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. ------ 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. ------- 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.

1. Report #14-005
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REPORT OVERVIEW
Content Marketing and
the Transformation of
Life Science Marketing
March 2014
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2. Report #14-005
Content Marketing and the Transformation of Life Science Marketing
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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
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3. STUDY SCOPE
Content Marketing and the Transformation of Life Science Marketing
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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
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4. REPORT HIGHLIGHTS
Content Marketing and the Transformation of Life Science Marketing
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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
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5. REPORT HIGHLIGHTS
Content Marketing and the Transformation of Life Science Marketing
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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
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6. REPORT HIGHLIGHTS
Content Marketing and the Transformation of Life Science Marketing
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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
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7. OVERVIEW
Content Marketing and the Transformation of Life Science Marketing
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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. OVERVIEW
Content Marketing and the Transformation of Life Science Marketing
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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. OVERVIEW
Content Marketing and the Transformation of Life Science Marketing
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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. SAMPLE DATA
Content Marketing and the Transformation of Life Science Marketing
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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%
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11. SAMPLE DATA
Content Marketing and the Transformation of Life Science Marketing
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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%
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12. METHODOLOGY
Content Marketing and the Transformation of Life Science Marketing
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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
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@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005

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
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@2013 BioInformatics, LLC n www.gene2drug.com n Report #13-005

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%
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15. PRICING
Content Marketing and the Transformation of Life Science Marketing
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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:
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With your purchase of this report, we invite you to set up a meeting with our report
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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
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16. Content Marketing and the Transformation of Life Science Marketing
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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
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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
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