08-047 Social Media Summary

REPORT #08-047 November 2008 Print: $4,400 Electronic: $6,600

The Brave New World of Scientific Publishing

Overview

EXECUTIVE SUMMARY

The Brave New World of Science Publishing shows that publishers are in an enviable position to leverage their existing reputations to take advantage of social media— provided that they resist the temptation to view it as the same type of threat the Web was perceived to be in the mid- to late 1990’s. Publishers have the opportunity to use this latest form of communication to reinforce the mandate to communicate and collaborate that drives scientific research. In addition this report will also be indispensable to life science suppliers and advertisers seeking to bond with customers via social media.

Methdology

Among the Key Findings Contained in This Report… • The influence of traditional media as a trusted information source is decreasing. • Social media usage has increased, but the amount of time spent on these tools has decreased slightly. • Social media tools continue to broaden scientists’ perspective on problems. • Scientists are becoming more informed about recent Web 2.0 tools for social collaboration but their use doesn’t yet match their awareness.

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Now come “Web 2.0” and “social media”—two related phenomena that again present publishers with perils but also unparalleled opportunities, at least for those willing to accept new challenges. Scientists have always closely identified themselves with communities representing specific, often quite narrowly focused, disciplines and areas of research. This desire to connect with like-minded scientists is amplified by social media, open access and online data sharing.

From their growing use of discussion boards, blogs, wikis, video and podcasts, scientists are learning how to employ Web 2.0 and social media tools to good effect. The Brave New World of Science Publishing will help publishers keep pace with the expectations of their readers while reinforcing their positions of respect and authority.

• New Web 2.0 and Collaboration tools are becoming increasingly valuable to today’s researcher. • Awareness of some new information sources is higher than traditional ones. • Scientists remain ambivalent about whether services like Google Scholar are an infringement of copyright laws. • As their awareness of Web 2.0 social media increases, distinct generational differences in respondents’ use of these tools is emerging.

Hyperlinked citations, Letters to the Editor and editorial comment are valued elements of scientific publications. However, social media affords publishers the ability to go far beyond these basic functions and enhance value to readers

The Brave New World of Scientific Publishing

BioInformatics market insights from gene to drug 2111 Wilson Blvd Suite 250 Arlington, VA 22201 www.gene2drug.com 703.778.3080 x13 (phone) 703.778.3081 (fax) Executive Summary Page 1 of 7

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In the decade since BioInformatics, LLC published its first study on how life scientists use electronic journals, the scientific publishing industry has weathered many storms. It has had to adapt rapidly to disruptive technologies, such as the emergence of the Web as a rival medium, as well as grapple with a changing business model resulting from societal and economic forces. Some scientists, especially pioneers of the Open Access moment, have prophesied the end of traditional publishing as we know it.

by delivering a richer and more meaningful experience. To survive, publishers must re-evaluate the roles they have traditionally played in scientific communication and more than 1,500 scientists surveyed for this report share their opinions on how social media can provide new tools to further the advancement of science.

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The Brave New World of Science Publishing is the most comprehensive study of scientists’ use of social media ever undertaken. This report is designed to help publishers understand what scientists expect—and prefer—as Web 2.0 capabilities become the new industry standard. Scientists and publishers rely on each other to establish the priority of discoveries, to validate the scientific process by peer review, to disseminate findings and to establish the scientific record. However, social media threatens current business practices, and publishers that do not respond to these challenges, or respond by further entrenchment of traditional positions, could find themselves becoming increasingly unnecessary and irrelevant.

Table of Contents

Overview

The goal of this report is to explore Web 2.0 tools, how scientists use them and their impact on the traditional world of publishing. This report will help you to…

Overview

Goals of this Report

• Thrive in the changing world of Web 2.0 • Understand how scientists rely on social media • Understand the success of and need for online journal content and features • Target appropriate markets—through online and print • Learn how to use social media to drive revenue

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• Know what factors remain important in traditional media

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BioInformatics, LLC wishes to acknowledge the contributions of PJA Marketing + Advertising to this report. BioInformatics, LLC collaborates with PJA Marketing + Advertising to produce the biannual Life Science Social Media Index. PJA is a $50 million advertising and marketing agency with offices in Cambridge, Mass. and San Francisco, Calif., serving a global roster of technology, life science, and healthcare clients. More information can be found at www.agencypja.com.

