Life Science x Quantum Technology – Challenges in Communication and PR

Quantum technologies are set to transform the life sciences - and they come with new communicative challenges. We'll show you how to successfully navigate the hype cycle.

Quantum technologies are on their way to becoming a key driver in the life sciences. This brings about new communicative challenges. If you're a decision-maker in a life science company, a quantum tech startup, or in academia, you need to understand these challenges - and know how to address them.

In this article, we answer questions such as:

• What potential do quantum technologies hold for the life sciences sector?

• What communicative challenges will you face as a decision-maker at the intersection of life science and quantum technology?

• What communication strategies should you adopt today to position yourself effectively in the market?

How Quantum Technologies Are Transforming the Life Sciences Sector

Quantum technologies offer vast potential for life sciences companies. But pinpointing the specifics is not so easy. Here, we identify two key technologies - quantum computing and quantum sensing - and explore how they will shape the future of life sciences.

Quantum computing

Quantum computers have the potential to simulate complex molecules with unprecedented precision. This makes them a game-changing technology for the life sciences. Simulations powered by quantum computing could partially replace extensive test series and save pharmaceutical and chemical companies significant time, effort, and money - for example, in:

• the development and production of new drugs and materials;

• genomics and personalized medicine; or

• disease research.

However, this development will take time. Experts estimate it will take another five to ten years before quantum computers are ready for commercial use in life science applications.

Quantum sensing

Quantum sensing solutions, on the other hand, are already close to market readiness. This technology leverages principles of quantum mechanics to enhance conventional measurement methods. In the coming years, quantum sensors could be used in life sciences to:

• enable new and improved imaging techniques;

• support diagnostics at the cellular level;

• advance brain interface technologies; or

• make MRI scans accessible to more patients.

Your Challenges as a Life Science and Quantum Tech Professional

The opportunities at the intersection of quantum technologies and life sciences are immense. But they come with significant communicative challenges. Here are the top 5 challenges you should expect if you work in a life science company, a quantum tech startup, or academia.

Challenge #1: Uncertain Development Timelines for Quantum Use Cases

Quantum technologies remain experimental. It's still unclear which hardware approach will establish itself as the default solution. The race among semiconductors, superconductors, neutral atoms, ions, and photons is open. Development timelines also vary significantly depending on the application in question, according to experts.

That's why effective communication is first and foremost about managing expectations. If you're looking for investors, you may have to convince them of a development timeline stretching over a decade before your solution is even market-ready.

Challenge #2: Hype Fatigue and Skepticism Toward Quantum Technologies

New technologies promise a lot but are often difficult to understand for non-experts. The result: they enter a hype cycle - becoming overburdened with unrealistic expectations that inevitably lead to disappointment. After the hype bubble bursts, curiosity turns into skepticism, and yesterday's holy grail becomes today's shelf warmer.

Quantum technologies have already passed through such a cycle. Some target groups - such as investors and politicians - have become weary of the hype. If you want their support, you'll first need to win them back.

Challenge #3: Lack of Exchange Between Quantum Tech and Life Science Experts

Despite their perfect fit, the networking between life sciences and quantum tech communities remains sluggish.

If you work at this intersection - regardless of your organization - you must proactively build a broad network beyond your usual circle.

Challenge #4: Talent Shortage

The shortage of skilled professionals is a major issue - particularly in life sciences and quantum tech. These fields demand highly qualified and specialized experts.

If you're recruiting for your startup or life science company, you'll be drawing from a very limited talent pool and competing with other employers for the brightest minds.

Challenge #5: Critical Regulatory Issues

Developing quantum diagnostic solutions depends on access to large volumes of sensitive medical data. Additionally, quantum technologies are dual-use: they can be applied both in civilian and military contexts.

If your company wants to use quantum technologies, be prepared to operate in a highly regulated environment. This requires intensive communication with critical stakeholders including the public, journalists, and political decision-makers.

How to Communicate Successfully in the Life Sciences-Quantum Tech Space

The communication challenges in life sciences and quantum technology are real - but solvable. Here are four tips to help you successfully navigate the upcoming changes:

Tip #1: Build a Network Across Research, Life Sciences, and Quantum Tech

Whether you're in a life science company, a quantum tech startup, or academia: connect with experts outside your usual community.

Actively seek constructive, critical feedback. For example, as a quantum computing expert, you should ask life science professionals whether your solutions truly address their needs. Collaborate with sales and marketing experts on your go-to-market strategy.

Networking opportunities include: conferences, trade shows, and social media.

Tip #2: Avoid Hype and Empty Promises

Hype cycles are hard to stop. That doesn't mean you have to actively participate in them. Focus on factual, transparent communication. Avoid unrealistic deadlines and exaggerated promises that the tech experts around you are confident you won't be able to keep.

Provide solid value to your target audience. The fact that your solution uses quantum technologies should not be your main selling point. Think of it like this: You're trying to sell the "hole in the wall" - not the hammer. Depending on your audience, you may even want to downplay the quantum aspect in your headlines to avoid losing a hype-fatigued audience before they've even heard your value proposition.

Tip #3: Invest in employer branding

To succeed in life sciences and quantum technologies over the medium term, you need to recruit the right talent now. Start by building strong connections with universities that train relevant specialists.

Invest in your employer brand and develop a compelling recruiting strategy. Demonstrate why top talent should want to work for your company. Since these candidates are highly qualified and in demand, make sure you articulate your full value proposition. Specifically, you should:

• have the financial resources to offer competitive salaries;

• strengthen and authentically communicate your company culture (team spirit, performance, innovation);

• highlight your company's positive societal impact - and how employees contribute to it.

Tip #4: Invest in political communication

Whether you aim to secure funding for quantum computing research or support legislative processes: invest in political communication. This includes direct networking with political decision-makers and helping to foster a positive public perception of quantum technologies and life sciences. This will help you in bringing key stakeholders to your side.

Conclusion

The intersection of quantum computing and life sciences holds great promise for both business and society. As a company active in these fields, you can also benefit communicatively - if you navigate the biggest challenges wisely and steer successfully through the hype.

Are you working in a quantum technology or life science company? Then contact our team at PIO BEYOND. Our innovation communication experts can help take your messaging to the next level.

Did you enjoy this blog post? Then you might also be interested in: