Stop Marketing Like Every Other Biotech. Here Are the 8 Deadly Sins

Wiktoria from Biocomms
Jul 27
3 min read

Updated: Aug 3

Have you ever browsed a company's website and been genuinely excited about their mission, only to walk away more confused than when you started? You're not alone. In life sciences, this scenario plays out thousands of times daily, with brilliant companies inadvertently alienating the very people they need to impress.

The challenges? Complex technical information and audiences spanning from Nobel laureates to first-time investors. Unfortunately, when investors, prospective employees, and customers turn to your digital presence to understand what you're building, unclear messaging doesn't just lose their interest - it also loses their confidence.

That's why strategic marketing is an essential infrastructure for life science companies. Here are 8 critical red flags to eliminate from your online presence immediately.

1. Homepage opens with "We are a leading biotechnology company..."

Every biotech calls itself "leading." It's background noise. Instead, lead with the problem you solve: "Pancreatic cancer patients face a 5% five-year survival rate. We're changing that."

Research from Harvard Business Review demonstrates that purpose-driven companies consistently outperform their competitors in growth, global expansion, and product launches. Start with impact, not ego.

2. Technology descriptions require a PhD to understand

"Our proprietary CRISPR-Cas9 gene editing platform utilises multiplexed guide RNA arrays..." Stop right there. Try this instead: "We edit genes like you edit a text message - find the typo, fix it, send."

Save the granular technical details for your scientific advisory board - your homepage needs clarity, but don’t be shallow - it’s important to strike a balance. If the only explanation you can provide to an intelligent person consists of buzzwords and marketing copy, you risk being perceived not as a scientific company, but as unserious.

3. No clear value proposition above the fold

Visitors shouldn't need to scroll through three paragraphs about your "revolutionary platform" to understand what you actually do. Lead with patient impact or commercial benefit. Make your value immediately obvious.

4. Generic stock photos of lab coats

Nothing signals "we don't understand our audience" like using the same Getty Images lab photo as every other biotech. Show your actual team, your real lab, or better yet—the people you're helping.

Putting faces to your mission transforms abstract science into human stories. That emotional connection often determines whether someone invests five more minutes understanding your work.

5. Burying clinical trial results in dense text blocks

Your Phase 2 data showing 73% response rates should leap off the page, not hide in paragraph four. Use visual hierarchies, callout boxes, and clear metrics - especially for LinkedIn and other social platforms.

Pro tip: Posts showcasing results should emphasise the numbers and include simple, compelling visuals. Content without media gets buried in LinkedIn's algorithm.

6. "About Us" pages that read like academic CVs

"Dr. Smith has published 47 peer-reviewed papers..." That's excellent for academic recruitment, but terrible for investors who want to understand why your team can execute commercially, not just scientifically.

Highlight expertise that translates to business success: regulatory experience, previous exits, industry partnerships, or track records of bringing products to market.

7. Over-reliance on hyperbolic language

Words like "breakthrough," "game-changing," and "paradigm shift" have become white noise in biotech communications. They signal either a lack of substance or a tendency toward exaggeration - neither captures serious attention.

Let your data and outcomes speak. Concrete results resonate far more than superlatives.

8. Missing the "So What?" factor

You've explained what you do, but not why it matters. Always connect scientific innovation to tangible outcomes: faster diagnoses, fewer side effects, reduced costs, extended survival times.

Bridge the gap between your brilliant science and its real-world impact. That's where commercial viability becomes obvious.

Each of these red flags represents a missed opportunity to connect with your audience and demonstrate commercial potential. In an industry where funding decisions and partnerships hinge on clear communication, getting your message right isn't just good marketing - it's good business.

Ready to audit your content? Follow BioComms for more insights on life sciences marketing, or reach out if you need support transforming your company's story into compelling, clear communication.