Content Marketing and the Transformation of Life Science Marketing (Report #14-005)

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What makes Content Marketing and the Transformation of Life Science Marketing different from a generic “how to guide” for content marketing? We’ve gone directly to life scientists to:

*Identify the types of online content that are most valued and relevant to their research
*Uncover the information that they are willing share for personalization of content
*Pinpoint the information that they are willing to share to get a steep product discount
*Discover the types of online content most valued during each phase of the buying process
*Recognize the life science suppliers most often tapped as sources of online content
*Describe the strengths and weakness associated with online content available from life science suppliers

For suppliers who want to use content marketing to establish and strengthen their relationships with customers, Content Marketing and the Transformation of Life Science Marketing provides data-driven best practices to help optimize content marketing practices in such a way that strengthens relationships, inspires loyalty and calls a scientist to action.

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Report Overview:

Life science marketers cannot stop talking about content marketing. What exactly is it—the new advertising? For suppliers who want to develop a content marketing strategy that connects with customers, Content Marketing and the Transformation of Life Science Marketing, provides in-depth examination of life scientists’ preferences for online content.

In an era where customers are rapidly taking the lead in the sales process, often completing 60% or more of the sales process before contacting a sales rep, what can life science suppliers do to influence the decision of which vendor to select?

Life science suppliers have been creating great content for decades—websites, manuals, protocols, product selection guides, seminars, webinars, videos, to name but a few. How is content creation and deployment different today?

Content marketing has been defined as a technique comprised of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience.

It is more than the four P’s of marketing—price, product, promotion, and place. Marketers are challenged as never before to connect with scientists, capturing them intellectually while resonating with them emotionally.

Content marketing ideally leverages the benefits of marketing automation with various digital media channels to establish and reinforce customer relationships.

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Contact Us

This report will be available on March 17, 2014. Contact us via email at: reports@gene2drug.com, or via phone at (703)778-3080 ext. 14 for more information about this report.

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Content Marketing and the Transformation of Life Science Marketing (Report #14-005)

