Allergologist Preferences

Part
01
of two
Part
01

Marketing to Allergologists

Scientist preferred to receive data concerning new products, especially data that validates the proposed hypothesis. Application content is twice as likely to influence a purchase as email marketing. Scientists preferred channels include corporate websites, application notes and peer-reviewed journals.

data supported marketing

  • In science, the data is the most important piece used to decide on the accuracy of a hypothesis. Marketing based on costs does not speak to scientists. For them, it is about getting defendable experimental results as quickly as possible. Anything that provides a competitive edge in this area will be attractive to research scientists.
  • When research scientists are exposed to a new product, they will analyze it the same way they examine other new, untested information. "They will be curious, filter the information they receive using skeptical inquiry to develop a point of view about the product. They will look for data to validate or refute this viewpoint."
  • Scientists avoid risk as much as possible. They want to see scientific data generated using the product or to try the product before they buy it.
  • Scientists tend to absorb information visually, as that is the skill most used in the lab. Salespeople are encouraged to bring lots of literature in print with a high visual impact.

Content Marketing

  • Application content is twice as likely to influence a buying decision as email marketing.
  • Scientists rarely make significant purchase decisions alone. In scientific institutions, the number of stakeholders in the decision-making process is complex. These stakeholders include other scientists either alone or in committees, procurement departments, and financial departments. Marketing needs to understand the different content needs of this diverse group of stakeholders and provide convincing evidence to address these.
  • Scientists are also likely to have researched their needs long before making contact with the product vendor. "Content marketing with an emphasis on educational content is a great way to engage in small exchanges of value which can help build trust with prospective customers and allow the company to demonstrate its industry expertise. By providing valuable content, marketing overcomes the skepticism that traditional advertising sometimes provokes."
  • Recognizing that scientific thinking is a constant battle between innate curiosity and relentless verification, marketing content must both captivate the scientist's interest yet also be undoubtedly credible.
  • The survey data also indicated that relevant product information is regarded as important, regardless of the product price point.

visual marketing with strong application content

Research Strategy

A lengthy search of communication preferences of allergologists produced no results specific to that type of research. We searched through the websites of marketing firms specializing in medical products. The American Academy of Allergy, Asthma & Immunology (AAAAI) is a professional membership organization focusing on research and treatment, We reviewed their website as well looking for marketing information, but found no relative insights.

However, a recent study by the AZO network surveyed buyers of supplies for scientific researchers. The data from the survey was collected from a controlled set of questions delivered to over 100 B2B professionals in science, engineering, and healthcare markets about their most recent scientific purchase.

While not specific to allergologists, the results of the survey provided valuable information on how research scientists and their organizations make purchasing decisions.

We also extracted information from three articles that described psychographic information about scientists, how they absorb information and the kind of content they prefer to receive.


Part
02
of two
Part
02

Scientists - Psychographic Profile

Scientists- Psychographic Profile


Overview:

A psychographic profile of scientists finds that scientists engage in clinical investigation, research development, and other related activities. Researchers work a lot of overtime, frequently deprioritizing things
they enjoy. Hobbies include gardening, reading, and hiking. Without their dedication to research, we would not have the technology that enables us to prosper in present-day society.

Key Findings

Demographic Information

The following demographics of scientists were used as a basis for the psychographic profile:
  •  Data was collected from more than 1.5 million people globally, from surveys that consisted of anywhere from 44 to 300 questions regarding habits and traits. Research proved that personality profiling can be replicated, and is in fact, reliable.
  • The average age of a scientist is 41.4.
  • The average age of student scientists in master’s degree and doctoral programs is between 26 and 33.
  • 40 percent of Ph.D. graduates average $37,000 in USD debt.
  • The top companies in pharmaceutical and medical research are in Bethesda, Maryland, North Potomac, Maryland, the Upper East Side, in New York, and Cambridge City, Massachusetts.
  • The average annual salary of a scientist (this includes life scientists and medical scientists), is $95,589.
  • A male scientist’s annual salary averages $111,300, while female scientist’s yearly earnings average $82,986- a difference of $28,314 a year.
  • An average employment growth estimate of 8% was predicted by the U.S. Bureau of Labor Statistics (BLS) from 2018-2028 for medical researchers."
  • The top three U.S. states for scientists are Washington, New Mexico, and, Delaware. Washington state's average annual salary is $118,210, with the top 10 percent at $150,000 annually.

Habits and Personality Traits

  • Scientists take pride in their abilities to work under stress with mental acuity.
  • Scientists scored higher in extroversion; therefore, these students were found to be more assertive than students that majored in other subjects.
  • A recently published article noted, “Pharmaceutical researchers are dedicated, driven, hard-working, and caring people.”
  • People in the sciences and engineering fields scored lower in openness, creativity, and, broad range interests.
  • They are well-disciplined and are required to study long hours.
  • Scientists are detail oriented and pay very close attention to their surroundings.
  • The Meyers-Briggs is a personality scale. Data shows the majority of scientists are ISTJ (Introverted, Sensing, Thinking, Judging), or ISTP (Introverted, Sensing, Thinking, Perceiving).

