How Senior Life Science Executives Consume Digital Content: The Channels That Matter in 2026
Life science service providers invest heavily in digital content, but which channels actually work? We’re lifting the lid on the channels that matter for your digital engagement strategy based on real insights from dealmaking professionals.
If you are trying to reach senior biotech decision-makers in biotech, business development executives or investors the results might surprise you...
When asked to rate the value of different digital content formats, partnering and investment professionals identified four clear winners:
1. LinkedIn (68% rate as extremely or very valuable)
Maybe not surprising from the primary professional network where industry trends, thought leadership, and professional development converge, LinkedIn is top of the list. Leading the way as the single most valuable digital content channel, with 20% rating it extremely valuable and 48% rating it very valuable.
2. Articles and features (68% rate as extremely or very valuable)
Long-form articles and features tie with LinkedIn in overall value, with 13% rating them extremely valuable and 55% rating them very valuable. Articles are perfect for an audience that values depth and analysis that can't be delivered in social media posts.
3. Industry reports and whitepapers (60% rate as extremely or very valuable)
Research-driven content maintains a strong appeal, with 22% rating industry reports extremely valuable and 38% rating them very valuable. This format helps you build credibility and show off the depth of your expertise.
4. Webinars (58% rate as extremely or very valuable)
Despite a crowded digital landscape, webinars remain highly valued, with 26% rating them extremely valuable and 32% rating them very valuable. Notably, 93% of respondents attended at least one webinar in 2025, with the typical respondent attending five annually. Webinars continue to earn attention when executed well, but the bar for "well-executed" is higher than ever.
The surprise: Webinar vs. podcast preference
Conventional wisdom suggests younger professionals prefer podcasts over webinars. Our data tells a different story.
72% of life science leaders prefer webinars over podcasts when content is identical, and this is across all age groups.
- 72% of professionals under 45
- 65% of professionals aged 45-54
- 77% of professionals aged 55+
While podcasts have value, webinars remain the preferred format for this audience, so focus on webinar quality over podcast experimentation to drive engagement.
Build a multi-channel distribution strategy that works
We have 30 years’ experience connecting senior life science partnering & investment professionals with companies like yours. We can help you bring your expertise to senior biotech leaders with a multi-channel strategy that combines social media, sponsored articles, webinars and industry reports. With 95% of our audience holding management positions, we connect you with leaders who have decision-making authority.
About this research: Based on survey data from 71 life science partnering professionals across biotech, pharmaceutical, healthcare, and medical device organizations in 20 countries.