Messaging in biotech: walking the tightrope between media + marketing

By Jeff Rusack

Media messaging and marketing messaging might seem like fraternal twins, but they’re more like second cousins. Both are part of the communications family, but their DNA is distinctly different; with one, you're talking to the press, and with the other, you're talking to a potential buyer. Here’s how to master both media and marketing biotech storytelling. 

Media messaging:

When you’re crafting media messaging, think like a journalist as best you can. Their job is to tell a story, not be an extension of your sales team. Reporters don’t want a sales pitch; they want a story with stakes, context, impact, and maybe a splash of controversy (who doesn’t love a little controversy?). Here’s how you can craft your message to journalists, specifically ones that cover the hyper-competitive biotech industry:

Speak their language: 

Media messaging needs to be sharp, concise, and headline-ready. Think “Biotech startup cracks the code on aging” instead of “Proprietary telomere-extending technology shows early promise in preclinical trials.” The second may attract the attention of in-the-know journalists, but the first will speak to a broader audience.

Data without the data dump: 

Reporters want facts, but they don’t have a PhD (most of the time). Share the impactful outcomes of the product or service you pitch before the granular details.

Newsworthiness over newness: 

Just because it’s new to you doesn’t mean it’s news. Ask, “Why does this matter to the world right now?” and tailor your pitch accordingly.

In short, media messaging is about capturing curiosity, explaining the impact (or potential impact) of a service, and showcasing your product’s relevance.  

Marketing messaging:

Here, the focus shifts from storytelling to selling. You’re not just explaining what your biotech does and why it matters; you’re convincing someone why it’s worth their time, money, or partnership.

Know your buyer persona: 

Are you talking to a hospital exec, a pharmaceutical giant, or an investor looking for their next unicorn? Tailor your message to their pain points and priorities. Explain how your product solves their problems.

Impact over abstraction: 

“Reduce operational costs by 30%” hits harder than “streamline efficiency with innovative solutions.” Prove ROI. Similar to media messaging, the more concise the message, the better.

Call to action like you mean it: 

Marketing messaging doesn’t leave room for ambiguity. Tell your audience exactly what you want them to do—download a white paper, schedule a demo, or sign on the dotted line.

The key difference: focus

Think of media messaging as a spotlight — it’s about creating awareness and credibility by highlighting your biotech’s impact. Marketing messaging, on the other hand, is the laser pointer — directing potential buyers to act and become part of your success story.

There are certainly similarities, and it's easy to confuse the two with an untrained eye. But play both sides well, and you’ll have the media buzzing and the customers buying.