and messages appeal to which niche markets.”

 

Understanding the behavior of those who study others is no easy task. Scientists are parents, spouses, brothers and sisters, and genetics teaches us that inherently we are of the same make up. Based on this scientific fact, many market research methods are constant and adaptable.

 

5.    In science, reputation means everything:  No Trust - No Success

Reputation and the value of word-of-mouth marketing is everything. Loyalty is a key motivator for consumers worldwide. BioInformatics, LLC conducted surveys to determine which scientific manufacturers rank highest in customer satisfaction. Labs across the country rely on purchasing agents and sales reps to obtain the vital equipment, reagents and supplies to assist with experierements. Manufacturers Millipore, Eppendorf, New England Labs, Qiagen, and Sigma-Aldrich rounded out the top 5. The full report is available online.

 

Acknowledgements: Amanda Donathen, Marketing Communications Manager, BioInformatics, LLC. Virginia Biotech Research Park (Escienceinfo.com).

Thanks to Aolani Donegan for contributing this piece.