Clear biotech communication is now a competitive edge, says White Rabbit

Only 23% of Europeans believe healthcare companies explain their technologies clearly.

Biotechnology is the scientific discipline that uses living organisms, cells and biological processes to develop new treatments, diagnostics and medicines. Gene therapies that repair hereditary mutations, antibodies engineered to target specific tumors, molecular tests that detect diseases at early stages. Extraordinary science. But also science that is genuinely hard to explain.

Medtech, in turn, encompasses the devices and technological equipment applied to medicine: from diagnostic imaging scanners to smart prosthetics or continuous patient monitoring systems. Here the barrier is not only technical but also emotional: talking to someone about a device they carry inside their body requires both precision and empathy.

In both cases, the communication challenge is the same. If people do not understand what a technology does, they do not trust it. And if they do not trust it, they do not adopt it.

White Rabbit works with these companies to change that through three principles:

• Ethics: explain what the technology does — and what it does not.
• Clarity: understandable for someone with little scientific background and for an experienced healthcare professional alike.
• Inclusive language: no jargon that excludes the people who could benefit most.

"Clear science does not lose power. It gains patients, trust and market", says Laura Sali Pérez, CEO and cofounder of White Rabbit.

José Carlos Gómez, healthcare communication consultant at White Rabbit, puts it plainly: "When a biotech company cannot explain what it does, the problem is not science. It is connection. And that can be fixed."

Europe is already demanding it. The new EU AI Act and the 2026 Digital Health Strategy require genuine transparency from all companies in the sector. Communicating well is no longer optional: it is a regulatory requirement and a competitive advantage.

From the Barcelona Health Hub, White Rabbit helps molecular diagnostics and personalized medicine startups turn complex science into stories people understand, remember and trust. Over a decade doing exactly that.

Barcelona is today a reference point where biotechnology and responsible communication grow together. In 2026, those who explain their innovation clearly go further.

Discover how they can help you communicate your innovation better.