Life science content marketing – placing a high value on the trustworthiness of a source
Like all consumers who go online to learn more about the products and services they intend to buy, the trustworthiness of that source predicates how often certain resources are tapped.
In a recent survey of over 950 scientists from academia and industrial organizations worldwide, results showed that online scientific publications, vendor websites and peer-reviewed scientific articles are the most popular and widely accessed types of content to learn about products. Data from this study showed that on average, a scientist will tap 5.4 different sources of content during this process.
When respondents were asked:
What types of online content are you most likely to share with your colleagues?
the majority of respondents were surprisingly neutral in their assessment of the trustworthiness of vendor-created content, especially in light of the high marks awarded for the value and relevancy of the information obtained from suppliers.
Life scientists are more likely to share the accepted “coin of the realm” with their colleagues: published scientific findings that have been vetted by their peers.
BioInformatics LLC report #14-005, Content Marketing and the Transformation of Life Science Marketing, March 2014.
