Writing for Biotech Marketing Materials

Most biotech founders don’t fail because their ideas are bad. They fail because their messaging never stood a chance. Not because they didn’t “communicate benefits” clearly. They wrote posts that ignored how people think. As a founder, you’re used to facts, logic, and evidence. But your audience doesn’t read your LinkedIn post like a peer-reviewed paper. They skim. → They filter. → They fill in the blanks. → Then they forget. The Cognitive Bias Codex is one of the best tools I’ve found for writing posts that work with these patterns, rather than against them. Here’s how to apply it: 1️⃣ Catch attention (Too much info): People are overloaded. You need contrast. → Use the bizarreness effect. Start with something unexpected. → Use the Von Restorff effect. Make one idea visually or conceptually stand out. → Use confirmation bias. Start with what your audience believes, then challenge it. 💡 Instead of “Our study shows a 12% increase,” try: “Most device teams think 40% uptake is the limit. Ours hit 52%.” 2️⃣ Build trust (Not enough meaning): People fill gaps with stories. Give them the right one. → Use the narrative bias. Share a decision, failure, or conversation. → Use the halo effect. Mention credible names or data sources. → Break stereotypes. Show something they didn’t expect. 💡 “We thought this device wouldn’t work in elderly patients. It did.” 3️⃣ Prompt action (Need to act fast): Your reader is scrolling. You need to interrupt the autopilot. → Use loss aversion. Show the cost of ignoring your insight. → Use the sunk cost fallacy. Highlight why clinging to outdated methods hurts. → Use the availability heuristic. Reference a recent news item or post. 💡 “Still relying on 2022 data to plan your 2025 trial?” 4️⃣ Boost recall (What do we remember?): You don’t need to be memorable to everyone. Just to the right people. → Use the peak-end rule. Start strong. End clear. → Repeat key phrases. → Tell stories where the smart choice looks obvious in hindsight. 💡 “We bet on the unpopular strategy. It paid off in 3 months.” Most content tries to sound smart. The best content works with how people think. 👉 Which part of the Codex feels most relevant to your work right now? 💬 Let's discuss in the comments. ♻️ Repost for others. ---- 👋 Hi, I'm Sébastien, Founder of Mywebtechcare®. I help life science founders grow visibility, trust, and long-term opportunities on LinkedIn.

🚀 Pitching Deep Tech or Biotech? Here's How Kahneman's System 1 & 2 Can Help You Connect with Your Audience At biotx.ai, we faced a swarm of business consultants, each one insisting we weren’t pitching our tech right. In hindsight, I’m critical—and frustrated—by how much of a waste this was: 1. Every consultant has to tell you they can do it better. If they didn’t, they wouldn’t have a job. It's a built-in sales pitch. 2. Not one of them offered a real strategy. Instead, it was just endless, unfocused rants without any concrete direction. Daniel Kahneman’s System 1 (fast, intuitive) and System 2 (slow, analytical) framework offers a powerful way to structure your pitch to capture attention and build understanding. Here’s how it works: 1️⃣ Start with a Story for System 1 Kick off with a simple, impactful scenario that instantly shows the relevance of your tech. For example: “Imagine a world where cancer patients have access to a single treatment that gives them years more to live.” 2️⃣ Use Visuals to Keep System 1 Engaged Show intuitive graphics that capture your tech's impact—a before-and-after, or a clear comparison against current solutions. Let the audience feel the difference. 3️⃣ Transition to System 2 with a High-Level Overview - that's your #USP Next, lay out a clear, accessible explanation of your tech. For instance: “Our CRISPR-based system targets only cancer cells, reducing side effects and cutting down treatment times.” 4️⃣ Provide Data to Satisfy System 2’s Need for Proof Share results or early data that demonstrate your tech’s potential, like: “In initial trials, recovery time improved by 40% with 30% fewer side effects.” 5️⃣ Use Prospect Theory to Highlight Opportunity Costs Emphasize the stakes: “Without solutions like this, patients endure outdated, less effective treatments. The first to transform this space will lead the field—and redefine outcomes.” 6️⃣ Wrap Up with a Compelling Call to Action Finish by encouraging immediate engagement: “We’re looking for partners who believe in reshaping oncology. Let’s discuss how you can be part of this breakthrough.” Pitching complex ideas is about balancing emotion and logic—capturing hearts and minds. With this approach, you can communicate your tech’s potential in a way that resonates on every level. 🌍💡 #DeepTech #Biotech #Startup #System1and2 #InvestorPitch #DanielKahneman #ProspectTheory

When people struggle to understand your words, they assume the problem is you. Not them. You might think complexity makes you sound smarter. It feels necessary. After all, you work in biotech. Precision matters. Accuracy is everything. But research from Princeton professor Daniel Oppenheimer says otherwise. He found something surprising: The more needlessly complex you are, the less intelligent people think you are. You don’t have to dumb things down. You just have to make them clear. Here’s how: 1. Use short sentences. Say what you need to say, then stop. 2. Choose common words. If a seventh grader wouldn’t understand it, reconsider. 3. Explain acronyms. Someone in your audience doesn't know what it means. It takes seconds to tell them. 4. Speak to help, not to impress. Being helpful makes it about them, being impressive makes it about you. 5. Test your message. If someone outside your field doesn’t get it, try again. Because being clear doesn’t mean being simplistic. It means being heard. And in biotech, being heard is how you make an impact.

💭 What I’d do if I ran marketing for a life science company? If I were stepping into a head of marketing role at a typical early-stage biotech company, here’s what I’d focus on in the first 90 days: 1️⃣ Clarify the story Most life science companies talk about what they do. Few explain why it matters now. I’d define a simple, high-impact narrative that connects the science to a real-world need. 2️⃣ Build a founder-led content engine No one can sell the vision better than the people building it. I’d help the leadership team write thought pieces, LinkedIn posts, and short videos that show the thinking behind the tech, not just the tech itself. 3️⃣ Fix the website Many life science websites feel like academic posters. I’d make sure the homepage answers three things in 5 seconds: → What problem we solve → Who it’s for → Why it’s different 4️⃣ Pick 1 or 2 channel and go deep Not every company needs to be on 5 different platforms. I’d choose one or two channels—probably LinkedIn and email—and go all-in for 3–6 months with useful, insight-driven content. 5️⃣ Enable the sales team Fancy campaigns don’t help if the sales deck is confusing. I’d align marketing with sales early and make sure they’re armed with clear, compelling tools: → a tight pitch deck → a library of objection-busting content → a simple way to explain the science to non-scientists None of this is magic. But when done well, it turns a complex technology into a clear story. 👀 If you are running marketing in a life science company, what are you prioritizing first?