Values

  • "Ethics, a sense of ethicality, honor, and willingness to follow conventional protocols for conducting scientific research are very important."
  • Scientists value honesty and transparency.
  • Active listening and education are important to researchers.
  • Scientists value communication and negotiation.
  • Active listening and education are important to researchers.
  • Education
  • A graphic bar chart displaying value data for scientists is available here.

Hobbies

  • Aligned data with the average age of medical scientists age upon graduation with the average age of adults starting families, scientists fit the general population that spend their free time participating in activities with their children. The average ages of first-time mothers and fathers are 28 and 31.
  • Overworking was attributed to a decline in the mental and physical health of research scientists.
  • Devoting long hours of research often interferes with their home and family life.
  • Allergy researchers enjoy working out puzzles and solving problems.
  • The average scientist and the population of the same age group enjoy gardening and hiking.
  • Amateur astrology is a popular hobby for people in their thirties interested in science.
  •  The average age female scientist in her thirties, enjoys dancing, baking, and yoga.
  • Martial arts are a popular hobby among men in their thirties; respectively the same age group as emerging scientists.

Daily Activities

Mornings

Afternoons

  • "Whether you take an afternoon break or not will depend on how successful you were at doing whatever tasks you were doing for the previous hour. Otherwise, continue whatever you were doing … and maybe grab another coffee."
  • The number of computer downloads rises around 7:00 in the morning and peaks around 4:00 in the afternoon, this shows no pattern for fixed lunch breaks.
  • Managing budgets and securing grants are frequent tasks.
  • Maintaining lab equipment, consumables, and animals are other daily responsibilities.

Evenings

  • Evenings allot time for personal and physical care.
  • Sometimes they go to the gym, spend some time with family and friends, and eat dinner.
  • Scientists often continue working into the early morning of the following day.

Allergologists

  • Allergologists are required to obtain a Doctorate of Philosophy (PH.D.) in Biological Sciences, or their medical degree.
  • Allergologists are required to complete an undergraduate degree in biology or other related majors are required.
  • Researchers and developers of new drugs are dedicated to their work. They trust that the work they do will benefit patients.
  • Peter Marks, M.D., PhD., director of the FDA’s Center for Biologics Evaluation and Research, is a developer of allergy drugs. Approximately two weeks ago, he led the research team that developed the first FDA approved drug for children with peanut allergies.
  • Dr. Marks and other drug developers save the lives of thousands of children.
  • “Even with strict avoidance, inadvertent exposures can and do occur. When used in conjunction with peanut avoidance, Palforzia provides an FDA-approved treatment option to help reduce the risk of these allergic reactions in children with peanut allergy.”
  • "To me, it’s exciting that we can apply innovative science and compassionate care to help others with food allergy," Dr. Kari Nadeau, a prominent allergy researcher.
  •  Allergologists and scientists must follow strict safety guidelines.

Scientists View on the Pharmaceutical and Chemical Industry

  • "The American Council on Science and Health bills itself as an independent research and advocacy organization devoted to debunking “junk science.” It’s a controversial outfit—a “group of scientists…concerned that many important public policies related to health and the environment did not have a sound scientific basis.”
  • Pharmaceutical scientists believe in the process and manufacturing of the drugs that help fight diseases.

Finances based on average age of scientists

Research

In order to provide a psychographic profile of scientists and allergologists, we narrowed down the people that would fit the profile. Limited information was available specific to allergologists, but changing the terminology to "medical research" or "medical scientists" led us to more quantifiable information.

Once we established a way to find correlative information, We focused on specific personality traits, education, and interests. Next we scoured data sites for correlative demographics like income, employment, finances, and prime job locations. We made the assumption that areas of interest, habits, spending, and hobbies would be similar for scientists and the general population in this same age group.

If further data is needed, we recommend expanding the search criteria to immunologists and other scientists. For psychological, behavioral, and personality studies, we recommend extending the date range of the search criteria. Other options are searching for peer-reviewed journals and possibly focus group studies. These are usually accessible through university library databases. Access to some database hubs are also available for a small fee.


Sources
Sources

From Part 02
Quotes
  • "Whether you take an afternoon break or not will depend on how successful you were at doing whatever tasks you were doing for the previous hour. Otherwise, continue whatever you were doing … and maybe grab another coffee. "
Quotes
  • "Ethics, a sense of ethicality, honor, and willingness to follow conventional protocols for conducting scientific research are very important. "
Quotes
  • "Pharmaceutical researchers are dedicated, driven, hard-working, and caring people. "
Quotes
  • "Even with strict avoidance, inadvertent exposures can and do occur. When used in conjunction with peanut avoidance, Palforzia provides an FDA-approved treatment option to help reduce the risk of these allergic reactions in children with peanut allergy."
Quotes
  • "The American Council on Science and Health bills itself as an independent research and advocacy organization devoted to debunking “junk science.” It’s a controversial outfit—a “group of scientists…concerned that many important public policies related to health and the environment did not have a sound scientific basis."