Using full-text articles to generate insights for scientific sales and marketing

Many of our customers working in marketing and sales have requested the capability to do full-text searches to understand the market penetration of competing solutions down to the individual researcher level. In our most recent update of the platform, we have included about 2 million full-text articles. In this post, we go through a Monocl search for a specific Fluorescent in situ hybridization (FISH) technology to showcase the great power of having full-text content implemented. We also highlight the difference in results before and after the addition the full-text articles and how you can use the Monocl platform to gain unique insights.

The new release now features full-text labels as well as links to full-text articles and journal title pages.

Fluorescent in situ hybridization is a molecular technique that are used in finding specific DNA features and it is used in medicine, species identification and genetic counselling. Many of the world’s leading scientific instrument manufacturers, as well as other companies, are suppling the research market with FISH probes. Finding and selectively targeting researchers working with these probes, or with technologies that may be replaced by FISH, presents a major opportunity for marketeers and sales representatives in the industry.

While a siloed analysis on publications is valuable on its own, evaluating the actual research being performed by individual researchers provides a far superior value in the fraction of the time. Monocl enables you to evaluate the researchers who have worked on FISH probes with a few clicks. More than 3 800 researchers have authored the 954 articles referenced above. This is based on data before the new release.

Searching in Monocl with the newly implemented full-text capabilities generates some pretty interesting results. The same search for FISH probes now generates 3 624 articles (+280%), authored by more than 17 000 researchers (+347%), distributed as shown below. The vast majority of mentions of FISH probes are in the method section of the publications. While the relevance of each researcher would need to be assessed in more details, the results are striking. Even though we do not enable full-text search in all available publications in the platform, this case illustrates a very important aspect: it is normally sufficient to identify one or a few recent publications per researcher to be able to accurately determine which research instrumentation that is present on the lab.

Distribution of FISH probe researchers globally after the new full-text release.

An interesting competitive intelligence aspect is also enabled through full-text implementation. Searching very specific for a product type, such a FISH probes in combination with a specific company like Agilent Technologies, yields merely 3 publications on Pubmed. This is hardly sufficient to drive market intelligence or lead generation.

Regular PubMed search on FISH probes and a company (in this case Agilent Technologies) yields merely 3 results.

The same search with our new update results in 427 publications (+14 200%) authored by 9 149 researchers.

Monocl results for the same search on FISH probes and Agilent Technologies.

Suitable follow-on analyses, to generate additional leads and to drive upselling based on your existing customer base, could be to review the collaboration pattern of individual researchers, map important research institutions by geography and extract insights on related recent research to enable a better outreach. We will cover how to do this in a future blog.