It’s been more than a year since the coronavirus pandemic brought businesses around the world to a standstill — and the global science economy was no exception. As research institutions around the world closed their doors, laboratory experiments and activities slowed to a crawl. This led not only to setbacks for researchers in the lab, but also to science marketers.
These challenges are highlighted in our new report, Science hasn’t slowed, it’s just moved online. A survey of 2000 ResearchGate members revealed that nearly 40% of researchers are spending less time on experimental work. More than 50% of respondents reported spending less time searching or purchasing lab equipment, and more than 40% said they’re spending less time on lab management and administration.
With so many scientists away from their facilities, purchasing patterns for lab equipment and supplies have changed. Many scientists report that resources are being diverted away from their projects to research focused on COVID-19. Meanwhile, ongoing funding concerns mean that many scientists have had to put their projects on hold while they wait for more stable times.
All of these factors leave science marketers in a tricky position: even the best lab equipment has little use if nobody’s in the lab. But our research reveals a few key positives in a difficult situation.
The best-laid plans for 2021 may already be out the window. But researchers are using this time to come up with new projects to be completed in the next few years. According to our report, 40% of researchers are spending more time searching for and reviewing scientific literature, while 64% say they’ve continued planning new experiments or analyzing existing data.
Lab administrators may take months — or even years — to make a decision on buying lab equipment. By focusing on brand awareness now, you’ll increase the likelihood that your products will be front-of-mind when lab administrators are ready to make purchases again.
Forty percent of researchers reported spending more time looking into or applying for funding over the last year. And it’s likely that jitters from financial insecurity related to COVID-19 will carry over into the years to come. This means that solid social proof is more important than ever for helping researchers feel assured that they’re buying the best equipment for their money. Use this time to build campaigns and strategies around real-world customer successes.
Science hasn’t slowed down, but the way people work has changed. Keep an eye out for opportunities to engage potential customers digitally. This may mean creating new customer engagement streams (e.g., online simulation-style equipment training modules) or ramping up targeted, digital marketing campaigns. Researchers have moved online; you can make the most of the lab downtime by moving your strategies with them.
Looking for more information on life science marketing during the pandemic? Download the full report here or watch our webinar to gain further insights into how the COVID-19 pandemic has changed the way researchers are working.
