Market Focus: Bioscientists
3. Personal needs, which offer considerable opportunity, since these individuals command wealth due to their advanced education and careers, which are similar to those of doctors; scientists will continue to invest in their education with books, journals, seminars, software and more.
Mulligan reports that list usage shows the best-performing offers to this market are those for continuing education, seminars, books, association memberships and products like lab coats and testing equipment.
Bill Kamberis, account executive at MeritDirect, agrees, adding that usage history on the Biotechnology Professionals Network file shows continuations from lab equipment companies, seminar firms, test and measurement solutions companies, and safety equipment businesses.
Offers to business executives work well to scientist association member lists, Kamberis adds. This secondary market includes offers for standard business supplies, such as software, computers, printers and more, says Mulligan.
Keep in mind, says Ernst, that scientists who work for the government or universities might not make general business supplies purchasing decisions.
Plan Out Your Approach
“Our readership studies indicate that technology is very important to the work this market does,” Ernst explains. Scientists always are looking for the best equipment and information solutions available to support their research goals.
Grimwade concurs, noting that for this reason, offers that are informational in nature work best in this market. And while highly promotional phrasing can be viewed as circumspect, Grimwade advises marketers to remember that scientists are regular consumers, too; they respond to a good deal just like the next person.
Since scientists are well educated and are used to absorbing vast quantities of information in their daily work, this market likes to read. Long copy will not bother this audience, Grimwade says, provided the content is targeted to the recipient’s interests.
Mulligan offers an interesting fact of interest to marketers who want to sell their products and services globally: English is the primary language of bioscientists worldwide, so all information products are written in English and all products and services are promoted in English.