The healthcare technology market is maturing, with more people than ever interested in taking control of their health. However, it’s clear that there are numerous challenges when it comes to raising consumer awareness of health, especially as the market is primarily B2B rather than B2C. This is why when it comes to building relationships with patients and consumers (let’s call them patient-consumers), it’s vital to use effective marketing techniques. After all, patient-consumers have many valid concerns about privacy, regulation and data security so you will need to gain their trust if you want to build your brand.
Positive PR coverage can help to build your healthtech startup’s reputation and can also attract the interest of investors. A cleverly put together PR campaign can elevate your business to the next level and help you experience tremendous growth – if the right approach is taken.
Health technology startups are full of talented people who are pros at finding innovative solutions to problems facing the industry. However, as previously discussed, the healthcare market is extremely complicated, with many stakeholders to consider.
For startups used to attracting consumers using algorithms and attractive user interface design, the predominantly B2B world of healthcare can be hard for entrepreneurs to get their heads around.
“Next to doing the right thing, the most important thing is to let people know you are doing the right thing.” – John D Rockefeller
Getting core messaging right for your product can be a tricky task at the best of times and healthtech entrepreneurs have the added burden of privacy concerns and selling to a conservative industry to contend with. This is why your healthtech marketing messaging must focus on data security.