The scientific marketing world is undergoing rapid change, with marketers increasingly challenged to adapt to the evolving expectations of their customers. A recent benchmarking survey conducted by LINUS and SelectScience has highlighted several key trends and budgetary insights that are set to shape strategies over the coming year, revealing a significant need for rethinking where - and how- marketing efforts are directed
The Shift Towards Digital Channels
Marketers have been slow to recognize the value of digital channels compared to their scientific audience's behavior. The survey highlighted that scientists and decision-makers increasingly rely on digital sources like independent websites and webinars throughout their buying journey. Independent platforms like SelectScience, for example, are now among the most used and trusted sources of information across all stages of the purchasing path.
There’s a clear mismatch between where budgets are spent and where audiences are seeking information. Trade shows, for instance, are only effective for 27% of potential customers, and that’s only if every relevant show is attended. In contrast, online advertising and media—where customers are spending more than 50% of their time—receive far less investment. This discrepancy suggests that reallocating spend towards digital media could yield better results.
AI and Changing Customer Expectations
Looking ahead, 8out of 10 respondents anticipate that artificial intelligence will play a major role in shaping marketing strategies over the next three years. This trend is closely linked to evolving customer expectations, where marketers must now compete against the best experiences customers have had in other aspects of their lives.
The benchmark for scientific marketing experiences has shifted. A smooth, efficient online purchasing experience – akin to ordering a plane ticket or making a purchase on Amazon – is now the baseline. Scientific customers expect similarly sophisticated interactions when browsing and purchasing scientific products.
Failing to meet these expectations can result in a loss of credibility and engagement
Budget Trends and Effectiveness: An Imbalance?
Survey results show that, although traditional approaches like trade shows continue to dominate marketing budgets, the perceived effectiveness of these tactics is diminishing. Our research revealed that trade shows currently receive around 19% of budgets, yet they rank only fourth in terms of effectiveness, scoring just 6.5 out of 10 on average. In contrast, content creation - a cost-effective strategy with higher perceived impact - is ranked the second most effective, scoring 7.2out of 10, yet it receives a disproportionately low share of funding.
Given the high cost of trade shows, this data suggests a clear opportunity to reassess investment strategies. One suggestion is to digitize the trade show experience to extend its reach and impact or to redirect some of this budget towards more impactful digital marketing tactics. After all, digital content is not only cheaper but also offers higher scalability and opportunities for repurposing across channels
Opportunities in Strategic Alignment and Personalization
While budget optimism is rising - more people are expecting moderate increases in marketing budgets over the coming years- the allocation of this increased spend is crucial. C-level executives are notably more optimistic about budget increases compared to marketers, indicating a gap in perception that could influence strategy.
The key takeaway for marketers is to ensure their budget allocations reflect the most effective strategies. AI and automation present opportunities to streamline and enhance personalization, but these technologies should serve a well-defined strategy rather than replace it. Personalization at scale - tailoring content and engagement at every stage of the customer journey - is where the greatest opportunity lies.
Rewriting the Playbook
The data shows that a traditional “rinse and repeat” approach to marketing no longer delivers the desired results in this space. The industry needs to embrace new ways of connecting with customers through personalized and digitized approaches. This might mean reducing reliance on traditional trade shows and instead focusing on creating valuable content that resonates at every step of the path to purchase.
In a world where every click and engagement counts, sharpening strategies with data-driven insights, and leveraging technology thoughtfully, will be the keys to thriving in the modern scientific marketing landscape.
Unlocking Key Insights for a New Marketing Landscape
The findings from the LINUS and SelectScience survey shed light on critical shifts in scientific marketing, highlighting four main trends for the year ahead:
- Digital Channels on the Rise: Scientists and decision-makers are increasingly relying on digital sources, such as independent websites and webinars, throughout the purchasing journey. Yet, marketing budgets are not fully aligned with this shift, indicating that digital investments may yield greater impact.
- Customer Expectations Redefined by AI: AI is expected to play a transformative role in marketing strategies over the next three years, aligning with evolving customer expectations for streamlined, sophisticated interactions that resemble their experiences in other industries.
- Budget-Effectiveness Imbalance: Traditional marketing tactics like trade shows continue to command a large portion of budgets, despite their declining effectiveness. In contrast, content creation, which ranks as highly effective, receives less funding, suggesting a need for budget reallocation.
- The Power of Personalization: Strategic alignment and personalized engagement remain crucial.
Personalized content that resonates at every stage of the buying journey can build stronger connections and enhance customer engagement.
As scientific marketing adapts to these trends, it’s clear that thoughtful adjustments in strategy and budget allocation, supported by technology, will be essential to future success
Resources
This article was written based on the insights shared at our online event with LINUS. Watch the webinar here.
For more tips and resources, visit the SelectScience Insights for Marketers Hub
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