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市場調查報告書

生命科學的內容行銷與轉變

Content Marketing and the Transformation of Life Science Marketing

出版商 BioInformatics, LLC 商品編碼 298918
出版日期 內容資訊 英文 96 Pages
商品交期: 最快1-2個工作天內
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生命科學的內容行銷與轉變 Content Marketing and the Transformation of Life Science Marketing
出版日期: 2014年03月30日 內容資訊: 英文 96 Pages
簡介

本報告針對生命科學內容行銷提供以生命科學家為對像實施的調查結果,提供最有研究價值的相關線上內容種類、購入流程與各階段最有價值線上內容種類、生命科學供應商可找到的線上內容相關優缺點分析,目錄介紹如下。

第1章 調查結果分析、解說

摘要

利用網路

  • 調查相關線上內容的閱覽/視聽設備
  • 調查相關產品、服務相關線上資料連結設備
  • 調查相關線上內容閱覽/視聽1週平均花費時間
  • 調查相關產品、服務線上1週平均花費時間

使用線上內容

  • 透過線上內容支持研究
  • 學習產品、服務的偏好線上情報來源
  • 學習產品、服務的連結線上內容種類
  • 學習產品、服務的群社媒體角色
  • 線上內容相關顧客感想
  • 科學家與同事共用的線上內容種類
  • 科學家與同事如何共用線上內容
  • 共用的線上內容可讀性

生命科學供應商線上內容

  • 線上內容多種類的信賴性
  • 支援研究的供應商網站內容
  • 支援購買產品、服務的供應商網站內容
  • 可尋找產品的個人化供應商特有內容相關價值
  • 決定使用產品的個人化供應商特有內容相關價值
  • 產品購入的個人化供應商特有內容相關價值
  • 產品利用的個人化供應商特有內容相關價值
  • 影響供應商選擇的線上情報來源

供應商生成內容價值、關連性

  • 用於學習產品、服務的供應商生成內容種類
  • 供應商生成線上內容相關價值
  • 供應商生成線上內容與關連性
  • 供應商回答線上內容比例的20大供應商

隱私、個人化與獎勵

  • 對於線上內容可及性的相關期待
  • 生命科學學家認為最私人的項目
  • 透過競賽分享資料的共識
  • 相信隱私會被尊重及保護
  • 尊重顧客隱私的20家值得信賴供應商

第2章 調查方法、統計

第3章 附錄

目錄
Product Code: 14-005

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

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.

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.

Table of Contents

Section 1: Analysis and Interpretation of Survey Results

Executive Summary

Internet Usage

  • Devices Used When Reading/Viewing Research-Related Online Content
  • Device Utilization When Accessing Online Information About Research-Related Products and Services
  • Average Hours Spent per Week Reading/Viewing Online Content that is Research-Related
  • Hours Spent per Week Online Focused on 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
  • 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

Online Content from Life Science Vendors

  • Credibility of Various Types of Online Content
  • Ease with Which Content is Found on Vendor Websites to Support 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 Content

  • Types of Vendor-Generated Content Used to Learn About Products and Services
  • Value Associated with Vendor-Generated Online Content
  • Relevancy Associated with Vendor-Generated Online Content
  • Top Twenty Vendors by Percentage of Respondents Who Access Vendors for 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

Section 2: Methodology and Demographics

  • Methodology
  • Demographics
  • Questionnaire

Section 3: Appendices

  • Appendix A: Verbatim Comments
  • Appendix B: Additional Analysis
  • Appendix C: Other Publications
  • Appendix D: About BioInformatics LLC
  • Appendix E: Our Valued Clients
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