Comprendia's survey on life science marketing trends for 2012. View the related workshop webinar: http://comprendia.com/2012workshop

1. Life Science Marketing
Survey 2012
Survey of Marketing, Business
Development, and Sales Professionals
involved in the sale of non-FDA regulated
products.
© Comprendia, LLC October 1, 2012
Workshop Webinar

2. Summary of Results
This survey was promoted to life science When asked about non-digital marketing
marketing, business development, sales and activities for 2013, self-hosted events, white
management professionals through the papers, and press releases were the top
Biotech Marketing Group on LinkedIn and choices (Question 8). For digital marketing
through Comprendia’s website and network. activities in 2013, webinars, SEO/inbound
Survey questions can be downloaded at marketing, and web 2.0 were the top
http://comprendia.com/publicdownloads/20 choices, with interest in these tactics being
12_Marketing_Survey_Questions.pdf. greater than non-digital methods (Question
9).
Thirty-seven people completed the survey.
The top three occupations were Marketing Respondents were asked for their most
Communications, Business Development, and challenging items in 2013, and indicated that
Marketing Manager (Question 3), with the lead generation and capture, engaging
majority working at companies between 1 thought leaders, and customer engagement
and 100 employees (Question 4). were the biggest issues (Question 10). The last
question posed a series of statements which
The biggest product area for respondents respondents were asked to indicate their
was Services (Question 5) with most of the agreement on, and
other options being roughly equal. Regarding engagement, resources, and metrics were
customer identity, respondents chose almost the biggest issues (Question 11).
all options equally (Question 6). When asked
about their challenge from a broad The results were covered in a workshop
perspective in an essay question (Question webinar given by Mary Canady October
7), the general consensus was a need for 2, 2012.
better lead generation.
2 © Comprendia, LLC All rights reserved.

3. Q3. Please indicate your role:
C-Level
Management
7% Marketing
Sales Communications
9% 22%
Marketing
Director
9%
Product Manager Business
15% Development
20%
Marketing
Manager
18%
n=37
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4. Q4. Please enter the size of your organization:
100-1000
Employees 10-100
6% Employees
40%
1000+
Employees
27%
1-10
Employees
27%
n=37
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5. Q5. Please describe the products you manage or
sell (check all that apply):
Inert' consumables
(e.g. Pipet tips)
1%
Target-based
products (e.g. Services
kinase antibodies) 37%
7%
Protein based
consumables (e.g.
recombinant
enzymes)
10%
Instruments Priced
$10,000+ (e.g.
centrifuges)
11%
Instruments priced
<$10,000 (e.g.
thermo cyclers)
11% DNA/RNA based
Chemistry
consumables (e.g. consumables (e.g.
buffers) cloning kits)
11% 12%
n=37
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6. Q6. Please choose all of the customers that you sell
products to (check all that apply):
Other (please Upper
Principal specify) Management in
Investigators in 5% Biotech/
Academia Pharma
15% 17%
Bench level
Lab managers scientists in
in Academia Academia
15% 17%
Bench level
scientists in Lab managers
Biotech/ in Biotech/
Pharma Pharma
15% 16%
n=37
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7. Q7. Consider your 2013 life science marketing
planning from the 30,000 foot level. What is
your biggest challenge?
n=37
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8. Q8. Please indicate how your utilization of NON-
DIGITAL advertising and marketing will change in
2013 compared to 2012.
Increase 3
2.44 2.38 2.37 2.26 2.19
Stay the same 2 1.9
1.71
1.55
Decrease 1
0
Average: 2.11
n=37
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9. Q9. Please indicate how your utilization of DIGITAL
advertising and marketing will change in 2013
compared to 2012.
Increase 3 2.79 2.78 2.72 2.7 2.62 2.59 2.59 2.53 2.5 2.45 2.38 2.3 2.22 2.22 2.14
Stay the same 2
Decrease 1
0
Average: 2.54
n=37
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10. Q10. indicate which areas are challenging by
ranking the topics below on a scale of 1 to 5.
Very
5
challenging
4 3.7 3.6 3.6
3.5
3.3 3.2 3.2 3.2 3.2 3.2
3.0 3.0 2.9
3 2.6
2.5
2
1
Not
challenging
10 n=37 © Comprendia, LLC All rights reserved.

11. Q11. Read each sentence below, and indicate
your level of agreement or disagreement for each
statement.
5=Strongly Agree
Proving return on investment (ROI) is still an issue for social media in our
company. 3.55
We lack the time to create the additional content needed for the
marketing channels we are using or wish to use. 3.36
We are not impressed with the results of our social media efforts so far. 3.33
Our management has embraced social media and digital marketing. 3.32
Our online brand provides value to our customers. 3.27
We are struggling with the integration of digital, social, and traditional
marketing strategies and tactics. 3.14
We would like to sponsor blogs and forums but don't know where to
start. 3.02
We need help defining social media policies for our company. 2.89
Our customers are engaged with our online presence. 2.89
We need help with social media basics. 2.84
We have developed procedures to effectively use and monitor digital
and social media strategies. 2.65
1=Strongly Disagree
n=37
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12. View the related workshop webinar:
comprendia.com/2012workshop
12 © Comprendia, LLC All rights reserved.