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Mobile Marketing to Life Scientists (2012)

Competing for a scientist's attention isn't easy, which is why major suppliers seek to maximize every possible form of outreach. Still in its nascent stage, connecting with scientists via mobile devices presents a new way for suppliers to get "face-time" with scientists. The infrastructure is fairly welldeveloped, and scientists (like the rest of the population), are increasingly relying on PDAs, smartphones and tablets for personal use. Many suppliers have yet to develop many (if any) applications designed specifically for mobile devices, but most of them have already invested resources in figuring out how to begin.

Enter BioInformatics LLC's newest report Mobile Marketing to Life Scientists. Designed to instruct suppliers on scientists' mobile device usage and preferences in the lab, this report provides guidance as to how to move forward with a mobile device marketing strategy.

A key objective of this report is to determine the frequency with which scientists are using mobile devices, what they use them for and which devices are most widely deployed. Suppliers will learn whether or not WiFi is even widely available in labs, why researchers choose to use (or not use) mobile devices for work and what types of information researchers use their smartphones and tablets to manage.

One of our most significant findings was that one quarter of scientists are HIGHLY interested in researching products and accessing coupons from suppliers via their handheld devices. And another 35% express that they are somewhat interested in doing this as well.

Given that roughly 60% of scientists are open and (and even eager) to connect with suppliers via mobile devices, life science companies can ill afford to "wait and see" whether or not mobile platforms will be a viable marketing channel. Speed of adoption will be limited only by the amount of time it takes suppliers to put a mobile strategy in place.

And what about mobile apps? Scientists are creating a significant number of apps for their own use and to share with colleagues - to organize notes, calculate measurements and look up recipes for common transactions, to name a few. But to date, supplier companies are not offering a wide selection of mobile apps for scientists to download, even though many suppliers are gearing up to do so in the nottoo- distant future. In Mobile Marketing to Life Scientists, suppliers will be able to determine what types of apps scientists expect companies to develop and identify ways that scientists want suppliers to reach out to them with apps that promote products.

Ultimately, the proliferation of mobile devices will re-route the flow of data, which will impact workflows, speed up data sharing and circulate information in a more organic way. On the front-end of this technology boom, suppliers have the opportunity to influence how that's going to play out. Mobile Marketing to Life Scientists will inform your decisions about how to allocate limited resources in an outreach that has almost unlimited choices as to how it's going to look.

Table of Contents

REPORT TABLE OF CONTENTS

Key Observations

This report includes charts and analysis for the following:

Mobile Marketing to Life Scientists

  • Interest in using mobile devices for accessing life science supplier promotions
  • Willingness of the "highly interested" to share personal and device information
  • General information from life science suppliers the "highly interested" would most like to receive on their mobile devices
  • Delivery methods of personalized communications the "highly interested" would prefer to receive from life science suppliers on their mobile devices
  • Types of general information scientists like to receive from life science suppliers via a mobile device by geographic region and research experience
  • Mobile marketing to life scientists
  • Frequency with which scientists want to receive general information from life science suppliers via mobile devices
  • Types of personalized communications scientists are willing to receive from suppliers via mobile devices by geographic region and research experience
  • Delivery preferences for the most popular personalized communications scientists are willing to receive from life science suppliers

Interest in & Use of Mobile Apps for the Lab

  • Time spent per day using mobile apps
  • Types of mobile apps used for work and personal life by geographic region and research experience
  • Perceived helpfulness of mobile apps for ordering products and interacting with life science suppliers
  • Mobile app categories of most interest to scientists in support of their work in the lab by geographic region and research experience
  • Personal information scientists would feel comfortable sharing with life science suppliers via mobile apps by geographic region and research experience
  • Likelihood to provide demographic information when downloading free life science mobile apps by geographic region and research experience
  • Likelihood to provide GPS-based information about location when downloading free life science mobile apps by geographic region and research experience
  • Willingness to accept push notifications from life science mobile apps by geographic region and research experience
  • Types of push notifications scientists would prefer to receive from life science mobile apps by geographic region and research experience

Forms of Content Scientists Consume & Create in the Lab

  • Types of information accessed on a regular basis via portable/mobile devices by geographic region and research experience
  • Accessibility to a Wi-Fi network in the lab by geographic region
  • Time spent per day browsing the web on mobile devices
  • User guidelines for mobile computing instituted by place of employment by geographic region
  • Frequency with which scientists use portable/mobile devices to support their work in the lab by geographic region and research experience
  • Types of information scientists
  • currently access using desktop computers and portable/mobile devices
  • would prefer to access via a smartphone or a tablet
  • Work-related content scientists
  • currently create using desktop computers and portable/mobile devices
  • would prefer to create via a smartphone or tablet
  • currently create and would like to create via smartphones and tablets
  • Reasons scientists do not use portable/mobile devices to support their work in the lab by geographic region and research experience

Mobile Device Usage & Operating Systems

  • Portable/mobile devices used by scientists
  • Types of portable/mobile devices used by scientists by geographic region and research experience
  • Number of portable/mobile devices personally purchased and company-issued
  • Types of mobile operating systems employed by portable/mobile devices
  • Years scientists have used portable/mobile devices
  • Cellular connectivity status of tablets by geographic region and research experience
  • Monthly data plans for smartphones by geographic region and research experience
  • Who is a typical smartphone user in the life sciences?
  • Who is a typical tablet user in the life sciences?

Study Demographics

  • Geographic Region
  • Market Segment
  • Job Position
  • Research Area
  • Research Experience
  • Gender

Methodology & Questionnaire

Appendices

  • Verbatim responses to: What unique features would you most like to see in a mobile app from your favorite life science supplier?
  • Additional Analysis
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