Webinar: Improve your marketing to life scientists by understanding lab group buying dynamics

August 24, 2020

Many marketers working in the life science sector are wondering how best to connect with their audience after a year rocked by COVID-19. Despite this unprecedented moment, your job is still to connect with the teams that need your products and equipment. You aim to engage with these buyers in the most effective way possible. As such, it is crucial to understand the concerns and motivations that influence researchers' purchasing decisions right now, in a business environment that looks very different than last year.

Our webinar addresses just this, based on fresh insights from 1,400 international scientists and researchers. The information here will help manufacturers successfully market to lab equipment buying groups — from end-users and influencers, to gate-keepers and decision makers.

Here are the key takeaways:

The majority of brand choice occurs in the early-funnel

Did you know that 57% of a consumer's brand choice occurs during the awareness and knowledge stages? By the time the buyer is evaluating their options and thinking about purchasing a product, they have already been influenced by the content they have viewed in the initial consideration phase. So, marketers need to think how they can get on the front foot and attract initial engagement early in the relationship.

But survey data indicates that researchers want something different

According to a study from BioInformatics, less than 6% of life scientists are satisfied with the information they receive during these early phases. Not enough work is being done in this critical time, despite its importance in influencing purchasing trends.

So how can marketers actually connect with scientists?

According to our research, equipment takes more pre-purchase research and planning than consumables. So, marketers need to start the process early. Be aware that items over $10K require up to a year of research, while items under $1K require 1-2 months. This means tailoring communications and messaging through the purchase funnel to better influence buyers. Watch our webinar to find out more about how to do this.

Buying groups are complex, with many actors

Successful life science marketing requires targeting multiple people in the buying group, yet these are often multiple personas, all of whom require tailored approaches. Buying groups are diverse, and successful marketing campaigns should not only have multiple targets, but also address the role of influencers (i.e. peers and more junior staff) to maximize impact. These buying groups will only increase with the cost of the product, so life science marketers need to consider these touchpoints when planning their campaigns. Watch our webinar to understand more about persona buying habits.

Decision makers are typically more senior, and you have to reach them, too

There is no point running a campaign if you can’t reach those you need to. Proper campaign testing enables you to optimize campaign messaging to address each member of the buying group. Work with a partner who can help you achieve this: with over 18 million members, ResearchGate is well placed to do this.

To achieve your marketing goals, you require insights to fuel a successful strategy and go-to-market activity. You also need a partner who can deliver these to you, while optimizing live campaigns to better reach your complex, diverse audience of multiple buyer personas. ResearchGate is a place where you can achieve this, as the leading scientific platform globally. For more information, connect with us today.

Are you a marketer working in the STEM sector? We’re here to help you discover the marketing solutions to advance your business goals. Connect with us today.

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