Executive positioning in the life sciences industry – How to turn your executives into figureheads

Executive positioning is an important communication tool for companies in the life sciences industry. We show you how to position executives ideally in public.

n many tech companies, executives such as Bill Gates and Jensen Huang play a prominent public role. This is no coincidence. Executive positioning is one of the most important tools in corporate communications in IT and science-related industries. This applies to tech as well as to the life sciences, such as biotechnology, pharmaceuticals, chemistry, and medical technologies.

Why is this the case? And how can you, as a life sciences company or startup, approach the topic of executive positioning in the right way? In this article, we show you:

• what executive positioning is; 

• the reasons for executive positioning; 

• the communication building blocks that are part of successful executive positioning; and 

• how you can best support your executives in their positioning.

What is executive positioning?

Executive positioning refers to the strategy of deliberately promoting a company's executive – for example, its CEO – as a figurehead and thought leader in the public eye. Their personal recognition and popularity then reflect positively on the company. Executive positioning therefore has many overlaps with thought leadership. The two are, so to speak, two sides of the same coin. While thought leadership focuses on positioning oneself as an expert in a specific topic, executive positioning is about building up a specific person and their personal brand.

Why executive positioning is worthwhile for life science companies and startups

As a life science startup or company, you can benefit greatly from successful executive positioning. On the one hand, you give your sometimes abstract product a human face. This creates trust and makes your brand tangible.

At the same time, young companies in particular are strongly associated with the personalities of their founders or managing directors. Customers, business partners, and investors often trust these people first – and your brand second. Your company can take advantage of this fact, because personal trust is established more quickly and lasts longer. Through the personal networking of your executives, you can also reach target groups that you would never have addressed with traditional corporate channels.

What are the most important building blocks of executive positioning?

Successful executive positioning comes from visibility in different media and formats. The key building blocks are:

Social Media

Social media is indispensable for executive positioning. Your manager should be active there with their own personal profile – not just via the company account. People prefer to follow people rather than brands.

A strong personal presence with authentic posts, insights, and informed comments creates closeness and trust. Cleverly placed links and reposts also generate attention for your company.

Media Management

The goal of media management is to give your executive visibility in traditional and digital media. They should use these channels to showcase their attitude and expertise – and represent your company in a positive, competent, and approachable manner. Typical formats include: 

• Guest articles or columns

• Interviews and podcasts

• Profiles in trade or business media

Event Management

Your executive can make a convincing impression live at events – whether at conferences, panels, or company-owned events. In these, people come across as particularly authentic and charismatic  because they are interacting with others. Suitable formats include, for example: 

• Keynotes at trade events

• Panel discussions

• Company-owned events or webinars

Content Marketing

Proprietary formats such as blogs, newsletters, or corporate podcasts play a complementary role in executive positioning. They are usually aimed at an audience that is already interested.

Nevertheless, it is worthwhile to integrate your executive's personal brand – for example, through “first-hand” contributions or interviews. This gives the content more weight and authenticity.

Three challenges for successful executive positioning

Successful executive positioning comes with many challenges. We highlight the three most important ones – and how you can overcome them:

Challenge #1: Corporate brand versus personal brand

Executive positioning means juggling two brands at the same time: your corporate brand and your executive's personal brand. It is important that neither brand overshadows the other. Your executive should not publicly align themselves entirely with your company's brand, nor should they outshine your corporate brand. Both have their place and should work in tandem. Harmonious interaction is the goal. Proven branding models such as the twelve brand archetypes help to create consistency and differentiation at the same time.

Challenge #2: Control versus authenticity

In executive positioning, your manager should remain visible as a person with all of his or her rough edges. At the same time, as a society, we expect people to control themselves and “function” in public. For a person to appear charismatic, their disposition should shine through, but in a way that does not hinder their interactions with others. Introverts should not be too shy, extroverts should not be too attention-seeking.

In executive positioning, it is your job to ensure that your manager comes across as authentically as possible and as controlled as necessary. With measures such as professional public speaking training, you can help them stay relaxed during public appearances. This enables them to find their own voice. They learn to control their public image in a way that fits with their personality.

Challenge #3: Accompanying versus steering

Finally, you should clarify with your manager whether you should only accompany them in their public positioning or steer it for them. Do they create their own content, such as keynotes, guest articles, or social media posts, and only call on PR professionals for support – or do they hand over their positioning entirely?

The ideal approach is a partnership: the executive remains involved and sets the tone and attitude, while PR experts take care of content, structure, and implementation. This ensures that communication remains consistent and authentic at the same time.

To achieve this, your company and its executives must jointly define and adhere to appropriate ways of working. Your executives should engage intensively with the content that appears under their name. They should familiarize themselves with the details and ensure that everything reflects their tone of voice. At the same time, they should always be able to focus on their actual management tasks. In practice, this often requires a flexible mix of support and control.

Executive positioning is an important strategy for you as a life sciences company or startup to generate attention for yourself and your offering. You should make use of the entire range of possible channels and formats and identify potential challenges at an early stage.

Are you involved in life sciences or another innovative industry? Talk to us about your positioning strategy – our PIO BEYOND team will accompany you from concept to launch.   

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