News and Insights

Communicate to Innovate: Five Communications Strategies Driving Biotech’s Future

May 6, 2025

Fresh from the World Orphan Drug Congress in Boston, it’s clear: biotechnology is not just advancing—it’s accelerating. The industry is evolving faster than ever, drawing upon groundbreaking technologies like AI (augmented implementation) and the growing promise of personalized medicine and gene splicing to treat illnesses once considered incurable.

But innovation alone isn’t enough. Today, success in biotechnology hinges upon another critical capability: communication.

At FINN Partners, we believe the companies that lead in biotech will be those that understand how strategic communication drives innovation adoption, secures stakeholder trust and compels private and public payers to consider access to care objectively.

Communication today isn’t just about amplifying scientific achievements—it’s about creating connections that strengthen the essential relationships that power biotech success. These include:

• Patient advocates who can champion or challenge new therapies, depending on how clearly and ethically companies communicate updates and intent.
• Investors who seek transparency and insight into the corporate mission as much as scientific milestones.
• Current and future employees who want to join organizations with a clear purpose, authentic values, and a commitment to making an impact.

Clear, honest, and strategic communication creates a ripple effect: it builds credibility, fuels advocacy, attracts talent and secures the capital that biotech companies need to grow and innovate.

With the BIO International Convention just around the corner, it’s the perfect moment to focus on how communication isn’t just supporting biotech growth—it’s actively shaping it.

Our advice to biotech innovators?
“Communicate to Innovate.”

In biotech, how you communicate drives how (and the pace at which) you innovate.

With this in mind, here are five key communications strategies to guide biotech leaders in the age of omnichannel platforms where key stakeholder voices can amplify or offset data:

1. Simplify the Science

Make the complex easy to understand.
The cutting-edge technologies driving biotechnology are undeniably powerful—AI, gene editing, synthetic biology, and machine learning have opened up new frontiers in research and treatment. However, these innovations may be intimidating or even overwhelming for patients, healthcare providers, investors, and the public.

To move beyond the complexity of these advancements, biotech companies must focus on simplifying the language without diluting the science. This means breaking down difficult concepts into digestible and relatable terms, using visuals, analogies and clear storytelling to make the science more approachable. When biotechnology companies effectively communicate the science behind their innovations, it fosters understanding, builds trust and dispels confusion—creating a more informed and supportive ecosystem around these game-changing breakthroughs.

2. Build Trust Before Buzz

Lead with transparency, not hype.
In a rapidly evolving industry like biotechnology, where new discoveries and therapies emerge at a fast pace, it’s tempting to generate excitement and buzz with powerful marketing messages. However, this can sometimes overshadow the need for transparency—especially when dealing with technologies that raise public concerns, such as privacy in personalized medicine, ethical dilemmas with genetic modifications or consent in data-driven therapies.

To truly gain patient, healthcare provider and investor support, biotech companies must communicate openly and empathetically from the start, even when the full picture isn’t clear. Early and honest engagement, explaining both the benefits and the potential risks, fosters trust with stakeholders and ensures that people feel informed, valued and part of the conversation. Leading with transparency helps establish credibility that will sustain a relationship long after the initial excitement fades.

3. Own the Narrative

Counter misinformation with clear information.
Misinformation and misconceptions about biotechnology are widespread—from skepticism about gene editing to fears about the unintended consequences of new therapies. Whether stemming from social media, influential voices or even media outlets, false information can damage public perception, slow adoption and erode trust.

Biotech companies can no longer afford to sit on the sidelines and react to negative narratives—they must proactively lead the conversation. This means using trusted platforms to provide factual, science-backed information, addressing misconceptions directly and clarifying complex issues through expert-led webinars, educational content and thought leadership.

By owning the narrative, biotech companies not only combat misinformation but also establish themselves as the primary, credible voice in the industry. This proactive communication helps protect the reputation of the sector and ensures that the public is receiving accurate, well-rounded information.

4. Show the Science Behind the Brand

If you make a claim, back it up.
As biotechnology expands into consumer-facing industries such as personalized skincare, sustainable food or other health products, the demand for transparency and authenticity has never been higher. In today’s market, consumers are highly skeptical of marketing claims, especially when it comes to products they don’t fully understand. Biotech companies that claim to offer groundbreaking or life-changing solutions must back up those claims with clear, accessible scientific evidence.

Whether it’s through peer-reviewed studies, clinical trial results or transparent explanations or illustrations of how a product works, biotech brands must demonstrate a commitment to honesty and proof. Avoiding over-promising or exaggerating the potential of a product is crucial, as it can lead to mistrust and customer churn. Transparent, evidence-based communication will not only enhance credibility but also foster long-term loyalty as consumers continue to demand more information before making purchasing decisions.

5. Speak Investor Language

Be clear, be timely, be strategic.
For biotechnology companies, investors play a critical role in fueling innovation and advancing therapies to market. However, with the tremendous opportunities in biotech come equally high risks, making investors especially sensitive to the level of transparency, timing and strategic direction companies provide. Successful biotech companies communicate regularly with investors, not just when things are going well, but also when challenges arise. This means sharing timely updates about clinical trial milestones, regulatory progress, funding rounds or market shifts—both positive and negative.

It’s also important to provide a clear roadmap of how the company plans to tackle challenges, mitigate risks, and seize new opportunities. Being transparent and proactive about both successes and setbacks builds trust with investors, ensuring they remain confident in the company’s vision and long-term potential. This strategic, candid communication also helps align expectations, reduces uncertainty and ultimately strengthens the company’s investor base, positioning them for continued growth and innovation.

The Opportunity Ahead

The biotechnology sector is poised for extraordinary breakthroughs. Yet science alone won’t secure success. Those who communicate with clarity, transparency, and purpose will be the ones who lead.

At the upcoming BIO International Convention and beyond, biotech companies have an unparalleled opportunity: to showcase innovation, shape public understanding, strengthen investor relationships, inspire employees and lead meaningful conversations about the future of health and technology.

At FINN Partners, we’re proud to support biotech pioneers who understand that communication isn’t an afterthought; it’s the strategy. Because in biotech today, the rule is simple: Communicate to Innovate.