EXECUTIVE SUMMARY
REPORT #09-005 New Media Marketing Channels:
September 2009
Print: $2,400 $1,800 Creating Effective Online Life Science
Electronic (.pdf): $3,200 $2,400
Promotional Videos
Introductory discount pricing is only available until September 30, 2009!
Overview
Lights, camera, ACTION. Twenty-first century life science
suppliers have stumbled into the movie business, and are
seeking ways to maximize outreach through the use of
online marketing videos. Marketing departments in major
corporations—and mom and pop shops—are scrambling to
identify smart, creative and contagious ways to “go viral”
with this social media tool. From six-figure, slick three-minute
clips to the entrepreneur on a laptop Webcam, companies are
investing millions of dollars to create online videos that engage
the scientific community and call the scientific consumer to
action.
What’s clear is that this new advertising model places the
consumer in the driver’s seat. A scientist will only watch
your video if—and when—he or she wants to, and will only
remember it (and forward it) if the content has captured their
interest. In BioInformatics LLC’s upcoming report, New Media
Marketing Channels: Creating Effective Online Life Science
Promotional Videos, we surveyed nearly 1,300 scientists for
their opinions on marketing videos produced by life science
suppliers to find out how videos are discovered, used and
shared, and to understand impact on brand awareness and
purchasing behavior. In this era of personal branding—where
brands are shaped by the power of online communities—
companies must figure out what makes a scientist choose
to watch their concept, product demonstration or PR spin,
and subsequently buy into the message and share it with
colleagues.
Regardless of how effective videos are (some are and some
aren’t—find out why in this report), what we did find is that
65% of scientists believe that life science suppliers should
circulate videos to promote a brand or a product. We also
asked the respondents in this study what types of content
were accessed online in the past 12 months—to benchmark
current behavior—and we found that three quarters of
scientists have accessed short videos in the past 12 months—
just about equal to the use of news portals (CNN, etc.) and
information-related Web sites (i.e., weather, stock data, etc.).
Plus, of the nearly 1,000 respondents who viewed short online
videos in the past 12 months, 88% did something as a result
of viewing an online video; more than two-thirds forwarded
the video to a friend or colleague and more than half clicked
on a related link, or used a search engine for more information
related to the video.
BioInformatics
market insights from gene to drug Ó£££Ê7ˆÃœ˜Ê Û`ÊUÊ-ՈÌiÊÓxäÊUÊ
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New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos
©2009 BioInformatics, LLC
Overview
New Media Marketing Channels: Creating Effective Online
Life Science Promotional Videos addresses the key elements
& Demographics
Methodology
involved in deploying this alternative marketing channel, and
reveals what your boss is probably asking—what works, and
what doesn’t? Find out how scientists discover marketing
videos, and what actions respondents are likely to take after
watching them (and why). Learn what type of content—and
length—your viewing audience prefers, and find out what
makes a video memorable—or forgettable. Significantly, learn
which companies have made the most memorable videos,
and how frequently scientists watch a product video to assist
with the buying decision. In the final section of this report,
scientists evaluate 16 marketing videos produced by the
Key Findings
following major suppliers:
Affymetrix
Agilent Technologies
Applied Biosystems (Life Technologies)
Bio-Rad Laboratories
BioTek Instruments
BioTrove
Eppendorf
Helicos
Analyst Expertise
Invitrogen (Life Technologies)
NanoDrop (Thermo Fisher Scientific)
Roche Applied Science
Tecan
Thermo Fisher Scientific
Waters
We’ve asked scientists to evaluate videos from these
companies for preferences, relevance to their research,
memorability, effectiveness, and what actions they would take
after viewing it.
Company Information
New Media Marketing Channels: Creating Effective Online
Life Science Promotional Videos is designed to provide insight
as to how to create a favorable impression using video, inspire
scientists to share your content, and ultimately position this
marketing channel as a way to create relationship between
your company and the scientists you serve. Use this guide
to apply metrics to your online video marketing campaign,
validate or re-direct a current video strategy, or invest in a
smart way if you are considering using video to get your
message across—even if you’re the one sitting in front of that
laptop Webcam.
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Executive Summary Page 1 of 6
 Report Objectives
This report explores researchers’ receptivity and responsiveness to online video advertising. Its major goal is to help
life science suppliers leverage online video for their Internet advertising campaigns.

