From science to story: how technical brands can transform comms

We’re surrounded by content designed by people who know exactly how to engage our senses and emotions. Think of the last time you were captivated by a novel, Netflix miniseries or podcast: sure, the central premise will have been rammed with potential, but it was how characters, setting, pacing and plot were engineered that got you hooked.

 

From healthcare and engineering companies to tech start-ups, science-focused brands all have stories of innovation and progress full of latent drama just waiting to evoke that same intrigue and excitement. After all, these are the companies rapidly advancing the frontiers of human capability and leading the charge on tackling our greatest challenges.

 

Trouble is, all too often the drama never gets past that latent stage. Beyond reverence for a few big-hitting brands, most of us struggle to understand the achievements of technical organisations, let alone relate them to our own lives. It’s a paradox, but we’re struggling to invest emotionally in the very thing we know to be the solution to the issues we care about most. 

 

Why is so much innovation with the power to astound or inspire wonder going unnoticed?

 

While there are undeniable and famous exceptions, communications across a host of science-focused sectors are dominated by something we’ve come to call ‘stock science’. Trawling through websites, campaigns, social feeds and reports, we found swathes of indistinctive communications characterised by common corporate cliches and tropes in both visuals and language.

 

Take the pharma industry, an industry making a profound impact on humanity through tackling global health crises and working to prevent and cure disease. Behind each breakthrough, milestone or achievement there’s a vast network of companies cooperating behind the scenes to research, create and distribute these life-changing solutions. Each one plays a critical role and a distinctive story to tell about its part in a set of outcomes far broader than themselves.

 

And yet we found that 100 per cent of organisations in the industry regularly fall back on blunt stock imagery (think men in white lab coats) and long and dense blocks of text. 80 per cent over use the word ‘innovation’ or make vague and unsubstantiated expressions of ‘leadership’ or being ‘world class’. Elsewhere, 60 per cent can’t resist frequent sector jargon and corporate speak.

 

The path forward

This flat, unremarkable content is as likely to bewilder or simply ‘talk past’ audiences as it is to galvanise. How can organisations reconnect their achievements with the art of storytelling? We’ve laid down six simple principles to help.

 

1. Put your audience first

Who are you really talking to? Comms on technical subjects so often assumes ‘one message fits all’.  Today’s audiences are diverse. Get to know their district needs intimately. Build personas that capture what makes them tick - their motivations, their concerns, their aspirations. With this understanding safely in your back pocket, craft messages that make each reader feel like the story was made just for them.

 

2. Tell one story

Having multiple messages doesn’t mean having multiple stories: a scattered approach risks overwhelming your audience and weakening your message. Instead, hone a just story that sits close to your organisation’s mission and stick with it as a thread that ties your content together over the longer term. By boldly choosing what to leave out, you make what remains that much more powerful.

 

3. Break it into chunks

What seems straightforward to you will feel like wading through treacle to another. Give your audience breathing room by breaking complex stories into bite-sized pieces. Imagine each chunk as a stepping stone, guiding readers deeper into your story at their own pace. For projects with a historical context, a chronological approach works wonders. For multi-faceted innovations, let thematic storytelling reign.

 

4. Embrace layering

Not all readers come for the same experience. Some have enough technical understanding to embrace the nitty-gritty, while others want the big picture. Embrace layering by structuring your content to cater to all levels of interest. Start with an intriguing overview that grabs attention, then allow those who are keen to delve deeper. This multi-tiered approach ensures you’re providing a journey tailored to diverse curiosity levels.

 

5. Find the drama

Every memorable story has tension and triumph. Don’t shy away from the emotional core of your story: think about the obstacles you overcame on the path to innovation. Draw people in by sharing trials alongside triumphs: this honesty invites your audience to connect on a human level, transforming abstract achievements into engines of imagination and empathy.

 

6. Make It tangible… and relevant

People are captivated by stories that show real-world impact. Paint a vivid picture of what your science achieves in relatable terms. Talk about concrete outcomes, whether it’s cleaner air, better health or more accessible technology. Go beyond abstract phrases like ‘a better tomorrow’, letting your audience see, feel, and understand exactly how your work transforms the world around them.

 

 

Why this matters

Drawing from my background in human sciences, I understand the complex relationship between scientific accuracy and engaging storytelling. I’ve witnessed first-hand how leveraging both analytical and creative thinking can elevate a brand's message. Strategic campaign development and careful planning might be grounded in scientific methodology, but drawing an audience into the impact of a breakthrough or a technology emotionally requires a different skillset entirely.

 

Getting this right matters for all of us. Organisations in these spaces are at the forefront of massive, necessary progress that will demand conversations and engagement across our culture. Meanwhile attracting talent, securing investment and navigating regulation has never been more complex.

 

The need to communicate has never been greater, but doing it badly means progress is as likely to be met by scepticism, apathy and fear as trust, inspiration and hope. Let's get the chemistry right - in science and in storytelling.

 

RY’s latest report, Getting the Chemistry Right, explores how you can transform your communications to drive deeper, more meaningful connections with all your audiences. Check it out here.