July 16, 2025
July 16, 2025
A recap of Mission North's partnership with Ticket to Biotech for an off-the-record discussion on biopharma communications in an era of uncertainty.
Biotech innovation is strong, and capital is available; however, uncertainty reigns, with communicators in the industry navigating fierce competition for attention, funding, and public trust. To explore these dynamics, Mission North partnered with Ticket to Biotech to host an insightful and candid panel discussion in our New York office, bringing together more than 50 communications leaders from across the sector.
In an off-the-record conversation, attendees heard from experts from a16z, Recursion, Yahoo! Finance and the National Security Commission on Emerging Biotechnology to make sense of the challenges facing the industry and offer actionable insights for others wading into the space.
Here are three key takeaways that stood out:
Science alone isn't enough to secure investment
Groundbreaking scientific advancements have long characterized the biotech industry; however, with broader economic uncertainty driving some investors toward later-stage companies, many innovative startups have struggled to raise the capital they need. This leaves significant impact potential on the table, limiting what is possible for the broader biotech ecosystem.
For early stage companies to break through, it often takes more than just strong innovation and science. Management teams also need to prove to investors that they can make tough business decisions and weather storms. For communicators, this means focusing on helping executives articulate not only what they do and why it matters, but also their strategies for driving success and navigating uncharted waters.
Being “audience first” has never been more important
Communicators often talk about the need to take an “audience first” approach to getting their message out there, but that’s easier said than done when translating complex science for a wide range of stakeholders. Although your overarching brand narrative needs to work across audiences, reaching government decision-makers requires a different strategy than reaching scientists, investors, or prospective talent. For example, policymakers may care more about the impact of biotech on national security, while an investor may be most interested in a clinical milestone and how it underscores the value proposition of a company’s approach or platform.
As one panelist put it, we have to go back to Communications 101: it’s not about what you want to say; it’s about what the audience needs to hear. Understanding what issues are top of mind for each of your audiences and then tailoring your messaging to address those needs is the key to bridging the gap.
In a shrinking landscape, own your authentic voice
The traditional gatekeepers of information are shifting, creating unprecedented opportunities for biotech companies to control their own narratives. Mission North's recent Brand Expectations Index report found that 81% of the general public ranked a company’s own content as the second most trustworthy source of information, just after local newspapers. This shift, amplified by generative AI changing how people research, means every piece of owned content — from op-eds and LinkedIn articles to innovative formats like live earnings calls — becomes a potential touchpoint for future stakeholders who may never visit your website directly.
While newsrooms continue to face cuts that make earned coverage harder to secure, this challenge reveals an overlooked opportunity: trade publications often provide more credible and targeted reach than coveted hits in major national outlets. Building genuine relationships with trade reporters and positioning executives as go-to sources on broader industry topics, not just company announcements, can drive meaningful credibility where it matters most.
Thought leadership and owned content creation have evolved from nice-to-have tactics to essential strategy. In fact, in recent years, biopharma executives have become more empathetic communicators, and attendees agreed that the need for authenticity will continue to reign. The key is finding formats that amplify executives' genuine voices rather than relying on overly polished corporate messaging to help companies stand out in an increasingly crowded market.
The bottom line
The biotech communications landscape is more complex than ever, but opportunity abounds for those willing to adapt and innovate. Success in this environment requires becoming comfortable bridging multiple worlds simultaneously: translating cutting-edge science into business value, making technical innovations accessible without oversimplifying, and maintaining authenticity while staying strategically focused. The companies that will ultimately thrive are those that view communication not as an afterthought or support function, but as a core strategy that can differentiate them in a competitive market.
