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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
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.
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.
- Devices Used When Reading/Viewing Research-Related Online Content
- Hours Spent per Week Reading/Viewing Online Content that is Research-Related
- Percentage of Time Spent per Week Online that Is Focused on Research-Related Products and Services
- Devices Used to Access Online Information About Research-Related Products and Services
Use of Online Content
- Reliance on Online Content to Support Research
- Preferred Online Sources of Information When Learning About Products and Services
- Types of Online Content Accessed When Learning About Products and Services
- Role of Social Media in Learning About Products and Services
- Role of Scientific Social Media in Learning About Products and Services
- Role of Vendor-Sponsored Social Media Pages in Learning About Products and Services
- Customer Sentiments Regarding Online Content
- Types of Online Content that Scientists Share With Their Colleagues
- How Scientists Share Online Content with Their Colleagues
- Likelihood to Read Online Content that Has Been Shared Depends on Source
Use of Online Content from Life Science Vendors
- Credibility of Various Types of Online Content
- Ease with Which Content is Found on Vendor Websites to Support Your Research
- Ease with Which Content is Found on Vendor Websites to Support the Purchase of Products and Services
- Value Associated with Personalized Vendor-Specific Content to Help FIND Products
- Value Associated with Personalized Vendor-Specific Content to Help DECIDE Which Products to Use
- Value Associated with Personalized Vendor-Specific Content to Help BUY Products
- Value Associated with Personalized Vendor-Specific Content to Help USE Products
- Sources of Online Information that Influence Vendor Selection
Value and Relevancy of Vendor-Generated Online Content
- Types of Vendor-Generated Content Used to Learn About Products and Services
- Top Vendors by Percentage of Respondents Who Access Vendors for Online Content
- Value Associated with Vendor-Generated Online Content
- Relevancy Associated with Vendor-Generated Online Content
Privacy, Personalization and Reward
- Expectations Regarding the Accessibility of Online Content
- Items Considered to be MOST Private by Life Scientists
- Willingness to Share Information Based on Context
- Confidence That Privacy Will Be Respected and Protected
- Top Twenty Vendors Most Trusted to Respect Customer Privacy