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Life Science Marketing Survey 2012


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Comprendia's survey on life science marketing trends for 2012. View the related workshop webinar:

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Life Science Marketing Survey 2012

  1. 1. Life Science Marketing Survey 2012 Survey of Marketing, Business Development, and Sales Professionalsinvolved in the sale of non-FDA regulated products. © Comprendia, LLC October 1, 2012 Workshop Webinar
  2. 2. Summary of Results This survey was promoted to life science When asked about non-digital marketing marketing, business development, sales and activities for 2013, self-hosted events, white management professionals through the papers, and press releases were the top Biotech Marketing Group on LinkedIn and choices (Question 8). For digital marketing through Comprendia’s website and network. activities in 2013, webinars, SEO/inbound Survey questions can be downloaded at marketing, and web 2.0 were the top choices, with interest in these tactics being 12_Marketing_Survey_Questions.pdf. greater than non-digital methods (Question 9). Thirty-seven people completed the survey. The top three occupations were Marketing Respondents were asked for their most Communications, Business Development, and challenging items in 2013, and indicated that Marketing Manager (Question 3), with the lead generation and capture, engaging majority working at companies between 1 thought leaders, and customer engagement and 100 employees (Question 4). were the biggest issues (Question 10). The last question posed a series of statements which The biggest product area for respondents respondents were asked to indicate their was Services (Question 5) with most of the agreement on, and other options being roughly equal. Regarding engagement, resources, and metrics were customer identity, respondents chose almost the biggest issues (Question 11). all options equally (Question 6). When asked about their challenge from a broad The results were covered in a workshop perspective in an essay question (Question webinar given by Mary Canady October 7), the general consensus was a need for 2, 2012. better lead generation.2 © Comprendia, LLC All rights reserved.
  3. 3. Q3. Please indicate your role: C-Level Management 7% Marketing Sales Communications 9% 22% Marketing Director 9% Product Manager Business 15% Development 20% Marketing Manager 18% n=373 © Comprendia, LLC All rights reserved.
  4. 4. Q4. Please enter the size of your organization: 100-1000 Employees 10-100 6% Employees 40% 1000+ Employees 27% 1-10 Employees 27% n=374 © Comprendia, LLC All rights reserved.
  5. 5. Q5. Please describe the products you manage or sell (check all that apply): Inert consumables (e.g. Pipet tips) 1% Target-based products (e.g. Services kinase antibodies) 37% 7% Protein based consumables (e.g. recombinant enzymes) 10% Instruments Priced $10,000+ (e.g. centrifuges) 11% Instruments priced <$10,000 (e.g. thermo cyclers) 11% DNA/RNA based Chemistry consumables (e.g. consumables (e.g. buffers) cloning kits) 11% 12% n=375 © Comprendia, LLC All rights reserved.
  6. 6. Q6. Please choose all of the customers that you sell products to (check all that apply): Other (please Upper Principal specify) Management in Investigators in 5% Biotech/ Academia Pharma 15% 17% Bench level Lab managers scientists in in Academia Academia 15% 17% Bench level scientists in Lab managers Biotech/ in Biotech/ Pharma Pharma 15% 16% n=376 © Comprendia, LLC All rights reserved.
  7. 7. Q7. Consider your 2013 life science marketing planning from the 30,000 foot level. What is your biggest challenge? n=377 © Comprendia, LLC All rights reserved.
  8. 8. Q8. Please indicate how your utilization of NON- DIGITAL advertising and marketing will change in 2013 compared to 2012. Increase 3 2.44 2.38 2.37 2.26 2.19 Stay the same 2 1.9 1.71 1.55 Decrease 1 0 Average: 2.11 n=378 © Comprendia, LLC All rights reserved.
  9. 9. Q9. Please indicate how your utilization of DIGITAL advertising and marketing will change in 2013 compared to 2012. Increase 3 2.79 2.78 2.72 2.7 2.62 2.59 2.59 2.53 2.5 2.45 2.38 2.3 2.22 2.22 2.14 Stay the same 2 Decrease 1 0 Average: 2.54 n=379 © Comprendia, LLC All rights reserved.
  10. 10. Q10. indicate which areas are challenging by ranking the topics below on a scale of 1 to 5. Very 5 challenging 4 3.7 3.6 3.6 3.5 3.3 3.2 3.2 3.2 3.2 3.2 3.0 3.0 2.9 3 2.6 2.5 2 1 Not challenging10 n=37 © Comprendia, LLC All rights reserved.
  11. 11. Q11. Read each sentence below, and indicate your level of agreement or disagreement for each statement. 5=Strongly Agree Proving return on investment (ROI) is still an issue for social media in our company. 3.55 We lack the time to create the additional content needed for the marketing channels we are using or wish to use. 3.36 We are not impressed with the results of our social media efforts so far. 3.33 Our management has embraced social media and digital marketing. 3.32 Our online brand provides value to our customers. 3.27 We are struggling with the integration of digital, social, and traditional marketing strategies and tactics. 3.14 We would like to sponsor blogs and forums but dont know where to start. 3.02 We need help defining social media policies for our company. 2.89 Our customers are engaged with our online presence. 2.89 We need help with social media basics. 2.84 We have developed procedures to effectively use and monitor digital and social media strategies. 2.65 1=Strongly Disagree n=3711 © Comprendia, LLC All rights reserved.
  12. 12. View the related workshop webinar: © Comprendia, LLC All rights reserved.