The narrative gap for biotech companies
words have power. Most biotech companies focus on the dry data and heavy science – which are the core of their business and regulatorily required – but neglect the actual *human beings* they set out to help. I don’t think they mean to. I genuinely thing they are unaware.
Communications for any brand are important, but for life science companies, biotech and pharma – even more so. Because if your narrative speaks only to researchers (sometimes not even to doctors!) and lab rats, you are missing the human engagement that drives your business forward and makes your innovation actually reach the market – the patients you do this for, their care givers and loved ones who want what’s best for them, their treating doctors, their pharmacists, and even potential investors, who – at the end of the day – are humans, with human moods and physical afflictions and human families.
As simple and small as it may seem, changing your narrative (within regulatory compliance) by switching the words you use, can make or break your amazing discovery.
It is time to think outside the test tube.
