New media — vice or virtue? Either way, life scientists are forcing suppliers into the Internet video business by popular demand. Short of casting Brad Pitt, how do suppliers monetize their investment in online promotional videos? We've got answers for you in our September report, New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos. We've gone straight to the scientists to find out what will make them hit the play button on your video, watch it to the end and share it with a friend. Also, if you don't yet own ALL of our Marketing to Life Scientists reports, our Summer Promotion ends on August 31. Suppliers are gearing up for a much more lucrative 2010; frozen budgets are thawing, and it's time to consider how to strategize for the next eighteen months. We're here to help!

Enjoy,


Mary Follin
Marketing/Sales Manager
BioInformatics, LLC
703.778.3080 ext. 13
m.follin@gene2drug.com

Upcoming Report Using Videos to Market to Life Scientists
Did you know that 20 hours of video are uploaded to YouTube every minute*? Scientists now expect you to entertain them with catchy, high-quality videos. Life science suppliers have no option but to deploy this alternate marketing channel to reach the scientific consumer. But given the high cost of video production, the challenge lies in creating a thoughtful video marketing campaign that generates measurable results.

In BioInformatics LLC's soon-to-be-released 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 understand impact on brand awareness and purchasing behavior, and to find out how videos are discovered, used and shared.

This detailed research on how scientists use marketing videos will short circuit your path to a successful campaign, and provide direction that will preclude wasting money on slick videos that do nothing more than make a scientist smile.

Take a look at the FREE EXECUTIVE SUMMARY, and let me know if you would like to see the questions we used to survey the scientists for this report.

*Advertising Age (www.adage.com)

This report will help you:

• Discover how respondents find out about videos, and how frequently they watch.
• Determine what actions are inspired after watching online videos, and a viewerÕs likelihood of sharing them.
• Find out what scientists like — and don't like — about online videos.
• Assess likelihood of purchasing your product after watching your video.
• Learn what makes a video more memorable and effective.
• Get the scoop on how scientists evaluate actual videos produced by major life science suppliers.
• And a LOT more!

Q. Should Life Science Suppliers Make Marketing Videos?

Summer Sale — Shop 'til you Drop Buy One Report at Half Off — Get One FREE! Summer is almost over, and so is the summer savings opportunity on our 2008 Marketing to Life Scientists series. Buy a single report at half the original price, and choose a freebie from the remaining titles. This promotion ends on August 31. Click HERE for a list of reports included in the summer sale.

Events 2009 World Stem Cell Summit BioInformatics, LLC will exhibit a poster, Embryonic Versus Induced Pluripotent Stem Cells: Future Trends in Stem Cell Usage, at the 2009 World Stem Cell Summit (http://www.worldstemcellsummit.com) in Baltimore, MD at the Baltimore Convention Center, September 21-23, 2009. The BioInformatics poster will be part of the Stem Cell and Regenerative Medicine World Impact Poster Forum.

The World Stem Cell Summit will feature leading researchers, thought leaders, clinicians, business pathfinders, key policy-makers, regulators, advocates, experts in law and ethics as regards to the future of regenerative medicine. The event will include presentations, networking opportunities and access to subject matter experts in the field. The BioInformatics poster will be based on a 2009 market research report, Capitalizing on New Opportunities for Stem Cell Products, a survey that included responses from nearly 500 scientists from around the world about their current—and planned—research, which identified areas poised for growth in the media, sera, supplements and cell lines markets.

To register, go to the 2009 World Stem Cell Web site—and be sure to come by and see us!

Life Science Industry Tips Segmenting Your Market Companies routinely search for opportunities that are represented by customers with unmet needs. Unfortunately, not all potential customers are alike because they have different needs or wish to have their needs met in different ways. In spite of the many possible distinctions between individual customers, there often are subgroups of individuals who share similarities and who are therefore more likely to respond favorably to the same marketing mix.

Market segmentation is a technique for dividing a market into homogeneous groups where each group can be expected to respond differently to promotions, communications, advertising and other marketing mix variables. A different marketing mix can target each group, or "segment," because the segments are created to minimize variations between respondents within each segment and maximize differences between segments. In a market where products mature quickly, a company's competitive advantage and profit margins cannot be maintained for long if it simply meets customer needs in the same way as other suppliers. Thus, market segmentation is used to identify areas where differentiation is possible and to effectively demonstrate that the company's products are distinctly superior to those of competitors for a specific group of customers.

Market segmentation is equally useful in identifying areas the company should avoid. In an effort to uncover opportunities for differentiation, market segmentation was initially used to support product development by identifying unmet needs that could be satisfied in a specific way. Market segmentation is primarily used to support more effective pricing and placement decisions but is also frequently employed to develop tailored marketing communications designed to appeal to specific segments. Differentiation in the life sciences is most often based on a product's performance attributes such as speed, volume of throughput or purity. A company's quest for differentiation, however, is likely to be most successful when differentiation is stressed not only in performance specifications, but also in the nature of the company's message and the media used to deliver it.

Industry Perspective Social Media Monitoring: Why Life Science companies should listen. By Greg Olson, Managing Partner, Ubiquity, www.ubiquitygroup.com
Medical Technology Blog, April 17, 2009 I have had many conversations with life science companies about social media/emerging media. The light has finally gone on in the room and I believe this is due to all the media attention. Many of my contacts in the medical technology and bioscience industry indicated that their products or services are not consumer facing and thus do not need to participate in social media marketing.

Now it is becoming clear within the life science community; whether you sell stents, heart monitoring software, medical tubing, the famous blue pill or products only in development; you will need to actively listen to what is being discussed online. Your customers, decision makers, influencers and investors are participating online. Discussing your products and service on blogs, videos, podcasts, news articles, and possibly talking to your parents about your company. While monitoring can help with most things we can't really monitor what they say to your parents.

All joking aside, this article is to bring you up to speed on how to get involved in online monitoring and some top reasons and give you an understanding how Ubiquity may be able to help you. (Its my blog, I can self promote every 96 days.)

Online media is becoming more and more prevalent every day. With new information being discussed in blogs, social communities, news feeds and even online video conversation. Keeping up with online conversations can be a daunting task. But, interesting conversations are happening all over the web, making the resources worth the effort. Read more

Ask-a-Scientist Results To which degree has a visit the exhibit hall contributed to a recent purchase (i.e., within the last 12 months) of a life science product?