  1. 1. Report #14-005 Print $3,200 Site License $5,200 Print + Site License $5,200 Company-Wide License $6,500 BUY THE REPORT REPORT OVERVIEW Content Marketing and the Transformation of Life Science Marketing March 2014 ©2014 BioInformatics LLC www.gene2drug.com
  2. 2. Report #14-005 Content Marketing and the Transformation of Life Science Marketing BUY THE REPORT n Table of Contents n n Report Highlights........................................................................................................................................ 4 . n Overview................................................................................................................................................................... 7 . n Sample Data........................................................................................................................................................ 10 n Methodology....................................................................................................................................................12 n Pricing........................................................................................................................................................................15 . n Recent report titles..............................................................................................................................16 n ©2014 BioInformatics LLC Study Scope........................................................................................................................................................... 3 About Bioinformatics LLC................................................................................................................17 www.gene2drug.com 2 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  3. 3. STUDY SCOPE Content Marketing and the Transformation of Life Science Marketing BUY THE REPORT n STUDY SCope This report will help you to: n Identify the types of devices scientists are using to connect with their suppliers and their relative utilization n Understand the options that scientists face when learning about products and services online to support their research n Pinpoint the types of vendor-generated content scientists need as they find, decide, buy and use products for their lab n Assess the value and relevancy of vendor-generated content n Define boundaries around customer expectations regarding the privacy of their personal information ©2014 BioInformatics LLC www.gene2drug.com 3 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  4. 4. REPORT HIGHLIGHTS Content Marketing and the Transformation of Life Science Marketing BUY THE REPORT n Report highlights Internet Usage n Devices n Hours Used When Reading/Viewing Research-Related Online Content Spent per Week Reading/Viewing Online Content that is Research-Related n Percentage n Devices of Time Spent per Week Online that Is Focused on Research-Related Products Used to Access Online Information About Research-Related Products Use of Online Content n Reliance on Online Content to Support Research n Preferred n Types Online Sources of Information When Learning About Products of Online Content Accessed When Learning About Products n Role of Social Media in Learning About Products n Role of Scientific Social Media in Learning About Products n Role of Vendor-Sponsored Social Media Pages in Learning About Products n Customer n Types n How of Online Content that Scientists Share With Their Colleagues Scientists Share Online Content with Their Colleagues n Likelihood ©2014 BioInformatics LLC Sentiments Regarding Online Content to Read Online Content that Has Been Shared Depends on Source www.gene2drug.com 4 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  5. 5. REPORT HIGHLIGHTS Content Marketing and the Transformation of Life Science Marketing BUY THE REPORT n Report highlights (continued) Use of Online Content from Life Science Vendors n Credibility of Various Types of Online Content n Ease with Which Content is Found on Vendor Websites to Support Your Research n Ease with Which Content is Found on Vendor Websites to Support the Purchase of Products n Value Associated with Personalized Vendor-Specific Content to Help FIND Products n Value Associated with Personalized Vendor-Specific Content to Help DECIDE Which Products to Use n Value Associated with Personalized Vendor-Specific Content to Help BUY Products n Value Associated with Personalized Vendor-Specific Content to Help USE Products n Sources of Online Information that Influence Vendor Selection Value and Relevancy of Vendor-Generated Online Content n Types n Top of Vendor-Generated Content Used to Learn About Products and Services Vendors by Percentage of Respondents Who Access Vendors for Online Content n Value Associated with Vendor-Generated Online Content n Relevancy Associated ©2014 BioInformatics LLC with Vendor-Generated Online Content www.gene2drug.com 5 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  6. 6. REPORT HIGHLIGHTS Content Marketing and the Transformation of Life Science Marketing BUY THE REPORT n Report highlights (continued) Privacy, Personalization and Reward n Expectations n Items Regarding the Accessibility of Online Content Considered to be MOST Private by Life Scientists n Willingness to Share Information Based on Context n Confidence That Privacy Will Be Respected and Protected n Top ©2014 BioInformatics LLC Twenty Vendors Most Trusted to Respect Customer Privacy www.gene2drug.com 6 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  7. 7. OVERVIEW Content Marketing and the Transformation of Life Science Marketing BUY THE REPORT n OVERVIEW Life science marketers cannot stop talking about content marketing. What exactly is it—the new advertising? For suppliers who want to develop a content marketing strategy that connects with customers, Content Marketing and the Transformation of Life Science Marketing, provides in-depth examination of life scientists’ preferences for online content. In an era where customers are rapidly taking the lead in the sales process, often completing 60% or more of the sales process before contacting a sales rep, what can life science suppliers do to influence the decision of which vendor to select? Life science suppliers have been creating great content for decades— websites, manuals, protocols, product selection guides, seminars, webinars, videos, to name but a few. How is content creation and deployment different today? ©2014 BioInformatics LLC www.gene2drug.com 7 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  8. 8. OVERVIEW Content Marketing and the Transformation of Life Science Marketing BUY THE REPORT n Overview (continued) Content marketing has been defined as a technique comprised of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience. It is more than the four P’s of marketing—price, product, promotion, and place. Marketers are challenged as never before to connect with scientists, capturing them intellectually while resonating with them emotionally. Content marketing ideally leverages the benefits of marketing automation with various digital media channels to establish and reinforce customer relationships. ©2014 BioInformatics LLC www.gene2drug.com 8 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  9. 