If your audience is made of scientists… why does your content look like it’s made for stock photos?

Recently, I spent time analysing how life science and biotech companies show up on social media. What I found was uncomfortable: Very little content is actually valuable. In fact, only a handful of companies are creating posts that are insightful, educational, or even relevant.

The rest?

Generic questions.

Artificial visuals.

People who look more like models than scientists.

And one recurring format stood out: “a day in the lab” content, clearly disconnected from the reality of any real lab environment.

So the question is: who is this content for? Because it’s not for scientists. And if it’s not for them, then who exactly is the target?

In an industry driven by knowledge, precision, and credibility, this kind of communication is more than ineffective, it’s damaging. It signals a lack of understanding of the audience. A lack of strategy. And in many cases, a lack of respect for the intelligence of the market.

Meanwhile, the content that does generate engagement follows a completely different pattern:

It is real.

It is educational.

It reflects actual lab life, actual challenges, actual people.

Paradoxically, what performs best is what many companies still avoid: authenticity.

So why do we keep investing in content that doesn’t work? Why are we wasting critical touchpoints with superficial messaging, instead of building real connections with our audience?

Because in life sciences, communication is not just visibility. It’s credibility. And credibility is built the moment your audience feels: “They actually understand my world.”

If your content doesn’t achieve that, it’s not just noise, it’s a missed opportunity. 

Visibility is not the goal. 

Impact is. 

LinkedIn Post

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