October 21, 2025 - by Jennifer Ringler, MS

 

For small and mid-sized pharma and biotech companies, your science is your story — but often, the way you tell that story is getting lost in translation. Whether you're trying to attract investors, partners, physicians, or patients, messaging that’s too dense or unclear can cause your audience to lose interest before they even understand the value of what you're offering.

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The good news? Messaging clarity isn’t about dumbing anything down. It’s about focusing your communication where it matters most.

Below are five common reasons biotech and pharma companies struggle to communicate clearly — and what to do instead.

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1. You’re Writing for Peers, Not Your Audience

The mistake: It’s tempting to pack your pitch deck, website, or press release with scientific terminology to establish credibility. But most of your target audiences — investors, journalists, potential partners — aren't MDs or PhDs.

The fix: Always define your audience before you start writing. If your content is meant for a non-scientific reader (and most of it is), opt for clarity over jargon. Think about how you’d explain your work to a smart but non-technical friend. That’s your benchmark.

 

2. You Lead with “What” Instead of “Why”

The mistake: Many companies begin their messaging with what they do: “We’re developing a first-in-class XYZ inhibitor targeting ABC pathway…” But most audiences aren’t captivated by mechanisms. They want to know why it matters.

The fix: Lead with purpose and impact. For example: “We’re working to eliminate the need for chronic transfusions in patients with beta-thalassemia.” Once the “why” is clear and compelling, the science becomes more engaging.

 

3. Too Many Messages, Not Enough Focus

The mistake: Startups often try to say everything at once — platform potential, lead candidates, pipeline progress, team credentials, funding ask. The result? Messaging overload that confuses instead of convinces.

The fix: Anchor your narrative with 1–2 key takeaways per piece of content. Your homepage should have a clear hero message. Your pitch deck should build toward a singular ask. Prioritize clarity over completeness.

 

4. Inconsistent Messaging Across Channels

The mistake: Your website says one thing, your CEO says another, your LinkedIn posts say something else entirely. Without alignment, your brand feels scattered — and that erodes trust.

The fix: Develop a cohesive messaging platform that includes your value proposition, key messages for each audience segment, and consistent language for describing your science, mission, and impact. Share this internally so every team member and partner is telling the same story.

 

5. You Don’t Revisit Messaging as You Grow

The mistake: The story that served you well at seed stage may not reflect where you are now. If you’ve added data, built out your pipeline, or reached a new inflection point — but your messaging still reflects your earliest days — you're missing an opportunity.

The fix: Messaging should evolve alongside your company. Plan regular check-ins (every 6–12 months, or after major milestones) to assess whether your story still fits where you're headed — and if not, adjust.

 

Clarity Is a Competitive Advantage

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In an industry driven by complexity, clarity can be a superpower. It helps you stand out in a crowded landscape, earn trust faster, and connect more meaningfully with the stakeholders that matter most to your success.

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If your biotech or pharma company is ready to sharpen your story — whether for your website, a funding round, or a conference debut — ReadHealthy Communications can help. We specialize in helping science-forward companies develop messaging that is both technically sound and strategically compelling.​ Reach out to start the conversation.