9. OVERVIEW Content Marketing and the Transformation of Life Science Marketing BUY THE REPORT n Overview (continued) What makes Content Marketing and the Transformation of Life Science Marketing different from a generic “how to guide” for content marketing? We’ve gone directly to life scientists to: n Identify the types of online content that are most valued and relevant to their research n Uncover the information that they are willing share for personalization of content n Pinpoint the information that they are willing to share to get a steep product discount n Discover the types of online content most valued during each phase of the buying process n Recognize the life science suppliers most often tapped as sources of online content n Describe the strengths and weakness associated with online content available from life science suppliers For suppliers who want to use content marketing to establish and strengthen their relationships with customers, Content Marketing and the Transformation of Life Science Marketing provides data-driven best practices to help optimize content marketing practices in such a way that strengthens relationships, inspires loyalty and calls a scientist to action. ©2014 BioInformatics LLC www.gene2drug.com 9 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  10. 10. SAMPLE DATA Content Marketing and the Transformation of Life Science Marketing BUY THE REPORT n sample data ONLINE CONTENT MOST LIKELY TO BE SHARED WITH COLLEAGUES 69% Peer-reviewed scientific articles 60% Online scientific publications 33% Vendor websites Online presentations (e.g., SlideShare) 18% Webinars 18% 14% Online product announcements Scientific social media sites (e.g., ResearchGate, Biocompare) Discussion Forums/Message Boards 14% 14% E-books 8% Online case studies 8% Online white papers 8% Videos 7% Blog posts 6% Social media (e.g., LinkedIn, Twitter) I typically don't share this type of content with colleagues 5% ©2014 BioInformatics LLC 5% www.gene2drug.com 10 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  11. 11. SAMPLE DATA Content Marketing and the Transformation of Life Science Marketing BUY THE REPORT n sample data VENDOR-GENERATED CONTENT USED TO LEARN ABOUT PRODUCTS AND SERVICES Manuals & protocols 86% Citations & references 70% Product selection guides & tools 49% New product announcements 44% Technical newsletters 40% Product FAQs 35% Vendor sponsored webinars 25% Vendor presentations (e.g., SlideShare) White papers/presentations written by scientists who have used the product Technical reference library 23% 22% 21% Technical assistance chat 18% Vendor sponsored infographics 16% Vendor sponsored videos 15% White papers/presentations written by the vendor 14% Sponsored discussion boards Blog posts by company executives 7% Vendor sponsored podcasts 6% Mobile applications 6% Links to vendors' social media sites ©2014 BioInformatics LLC 8% 5% www.gene2drug.com 11 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  12. 12. METHODOLOGY Content Marketing and the Transformation of Life Science Marketing BUY THE REPORT n methodology This report, Content Marketing and the Transformation of Life Science Marketing, is based on responses to a 38-question online survey conducted by BioInformatics LLC (Arlington, Virginia, USA). 956 scientists from North America, Europe and Rest of World (predominantly from Asia) met the qualification requirements of the study and participated in this survey between February 12 and February 21, 2014. Region Rest of World 22% North America 41% Europe 37% ©2014 BioInformatics LLC www.gene2drug.com 12 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  13. 13. METHODOLOGY Content Marketing and the Transformation of Life Science Marketing TOP AREAS OF RESEARCH Molecular Biology 71% Cell Biology 54% Biochemistry 50% Genetics/Genomics 39% Immunology/Virology 31% Cancer/Oncology 31% Protein Sciences 30% Microbiology 29% Drug Discovery/R&D 22% Proteomics 21% Bioinformatics 21% Neuroscience 19% Stem Cell Biology 17% Molecular Diagnostics 16% Histology 16% Epigenetics/Epigenomics Developmental Biology 14% 13% Clinical Diagnostics 11% Pathology 11% ©2014 BioInformatics LLC www.gene2drug.com 13 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  14. 14. METHODOLOGY Content Marketing and the Transformation of Life Science Marketing SEGMENT job 56% Academic/University Research Institute/Foundation (nonprofit) 10% Government 8% Biopharmaceutical Company 8% 6% Pharmaceutical Company University Medical Center Hospital 5% 3% 25% Principal Investigator Professor/Assistant Professor/ Teacher 18% 16% Staff Scientist 13% Post Doctoral Fellow Lab Manager/Director/ Supervisor/Coordinator 12% Department Head 5% 5% Contract Research Organization 2% Graduate Student/Research Assistant/PhD Student Research Institute (for-profit) 2% Laboratory Technician Commercial Testing Lab ©2014 BioInformatics LLC 1% Executive (CEO, VP, etc.) 3% 1% www.gene2drug.com 14 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  15. 15. PRICING Content Marketing and the Transformation of Life Science Marketing BUY THE REPORT n ACT NOW Until April 14, 2014 the purchase of this report will include a FREE copy of the dataset, delivered in Excel format. Regularly a $1,200 value, a complimentary dataset will be included with your order: Print $3,200 Site License $5,200 Print + Site License $5,200 Company-Wide License $6,500 With your purchase of this report, we invite you to set up a meeting with our report team of scientific and business analysts. We can answer any questions you may have about the study results and we can share with you what we believe to be the significant trends affecting your market. ©2014 BioInformatics LLC www.gene2drug.com 15 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  16. 16. Content Marketing and the Transformation of Life Science Marketing BUY THE REPORT Click here for a complete list of our reports n Recent report titles: Lab Budgets and Sources of Funding in 2014: The Market Outlook for the United States, Europe and Asia December 2013 NGS Library Prep Market Scan November 2013 Digital Marketing to Life Scientists: Social Media and Email Best Practices October 2013 Life Science Instrumentation: Brand Performance June 2013 The Market for Primary Cells & Stem Cell–Derived Cells May 2013 Enhancing the Customer Experience March 2013 Best Practices for Advertising to Life Scientists February 2013 ©2014 BioInformatics LLC www.gene2drug.com 16 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005
  17. 17. BUY THE REPORT Click here for a complete list of our reports n ABOUT BIOINFORMATICS LLC Since our inception in 1994, BioInformatics LLC has provided critical market intelligence to leading companies serving the life science, medical and pharmaceutical industries. We support clients across the entire market spectrum—from scientific research to diagnostics and therapeutics—providing high-level management with market insights. Our published reports allow marketing professionals to share in the results of broad-based market studies that provide access to high-quality research at an affordable price. Our custom research is tailored to the specific needs of the companies’ executive management. For more information about BioInformatics’ product and service offerings, please visit our website at www.gene2drug.com, call 703.778.3080 x22, or email g.thompson@gene2drug.com ©2014 BioInformatics LLC www.gene2drug.com 17 @2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005

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