Reaching researchers in Japan beyond search ads: combining email DM and native ads
Overseas life science tool companies entering Japan often find that online ads bring little response from researchers, and that filling a webinar or launching a new product to the Japanese research community is harder than expected. This column explains why, and how combining channels helps generate qualified leads.
Researchers who search, and researchers who explore
Researchers gather information in two broad ways. Some already know the product, catalog number or supplier they want and search manufacturer or comparison sites. Others have an experimental problem and are looking for a solution without yet knowing which product fits.
The first group will find you through search and catalogs. The second group will not, and for new technologies and products, which researchers may not know exist, this is the group that matters most for winning new customers.
Why ads alone rarely produce qualified leads
Programmatic ads are easy to start, but narrowing them to specialist audiences such as life science researchers is difficult, especially in a market where you are not yet known. Clicks may rise while few turn into inquiries. Reliable lead generation needs a mix of channels: one that reaches researchers directly, and one that meets them in the context of topics they are already reading about.
Combining email DM and native ads
Email DM sent under your company's name to the registered users of a researcher-focused media site reaches researchers directly. It reads like a message from your own company and works well for webinar promotion, product announcements and lead nurturing. Seeing which organizations' researchers responded helps you plan the next step.
Native ads are suited to researchers who are still exploring. Showing your product alongside articles on related topics, such as regenerative medicine or genome editing, brings researchers to your product page who would never have searched for your catalog number. Email DM builds awareness and interest, and native ads widen contact with researchers comparing options. Used together, they turn one-off campaigns into a steady flow of prospects.
Summary
Reaching researchers in Japan starts with deciding whether you want to reach active buyers, researchers still exploring, or both, and choosing channels to match. BioAssociates helps life science companies generate leads in Japan through email DM and native ads and product landing pages on BioMarket.jp, our Japanese life science portal. To discuss the right combination for your goals, please contact us.