Content marketing takes the guesswork out of researchers’ buying process

Life scientists dedicate many hours per week online, reading myriad types of content to support their research. In 2013, we documented the shift in preference from reading print to online sources of information. In 2014, we suggest that researchers may be reaching a plateau as to how much time online they can invest each week to remain current in their field.

On average, life scientists worldwide currently spend about 15 hours online each week accessing content related to their research. This amount of time is nearly identical with that reported in 2013* . About one-fourth of the time spent accessing research-related content is allocated to finding out about the research-related products and services—about 3.7 hours per week—less time than estimated in 2013.

In a recent market study, half of the study respondents indicated that they rely on online content more now to learn about products than they did a year ago. If time is a researcher’s most limited resource, then it is reasonable that a researcher will be more inclined to rely on trusted suppliers with whom relationships have been established. Less time is available for unproductive Web searches and scanning content that is neither valuable nor germane.

Successful content marketing can help take the guesswork out of researchers’ buying process.


[1] BioInformatics LLC report #13-001, Best Practices for Advertising to Life Sciences: Online and in Print, February 2013.
[2] BioInformatics LLC report #14-005, Content Marketing and the Transformation of Life Science Marketing, March 2014.



To learn more about how content marketing applies to the life sciences, join ACP-LS and BioInformatics LLC on March 19th at 1PM ET/10AM PT for a free webinar.

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