The 4 biotech leaders you’ll meet on social

October 17, 2023

The biotech C-Suite is comprised of many different combinations of the same handful of roles that allow the business to grow and thrive – CEO, CSO, CMO, CCO and so on. Though the job functions are relatively similar, leadership styles can vary widely from person to person while still being successful. But no matter the approach, there is one commonality across these biotech leaders – they represent the company they help lead.

Enter social media.

Social personas for biotech Leaders

Leaders in biotech know that their social media presence can be a powerful component of their company’s communications strategy. Being present on these channels allows a leader to share a consistent message about company goals, strategies and results between engagements with key stakeholders.

But social media is not for everyone. It straddles a strange line between personal and professional that can feel uncomfortable for some. Others seem to do it effortlessly, seamlessly sharing photos of their family vacation while engaging with the biotech community all in the same day.

Fortunately, engaging on social media does not need an all or nothing approach. We’ve put together a range of the 4 most common leadership personas on social that can help determine where to start in cultivating a leader’s social media strategy.

Cautious Minimalist

As the name suggests, this leader is not comfortable putting themselves out there on social. They want to use their position and influence to amplify the company’s message, but without interjecting additional personal opinions.

  • Patented move – “Reshare Walkaway”: Hits the reshare button on a company post, and not much else.
  • Why it works: It’s a minimal approach to social, but still gets the word out. The leader may have a large network of peers and colleagues and this low stakes engagement amplifies the company message without needing to share anything personal.
  • Channels: LinkedIn

Enthusiastic Supporter

This leader amplifies key messaging from corporate channels and provides light color commentary in their own voice. This leader is opening the door to a role as social influencer, but without taking on too much risk.

  • Patented move – “The Fine Point”: Lends a personal perspective on posts through the company channels, usually with a positive comment related to the news.
  • Why it works: It’s a similarly minimal approach, but allows some of the leaders’ personality to come through while bolstering company messages.
  • Channels: LinkedIn, maybe X (formally known as Twitter)

Avid Messenger

This leader amplifies messaging and content, but appears to outside audiences as doing this on their own when sharing or commenting. They have a perspective they want to share—even outside of their role at the company—creating an opportunity to establish themselves as a thought leader.

  • Patented move – “My Hot Take”: Weighs in on biotech news related to and outside of the company messages, offering their own perspective on industry issues.
  • Why it works: When done correctly, this leader graduates from using the company megaphone to an influencer cultivating perspectives on the wider biotech landscape.
  • Channels: LinkedIn, X (formally known as Twitter)

Conversation Driver

This leader is an established, go-to figure on “biotwitter”. They have the experience and clout that brings context to industry discussions and are seen as leaders beyond their company.

  • Patented move – “All Opinions Are My Own”: Shares opinions on the biotech and healthcare space at large, be it a novel idea or participating in a wider industry discussion.
  • Why it works: These leaders are viewed as industry leaders, who’s prominence and influence also reflect the company they lead. They’re opinions are sought out and attract attention to their company.
  • Channels: LinkedIn, X (formally known as Twitter)

It’s all about comfort

Every leader doesn’t need to be a Conversation Driver to make an impact on social. Even the simple “reshare walkaway” can amplify the reach of a news event. Better yet, leaders do not need to stay the same persona forever. If they’re new to biotech leadership, perhaps they dip their toe into social by commenting on the company’s news. If they’re already doing that, consider participating in a larger discussion in an area they have expertise. At the end of the day, some presence is better than no presence and there are always ways to participate without pushing too far.


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