Overview
Specifically, this report will address the following key objectives:

s#LARIFYRESPONDENTSLEVELOF)NTERNETUSEANDFAMILIARITY s)DENTIFYLIFESCIENCESUPPLIERSWHOHAVEPRODUCEDTHE
with different content types most memorable online videos

s$ISCOVERHOWRESPONDENTSLEARNABOUTONLINEVIDEOSAND s2EVEALWHATINCENTIVESLIFESCIENCESUPPLIERSCANPROVIDE
how frequently they watch different types of videos to scientists in order to encourage them to watch their
online videos
s$ETERMINEWHATACTIONSRESPONDENTSARELIKELYTOTAKE

& Demographics
after watching an online video and their likelihood to s0INPOINTCOMPONENTSOFANONLINEVIDEOTHATARE

take part in the viral promotion of the online videos
s!SCERTAINTHEREASONSWHYRESPONDENTSWATCHONLINE
videos
s#APTURERESPONDENTSOPINIONSABOUTTHEIDEALLENGTH
and content of a typical online video
Methodology
necessary for it to be considered both memorable and
effective
s%VALUATEONLINEVIDEOSTHATPROMOTETHEPRODUCTS
from 14 different life science suppliers for their
memorability, effectiveness, and other evaluative criteria

s!SSESSTHELIKELIHOODTOPURCHASEORRECOMMENDTHE
purchase of a life science product as a result of viewing
an online video

Key Findings
Methodology Demographics
New Media Marketing Channels: Creating Effective Market Segment
Online Life Science Promotional Videos is based on Respondents=1280
responses to a 59-question online survey conducted by Academic . . . . . . . . . . . . . . . . . . . . . . . . . . 641 50%
BioInformatics, LLC. The questionnaire was completed by Hospital or University Medical Center . . . . . 179 14%
1,298 life scientists worldwide between August 4 and 17, Government . . . . . . . . . . . . . . . . . . . . . . . . 134 10%
2009. The questionnaire consisted of 41 closed or partially Pharmaceutical Company . . . . . . . . . . . . . . 116 9%

close-ended questions and 18 open-ended questions
designed to encourage participation and to meet objectives
of the study..
The electronic questionnaire was fielded to registered
members of The Science Advisory Board. BioInformatics
sponsors The Science Advisory Board, an online
community of more than 44,000 scientists, physicians
and healthcare professionals from around the world.
The Science Advisory Board is divided into two panels
Analyst Expertise
Biotechnology Company . . . . . . . . . . . . . . . . 96 8%
Private Research . . . . . . . . . . . . . . . . . . . . . . 51 4%
Contract Research . . . . . . . . . . . . . . . . . . . . . 31 2%
Medical Device/Diagnostics . . . . . . . . . . . . . . 16 1%
Commercial Testing Lab . . . . . . . . . . . . . . . . . 7 1%
Healthcare Network/Facility . . . . . . . . . . . . . . 6 <1%
Other . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 <1%
Group/Private Practice . . . . . . . . . . . . . . . . . . 1 <1%

Company Information
Geographic Region
(Research and Clinical) and “convenes” regularly via Respondents=1293
the World Wide Web (www.scienceboard.net) to voice North America . . . . . . . . . . . . . . . . . . . . . . 759 59%
their opinions on a wide variety of issues relating to Europe . . . . . . . . . . . . . . . . . . . . . . . . . . . . 316 24%
biomedical research and clinical technologies. These Asia . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127 10%
experts—representing all aspects of the life sciences and Australasia/Pacific. . . . . . . . . . . . . . . . . . . . . 41 3%
medicine—have agreed to make themselves available to Central/South America . . . . . . . . . . . . . . . . . 30 2%
participate in our online research activities. The Science
Africa . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 2%
Advisory Board members who participated in this study
were drawn from the Board’s Research Panel.
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What life science supplier do scientists want to help promote the brand
and/or a product for by starring in an online video?

Find out on Twitter… http://twitter.com/ScienceAdvBoard

New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos Executive Summary Page 2 of 6
©2009 BioInformatics, LLC
Key Findings

Which of the following have you ever done as a result of watching an online video?

Overview
(check all that apply)

Forwarded the link/video to friends or colleagues 69%

Clicked on one of the "related links" surrounding the
58%
video
Used a search engine to get more information related
52%
to the video content I saw
Downloaded the video 41%

& Demographics
Methodology
Visited a Web site mentioned in the video 37%
Clicked on a pop-up or text link that the video
21%
displayed
Rated the video 19%

Commented about the video on the Web site hosting it 15%

Embedded the video on another site (personal or other
13%
use)
Mentioned in a discussion forum or listserv 13%

Key Findings
Blogged about it 7%

Downloaded to use as a MP3 or ringtone 8%

Shared the link via Twitter or other similar platform 8%

Other 1%
None of the above, I haven't done anything in
12%
response to an online video.

Analyst Expertise
Do you believe that life science suppliers should be making online videos (such as those viewed
in this study) to promote their brand and/or products?

