Should You Leave Your Media Planning To A Scientific Agency?

Planning your media strategy is never a breeze

, especially if your area of expertise happens to be something far apart from the world of marketing or advertising. Scientific firms do sometimes decide to take on an in-house marketing department to handle their corporate communications and to craft their overall marketing message, but when it comes to media planning, many of these firms are not quite well equipped for the job.

Media planning and buying for any industry takes a certain level of skill and expertise, but when your business is in the sciences, there is a whole different kind of approach which is called for both in the kind of media you advertise or maintain your brand image with and in how you reach these potential consumers.

Naturally, your market is almost certainly a business to business one rather than a business to consumer one; your goods and services are intended for use by researchers, industries or perhaps in the healthcare industry rather than for purchase by the average consumer. This means that you can't approach marketing your products, services or your company as a brand in the same way that you might market, say, soap flakes. Instead, you'll need a scientific agency with the knowledge of the industry and your products to carry out effective media planning and buying which targets exactly the kind of companies that you'd like to be doing business with.

An agency which specializes in the scientific market also has another advantage over your in-house marketing department, regardless of how talented or creative they may happen to be: contacts with publishers whose media channels target your most likely customers.

If your firm manufactures scientific instruments, you'll obviously do a lot better at reaching your market by advertising in (for instance) Springer's scientific journals than you would with a media buy on your local radio station. As always with advertising in general and media planning and buying in particular, it's not only having the right message that matters, but getting this message to the right market.

A scientific agency will have the kind of contacts in media outlets which target the scientific, research and medical communities - contacts which mean being able to negotiate better rates on your media buys than your own marketing department would likely be able to. Getting the best return on your marketing investment depends not only on well crafted advertisements which get the attention of your target market and of course, drive sales as well, but getting favorable rates on your media placements which maximize this return.

Getting your message out is always the goal, but if you're not getting your message in front of the people who make purchasing decisions for products and services like the ones you offer, it's only going to get you so far - and of course, when you can find a scientific agency which knows how to find you the right placements at the right prices, your marketing budget can stretch much farther.

by: Andrew Long

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