Reclaiming the Power of Science Storytelling: Key Takeaways from Fierce Pharma Engage 2025

At the recent PR & Communications Summit at Fierce Pharma Engage, communicators from pharma and biotech came together to share insights, challenges, and inspiration. Across panels, case studies, and conversations, we were reminded of something that can be easily forgotten in our day-to-day: we, as health and science communicators, hold immense power and responsibility. In a time when trust in science faces significant challenges, this conference underscored the urgency to reinvest in clear, credible, and creative communication. We are also not alone in this responsibility. We must also push those around us—whether it be clients, executives, or media partners—to recognize that our shared purpose is to connect humankind to its best health life.  

Below are some of the themes and takeaways that we found most meaningful as we continue to evolve alongside our clients. 

Storytelling Is a Strategic Tool 

During the COVID-19 pandemic, science storytelling was suddenly everywhere. It was on screens, in social feeds, in living rooms. It was essential. That urgency may have faded, but the need has not. Communicators are often the most effective storytellers—uniquely positioned to help executives, scientists, and other experts turn complex ideas into narratives that connect and persuade. That includes activating the voices of patient influencers and even tapping them to be “citizen scientists” who can translate complex science into something deeply human.  

Treat Employees as a Key Stakeholder Group
Alongside external audiences, employees should be considered as a critical stakeholder group deserving strategic focus. Internal communications must be just as intentional and measurable as external efforts, designed to empower employees as authentic champions of the organization’s mission and values. Elevating employees in this way strengthens culture and boosts credibility—positioning them as vital storytellers in their own right. 

AI Is Changing the Game, but Humanity Still Leads 

It’s no surprise that AI emerged as a major theme woven into nearly every conversation. From building behavioral archetypes to testing messaging and tailoring content, communicators are beginning to harness AI to better understand and reach their audiences. It’s also reshaping the media landscape, as more reporters incorporate these tools into their workflow—raising important questions around source validation. As we integrate AI into our practice, it’s crucial to stay intentional: evaluating open vs. closed platforms, staying ahead of evolving regulations, and critically assessing how AI-generated content fits into our creative and strategic work. When used thoughtfully, AI can help us meet audiences where they are while still building trust in what we say and how we say it. 

Make Transparency a Daily Practice, Not a Crisis Response 

Whether navigating a clinical trial setback, announcing strategic shifts, or reinforcing your company’s direction, the message is clear: transparency isn’t optional. Several speakers called for “radical authenticity” and emphasized that reputation is not built in a crisis—it’s earned over time. As communicators, we must also think like investors: analyze risk, articulate value, and lead with integrity. 

Design Communications Around Measurable Impact 

Another consistent message at the event was the importance of being data- and impact-driven. We’re long past the point where impressions alone are enough—in fact, let’s ban the word entirely, as it adds little value and undermines the power of the work we do. Every communication should be designed with measurable impact in mind—whether it’s shifting behavior, deepening understanding, or building trust. 

There’s Power in Community and Collaboration 

Many communicators shared that they’re part of teams of one or two, often operating in high-pressure, fast-changing environments. But no matter how lean our teams are, none of us are on an island. Whether working at an agency or in-house, we’re all navigating similar challenges, and should be one another’s support system. The complexity of today’s environment demands collaboration—not just within our organizations, but also across the broader communications community. Smart partnerships, open dialogue, and a willingness to lean on one another aren’t just nice to have; they’re essential to doing this work well and sustaining ourselves in the process. 

We left Fierce Pharma Engage feeling reenergized about what we do and inspired to raise the bar even higher. The tools are evolving, expectations are rising, and stakes are high. But the opportunity to make a meaningful impact—through science, through stories, and through trust—has never been more more powerful.