In life sciences, credibility isn’t optional—it’s foundational. Scientific, clinical, and executive audiences are deeply skeptical of marketing-first messaging, and for good reason. They want evidence, expertise, and perspectives grounded in real-world experience. That’s why key opinion leaders (KOLs) and consultants play such an important role in shaping strong brand narratives. When used thoughtfully, external expert voices can elevate a brand from “service provider” to trusted authority. But doing this well requires intention. It’s not just about putting a respected name on a blog post—it’s about choosing the right collaboration model, the right format, and the right balance between brand clarity and authentic expert perspective.

Why KOL and Consultant Voices Matter

Ghostwriting vs. Co-Creation: Two Paths, Different Tradeoffs

One of the most common questions brands face is how to actually work with KOLs and consultants. At a high level, there are two primary approaches: ghostwriting and co-creation. Both can be effective when used in the right context.

Ghostwriting: Efficient, Controlled, and Strategic
Ghostwriting involves drafting content on behalf of an expert, typically based on interviews, outlines, or detailed briefing materials. The expert reviews and approves the final piece before publication.

When ghostwriting works best:
•    The expert has limited availability
•    Speed and consistency are priorities
•    The topic requires tight alignment with brand messaging
•    The audience expects a polished, narrative-driven piece

Benefits:
Ghostwriting allows brands to maintain clarity, consistency, and efficiency while still leveraging an expert’s perspective. It reduces the time burden on busy KOLs and consultants and helps ensure messaging is precise and compliant.

Considerations:
Authenticity is critical. Ghostwritten content must genuinely reflect the expert’s voice and point of view. Transparency, clear approvals, and careful tone management are essential—especially in regulated environments.

Co-Creation: Authentic, Collaborative, and Deeply Credible
Co-creation is a more collaborative process, where the expert actively shapes the content through interviews, drafts, or iterative feedback, and the final piece reflects shared ownership.

When co-creation makes sense:
•    The expert is deeply invested in the topic
•    Thought leadership and originality are the primary goals
•    The content will be reused or anchored to a long-term campaign
•    Authenticity outweighs speed

Benefits:
Co-created content often feels more nuanced and personal. It strengthens relationships with experts and produces material that audiences perceive as genuinely insightful rather than brand-led.

Challenges:
Timelines can be longer, and the editorial process may be less predictable. Strong facilitation and clear expectations are key to keeping projects on track.

A Hybrid Approach
Many brands find success with a hybrid model: structured interviews paired with professional editorial development. This approach preserves the expert’s voice while ensuring clarity, accuracy, and strategic alignment.

Content Formats That Bring Expert Voices to Life

Choosing the right format is just as important as choosing the collaboration model. Different formats serve different goals and different expert preferences.

Blogs
Expert-authored or co-authored blogs are a staple of thought leadership strategies. They work well for trend analysis, commentary on industry shifts, and deep dives into scientific or strategic challenges.

Blogs are ideal when you want to:
•    Establish authority on a specific topic
•    Drive organic traffic and long-term visibility
•    Anchor broader content campaigns

Interviews
Interview-based content, whether written Q&A or narrative-style, offers a high-authenticity, low-friction option. It preserves the expert’s natural voice and typically requires less time commitment.

Interviews are especially effective for:
•    Capturing timely insights
•    Highlighting personal experience and perspective
•    Creating flexible content that can be repurposed across channels

Meet-the-Expert Features
Meet-the-Expert content blends professional background with thought leadership. These pieces introduce the expert, establish credibility, and showcase how their experience aligns with broader industry challenges.

They’re particularly valuable for:
•    Building long-term credibility
•    Supporting ABM or sales enablement efforts
•    Creating evergreen assets that can be reused over time

Best Practices for Working with KOLs and Consultants
Successful expert-led content starts with structure. A few best practices can make the difference between a smooth collaboration and a frustrating one.

•    Set expectations early: Define scope, timelines, review cycles, and level of involvement upfront.
•    Respect expert time: Use interviews, outlines, and clear prompts to minimize back-and-forth.
•    Maintain scientific and regulatory rigor: Ensure appropriate reviews and disclosures are built into the process.
•    Be transparent: Clearly communicate authorship, affiliations, and any disclosures to maintain trust.

When experts feel respected and supported, the content is better, and the relationship is stronger.

Amplifying and Repurposing Expert Content 

One of the biggest missed opportunities is treating expert content as a one-off. A single conversation can fuel an entire content ecosystem.

For example:
•    A Meet-the-Expert interview can become a blog, social posts, and sales collateral
•    A thought leadership blog can be repurposed into conference talking points or email campaigns
•    Interview insights can inform white papers, webinars, or panel discussions

The goal is consistency: reinforcing the same expert-driven narrative across multiple touchpoints while preserving authenticity.

Common Pitfalls to Avoid

Even well-intentioned expert content can fall flat if execution misses the mark. Common mistakes include:
•    Over-branding or turning content into a sales pitch
•    Treating expert participation as transactional rather than collaborative
•    Inconsistent tone or messaging across channels
•    Failing to integrate expert voices into a broader narrative strategy

Expert content works best when it’s part of a long-term commitment to credibility, not a checkbox exercise.

Building a Credible, Expert-Driven Brand Narrative

KOLs and consultants bring more than names and titles—they bring trust, perspective, and authority. When brands thoughtfully integrate these voices through the right collaboration model and content formats, they create narratives that resonate deeply with life sciences audiences.

Whether through ghostwriting, co-creation, or a hybrid approach, the goal is the same: elevate your story without compromising authenticity. Done well, expert-led content doesn’t just support your brand—it becomes one of its strongest assets.

Looking to implement a stronger strategy for expert-led content? Contact us today to learn more about how Bracken can support you.