The Brave New World of Scientific Publishing

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Methdology

The Value of Social Media

The Brave New World of Scientific Publishing REPORT #08-047

154 pages, 50 charts, 9 journal profiles and 32 pages of respondent comments

Are Traditional Publishers the Guardians of Scientific Knowledge? • Implications & Conclusions

Methodology and Questionnaire • • • • • •

Questionnaire Overview Questionnaire Design Analytical Techniques Demographics Glossary of Web 2.0 Terms Questionnaire—Scientific Journal Usage

Methdology

Appendices • Additional Analysis and Demographics • Summary of Differences Between Key Demographics • Time Spent Reading Scientific Journals • Communications Channels to Promote New Journals • Allocation of Search Time • Online Journal Web site Features • Product Purchasing Criteria Difference by Age • Influence of User-Generated Content and Social Media Tools • Impact of Social Media on Lab Purchasing Decisions • Most Valuable Aspect of Social Media Relating to Purchasing • Types of Social Media Tools Used in Research • Use and Awareness of Online Science Communities & Networks • Perceptions of Google Scholar • Purchasing Authority of Respondents • Lab Operating Budgets & Trends of Respondents • Number of Publications of Respondents • Key Demographics and Market Segmentation • Insights and Perspectives • Sources • Other Publications • About BioInformatics, LLC • Our Valued Clients

The Brave New World of Scientific Publishing

Executive Summary Page 3 of 7 ©2008 BioInformatics, LLC

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Traditional Publishing Remains Important • Comparison of Online Journal Readership • Trustworthiness of Non-Peer Reviewed Articles • Authors’ Rights to Publish • Web 2.0 Features for Non-Peer Reviewed Articles • Most Important Types of Online Journal Content • Reactions to Open Access • Relationship Between Experience & Deciding Where to Publish

BioTechniques Cancer Research Cell Journal of Biological Chemistry Journal of Immunology Journal of Neuroscience Journal of Virology Nature Nature Biotechnology Nature Genetics New England Journal of Medicine Proceedings of the National Academy of Science Public Library of Science Science The Scientist

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Scientists are Becoming Sophisticated ‘Consumers’ of Social Media • Time Spent Using Social Networking Tools • Top Three Social Media Tools • Most Important Search Functions • Familiarity With Literature Aggregators • Satisfaction with Features of Online Journals • Desired Online Journal Features • Product Purchasing Criteria • Most Trusted Information Sources • Awareness of Online Scientific Communities & Networks • Value of Online Scientific Communities & Networks • Perceptions of Google Scholar

• • • • • • • • • • • • • • •

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STM Journal Profiles

The Changing Influence of Traditional Media • Change in the Number of Subscriptions to Scientific Journals • Frequency of Online Journal Readership • Importance of Receiving Print Journals • Number of Journals Read (by gender, region) • Top Factors in Deciding Where to Publish

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Survey Findings

Overview

Table of Contents

Job Position Respondents=1553 Principal Investigator . . . . . . . . . . . . . . . . . . 395 Professor/Teacher. . . . . . . . . . . . . . . . . . . . . 271 Staff Scientist. . . . . . . . . . . . . . . . . . . . . . . . 264 Post Doctoral Fellow. . . . . . . . . . . . . . . . . . . 233 Graduate Student/Research Assistant. . . . . . . 209 Lab Director/ Supervisor/Coordinator . . . . . . 126 Department Head. . . . . . . . . . . . . . . . . . . . . . 20 Laboratory Technician. . . . . . . . . . . . . . . . . . . 13 Physician. . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Administrator. . . . . . . . . . . . . . . . . . . . . . . . . 3 IS Manager/Specialist. . . . . . . . . . . . . . . . . . . 2 Quality Assurance/Quality Control. . . . . . . . . . 2 Other. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Bioengineer . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Pharmacist. . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Production/Manufacturing. . . . . . . . . . . . . . . . 1

25% 17% 17% 15% 13% 8% 1% 1% 1% <1% <1% <1% <1% <1% <1% <1%

Geographic Region Respondents=1546 North America. . . . . . . . . . . . . . . . . . . . . . . 762 Europe. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 518 Asia. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167 Australasia/Pacific. . . . . . . . . . . . . . . . . . . . . 58 Central/South America. . . . . . . . . . . . . . . . . . 26 Africa. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

