Beyond Science Communication: a service design approach to building mutual stakeholder understanding in the development of novel biotechnologies

Traditionally, designers communicated from one knowledge area to another largely through graphics, using conventional linear models where information is provided in a unidirectional flow from the experts (who know) to non-experts (who don’t know). This is problematic because the communication is based on experts’ assumptions about the ‘audience’ and does not necessarily understand or address audiences’ actual concerns and existing knowledge or enable audiences to interact with the knowledge. Additionally, when we consider the distinct forms of knowledge, such as scientific - explicit codified elements, and tacit - informal processes and experience based on know-how - we need to find ways to reconcile knowledge-sharing between them. To counter this top-down and passive approach to communication, designers have a role in shaping knowledge sharing between the scientific and tacit by involving diverse stakeholders in action-orientated activities that are characterized by social interaction. Drawing on early findings and insights from design researchers working in the public engagement work package of Pharma Factory, an EU H2020 pharmaceutical biotechnology innovation project, this paper argues for a service design approach to healthcare communication, taking into account multiple stakeholder perspectives in knowledge co-creation and interpretation. The value of a more democratic, open and bidirectional approach to healthcare communication and ‘public engagement’ is considered, along with challenges and limitations.