PR in the life science industry: three tips for communicating innovations effectively

Communicating the benefits of advanced life science products and services is not for the faint-hearted. But don't worry, we've identified three key challenges - and give you tips on how to overcome them.

Life science products belong to the avant-garde of technical innovation. They are based on the latest scientific findings that often improve the lives of millions of people, be it through the development of revolutionary new drugs or groundbreaking medical technology. One would expect that such products would market themselves - after all, we are all open to technological progress, right?

Unfortunately, the reality is not quite so optimistic. Many companies, start-ups and research teams time and again experience how difficult it is to convince a wide audience of their ideas. Why is that so? And more importantly: can it be changed?

But first let's take a look at a few prominent examples from recent years,. They showcase that it is not only the quality of the innovation that matters, but also how it is communicated. A lack of understandable, emotional and target group-oriented communication can slow down even the best products:

1. Google Glass 

In 2013, Google launched one of the first smart glasses on the market, in hopes to impress consumers with augmented reality. The product was a technological milestone, but failed to gain widespread acceptance. While some people considered the technology as too futuristic and impractical for everyday usage, others were concerned about issues regarding data protection. Ultimately, Google withdrew the product from the market. 

2. Segway PT 

The Segway was heralded as “the future of mobility” and was considered a technical marvel. However, it failed to convince the general public. The device seemed too impractical and expensive for everyday use - and ultimately found its place primarily in niche markets such as city tourism. 

3. CRISPR/Cas9 gene scissors 

The CRISPR gene scissors have revolutionized genetics and enable precise interventions in the genome. Despite its scientific potential, the use of the technology is still characterized by scepticism and ethical debates, which hinder its broader acceptance, as many critics warn that its use may lead to the creation of “designer babies” or unintended consequences of genetic modification. 

4. mRNA vaccines 

mRNA technology saved millions of lives during the COVID-19 pandemic and was a scientific breakthrough. Nevertheless, it met with resistance: mistrust of the new technology, conspiracy theories and insufficient information tarnished its public perception. 

These challenges sound familiar to you? You wonder how you can do better with your company? Then we have a few answers for you. Let's take a look at the three most common hurdles that often stand in the way of effectively marketing life science innovations. Of course, we'll also tell you how you can successfully overcome them. Ready? Then let's go! 

The 3 biggest challenges in life science communication 

Challenge #1: Science is not a sure-fire success

Life science products tend to be as complicated as tax returns. Be it pharmaceuticals, biotechnology or neurology – many innovations are based on highly complex scientific principles that many people do not immediately understand.

The problem? People who don't understand something tend to be skeptical. Sometimes this skepticism is harmless, sometimes - as in the case of mRNA vaccines - it mutates into outright rejection. The technology was a game changer in the fight against COVID-19, but was overshadowed by conspiracy theories and fears.

Conversely, hype surrounding innovations may raise expectations that they cannot fulfill. Life science communication must therefore strike a balance between enthusiasm and realism.

Challenge #2: The benefits must be crystal clear 

“What do I actually need this for?” This question hangs over many life science products like the sword of Damocles. Innovations that merely improve existing solutions - and do not completely reinvent them - have a particularly difficult time.

Need an example? packaging materials made from mycelium (fungal webbing) could replace many plastics because they are lower in emissions as well as biodegradable. However, people and companies who “just want to wrap something” often resort to plastic. Your communication should thus make it clear what your product may have more to offer – such as playing a small part in saving the world, for example.

Challenge #3: Demanding target groups 

Life science products often do not have a mass market. They are aimed at specialized target groups such as researchers, industry partners or investors who are themselves experts in their field. Convincing them will often not be walk in the park. They expect clear, fact-based information, and on the right channels. 

3 best practices that will revolutionize your life science communication 

Tip #1: Segment target groups like a pro

Know your target groups - all of them. In addition to end customers, this includes investors, political decision-makers as well as specialist media. Each group has different expectations. Investors want hard facts, end customers may want emotional stories.

Define clear core messages for each target group and find the best channels to reach them - whether social media, specialist conferences or traditional print media.

Tip #2: Tell a good story 

People love stories. Find a narrative that gets to the heart of your mission, vision and the added value of your product. With a good story, you will not only reach the minds, but also the hearts of your target groups.

Storytelling in practice: Our client QUTAC had to turn the abstract topic of quantum computing into an appealing story. Find out how we helped in our QUTAC case.

Tip #3: Show faces - real ones!

People don't buy products. They buy emotions, stories and sympathy. Show the people behind your innovation - the researchers who benefit from it or the problems you solve.

Personalization in practice: We supported the Potsdam Science Park, for example, in making the bright minds from scientific institutes and start-ups visible and giving them a voice. You can find our case study here. Or immerse yourself in the Potsdam Science Park Blog and the stories we were able to tell there.

Life science communication with heart and mind 

Marketing life science products is challenging, but feasible. With the right strategy, you will not only reach your target groups, but also win their sympathy. If you are ready to take your communication to the next level, we at PIO BEYOND are ready to support you.

Convinced? If I've piqued your interest, contact us now. We look forward to working with you!