Ask many biopharma executives what they think of LinkedIn, and you are likely to get an eye roll. Conventional wisdom holds that social media is, at best, a distraction — or worse, a reputational landmine. As one very senior client once said: “I don’t know why I should bother with LinkedIn. I’ve got more important things to do.”

It’s a fair concern. The biopharma industry operates in one of the most highly regulated environments on the planet. Every word is scrutinized, every statement dissected, and the risk of missteps — whether misinformation, off-label implications, or perceived overpromotion — is real. That makes the instinct to stay silent understandable.

But here’s the uncomfortable truth: Silence is not neutral. It’s surrender. And in today’s world of constant information flow, if you’re not shaping your story, someone else is — whether it’s a competitor, an analyst, a journalist, or an activist investor. The fact is that smart communications shapes how key stakeholders view your company and your products.

LinkedIn, in particular, has evolved into a valuable forum for shaping corporate and individual reputations without the need to rely on third-party intermediaries. Sixty six percent of professionals say that a business executive’s presence on social media positively influences their decisions regarding the organization or brand, emphasizing how vital it is for leaders to be active on platforms such as LinkedIn.

Biopharma leaders know better than anyone that innovation dies without awareness, trust, and capital. LinkedIn, whether you like it or not, has become the de facto professional public square for those forces. When it comes to trust, LinkedIn isn’t just another social channel — it stands apart. Sixty one percent of users say they trust the content companies share on the platform, a figure that is 33% higher compared to other platforms. In a sector where credibility is paramount, that margin of trust can make the difference between being overlooked — or funded, followed, and partnered with. If you haven’t embraced a LinkedIn strategy, here are some reasons you should reconsider.

If you are not engaging in a way that attracts attention, your competitor is. Biopharma companies are competing for interest from investors and partners, as well as trust from healthcare professionals and patients. Your absence or silence on forums where others are talking about important topics is ceding the ground to a rival. LinkedIn, for instance, has seen a 41% increase in engagement with healthcare-related content and now accounts for more than 7.7 million active healthcare professionals among its users — with U.S. engagement on healthcare topics up 14% overall. That means the very audiences biopharma companies need to reach are not just present but actively engaging on the platform. Just as your medicines need to be on the drugstore shelf for the pharmacist to dispense, awareness in the public forum is critical to gaining in the interest, investment, and trust that you are after.

Being there is not enough – engagement is key. Having a profile you only update when you change jobs is not enough to be relevant on LinkedIn. Your visibility — and awareness about your company’s progress — is directly correlated to how much you engage. What does it mean to engage? Here are a few basic steps to build into your routine, even if you can’t ever imagine being a super user:

• Once a week try to connect with 2-3 people in your industry who are relevant to your business. They could be peers at other companies, a member of the media, or a leading clinician in a therapeutic area of interest to you (though admittedly HCPs are less active). Accept connection requests from people who you want to view your news.
• Repost news from your company. This is easy. Your company has already approved the content. You can repost without comment or add brief commentary as part of the repost giving your perspective on why the news is important.
• Don’t post exclusively about your own achievements or company news. When you see an article or other post that you find valuable, amplify it. This is part of how you become more visible.
• Comment on or “like” posts shared by others in your network. This may feel like a low-value use of your time, but it helps the algorithm boost your activity, making it more likely your connections will see your next post, or repost, in their own feed.

In the game of influence, many ripples become a wave. Based on membership of specialized groups alone, there are hundreds of thousands of biopharma professionals on LinkedIn. By taking even just 30 minutes a week and encouraging other leaders at your company to do the same, together you are raising the visibility of your important work and increasing your own influence.

The Bottom Line

For emerging companies, the equation is stark. Hundreds of biopharma start-ups are competing for the same pool of attention from investors, journalists, and KOLs. If you aren’t visible, you don’t exist. LinkedIn is the most cost-effective way to scale your story beyond closed-door meetings and conference panels.

For established companies, LinkedIn isn’t optional either. Trust is fragile in this industry. Executives who show up consistently, thoughtfully, and authentically can strengthen confidence in their pipelines, their leadership, and their corporate values. And for those privately considering their next career step? Well, LinkedIn is where recruiters, boards, and investors are looking first.

For executives who are intrigued, but still unsure if they have the desire or time to jump on to the playing field, @RF|Binder can develop a strategy and implement it, working closely to ensure that your activity is totally aligned with your goals and matches your voice. For communication executives who are frustrated with a lack of knowledge or will among their company leaders, we are here to be a catalyst or support system.

Staying quiet may feel safe, but it’s actually a risky choice. Biopharma is too competitive, too scrutinized, and too fast-moving for silence. You don’t need to become a “super user.” But you do need to show up — and show up with intention.