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.
- 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
- A website is three times more likely to influence a buying decision than social media.
- In answering a survey question about video marketing, 71% of people said that video content influenced their buying decision.
- Content in reputable online journals and publications positively influences 76% of the survey respondents.
- Application notes influenced 84% of potential buyers.
- The manufacturer's website is the most robust influencing channel. 94% of people surveyed said that the manufacturer's website influenced their decision to buy. Sales communications and online publications followed closely. A graphic with further analysis is available on page one here.
- Product information and content notes also had a strong influence on decisions to buy. Further breakdown is available in the graphic on page two here.
- Like application notes, whitepapers provide a deeper dive into the more complex aspects of a technique or a product. 66% of people surveyed said a whitepaper influenced their decision to buy.
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.