By Rachel Hind and Dani Verrall
In labs worldwide, scientists manipulate molecules invisible to the human eye, yet their work has implications that stretch across time and society. Research mostly happens behind closed doors and carries a paradox that has followed scientific discovery throughout history – knowledge that might transform human health often remains unseen by its beneficiaries. This disconnect between scientific breakthroughs and public awareness represents a communication challenge and a fundamental question about how information – and understanding – moves through the world.
For example, biotechnology innovations at the molecular level can change lives but without effective communication that bridges specialised knowledge and public understanding, even revolutionary advances might fail to realise their potential. Strategic communications are the solution, transforming complex scientific detail into stories that resonate with diverse audiences and ensuring trusted voices deliver the message.
Public engagement and the cultivation of trust
The history of scientific innovation reveals a recurring pattern: technical advancement alone rarely secures acceptance. Despite persistent opposition throughout history, traditional vaccines gradually gained sufficient public trust to be widely adopted. Gene therapy, by contrast, saw its development stalled for decades after early clinical tragedies sparked widespread fears that lasted long after therapies were proved to be safe.
In both cases, technical validity was insufficient to win trust without effective communication that contextualised these advances within broader societal frameworks. No matter how brilliant, scientific discoveries exist in isolation until they’re woven into human understanding and values. It’s not enough for a biotechnology to simply work in a lab; people must know – and accept – how it connects to their lives, beliefs, histories, and cultural contexts.
When life science companies have meaningful engagement with communities, patient groups, and advocacy organisations, they participate in knowledge sharing that extends beyond lab walls. They acknowledge that scientific work exists within society rather than above it.
Our work with the Open Data Institute (ODI) touches on bringing diverse voices into technical conversations to transform discussions and outcomes. With the ODI’s guidance, the INSIGHT initiative—the Health Data Research Hub for Eye Health—established a data trust advisory board with patients at its centre, involving them directly in governance decisions about data access and use.
This approach contrasts with traditional models, where public communication happens after making decisions. It shows that by integrating diverse perspectives throughout the development process, organisations can build the trust needed for innovative research to proceed.
Media relations and the creation of context
Throughout history, specialised knowledge has required ‘translation’ to make it meaningful beyond expert circles. Journalists often connect scientific work to human experience through their reporting, helping audiences recognise how new developments might affect their lives.
Acknowledging journalists’ importance as conduits of information, Allegory’s work with Our Future Health, the UK’s largest health research programme, focused on building relationships with carefully selected health, science, and data correspondents. Through detailed briefings, we ensured they understood the programme’s key elements, including its scale, commitment to diversity, participant feedback mechanisms, and collaborative approach.
By contributing substantively to public discourse rather than simply seeking attention, companies can become thoughtful participants in the ongoing debate about scientific progress. This considered approach to media relations builds foundations that prove valuable when navigating inevitable challenges.
Content creation and the art of translation
The best content balances scientific accuracy with narrative clarity—making technical developments understandable without oversimplification. Audiences approach scientific information from different perspectives, requiring content that addresses their specific concerns and interests while maintaining consistency in core messaging. A comprehensive content strategy recognises these diverse needs while ensuring all communications reflect fundamental scientific truths.
Crisis readiness and integrity
Crisis communications in life sciences require preparation that begins long before difficulties emerge. Organisations that develop clear values-based decision frameworks respond more effectively than those making communication decisions under pressure. When a biotech or pharma company encounters unexpected trial results, regulatory hurdles, or supply chain issues, established principles for transparency guide communication approaches to maintain stakeholder trust despite setbacks.
The validity of this approach was seen in manufacturers’ handling of production and supply chain issues during the initial COVID-19 vaccine rollout. Transparency and effective and regular communication on how problems were being addressed helped manage expectations and maintained trust despite the difficulties.
Many working in this field take their cue from Johnson & Johnson’s response to the 1982 Tylenol crisis, a case study still used in crisis communications training. The company’s immediate action, complete transparency, and unwavering commitment to public safety transformed a potential catastrophe into a blueprint for ethical conduct.
Communication as an essential complement to scientific work
For science leaders, strategic communication is not an addition to their work but a necessary complement. Organisations that approach communication as integral to their scientific mission develop stronger stakeholder relationships, engage audiences more effectively, and create more significant impact through their innovations.
Even the most groundbreaking scientific innovations only realise their potential when understood, accepted, and integrated into healthcare systems and individual lives. Strategic communications provide the essential bridge between lab discovery and human benefit, not separate from scientific work, but the means through which science fulfils its purpose of advancing human well-being.
Explore
- Read more about our expertise in communicating science research
- Download our Research to Impact Playbook
- Read our case studies
- Meet our health and biotech specialists, Rachel Hind and Dani Verrall
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