49% 34% 11% 4% 2% 1%

Table of Contents Area(s) of Research* Respondents=1545 Molecular Biology. . . . . . . . . . . . . . . . . . . . . 942 Biochemistry. . . . . . . . . . . . . . . . . . . . . . . . 724 Cell Biology . . . . . . . . . . . . . . . . . . . . . . . . . 723 Biotechnology. . . . . . . . . . . . . . . . . . . . . . . . 523 Genetics. . . . . . . . . . . . . . . . . . . . . . . . . . . . 509 Immunology/Virology. . . . . . . . . . . . . . . . . . 398 Microbiology. . . . . . . . . . . . . . . . . . . . . . . . 398 Bioinformatics . . . . . . . . . . . . . . . . . . . . . . . 363 Protein Chemistry. . . . . . . . . . . . . . . . . . . . . 327 Drug Discovery/R&D. . . . . . . . . . . . . . . . . . . 324 Neuroscience . . . . . . . . . . . . . . . . . . . . . . . . 285 Pharmacology. . . . . . . . . . . . . . . . . . . . . . . . 257 Physiology . . . . . . . . . . . . . . . . . . . . . . . . . . 245 Biomedical Technology. . . . . . . . . . . . . . . . . 230 Other. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 228 Toxicology . . . . . . . . . . . . . . . . . . . . . . . . . . 160 Pathology. . . . . . . . . . . . . . . . . . . . . . . . . . . 157 Plant Biology . . . . . . . . . . . . . . . . . . . . . . . . 144 Biophysics . . . . . . . . . . . . . . . . . . . . . . . . . . 142 Biostatistics . . . . . . . . . . . . . . . . . . . . . . . . . 123 Agriculture. . . . . . . . . . . . . . . . . . . . . . . . . . 120 Food Science. . . . . . . . . . . . . . . . . . . . . . . . . 103 Organic Chemistry . . . . . . . . . . . . . . . . . . . . 103 Hematology . . . . . . . . . . . . . . . . . . . . . . . . . . 96 Anatomy . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92 Ecology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85 Veterinary Science. . . . . . . . . . . . . . . . . . . . . . 81 Zoology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Process Engineering . . . . . . . . . . . . . . . . . . . . 54 Forensics . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

61% 47% 47% 34% 33% 26% 26% 23% 21% 21% 18% 17% 16% 15% 15% 10% 10% 9% 9% 8% 8% 7% 7% 6% 6% 6% 5% 5% 3% 3%

* Respondents are permitted to select more than one area of research.

The Brave New World of Scientific Publishing

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Methdology

Market Segment Respondents=1553 Academic. . . . . . . . . . . . . . . . . . . . . . . . . . . 936 60% Pharmaceutical/Biotechnology. . . . . . . . . . . . 280 18% Hospital or University Medical Center . . . . . . 165 11% Government. . . . . . . . . . . . . . . . . . . . . . . . . 148 10% Private Research. . . . . . . . . . . . . . . . . . . . . . . 21 1% Medical Device/Diagnostics. . . . . . . . . . . . . . . 3 <1%

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Demographics

Company Information

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 40,000 scientists, physicians and healthcare professionals from around the world. The Science Advisory Board is divided into two panels

(Research and Clinical) and “convenes” regularly via the World Wide Web (www.scienceboard.net) to voice their opinions on a wide variety of issues relating to biomedical research and clinical technologies. These experts— representing all aspects of the life sciences and medicine— have agreed to make themselves available to participate in our online research activities. The Science Advisory Board members who participated in this study were drawn from the Board’s Research Panel.

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The Brave New World of Scientific Publishing is based on responses to a 37-question online survey conducted by BioInformatics, LLC (Arlington, Virginia, USA). 1,557 scientists who participated in this survey between May 27 and May 30, 2008.

Overview

Methodology

Life Science Product Catalogs: Techniques to Increase Sales More life science products are being shopped for and purchased online—34% of all purchases in 2007, according to BioInformatics’ research. But your print catalog is still important. It keeps your company top of mind with the customer and provides an anchor for your sales force. This report examines what attracts scientists to print and online catalogs, what information they need, their preferred formats, and what guides their buying decisions. If you plan to invest in a dual-channel sales strategy, knowing the interplay between print and electronic purchasing patterns of your customers will be critical to your success.

