生命科学家数位营销调查（2022 年）

科学家是最早使用互联网发布、共享和相互交流的人之一。实验室设备和耗材供应商通过电子邮件营销做出回应，以快速了解客户的数位行为，并在早期引导他们使用在线目录和电子商务系统。随着科学家利用新的数位媒体，供应商正在在线通知他们的客户并试图以新的方式影响他们。

本报告分析了全球生命科学家数位营销的市场趋势，并基于对 841 位科学家的问卷调查，以及各种社交媒体和科学相关网站对科学家的偏好和认可度。我们将汇集诸如数位营销的优缺点以及与公司沟通的理想方式等信息。

目录

• 分析的概要和目的
• 人口统计：调查对象及其所属/职业/年龄，以及是否受僱于教育/製药领域
• 执行摘要：分析摘要，谁是赢家
• 社交媒体使用：设置、平台、使用时间、世代使用、生命科学供应商排名、超级用户
• 科学相关媒体/网站使用情况：媒体来源、使用时间、超级用户、P2P 推荐
• 了解新产品：教育科学家的最佳方式，了解他们为什么行不通
• 发言人的可靠性：发言人的有用性，谈论什么
• 供应商赞助的内容：可靠性和实用性
• 生命科学公司製作的视频：科学家想要什么？
• 体验的重要性：各种数位活动的有用性，在面对面活动的情况下，生命科学公司与用户之间的关係
• 移动营销：最佳应用、花费时间、代际使用、生命科学供应商的成功
• 分析方法：如何得到结果
• 关于科药集团

分析公司：

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.

Table of Contents

• Study Overview & Objectives

• Demographics: Who Was Surveyed, Where From? What Profession? What Ages? Employed in Academia/Pharma?

• Executive Summary: Main Points of the Report, Who's Winning

• Social Media Usage: Preferences, Platforms, Time Spent, Generational Use, Life Science Supplier Ranking, Power Users

• Science-Related Media Website Usage: Media Sources, Time Spent, Power Users, Peer-to-Peer Recommendations

• Learning About New Products: What are the Best Methods of Educating Scientists. What Doesn't Work?

• Credibility of Spokespeople: Usefulness of Spokespeople, Who Should Speak? What Should They Talk About?

• Supplier-Sponsored Content: How Believable and Useful

• Videos Produced by Life Science Companies: What Scientists Want?

• Experience Matters: What Digital Activities are Useful? In Person Activities? How Should Life Science Companies Engage with Users

• Mobile Marketing: Best Apps, Time Spent, Generational Use, Life Science Supplier Success

• Methodology: How Results Were Obtained

• About Science and Medicine Group

Companies Covered: