Audience Trends, Preferences & Needs. Connecting with your customers and prospects within today s complex information landscape

Transcription

1 Audience Trends, Preferences & Needs Connecting with your customers and prospects within today s complex information landscape

2 About This Information This data was gathered via the 2013 Media Consumption Study fielded in July survey completes Study was commissioned to better understand pharmaceutical professionals and the Pharmaceutical Manufacturing audience s current information needs, behaviors and preferences

3 Discovery Consumption of pharmaceutical industry-related media like trade magazines, websites, and e- newsletters during the past twelve months: 50.9% Increased 9.6% Decreased 39.4% Remained the Same What s Going On? The need to stay current within a rapidly changing industry Many pharmaceutical industry professionals attend fewer industry events making media sources like magazines, websites and enewsletters even more important Less time to meet with solution providers research and learning being done via media sources

4 Discovery Of industry professionals reporting an increase in the consumption of pharmaceutical industry media, the increases happened within the following media: 58.7% Industry Magazines 49.8% Industry Websites 56.2% Industry E-Newsletters 34.8% Webinars/Webcasts 34.3% Social Media What s Going On? Media format consumption primarily driven by personal preference The media landscape is more fragmented than ever You can t be everywhere with your messaging, but the mix needs to be carefully considered

5 Professional Usage of Pharmaceutical Media Daily Weekly Monthly Less often % % % % Search engines 71.5% 23.2% 2.5% 1.8% Pharmaceutical industry magazines 8.4% 41.8% 30.0% 15.8% Supplier websites 7.1% 32.8% 29.5% 25.4% Pharmaceutical industry websites 10.7% 31.5% 31.5% 24.1% E-Newsletters 19.6% 32.8% 20.3% 17.3% Distributor websites 3.2% 12.1% 25.5% 39.7% Social Media 17.4% 15.1% 9.3% 26.4%

6 Which information resources do you rely on for each task? Magazines Industry Websites Search Engines In-person Industry Events Directories Supplier Websites Supplier Reps Social Media Keep current with industry trends 61.6% 60.9% 40.5% 27.2% 5.4% 15.4% 5.7% 12.9% Keep current with new products, technologies 50.6% 58.2% 37.9% 28.0% 6.5% 21.1% 10.3% 10.0% Solutions/ideas for current problems/projects 36.0% 46.2% 67.0% 20.5% 5.7% 17.8% 9.8% 8.7% Look for suppliers/products 28.5% 26.9% 64.0% 15.3% 15.7% 38.0% 17.4% 5.8% Research a vendor under consideration 18.3% 24.9% 65.1% 12.7% 10.5% 34.5% 16.2% 6.6% Learn about new vendors 31.2% 35.9% 56.1% 22.8% 16.0% 27.0% 13.1% 8.9% Effective strategy in these areas greatly increases the odds of being included in the consideration set.

7 Discovery Primary reasons pharmaceutical professionals read industry magazines 80.9% Industry news & analysis 58.4% New ideas 60% Current problem or project 45.6% New products/vendors 64.1% Best practices 38.4% New application ideas 50.3% Technical papers/information What s Going On? To compete for readership, pharmaceutical industry magazines need to address this diverse set of needs How about your advertising? Are you missing the opportunity to address these needs within your ads? Despite the mixed bag appearance of the list all relate directly to improvement and solving problems

8 Discovery Actions taken as a result of reading an ad or article in Pharmaceutical Manufacturing magazine: 74.5% Use ideas found in articles 33.4% Save an entire issue 43.9% Visit an advertisers website 48% Clip, copy, route articles 31.9% Visit magazine website for more information about topic 38.4% New application ideas 33.1% Contact an advertiser to learn more about a specific product What s Going On? Readers do respond to information and ads in Pharmaceutical Manufacturing magazine As a lean back media source, magazines sometimes stimulate action right away, more often it is a longer arc process Communicating within a vehicle where readers are leaning back and are open to new ideas is critical

9 Discovery Social media channels being used for pharmaceutical industry professional purposes 56.3% Google+ 16% Facebook 75% LinkedIn 7.8% Twitter 1.2% Pinterest 1.6% Instagram 25.4% YouTube What s Going On? LinkedIn is really important Don t believe the Google+ percentage to be true.we believe respondents were confused with Google search engine Twitter is a great tool for reaching the pharmaceutical industry press, not so great for reaching customers YouTube is important and offers a great deal of benefit for many solution suppliers Facebook is not unimportant, but might not be worthy of a huge time investment

10 Social Media Side Note.. Does your company block access to any of these social media channels? 38.6% Yes 61.4% No

11 Discovery Usage of newer digital information tools and technologies RSS feeds 14.4% Read blogs 32.6% View webcasts 44.9% Listen to podcasts 18.3% Use Wikis 16.8% Watch videos 39.0% Use "share this" tools 9.8% QR Codes 4.6% Do not use 25.3% What s Going On? Usage of newer media tools is a mixed bag and is a reflection of value perception Webcasts, videos and blogs are clearly of value to the industry QR codes, Wikis and RSS feeds are not well understood, the value is not understood or the value is simply not there