Don't know/
Not sure
17%

Life Science Life Science Company Information

suppliers suppliers
should not should make
make online online videos
videos to to promote
promote their their brand
brand and/or and/or product
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product 65%
18%

New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos Executive Summary Page 3 of 6
©2009 BioInformatics, LLC
Other Recent Publications*
Life Science Marketing

Overview
#09-004 The Market for Antibodies: Keys to Success for Commercial Suppliers, Vol. III May 2009 175 Pages
#09-003 Exploring the Epigenetics Market: Opportunities for Product Placement and Innovation July 2009 148 Pages
#09-002 Capitalizing on New Opportunities for Stem Cell Products April 2009 263 Pages
#09-001 Prospering in a Down Market: Strategies for Life Science Suppliers March 2009 159 Pages
#08-047 The Brave New World of Scientific Publishing November 2008 154 Pages
#08-019 Enabling Discovery: The 2008 Life Science Industry Awards TM June 2008 101 Pages
#08-008 Instrumentation Service Contracts: Opportunities for Differentiation July 2008 136 Pages

& Demographics
Methodology
#08-007 Protein Research: Strategies for Marketing to Chemists and Biologists September 2008 123 Pages
#08-006 Understanding Switching Dynamics: Maximizing Customer Retention in the Life Science March 2008 173 Pages
#08-004 Life Science Product Catalogs: Techniques to Increase Sales March 2008 92 Pages
#08-003 Conference & Exhibit Strategies in the Life Sciences: What’s Working Now February 2008 135 Pages
#08-002 Advertising to Life Scientists: Resolving the Print vs. Online Dilemma February 2008 105 Pages
#08-001 Marketing to Life Scientists: Capturing Customers’ Attention in Applied Markets January 2008 156 Pages

* See Web site www.gene2drug.com for a complete listing.

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Sources of Independent, Unbiased Research
Unlike reports from other firms that are based on an
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Key Findings
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When others promote results from their online surveys,
they fail to mention the uncontrolled nature of their
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valid and accurate results possible, the respondents to our
surveys are members of our unique online panel—The

products.
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data is collected, this same team creates a unique report
Analyst Expertise
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Company Information
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New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos Executive Summary Page 4 of 6
©2009 BioInformatics, LLC
About BioInformatics, LLC
Since our inception in 1994, BioInformatics has provided critical
market intelligence to leading companies serving the life science,
medical device and pharmaceutical industries. We support clients
Our strength lies in our ability to integrate our understanding of
science and medicine with cutting-edge market research techniques.
As one of the first firms to recognize how the World Wide Web has
transformed market research, BioInformatics formed The Science
Advisory Board. Launched in 1997, this global community currently

across the entire market spectrum—from scientific research to
diagnostics and therapeutics—providing high-level management with
market insights from gene to drug.
Our multi-disciplinary team of scientific experts and business
analysts creates value for our clients by combining extensive industry
knowledge and experience. We offer a variety of products and
services that enable executives to see themselves, their market and
their competitors through the eyes of the most important information
source of all—customers. We can precisely meet the needs of our
Overview
consists of more than 44,000 life science researchers, physicians
and biomedical professionals who convene regularly via the Web to
voice their opinions on a wide variety of issues relating to biomedical
research and clinical technologies. Clients tap into this panel of
experts and receive answers to their critical marketing questions in
days, rather than weeks. In addition to providing real-time insights
into the perceptions of the market, posing questions to The Science
Advisory Board offers substantial cost savings over gathering
information via traditional market research techniques.

& Demographics
Methodology
clients through the most appropriate mix of research methodologies,
BioInformatics offers both published reports and custom research
including:
services. Published reports allow marketing professionals to share in
s/NLINE3URVEYS
the results of broad-based market studies that provide access to high
s/NLINE&OCUS'ROUPS
quality research at an affordable price. Our custom research is tailored
s4ELEPHONE)NTERVIEWS
to the specific needs of the company’s executive management. For
more information about BioInformatics’ product and service offerings,
please visit our Web site at www.gene2drug.com, call 703.778.3080
x13 or email information@gene2drug.com.

