Our Industry’s Public Image

Last week the Public Affairs Council released a new pulse survey on what Americans think about business and government.

Unfortunately for us – the industry considered the most untrustworthy was pharmaceuticals.

This finding was unsurprisingly consistent with a Gallup poll last year reporting that a record-high 60% of those surveyed view our industry negatively.

The recent Public Affairs Council survey also shared that 40% believe pharma needs more government oversight.

OK, so far all that tracks, right?

Well, if we look at the 2024 Edelman Trust Barometer, we see that two-thirds of those surveyed in the US say that science has become politicized in our country.

Rates are similar in other countries, too.

Moreover, confidence in innovations like gene-based medicine increases when shown to be vetted by scientists and ethicists.

To us, who are on the front lines of the scientific breakthroughs we see every day, there’s a huge discrepancy here.

On one hand, we have deep distrust of our industry – or at least, what they THINK they know about biopharma – but on the other many say that science is too politicized.

What gives?

For starters, any ground we gained during the pandemic painting our industry as being on the bleeding edge has pretty much been lost.

What’s more is that the general public doesn’t equate pharma with science, that those are two words that don’t even belong in the same sentence.

That’s a problem – not just for the industry’s future, but perhaps more importantly, for the medicines that our orgs and clients are developing.

How do we reconcile deep distrust of our industry with society’s appetite for less-politicized and more highly vetted science?

Making the Case for Industry Executives’ Social Presence

“Scientists and experts are expected to lead on the implementation of innovation,” according to the 2024 Edelman Trust Barometer.

And with more than 50 percent of people surveyed getting most of their information about new technologies and innovations from social media, we in biopharma are well-positioned to become trusted sources directly through our scientific leadership team’s social profiles.

Content from individuals at our orgs and clients is the new version of quotes in a press release.

Think about it – if a press release announces the news and quotes within the release comment on the news and add context, there’s a parallel opportunity here pertaining to how we can manage our companies’ and leaders’ social accounts, respectively.

Edelman’s Trust Barometer goes on to recommend that we can build trust via experts’ commentary by “explaining the research, engaging in dialogue, and harnessing peer voices as advocates.”

And, what’s more is that research from FTI Consulting last year found that “engagement rates for content from business leaders are more than two times higher than posts on company channels.”

With confidence increasing in advances like gene-based medicine if they’re shown to have been evaluated by scientists, we as biopharma communicators have a PRIME opportunity to not only control but also to directly shape the narratives of industry breakthroughs and their implications for society.

So, if an executive you work with is skeptical of publishing personal social content, or their next LinkedIn or blog post always seems to be an afterthought, we hope this helps you to make your case.

What’s Next for Biopharma Comms

Communications in biopharma–and beyond–is undergoing a transformational shift right now.

Our function is moving away from “comms” towards strategic corporate affairs, with advising on and communicating decisions that drive a company forward now being recognized as twin necessities.

Corporate affairs is a pivotal partner in achieving business success. And if it’s not at your organization or with your clients, it should be!

Edelman reported last fall that “comms leaders are increasingly informing and advising the enterprise on strategy,” with “more than half surveyed [who] consider themselves to be a strategic advisor or partner.”

Although we may not see this put into practice across biopharma yet, especially among early- and mid-stage companies, it’s time for us to challenge conventional preconceptions and embrace critical business advisory and decision-making roles in our orgs.

A few tangible examples of what this looks like day-to-day: Job titles evolving to reflect the more holistic “corporate affairs” nature of our roles.

Not asking to be on the leadership team, and once you’re there, having clear expectations set from the top down on how the C-suite should partner with and consult your function.

Internal business partners fishing for themselves, so to speak, while consulting you on campaign approach without expecting you to simply write their emails.

What experiences have you had, and what are you proactively doing to become an even more strategic communicator?

You’ve got this! Follow along with us at Ticket to Biotech to access new resources this year to support your professional growth, regardless if you’re just starting out or are a seasoned communicator.