Life Scientists Embrace New Media

05-Feb-2007

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 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.

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 was rated most highly based on both the number of visits and relevance of content. Other supplier websites evaluated include Affymetrix, Agilent Technologies, Applied Biosystems, BD Biosciences, Beckman Coulter, Bio-Rad, Calbiochem (a division of EMD Biosciences), Eppendorf, GE Healthcare (a division of General Electric), Millipore, New England Biolabs, PerkinElmer, Pierce (a division of Thermo Fisher Scientific), Promega, Qiagen, Roche Applied Science, Sigma-Aldrich, Stratagene, Takara, Thermo Fisher Scientific, 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.

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