Marketing to Life Scientists

Is a career in marketing within the life science market a direction that you would like to consider? If not now, perhaps in the future? What is the the pros and cons of making this move? What it is like to move away from the bench into this line of work?

Life science suppliers are increasingly seeking new market opportunities where molecular, proteomic and cellular techniques are being utilized for new applications. Researchers in what are referred to as 'applied markets' frequently use many of the same techniques, and hence products, as their colleagues in the traditional life science market. But their more recent adoption of advanced research technologies suggests they are more likely to be open to learning of the broad array of solutions offered by life science suppliers. This hypothesis places a premium on effective marketing tailored to the unique needs of researchers in applied markets.


The Key Findings

• Molecular diagnostic researchers evaluate or purchase new products slightly more frequently than agricultural biotechnology or biodefense researchers.
• A majority of scientists believe that is important to stay abreast of new products and services that are designed for their research applications but this belief is more pronounced among molecular diagnostics scientists than agricultural biotechnology and biodefense researchers.
• The majority of scientists in applied markets save the printed catalogs that they receive from vendors. However, they prefer to use Web-based versions for their product-information needs.
• Molecular diagnostic researchers spend slightly more time per week than either agricultural or biotechnology researchers visiting vendor Web sites.
• Biodefense researchers receive the fewest pieces of direct mail out of the three profiled markets.
• Agricultural biotechnology researchers are visited less frequently by sales reps than their counterparts in biodefense researchers and molecular diagnostics.

JOSEPH N. WALSH JR. from Princeton

Joe Walsh was graduated from the Princeton in 1956.

He prepared for Princeton at the Canterbury School, where he was active in sports, publications, and dramatics. At Princeton he participated in club sports for Cap and Gown, played varsity baseball for three years, and wrote his thesis on H. L. Mencken for the American Civilization Program. In his senior year, he roomed with Jeff Dunkak and Mark Grassi in Blair Hall. He retired in 1993 after a 37-year career with New York Telephone Co. and Nynex Corp. He served on the boards of Unity Mutual Life Insurance Co. of Syracuse, M&T Bank of Syracuse, the New York Medical College, and USA Datanet of Syracuse.

He devoted himself to community service as president of the Assn. of Mentally Ill Children of Westchester, as general campaign chairman for the United Way of Central New York State, chairman of New York State fundraising for the 1984 Olympic games, chairman of the Syracuse Symphony, and as a board member at LeMoyne College and the Apawamis Club, Rye, N.Y.

Joe Walsh died Sept. 2, 2003, surrounded by his family.

To his wife, Patty, children Elizabeth ’83, Joe ’86, and Mark ’90, and six grandchildren, the class extends deepest sympathy.

Careers Away From the Bench

Could you be missing out on an exciting and rewarding career outside of academic or industrial research?

Increasingly, Ph.D.-level scientists are becoming aware of other career opportunities beyond bench research. Join the workshop to consider what your own career path in these so-called "nontraditional" areas might look like. We'll discuss the types of alternative careers available, how to parlay your current skills and values into a new area, ways to research career options, and how to develop the skills you might need. At the end, we’ll touch briefly on how to make your job search successful.

Get career away from the bench!