Advertising to Life Scientists: Resolving the Print vs. Online Dilemma Do you really know the true value of your online advertising? Should your online advertising supplant your print placement strategy or complement it? Understanding your customers’ Web site and publication preferences can help you achieve the right mix and optimize your ad buy. Before launching your new advertising campaign or committing to the next media buy, find out what’s really going on inside your buyers’ heads with BioInformatics’ in depth exploration of how to successfully advertise to life scientists.

For more information on subscription pricing or a demo of the portal functionality, please contact BioInformatics, LLC at 703.778.3080, x15 or [email protected]

The Brave New World of Scientific Publishing

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Conference & Exhibit Strategies in the Life Sciences: What’s Working Now At every event, marketers are challenged to create a unique approach to drive booth traffic, position your leadership and increase sales. And each time you get asked the same questions: “What was our ROI?” “Should we do this again next year?” Knowing in advance what your customers expect and what motivates them to engage your brand’s representatives at meetings are key to the success of your event’s exhibiting strategy. By asking your customers what entices them to engage vendors in exhibit halls and what these vendors need and expect during their exhibition will provide you with a roadmap for planning future, successful events. With this report, you will be better able to set expectations, plan, execute and measure your results.

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Understanding Switching Dynamics: Maximizing Customer Retention in the Life Sciences You have a solid relationship with a client and your products are integral to their research program. But one day you notice sales dropping and wonder why your calls not being returned...you have been supplanted by another supplier and don’t know why. Or, maybe you have not been able to penetrate a high value account even though you have a superior product. These are the two sides of the switching dilemma. BioInformatics, LLC examines the drivers behind what motivates buyers to switch brand allegiances. We go beyond the basics of price, service and delivery to provide a thorough analysis of the factors that create “customers for life” and enable you to take advantage of opportunities to secure new accounts.

Marketing to Life Scientists: Capturing Customers’ Attention in Applied Markets This report examines the trends, needs and purchasing behavior of life scientists in three dynamic markets: molecular diagnostics; agricultural biotech; and biodefense. This report presents the preferences of scientists in three attractive markets with respect to major marketing media including print catalogs, Web sites, direct mail, sales representatives, print advertisements, and scientific conferences. By understanding these scientists’ preferences for different forms of product information, this report will provide insights into how to develop and execute multimedia campaigns that deliver the right message to the right audience and will ultimately enable your company to capture new market share.

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Instrumentation Service Contracts: Opportunities for Differentiation Navigating the complex terrain of service and/or maintenance contracts poses new challenges for life science suppliers. Instruments have become more sophisticated and customers are more demanding. How do you differentiate your offering, thereby charging premium prices and creating customer loyalty? Structuring contracts in a way that responds to the unique needs of each client is the key to winning in this increasingly competitive landscape. Instrumentation Service Contracts: Opportunities for Differentiation will help you examine your own service and maintenance offerings to better balance risk, quality and costs—and be more responsive to what makes your customers happy. This in-depth market overview and competitive analysis of the most common types of contracts offered in today’s market will help you manage—and optimize—your service and/or maintenance contracts.

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This year’s report series from BioInformatics, LLC promises to address the critical challenges you face every day with an emphasis on managing customer relationships across multiple touchpoints. Taken together as the BioInformatics 2008 Marketing Resource Center, this integrated series of reports comprises a powerful knowledge base for you to differentiate your company from the competition and execute a marketing strategy that will drive business growth.

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The Essential Marketing Resources for Life Science Suppliers—2008 Publications

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 clients through the most appropriate mix of research methodologies, including: • Online Surveys • Online Focus Groups • Mail Surveys • Telephone Interviews

BioInformatics offers both published reports and custom research services. Published reports allow marketing professionals to share in the results of broad-based market studies that provide access to high quality research at an affordable price. Our custom research is tailored 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 or email [email protected].

Overview

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 across the entire market spectrum—from scientific research to diagnostics and therapeutics—providing high-level management with market insights from gene to drug.

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 consists of more than 40,000 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.

