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Scientists Using Social Media to Inform Lab Purchasing Decisions
Date:11/28/2007

ARLINGTON, Va., Nov. 28 /PRNewswire/ -- Life scientists are highly engaged users of a variety of social media, according to preliminary results of a worldwide study of more than 1,500 scientists released today by BioInformatics, LLC, a leading provider of market research services. The survey, co-sponsored by BioInformatics, LLC and PJA Advertising + Marketing, an award-winning business-to business advertising and marketing agency, found that 77 percent of life scientists participate in some type of social media.

The leading reasons for this participation are to find application and troubleshooting tips, protocols, and product reviews. In fact, company websites were identified as the most trusted source of product information, with 54 percent of respondents indicating that their purchasing decisions are influenced by 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.

"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 our corporate clients 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 right there all along. It's only recently, however, that life science suppliers have begun to grasp social media's potential as a way to bond with their customers in a way that really drives loyalty."

The preliminary results can be downloaded at: http://www.gene2drug.com/reports/Default.asp?action=details&report_id=184

ABOUT BIOINFORMATICS, LLC

BioInformatics, LLC is the premier research and consulting firm serving the life science tools industry. By leveraging our professional social network of tens of thousands of 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.

ABOUT PJA ADVERTISING + MARKETING

PJA is proud to be named 2006 Agency of the Year and 2007 Agency of the Year Runner-Up by BtoB Magazine. PJA is a $50 million advertising and marketing agency with offices in Cambridge, Mass. and San Francisco, Calif. PJA serves a global roster of technology, life science and healthcare clients that includes: Novell, Boston Scientific, Akamai, Gene Logic, TriZetto, and Invitrogen. For more information, visit http://www.agencypja.com.

For more information, please contact:

Bill Kelly

President

BioInformatics, LLC

2111 Wilson Blvd., Suite 250

Arlington, VA 22201

703.778.3080 x15 (phone)

703.778.3081 (fax)

b.kelly@gene2drug.com

http://www.gene2drug.com/


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SOURCE BioInformatics, LLC
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