SOURCE: PJA Advertising + Marketing

March 04, 2008 13:19 ET

Study Reveals That Life Scientists Use Social Media to Inform Lab Purchasing Decisions

CAMBRIDGE, MA and ARLINGTON, VA--(Marketwire - March 4, 2008) - PJA Advertising + Marketing, 2006 BtoB Agency of the Year, and BioInformatics, LLC, a leading provider of market intelligence to the life science, medical device, and pharmaceutical industries, today announced the complete results of their first social media study among life scientists.

The survey, fielded by The Science Advisory Board and co-sponsored by BioInformatics, LLC and PJA Advertising + Marketing, found that 77 percent of life scientists participate in some type of social media.

Social media refers to blogs, podcasts, online communities, Wikis, and social networking sites that are increasingly being used by professionals to share experiences, opinions and advice.

While scientists still consider their suppliers to be the most trusted source of product information, 45 percent of those surveyed find "access to objective feedback on products and services from multiple sources" to be the most valuable aspect of social media.

Other findings indicate that:

--  Nearly a third of respondents report that social media of all types
    help them to make more educated decisions about purchasing new products and
    technologies
--  Nearly half report that social media facilitates the sharing of ideas
    with colleagues and the scientific community
--  More than half agree that social media tools and user-generated
    content have helped to make more informed decisions, while nearly a third
    said these tools have made the purchasing process faster and more efficient
    

"Life scientists were among the first to use the Internet to communicate, collaborate and contribute to a common body of knowledge," says Bill Kelly, President of BioInformatics, LLC. "But a new generation of Web applications is making this process easier and faster, which presents both opportunities and challenges for corporations attempting to influence life scientists' purchasing behavior."

Hugh Kennedy, Executive Vice President and Partner at PJA concurred: "Scientists aren't laggards to the IT crowd in social media -- they've been there all along. Yet it's only recently that life science suppliers have begun to grasp social media's potential as a way to bond with their customers in a way that drives loyalty."

Complete results can be downloaded at www.lifesciencesocialmedia.com/?dnum=10

About PJA: www.agencypja.com

About BioInformatics, LLC: www.gene2drug.com

Contact Information

  • MEDIA CONTACTS:

    Hugh Kennedy
    Executive Vice President, Partner
    PJA Advertising + Marketing
    Email Contact
    617-492-5899

    Bill Kelly
    President
    BioInformatics
    Email Contact
    703-778-3080 x-15