May 5, 2025
The healthcare landscape is changing faster than ever and, with it, the role of the pharmaceutical and biotech executive. Gone are the days when the CEO assumed the role of a distant figurehead. Today, leaders must be visible, vocal and, above all, authentic. CEOs now hold powerful levers to influence stakeholder opinion to positively impact brand perception, trust and, ultimately, drive value.
Here, we’ll explore the rise of executive influence and how savvy pharmaceutical and biotech executives are adding the role of chief storyteller to their responsibilities. We’ll also look at why, in this new world, embracing a new definition for approachable and accessible – “Authenticity 2.0” – is critical for impactful executive influence.
Higher Expectations for Executive Communicators
Heightened competition and the breakneck pace of industry innovation, regulations and challenges have prompted healthcare leaders to step up in even bigger ways. Now, they are answering the call to not only actively shape the narrative around their company and its mission – but to deliver it to key stakeholders. Why? Because at a time when all industries – especially pharma – are experiencing declines in consumer trust, it’s mission critical.
According to McKinsey partner Julia McClatchy, “Chief executives must be their companies’ chief storytellers. Our research shows that high-performing organizations are almost three times more likely than others to say that their organizations express narratives well.”
But executive visibility isn’t just about creating volume; it’s about creating trust and confidence in a world hungry for transparency. As companies aim to nurture the perception that their leaders are credible sources of information and perspective, it’s essential to demonstrate substance beyond a shiny, polished surface.
All this means that traditional communications tactics have undergone a major overhaul. The most successful CEOs are sharing their company’s transformation stories, ensuring confidence and providing stability across social channels, through personal, nontraditional media interviews and through their own content creation.
Financial Times reports a “23% increase in posts from chief executives globally year on year, and their content gets four times more engagement than other content from LinkedIn members.” It’s clear that stakeholders want to hear directly from the top, but they also want the real deal.
Authenticity 2.0: Beyond Personality, Toward Perspective
Forget the baseball cap and ironic T-shirt. Authenticity isn’t just about having a “personality.” It’s about embracing a new definition for what’s real. Authenticity 2.0 requires ability and agility in delivering valuable insights, demonstrating genuine empathy, conveying consistency and fostering trust through transparency. Media outlets continue to seek out executives for traditional interviews, but companies have also turned their executives into publishing houses and primary channels.
At this year’s J.P. Morgan Healthcare Conference, for example, top CEOs demonstrated this new approach, bypassing traditional media and controlling the narrative through their personal channels. While corporate pages featured one conference post, company executives posted a steady stream of insights that consistently captured higher levels of engagement. As LinkedIn algorithms prioritize content with high engagement, leveraging executive channels ensures company news will be seen.
Reputational Risks and Rewards
Before putting your chief executive in the spotlight, however, it’s important to recognize that with increased visibility comes increased risk. We’ve seen plenty of examples where controversial statements and actions from “household name” CEOs have negatively impacted brand reputation and undermined success. As Axios points out, “A vocal CEO can cast a halo or dark cloud over the company they lead, impacting their ability to attract customers, employees and investors.”
Navigating the increasingly polarized political landscape presents a unique challenge for executives trying to elevate their visibility online. While transparency and authenticity are paramount, leaders must be mindful of the potential for their statements to be misconstrued or weaponized, particularly with sensitive social or political issues. Establishing clear guidelines for engaging in these conversations, focusing on company values and avoiding partisan rhetoric are key to avoiding, as much as possible, getting caught up in charged social media swirl.
Furthermore, executives must be prepared for the potential for online negativity and attacks, even if it’s unwarranted or unprovoked. A proactive strategy includes monitoring online sentiment, establishing clear protocols for responding to inappropriate comments and providing executives with support and resources to manage their online presence effectively and in a timely manner to shut down unwelcome engagement. The goal is to empower executives to engage thoughtfully and responsibly, while avoiding becoming targets or inadvertently damaging the company’s reputation.
It’s also important to minimize the risk of overreliance on a single individual as a communications strategy. Building a strong leadership team with a comprehensive executive visibility plan ensures everything doesn’t rest on just one voice.
A Three-Pronged Framework
To navigate the new executive influence landscape, companies need a strategic framework that focuses on authenticity, channel optimization and risk mitigation.
Cultivating Authenticity 2.0
Identify and articulate the executive’s personal values, leadership philosophy and vision for the company.
Craft their “personal narrative,” making sure it’s consistent with the company’s brand and values and can be adapted for different audiences and channels.
Encourage them to share personal stories and experiences that illustrate their commitment and passion. Be true to who they are in terms of what they share – some will be more forthcoming than others.
Provide media training that emphasizes authenticity and transparency, rather than focusing on overly polished talking points.
Optimizing Channel Strategy for Impact
Conduct a thorough audience analysis to identify channels for reaching various key stakeholder groups (patients, healthcare professionals, investors, employees, etc.).
Seek platforms that offer consistency and control. For example, “CEOs who share content on LinkedIn are more likely to be seen as authentic,” notes management consultant Bill Hartzer.
Develop a content calendar that aligns with your company’s strategic priorities but doesn’t just place content at the expected moments.
Prioritize short-form content (social media posts, videos, infographics) for maximum reach and engagement.
Encourage CEOs/leaders to step outside their comfort zones and try channels that are new to them (e.g., podcasts, webinars, virtual events) to reach broader audiences.
Track and measure performance of different channels and content formats and modify in real time to optimize your strategy.
Mitigating Risks and Protecting Reputation
Develop a crisis communication plan that anticipates potential scenarios (e.g., trial failures, social media controversies) and executive responses.
Establish clear guidelines for executive social media use, including what topics are appropriate to discuss and what types of content are prohibited.
Consider executives’ individual safety when posting about their activities. Consider “we were thrilled to have been at XYZ conference…” instead of “thrilled our CEO will be speaking at this date/time” to ensure appropriate exposure.
Monitor social media and online news sources for executive/company mentions and respond to any mis/disinformation based on its potential for virality and brand impact.
Executive influence can be a powerful strategic asset for pharmaceutical and biotech brands. A carefully curated CEO voice can project stability, consistency and credibility that’s invaluable for nurturing trust in an increasingly skeptical world. By embracing a new approach to authenticity, exploring non-traditional channels and formats and establishing guardrails to minimize risk, companies can safely and effectively reap the real benefits of executive influence.