Our Valued Clients

Key Findings
Biotechnology/Life Science Eppendorf Plexagen Diagnostics Ortho-Clinical Diagnostics Phillip Johnson & Associates
454 Eurogentec Post Genome Institute Radiometer America PA Consulting
AbCam Expression Pathology Promega Tektronix Perry Ballard
Accelrys Fermentas Protein Forest Piper Jaffray
Affymetrix Fluidigm Proteome Systems Pharmaceuticals Ruder Finn
Agencourt Bioscience GE Healthcare Qbiogene Abbott Laboratories Scherago International
Agilent Technologies Gen-Probe QIAGEN Amgen Select Equity Group
American Type Culture Gene Codes R & D Systems AstraZeneca Stephan & Brady
Collection Gene Logic Ribomed Biotechnologies Aventis The Strategy Works
Anachem Gene Therapy Systems Rosetta Biosoftware Baxter Healthcare UBS Warburg
Antibodies By Design Gentra Systems Sachem Bayer
Apple Computer GenVault Corporation Sarstedt Boehringer Ingelheim Publishers & Associations
Applied Biosystems Genzyme Sandia National Laboratories Pharmaceuticals Academic Press

Analyst Expertise
Applied Precision Guava Technologies SAS Institute Cardinal Health American Academy of
Axxora Helicos BioSciences Schott Nexterion Centocor Pediatrics
BD Biosciences Hewlett-Packard Sequenom Hoechst Marion Roussel AAAS/Science
Beckman Coulter High Throughput Genomics Serologicals ICN Pharmaceuticals American Medical Association
Biacore Hitachi Instruments Serotec Janssen Pharmaceutica American Society for Cell
Bio-Rad Laboratories Hybrigenics Sigma-Aldrich Merck Biology
Bioneer Hyseq Solexa Novartis Pharmaceuticals American Society for
Biotage IBM Life Sciences SomaLogic Novo Nordisk Microbiology
BioTrove Illumina Source Precision Medicine Pharmaceuticals American Society of Human
Blue Heron Biotechnology Immunotech Stratagene Pfizer Genetics
Caliper Technologies InforMax Stressgen Biotechnologies Schering-Plough BioTechniques/Eaton
Callida Genomics Integrated DNA Technologies Takara Mirus Bio Publishing
Blackwell Publishing

Company Information
Cambrex Bio Science Invitrogen Tecan Professional Services
Carl Zeiss JRH Biosciences The Jackson Laboratory & Finance Cold Spring Harbor
Cell Signaling Technology Kirkegaard & Perry Thermo Fisher Scientific Adjuvant Partners Laboratory Press
Celliance Laboratories Thomas Scientific Adventus Research Elsevier
Charles River Laboratories Kodak Scientific Imaging Tocris Cookson Agency.com Federation of Amer. Societies
ChromaVision Medical Leica Microsystems Transgenomic Anvil Group for Experimental Biology
Systems LI-COR UVP Atlas Venture Harvard University Medical
Cipher Systems LION bioscience Varian Battelle Memorial Institute School
Clontech Laboratories Lonza VWR International BioOnline John Wiley & Sons
Corning Luminex Vysis Citadel Investment Group Mary Ann Liebert Publishers
DAKO MDS Sciex Waters Doran Media Services Nature Publishing Group
DNAStar Mettler-Toledo AutoChem Whatman Fidelity Management and New England Journal of
Dow Corning Millipore Research Medicine
Dynal Biotech MiraiBio Medical Diagnostics Foley & Lardner Society for Neuroscience
eBIOINFORMATICS Molecular Devices Applied Imaging Gerson Lehrman Group Springer-Verlag
Edge Biosystems MWG Biotech Ciba Corning Diagnostics HSBC Securities Stanford University High Wire
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Eksigent Technologies New England Biolabs Infotrieve Press

Dade Behring
EM Separations Technology NuGEN Technologies Innovative Marketing Group Thomson ISI
Diagnostic Products
EMD Biosciences Ovid Technologies McKinsey & Co. Wolters Kluwer
Diametrics Medical
Entelechon Pall Life Sciences Hewlett-Packard Medical Nathan Associates
Epigenomics Percival Scientific Products National Research Council of
Epitomics PerkinElmer Life Sciences LifeScan Canada
Epoch Biosciences Photometrics Mallinckrodt Novintel

New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos Executive Summary Page 5 of 6
©2009 BioInformatics, LLC
 BioInformatics
market insights from gene to drug
REPORT #09-005
New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos

Overview
Introductory discount pricing is only available until September 30, 2009!
Print Copy—$2,400 Now $1,800!
Electronic Copy (includes one print copy)—$3,200 Now $2,400!

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To place an order, fill out this form and mail it to BioInformatics, LLC or fax This format allows an unlimited number of users within your company
it to 703.778.3081. Alternatively, you may submit your order by emailing to access the report regardless of geographic location. You may place the

& Demographics
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www.gene2drug.com/order/204/.
Payment must be made within 30 days and in U.S. dollars.
BioInformatics’ Federal Tax ID #: 54-2001907.
Methodology
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New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos Executive Summary Page 6 of 6
©2009 BioInformatics, LLC