ARLINGTON, Va., Sept. 10 BioInformatics, LLC (http://www.gene2drug.com), the premier research and advisory firm serving the life science market, announces the pending release of its newest report, New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos. In this study, nearly 1,300 scientists were surveyed for their opinions on marketing videos produced by life science suppliers to find out how videos are discovered, used and shared, and to understand impact on brand awareness and purchasing behavior.
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The report is scheduled to release September 20, and is available at pre-release pricing until September 30, 2009.
Life science companies are investing large dollar amounts in creating videos that entertain, inform and call the scientific consumer to action. 65% of scientists believe that life science suppliers should circulate videos to promote a brand or a product, but suppliers need to understand what components of a marketing video will inspire a scientists do more than watch. New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos asks questions that enable the life science supplier to measure the results of a marketing video campaign. This report reveals how scientists learn about online videos and how frequently they watch. It assesses likelihood of forwarding videos, preferences for length and content, and correlates viewing with recommending/purchasing behavior. To provide specific understanding of what makes a video effective -- and memorable, 16 life science videos, produced by the following companies, were rated in 13 areas by the respondents:
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Affymetrix (NasdaqGS: AFFX)
Agilent Technologies (NYSE: A)
Applied Biosystems (Life Technologies) (Nasdaq: LIFE)
Bio-Rad (NYSE: BIO)
BioTek
BioTrove
Eppendorf
Helicos (NasdaqGM: HLCS)
Invitrogen (Life Technologies) (Nasdaq: LIFE)
NanoDrop
Roche Applied Science
Tecan (XETRA: TEN.DE)
Thermo Fisher Scientific (NYSE: TMO)
Waters (NYSE: WAT)
With almost universal access of broadband technologies in the lab and the growing sophistication of multimedia advertising formats on the Web, life science suppliers have become increasingly interested in online video opportunities to promote their products and companies. "This report explores researchers' receptivity and responsiveness to online video advertising," explains Dr. Tamara Zemlo, Ph.D., MPH, Vice President of Advisory Services. "Our goal is to help life science suppliers leverage online video for Internet advertising campaigns."
BioInformatics, LLC has been monitoring social media trends in the scientific community for over a decade; New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos represents an added dimension to this on-going research.
To learn more about this report, a complimentary Executive Summary and a short video are available at http://www.gene2drug.com/reports/204.
ABOUT BIOINFORMATICS, LLC
BioInformatics, LLC is the premier research and advisory firm serving the life science industry. By leveraging our professional social network of more than 44,000 biomedical researchers, we have supported more than 300 companies and provided insights that lead to better business decisions. Our assignments include assessing the size and attractiveness of markets, optimizing product configurations and pricing, validating corporate acquisitions, measuring customer loyalty, and evaluating brand strength and positioning.
For more information contact: Mary Follin Manager, Marketing/Sales BioInformatics, LLC 2111 Wilson Blvd., Suite 250 Arlington, VA 22201 703.778.3080 x13 (phone) [email protected] http://www.gene2drug.com
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