Correct they are not investors but they are potential customers. There is this thing called revenue that most companies aspire to achieve at some point.
With all due respect, do your DD correctly on the vetcancersociety. Please check http://vetcancersociety.org/conference/exhibitors-sponsors/ to see how many of the listed companies have a R&D oncology group. I have been to several cancer conferences and investors do show up for these annual meetings.
News 
Market Data 
Discover 