12 Buying Stage Discovery Preferred information sources for staying current with technologies, products or vendors: Industry magazines 31.4% Search engines 23.5% Industry websites 17.0% Vendor/supplier websites 2.2% Trade shows 7.2% Sales/account reps 1.8% Industry e-newsletters 13.0% Conferences/User Groups 4.0% What s Going On? Industry magazines, websites & enewsletters are go-to sources for staying current with new products Trades shows, conferences & user groups are also important SEO is important for your products to be visible Relying solely on your own website and/or your own sales force is not enough

13 Buying Stage Discovery Preferred information sources product information or specifications as you begin a new project: Industry magazines 11.7% Search engines 51.8% Industry websites 8.8% Vendor/supplier 16.4% websites Trade shows 1.5% Sales/account reps 4.4% E-Newsletters 1.8% Conferences/ 3.7% User Groups What s Going On? SEO is critical for the product specification phase. If you are not on the first page of Google s search results (preferably within the top 5 organic results) you are likely losing business* Your own website should be easy to navigate If customers were not familiar with your products, services and capabilities before this stage it will be difficult to secure the business *Ask how we can help with your SEO efforts

14 Buying Stage Discovery Preferred information sources for confirming/validating your company s purchase decision: Industry magazines 11.8% Search engines 25.5% Industry web sites 9.9% Conferences/User Groups 20.6% Vendor/supplier web sites 15.6% Trade shows 4.2% Sales/account reps 9.5% E-Newsletters 3.0% What s Going On? 34.3% indicate personal interaction with your company and personnel is important during the confirming/validating stage Is your company within the consideration set? Decision making process is well underway does the prospect feel comfortable with your company, trust your company, like your people?

15 The Pharmaceutical Manufacturing Audience Length of Time in Current Position 0 to 2 years 14.8% 3 to 5 years 24.1% 6 to 10 years 27.4% 11 to 20 years 21.9% More than 20 years 11.9% Average time in current position: 6.5 years

16 The Pharmaceutical Manufacturing Audience Audience Age 18 to % % % % More than 31.8% Average age: 39

17 The Pharmaceutical Manufacturing Audience Role in selecting suppliers Primary decision maker but delegates selection of suppliers to others 18.7% Primary decision maker and make the final supplier selections 16.1% Provide input to another person or team who makes the final decision 53.2% No involvement 12.0% 88% of Pharmaceutical Manufacturing s audience plays key roles with supplier/solution selection. The 53.2% who play a very key and highly influential role in the selection process are often the most challenging to reach.

18 The Pharmaceutical Manufacturing Audience Tenure Within the Pharmaceutical Industry 0 to 2 years 4.2% 3 to 5 years 5.3% 6 to 10 years 14.8% 11 to 20 years 33.7% More than 20 years 42.1% Pharmaceutical Manufacturing s audience is quite experienced

19 The Pharmaceutical Manufacturing Audience How long have you been a subscriber to Pharmaceutical Manufacturing magazine? 0 to 2 years 17.6% 3 to 5 years 46.1% 6 to 10 years 36.3% Pharmaceutical Manufacturing s subscribers are loyal

20 The Pharmaceutical Manufacturing Competitive Landscape Which of the following magazines do read you read on a regular basis? Pharmaceutical Manufacturing 85.3% Pharmaceutical Technology 67.4% Pharmaceutical Processing 29.4% Life Science Leader 13.4% American Pharmaceutical Review 21.4% Contract Pharma 29.1% Pharmaceutical Engineering 25.9% Pharmaceutical & 12.5% Medical Packaging News Bioprocessing International 15.7% Biopharm International 24.3%

21 How often do you access each of the websites below? 68% access PharmaManufacturing.com at least monthly Daily Weekly Monthly Less often Never pharmamanufacturing.com 10.3% 29.9% 27.8% 22.4% 9.6% pharmtech.com 3.0% 16.1% 17.4% 28.0% 35.6% pharmpro.com 2.3% 9.9% 8.6% 27.0% 52.3% pharmaceuticalonline.com 4.2% 17.6% 13.4% 29.0% 35.7% fiercepharma.com 10.7% 12.0% 9.9% 19.3% 48.1% bioprocessintl.com 0.9% 7.2% 13.5% 27.8% 50.7% biopharminternational.com 1.3% 10.5% 14.5% 26.3% 47.4% americanpharmaceuticalreview.com 2.2% 9.1% 14.8% 25.2% 48.7% contractpharma.com 3.4% 13.6% 13.2% 27.2% 42.6% pmpnews.com 1.4% 6.4% 6.9% 25.7% 59.6% pharmalot.com 1.8% 5.4% 9.4% 25.0% 58.5%

22 Contacts Tonia Becker, Publisher Phone: Matt O Shea, Associate Publisher moshea@putman.net Phone: ext 373 Jeanne Freedland, Digital Strategist jfreedland@putman.net Phone: ext 325 Greg Zamin, Account Manager Select Automation Accounts gzamin@putman.net Phone: Polly Dickson, Account Manager Select Accounts pdicksn@putman.net Phone: