Despite sound science, many recent drug launches are failing. The root cause is not the data but an underinvestment in market conditioning. Cautious investors and tighter budgets mean companies are starting their educational and scientific storytelling efforts too late, failing to prepare the market adequately.

The most common investor misconception is that cancer vaccines have "never worked." The key rebuttal is that past failures targeted generic, shared antigens. The new generation of vaccines is fundamentally different, targeting specific mutations unique to each patient's tumor, which changes the entire paradigm.

Sana CEO Steve Harr actively questions whether the company's groundbreaking science can translate into a scalable, commercially viable therapy. This internal pressure focuses the team on solving not just the scientific challenges ("does it work?"), but also manufacturing ("can you scale it?") and the commercial model required for a true cure.

The pharmaceutical industry is often misunderstood because it communicates through faceless corporate entities. It could learn from tech's "go direct" strategy, where leaders tell compelling stories. Highlighting the scientists and patient journeys behind breakthroughs could dramatically improve public perception and appreciation.

The foundation of a successful biotech is scientific innovation. Business leaders who openly respect scientists as the focal point for value creation can build trusting, effective relationships that accelerate development and commercialization.

A conference attendee accused Nucleus Genomics of doing gene editing, which it doesn't. This illustrates how people build deeply held worldviews based on a single piece of misinformation, making proactive, clear communication essential for any company in a controversial space.

Rather than hiding unsettling medical realities like tissue procurement, being transparent can demystify the process and build public trust. Acting secretive makes people assume there is something to hide, whereas openly explaining even 'gruesome' details can reassure the public and ultimately help an organization's mission, such as encouraging organ donation.

In a crisis, the public knows no one has all the answers. Attempting to project absolute certainty backfires. A more effective strategy is "confident humility": transparently sharing information gaps and explaining that plans will evolve as new data emerges, which builds credibility.

The CEO addresses the old belief that inhibiting its target, GSK3-beta, could be dangerous because it was once considered a tumor suppressor. He explicitly states this theory has 'lost its scientific founding' and 'faded into the myth' as research progressed, demonstrating a command of the target's evolving scientific narrative to stakeholders.