2022 Digital Marketing to Life Scientists Survey

The Voice of 841 Scientists on How They Want to Be Marketed To Online

Scientists were among the first to use the Internet to publish and share information and to communicate with each other. The suppliers of lab instruments and consumables were among the first to identify their customer's digital behavior and respond with email marketing to direct them to the earliest online catalogs and e-commerce systems. This evolution continues today with suppliers and scientists alike. As scientists take advantage of new digital media their suppliers respond with new ways to inform and influence their customers online.

Exciting Insights, Including:

• Social Media: What Companies are Winning? Platforms Used (Facebook, Twitter, LinkedIn, and Many Others) Geography (NA, EU, APAC), Power Users, Professional and Personal Use by Scientists, What Works

• Media Websites: Who's Winning? Amount of Time Reading, Preferences, Credibility of Ads in Media

• Mobile Apps: Who's Winning? Usage by Geography and Generation

• Activities: What Digital Activities are Best? What is the Role of In-Person Activities

• Feedback on How Companies Should Communicate, Who Should Speak for the Company? Other Marketing Supplier-Supplied Content, Videos, Peer to Peer Sources, In-Person Events and More.

This report examines some of the most important elements of digital marketing, including Search Engine Optimization, social media, email, mobile, video, webinars, websites, and content marketing. The scientists responding to this survey described their use of each of these channels, how they use them, and the forms of content they are most interested in accessing. BioInformatics Inc, part of Science and Medicine Group, has been tracking scientists' use of digital media since 1997.

Objectives

• Understand the usage and preference of social media and science-related websites

• Characterize the impact of social media and science-related websites on scientists' perceptions

• Understand the benefits and drawbacks of digital marketing aimed towards scientists

Methodology

A 1-question online survey, consisting of both open- and closed- response questions, conducted by BioInformatics Inc., part of Science and Medicine Group, (Arlington, Virginia, USA), was fielded to scientists between March 31st and April 11th, 2022.

841 respondents from North America, Europe and Asia Pacific that use social media and/or science-related websites for personal or professional purposes participated in this study.