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Medical Diagnostics Applied Imaging Ciba Corning Diagnostics Dade Behring Diagnostic Products Diametrics Medical Hewlett-Packard Medical Products LifeScan Mallinckrodt

The Brave New World of Scientific Publishing

Ortho-Clinical Diagnostics Radiometer America Tektronix Pharmaceuticals Abbott Laboratories Amgen AstraZeneca Aventis Baxter Healthcare Bayer Boehringer Ingelheim Pharmaceuticals Cardinal Health Centocor Hoechst Marion Roussel ICN Pharmaceuticals Janssen Pharmaceutica Merck Novartis Pharmaceuticals Novo Nordisk Pharmaceuticals Pfizer Schering-Plough Professional Services & Finance Adjuvant Partners Adventus Research Agency.com Anvil Group Atlas Venture Battelle Memorial Institute BioOnline Citadel Investment Group Doran Media Services Fidelity Management and Research Foley & Lardner Gerson Lehrman Group HSBC Securities Infotrieve Innovative Marketing Group McKinsey & Co. Nathan Associates National Research Council of Canada Novintel

Phillip Johnson & Associates PA Consulting Perry Ballard Piper Jaffray Ruder Finn Scherago International Select Equity Group Stephan & Brady The Strategy Works UBS Warburg Publishers & Associations Academic Press American Academy of Pediatrics AAAS/Science American Medical Association American Society for Cell Biology American Society for Microbiology American Society of Human Genetics BioTechniques/Eaton Publishing Blackwell Publishing Cold Spring Harbor Laboratory Press Elsevier Federation of Amer. Societies for Experimental Biology Harvard University Medical School John Wiley & Sons Mary Ann Liebert Publishers Nature Publishing Group New England Journal of Medicine Society for Neuroscience Springer-Verlag Stanford University High Wire Press Thomson ISI Wolters Kluwer

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Plexagen Diagnostics Post Genome Institute Promega Protein Forest Proteome Systems Qbiogene QIAGEN R & D Systems Ribomed Biotechnologies Rosetta Biosoftware Sachem Sarstedt Sandia National Laboratories SAS Institute Schott Nexterion Sequenom Serologicals Serotec Sigma-Aldrich Solexa SomaLogic Source Precision Medicine Stratagene Stressgen Biotechnologies Takara Mirus Bio Tecan The Jackson Laboratory Thermo Fisher Scientific Thomas Scientific Tocris Cookson Transgenomic UVP Varian VWR International Vysis Waters Whatman

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Eppendorf Eurogentec Expression Pathology Fermentas Fluidigm GE Healthcare Gen-Probe Gene Codes Gene Logic Gene Therapy Systems Gentra Systems GenVault Corporation Genzyme Guava Technologies Helicos BioSciences Hewlett-Packard High Throughput Genomics Hitachi Instruments Hybrigenics Hyseq IBM Life Sciences Illumina Immunotech InforMax Integrated DNA Technologies Invitrogen JRH Biosciences Kirkegaard & Perry Laboratories Kodak Scientific Imaging Leica Microsystems LI-COR LION bioscience Lonza Luminex MDS Sciex Mettler-Toledo AutoChem Millipore MiraiBio Molecular Devices MWG Biotech New England Biolabs NuGEN Technologies Ovid Technologies Pall Life Sciences Percival Scientific PerkinElmer Life Sciences Photometrics

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Biotechnology/Life Science 454 AbCam Accelrys Affymetrix Agencourt Bioscience Agilent Technologies American Type Culture Collection Anachem Antibodies By Design Apple Computer Applied Biosystems Applied Precision Axxora BD Biosciences Beckman Coulter Biacore Bio-Rad Laboratories Bioneer Biotage BioTrove Blue Heron Biotechnology Caliper Technologies Callida Genomics Cambrex Bio Science Carl Zeiss Cell Signaling Technology Celliance Charles River Laboratories ChromaVision Medical Systems Cipher Systems Clontech Laboratories Corning DAKO DNAStar Dow Corning Dynal Biotech eBIOINFORMATICS Edge Biosystems Eksigent Technologies EM Separations Technology EMD Biosciences Entelechon Epigenomics Epitomics Epoch Biosciences

Methdology

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BioInformatics market insights from gene to drug

REPORT #08-047

Overview

The Brave New World of Scientific Publishing PRICES Print Copy—$4,400 Company-wide Electronic Copy (includes one print copy)—$6,600

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BioInformatics, LLC 2111 Wilson Blvd., Suite 250 Arlington, VA 22201 Web: www.gene2drug.com • Phone: 703.778.3080 x13 • Fax: 703.778.3081 • Email: [email protected] The Brave New World of Scientific Publishing

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