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Why KnowPharma.com
Pharmaceutical industry professionals will have different information needs at different stages in the buying cycle. Early in the process, potential buyers aren't necessarily looking for a specific product, but trying to understand the best way to solve their business needs or technical issues.
Initially, they are trying to focus on an array of different categories of technologies or products. Once they have settled on a specific solution or technology, their needs change to justifying the purchase through ROI analysis.
After they have been able to prove internally that the purchase is necessary, they then move on to choosing a specific vendor or product.
KnowPharma.com is built to aid them at every stage of the buying cycle. The site contains vendor content for every stage in their cycle; white papers, case studies application notes, ROI calculators organized and more by specific content type, technology, vendor and product.
Pharma Buying Cycle
| Stage | Problem Identification | Solution Exploration | Vendor/product evaluation | Purchase |
| Major Objectives | Compare different technologies or solutions | Identify best vendors in selected technology or business solution | Look for proof of performance/ROI | Head to head product comparisons |
| Content types that work | White papers, webcasts, case studies, seminars | White papers, application notes, technical white papers, case studies | ROI calculators, RFP/RFQ development guides, customer testimonials, application notes | Product literature, specific competitive comparisons, free trial offers |
| Buyer's main question | How do I know how to select the right solution for my company and business problem? | How does a vendor's solution work, and what does it really deliver? | How do I prove the ROI of this investment? | How do vendors compare on a feature by feature basis? |
White papers: your entry point into the Pharma buying cycle
White papers play a central role for potential buyers, and a well-written white paper can position you as a thought leader in your area of expertise, demonstrating your technology solutions to decision-makers early in their buying cycle, before critical assumptions have been made and entrenched.
At this early stage, buyers aren't looking at specific products, but, more broadly, for alternative strategies to solve their business problems. They want to know what they should be thinking about, as they attempt to find a solution to their problem.
An objective, well crafted white paper demonstrates a clear, concise understanding of the issues they face and how to solve them. It can help put you at the front of the pack when potential buyers move on to the next stage of the cycle: selecting the few vendors that they are seriously interested in.
KnowPharma.com is the most comprehensive repository of white papers in the Life Sciences industry. By placing your white papers and marketing collateral on the site, and relying on Putman Media to drive traffic to them, you'll find yourself moving quickly to the head of the line with many more potential buyers.
83% of Pharma professionals find white papers a highly valuable source for making technology decisions
In a recent study of Pharma industry professionals, "Using the Web to Make Technology Decisions in the Pharmaceutical Market" demonstrates the value of white papers in the purchase process. Here's a summary of the findings:
How useful are white papers in addressing the following issues?
| (Rated very useful and useful) | |
| Identifying new opportunities for using technology or setting strategy | 83% |
| Identifying and evaluating products or services for a solution | 74% |
| Obtaining information to support a purchase recommendation | 63% |
| Implementing a new technology or service | 63% |
| Developing technical specifications and mapping out implementation | 57% |
| Maintaining and supporting a current technology | 55% |
In researching work-related products and services on-line, what typically are you looking for?
| Identifying new technologies or services | 81% |
| Product technical data (spec sheets) | 77% |
| Product overviews | 67% |
| Product applications or uses | 63% |
| Identifying potential vendors | 48% |
| Product manuals | 32% |
| Product pricing | 32% |
| Product catalogues | 31% |
| CAD drawings | 11% |
Do you read white papers to help you research technologies, products or services?
Would a web site exclusively dedicated to understanding new technologies, products and services through white papers, case studies, application notes and other high value content be of interest to you?
