From "Post More" to Strategic Content: What Investors Actually Want to See

Hello again 👋

A new client's lead investor told them, "You need to be doing more on LinkedIn."

I absolutely love this – basically an investor endorsing what I do. But the founder asked me: "What does she mean? Post what exactly?"

'Do more' or 'post more' isn't especially useful advice. Most biotech CEOs and founders don't know what they should write about beyond company updates or conference photos.

The real question is different: if you were an investor or commercial partner, what would help you feel confident about the science, the business model, or the team? What questions would you want answered?

Investors are checking your profile before and after meetings to understand your background, leadership experience, and how you think. So why not give them what they're looking for.

Three Areas That Matter to Investors

Instead of wondering what to post, focus on the questions investors always ask you. I've identified three key themes and topics that address what investors really want to know:

1. Market Opportunity & Competitive Landscape

   Investors want to understand how you see the space you're operating in. What trends are driving growth in your therapeutic area? Where is the unmet need and how big is the addressable market? How are current approaches failing patients?

• Share your perspective on recent M&A activity and what it signals about the current mood in your space

• Explain why a specific patient population remain underserved despite existing therapies

• Comment on macro trends (ageing demographics, obesity treatments, personalised medicine ) that create an opportunities for your innovation

• Discuss how policy or regulatory changes open new pathways in your therapeutic area

2. Regulatory & Clinical Development Insights 

   Investors want to know you've thought through the path to patients. How are you preparing for IND-enabling studies? What's your regulatory strategy for FDA/EMA approval? How have you structured your clinical development plan and why?

• Outline how you're preparing for manufacturing scale-up and CMC considerations

• Share insights on EMA or FDA guidance updates and how they affect companies like yours

• Comment on breakthrough therapy designations or accelerated pathways in your area

• Explain your rationale for specific clinical trial designs and patient selection criteria

3. Commercial Vision & Risk Mitigation
   Investors need confidence in your business model. What makes your approach commercially viable? What hurdles do you anticipate and how will you tackle them? How does your innovation translate into a viable product that reaches patients?

• Discuss partnership strategies and what types of collaborators you're seeking

• Share your thoughts on pricing and market access challenges in your therapeutic area

• Explain your go-to-market strategy and how you plan to reach clinicians

• Address manufacturing challenges and how you're building scalable processes

Why This Approach Works

When you consistently share insights on these topics, you're doing something powerful – you're helping with de-risking your company in public. You're building investor confidence before your next call, staying on their radar between meetings, and potentially warming up future investors before they even meet you.

Many CEOs and founders wait until they're actively fundraising to start building these relationships. But it’s strategically sound to publish this content 6-12 months before kicking off a new round.

Next week, I'll be sharing my framework for implementing this approach systematically. If you've ever wondered how to turn sporadic LinkedIn posting into a genuine business asset, I’ll show you how I do it.

Warm regards,

Chris
Founder
Make Business Social
Strategic Communications | PR & Media | LinkedIn

I help life sciences leaders cut through the noise, humanise their science, and secure the visibility and investment they and their company need to scale innovation.