# Life science testimonials scientists will sign and buyers believe

A testimonial from a scientist works when it carries a name, a job title and an institution, describes a specific application and gives, in their own words, the result they choose to share. Get their consent in writing and, if the university is named, ask the institution too. Any loaned equipment, discount, collaboration or fee belongs in a line next to the quote.

[Web version](https://www.crida.studio/en/insights/guides/life-science-testimonials-scientists-kol/)

By David Monje, crida studio · Published 2026-11-07 · Updated 2026-11-07

## What to ask for so the quote convinces another scientist

A believable quote says who is speaking, what they do and what they achieved. “Very happy with the system” signed with a set of initials reads like an ad. A lab head with a name, a group and an institution, who explains what she uses the bioreactor for and at what scale, speaks the reader's language.

Do not write the quote for her. Have a short conversation with open questions, such as what problem she had or what has changed in the lab, and let her pick the result. Then send her the draft to correct and approve. These are the details worth collecting.

- Name, job title, group and institution, exactly as she wants them written
- The specific application and scale, for example CHO cell culture at 50 L
- Which model she uses and since when
- The result she wants to share and could defend in front of a colleague
- Whether she agrees to a photo or video

## Who needs to approve it besides the scientist

The first approval comes from the person, in writing. It should say where the quote will appear and for how long, for example on the website, at trade shows or on LinkedIn. Ask her as well whether her institution has rules on using its name and logo, and who signs them off.

The US FTC guides on endorsements say in section 255.0(b) that the name or seal of an organisation can be an endorsement, and in section 255.4 that an organisation's endorsement must reflect its collective judgement. If only the researcher is speaking, make it clear the view is hers, just as with [papers that cite your equipment](https://www.crida.studio/en/insights/guides/scientific-papers-citing-your-equipment/).


### Can I put the university logo next to the quote?

Not without the institution's permission. Section 255.0(b) of the FTC guides says the name or seal of an organisation can be an endorsement, and a logo may suggest the university recommends your equipment. Without that permission, give the institution's name in plain text, below the person's name.

## Loaned equipment, discounts or fees and what to disclose

Section 255.5(a) of the FTC guides says that a connection between endorser and seller that might materially affect the weight or credibility of the endorsement, and that the audience would not reasonably expect, must be disclosed clearly and conspicuously. That covers payments, free or discounted products, even with no endorsement required in return, and early access.

The same section says a disclosure does not need the full details, but it must make the nature of the connection clear. One line under the quote can be enough, for example “The system was loaned to the lab for evaluation”. These are the usual cases in this sector.

- Equipment loaned for an evaluation
- A discount other customers do not get
- A joint project or a paper co-authored with your staff
- A KOL paid to advise or give a talk
- Early access to a model that is not yet on sale

## Where each testimonial goes on your website

Each quote sits next to the decision it helps with. On the product page, beside the technical claim it confirms. On the application page, grouped by process and scale. And on [the demo request landing page](https://www.crida.studio/en/insights/guides/demo-request-landing-page-lab-equipment/), close to the form.

When we build [the website for an equipment maker](https://www.crida.studio/en/insights/services/web-design-development/), we store testimonials as records with the application, model, institution, approval date and declared connection. Each page then shows the ones that belong there, and when a consent expires the quote disappears from every page at once.

![Three researchers in white lab coats look closely at a lit tablet, two of them wearing blue gloves](https://www.crida.studio/recursos/assets/investigadors-laboratori-revisant-resultats.dfc8a8dc5f6c.webp)

Stock photo from the US National Cancer Institute showing researchers reviewing an assay. The people pictured have not given any testimonial
National Cancer Institute / Unsplash — https://unsplash.com/photos/6NMcUDG37Yc


### If a KOL is paid to give a webinar, do I have to say so when I use their opinion?

If the connection could affect the weight of the quote and the audience would not expect it, section 255.5(a) of the FTC guides says it must be disclosed, and payments are among its examples. You do not need the full details, only a clear statement of the connection, such as “Paid scientific adviser to the company”.

