The Visibility Paradox: Why Most Life Sciences Leaders Get LinkedIn Wrong

Hi there,

"I know I should be doing more on LinkedIn, but why would anyone care what I have to say?”

This sentiment comes up in a lot of conversations with life sciences founders and leaders. There's a growing recognition that visibility matters for attracting investment, partnerships, and talent, yet most struggle with how to show up authentically without feeling like they're just adding to the noise.

The LinkedIn Dilemma for Life Sciences Leaders

My recent inspection of LinkedIn content trends revealed something concerning: as more biotech leaders embrace social media, many are adopting formulaic approaches that make them sound identical to everyone else.

From posts with prescribed emoji patterns and font-experimentation to generic "thought leadership" that lacks real insight, the result is a sea of sameness and precisely the opposite of what attracts attention and builds trust in an industry where differentiation is everything.

What Actually Works: Lessons from the Field

Looking at engagement patterns across the life sciences sector on LinkedIn, there are clear patterns that separate leaders who build genuine connection, trust and authority from those simply going through the motions:

1. Authentic personal stories significantly outperform generic professional advice. When I shared my own story about relocating to Italy last year, it generated 7,991 impressions and 117 reactions – nearly 7x the engagement of my more "professional" content.

2. Industry perspectives backed by unique insights create meaningful connections. My recent post analysing "London as the new Boston for advanced therapies" reached 1,078 impressions because it offered a fresh perspective rather than obvious observations.

3. Creative analogies bridge complex science with relatable experiences. My post comparing biotech fundraising to dating resonated strongly because it made a technical subject accessible and a bit fun.

Who's Getting It Right: A Few Examples

Several life sciences leaders exemplify this authentic approach to building visibility without large corporate communications teams behind them:

Ian Wilkinson, Biotech founder & advisor specialising in protein reagents, demonstrates the power of authenticity over formulas. As he shared with me just this week:

"I've taken the simple approach of ignoring most advice and just trying to post in the same way I would have an informal conversation with someone at a conference (maybe with a beer in my hand at the drinks reception). Give an opinion, have a bit of humour and just enjoy the experience. It's easier though when you are your own boss. No marketing team, HR or lawyers on your back reviewing posts before they go out."

His approach works brilliantly because it's genuine and relatable, not manufactured or overproduced.

Paul Marshall, CEO of Rapid Fluidics, offers a refreshingly candid take on LinkedIn strategy. He recently commented:

"I'd be lying if I didn't say that my posts are focussed on playing the algorithm. I enjoy writing them, but as is often pointed out, this is LinkedIn for professionals, not Facebook. I'm doing this ultimately to boost my business and make money."

His transparency about strategic intent while maintaining his authentic voice makes his content both effective and genuine.

Why This Matters to Your Business

In an industry where funding decisions, partnership agreements, and recruitment success increasingly depend on the perception of leadership, visibility without authenticity is just noise. And in an environment built on trust, noise is the last thing you need.

I've observed this firsthand with biotech founders who struggle to gain traction despite strong science. The difference between those who break through and those who don't often comes down to how effectively they communicate their vision and perspective – not just their company's technology.

Elements of an Authentic LinkedIn Approach

Rather than chasing algorithms or copying formulas, the most successful biotech leaders I work with focus on:

• Sharing their genuine perspective: What do you see in your field that others don't?

• Telling the story behind the science: Why does this work matter to you personally?

• Building relationships, not just audience: Engaging meaningfully with a smaller network rather than broadcasting to a larger one.

Starting point: Next time you're about to publish something, ask yourself: "Would the people who know me recognise my voice in this content?" If the answer is no, you may be falling into the formula trap (or maybe you’re getting the wrong people to write your posts 😉) 

I'll share the results in my next newsletter along with specific strategies to address the most common challenge.

Next week, I'll share details about my new program for helping CEOs and Founders transform build their personal positioning into a business asset – what I’m calling The Authority Blueprint.

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.

P.S Did You Miss It?

Last week on LinkedIn, I shared a fascinating research study that found LinkedIn network size was the single strongest predictor of funding success for founders – even more than experience! The study from Computers in Human Behavior revealed some surprising insights about how social capital translates to investment. Check out the full post here to see the findings and what they mean for biotech leaders.