## Video or text, depending on what the institution can approve

Text is easier to approve, translate and update. Video adds a face, a voice and the lab, but it needs more approvals, such as permission to film in a university lab. The shot can also include other brands' equipment or screens showing data.

If there is a connection to disclose, section 255.0(f) of the FTC guides says the disclosure should appear at least where the message is made, on screen, in the audio or in both. If the user wants to tell the whole project story, you have material for [a full case study](https://www.crida.studio/en/insights/guides/anonymous-pharma-case-study/).

## Should testimonials get structured data markup?

Usually not. Google's review snippet documentation requires an author and a rating for each marked-up review, and a quote has no rating. Google also says that when an entity controls the reviews about itself, its pages using Organization or LocalBusiness markup are not eligible for review stars.

The same page says not to include fake reviews, or reviews written in exchange for money, discounts or free products that do not clearly and prominently disclose it. Publish the testimonial as visible text, with the declared connection right below it.


### Can I shorten what the scientist said?

Yes, as long as the meaning stays the same. Section 255.1(b) says that if you use quotation marks, the words must be exactly the endorser's, and that an endorsement cannot be taken out of context or reworded in a way that distorts their opinion. Send them the shortened version to approve.

## When to ask again and what the EU rules say

Ask again when the model changes or the person moves to another job. Section 255.1(b) says an expert endorsement can only be used while there is good reason to believe the expert still holds those views, and lists a material change in the product among the factors for checking again.

In the EU, Directive (EU) 2019/2161 added Article 7(6) and points 23b and 23c of Annex I to Directive 2005/29/EC, which covers unfair business-to-consumer commercial practices. These new provisions deal with consumer reviews and endorsements.

Sorting out testimonials, approvals and the pages they appear on is part of our [marketing for biotech, bioprocess and pharma companies](https://www.crida.studio/en/insights/services/biotech-bioprocess-pharma-marketing/), which we offer to equipment makers and CDMOs. We start by checking which quotes you already have approved in writing.

## References

- [FTC, Guides Concerning the Use of Endorsements and Testimonials in Advertising, 16 CFR Part 255 (Federal Register, 26 July 2023)](https://www.govinfo.gov/content/pkg/FR-2023-07-26/pdf/2023-14795.pdf)
- [Google Search Central. Review snippet structured data](https://developers.google.com/search/docs/appearance/structured-data/review-snippet)
- [Directive (EU) 2019/2161, Official Journal L 328 of 18 December 2019 (BOE, Spanish text)](https://www.boe.es/doue/2019/328/L00007-00028.pdf)

## The crida perspective

We are a marketing, brand and technology studio based in Girona. We bring identity, content and development together so a digital experience makes sense from beginning to end.

crida studio, Caldes de Malavella (Girona, Spain). David Monje, founder and director.

## Want to sort out the testimonials on your site?

Tell us which users speak well of your equipment, which quotes you have approved and where they appear today. We will tell you how we would organise them and what needs asking again.

[Tell us your case](https://www.crida.studio/en/#contact)

## More on web design

- [How to write a case study when the pharma client must stay anonymous](https://www.crida.studio/en/insights/guides/anonymous-pharma-case-study/)
- [How to use papers that cite your equipment on your website](https://www.crida.studio/en/insights/guides/scientific-papers-citing-your-equipment/)
- [What a demo request landing page for lab equipment needs](https://www.crida.studio/en/insights/guides/demo-request-landing-page-lab-equipment/)
- [How to film one equipment demo for web, trade shows and sales](https://www.crida.studio/en/insights/guides/equipment-demo-video-web-trade-shows-sales/)
- [How to get more Google reviews without breaking the rules](https://www.crida.studio/en/insights/guides/get-more-google-reviews/)
- [Life science copywriting that scientists actually trust](https://www.crida.studio/en/insights/guides/writing-for-scientists-website/)
- [WordPress and custom web design and development](https://www.crida.studio/en/insights/services/web-design-development/)