Healthtech Marketing

Let’s be honest – getting your amazing ideas in front of your audience is more challenging than it seems. Whether you have a quick and easy solution, an all-in-one platform, or an efficient healthtech product, it takes time and effort from marketing teams to deliver the brand message correctly.

The healthtech market is booming; it’s expected to hit $660 billion by 2026, according to Statista. In other words, a whole lot of companies are fighting for the attention of your audience, and their marketing efforts are crossing previous boundaries.

But why is it necessary for healthtech companies to have a marketing strategy, brand strategy, and brand building? It’s simple, honestly – because new inventions still need marketing. You must find the right audience to target, simplify solutions they will understand, and gain consumers’ trust in an industry that involves betting on individuals’ lives.

Let’s explore some of the successful healthcare technology marketing examples, talk about DIY healthtech marketing, and more.

What is Healthech Marketing, and Why is it Essential?

Healthtech marketing means you must let people know about your effective healthcare solutions. We’re not talking about flashy ads and bedazzled banners; we’re talking about content marketing, educating your audience about healthcare technology, establishing your brand as an authority, and demonstrating how your solutions can solve real-life challenges.

Health-tech marketing isn’t just an option for healthcare companies; it’s a necessity. Healthcare is normally considered one of the slower industries in terms of integrating advanced technologies, which means that you will need to be extra cautious about skeptical responses. Marketing enables you to step over those barriers, deliver your solutions to the market, and earn their acceptance.

Benefits of healthtech marketing

If you’re still not convinced why health-tech marketing is essential, we prepared a list of benefits it brings to the healthcare technology space:

• Increased visibility: Increased visibility is what all marketing efforts are striving towards. Health-tech marketing allows your brand to be noticed by key decision-makers
• Trust building: Healthcare marketers work hard to showcase companies’ experience and expertise through success stories, case studies, active engagement, and more
• Faster product adoption: Effective marketing can speed up the typically slow adoption process of the healthcare industry tech innovations
• Competitive edge: Healthcare organizations always jump on hype trains almost at the same time. Effective marketing can help your health tech product stand out
• Lead generation: Finding quality leads in the healthcare industry is challenging. Effective marketing strategies can help you identify and nurture potential customers
• Thought leadership: Often, health-tech marketing includes sharing educational and insightful content, which can help you establish your company as an authority in the healthcare technology space

Examples of Successful Healthtech Marketing

Before we jump into DIY account-based marketing strategies, let’s explore some of the successful marketing efforts of famous healthcare technology companies.

23andMe

This is the genetic testing firm that popularised DNA testing through tactful and intelligent marketing. They collaborated with a few influencers, had interesting social media advertising campaigns, and employed storytelling to attract the emotional aspect of the customer. Result? Today, they are household names in personal genomics.

Fitbit

Fitbit’s marketing team focused on the community and compelling brand story. They came up with challenges, social aspects, and achievements that made fitness tracking more of a fun social activity and goal. They have been able to maintain dominance in the wearable tech market for several years thanks to this strategy.

Babylon Health

Babylon Health is an AI-powered health service that uses both B2B and B2C marketing to expand its operational base quickly. They made simple videos named ‘How it works?’ for their newly developed technology, collaborated with the UK’s National Health Service, and included content marketing in this linkage, which helped them to dominate the market about thoughts of artificial intelligence in the health care system.

3 modern trends in health-tech marketing

Brands that we mentioned and other health-tech companies often follow contemporary trends that attract the target audience. For example:

Patient-centric marketing: All marketing activities should be user-centric. In terms of health-tech, brands found it effective to focus on creating content that is patient-centric (even for the B2B audience)

Video content: Explainer videos and virtual demos will never be irrelevant. Consumers digest visual elements 60,000 times faster than written content, so such an approach works wonderfully

AI and personalization: Brands use data and AI to give their audiences personalized experiences. In terms of health-tech marketing, this means customized email campaigns and chatbot responses

5 Steps for DIY Healthtech Marketing

Healthcare executives will often hire professional healthtech marketers who have experience working with medical professionals and health systems and have done market research for complex, broader audience. Still, sometimes, we want to do things on our own. So, we created a little guide to help you do your healthcare technology marketing or assess if your hired marketers are doing a good job.

Let’s break down the whole marketing strategy creation process into five steps and explore each one of them in detail.

Know your audience

Brand building, content marketing, or any form of promotion is useless unless you have researched your target audience. You need to understand their pain points to offer solutions to their challenges. Who are you selling to? Is your target audience a healthcare provider? A patient?

A professional marketing agency can help you conduct thorough research to understand your audience’s buying habits and create their buyer persona.

Craft your message

Crafting a message is essential, especially for complex healthtech companies. Often, content marketing for health-tech products includes translation and adaptation of technical text to compelling and easy-to-digest messages. Focus on the benefits of your product rather than just features, and include engaging content that showcases the benefits and effects of your solutions to develop a strong value proposition.

Choose your channels

Now, it’s time to choose channels for your inbound marketing, strategic partnerships, and for ultimate marketing effectiveness. Choosing the correct channel will result in effective engagement from your audience and will allow you to create custom content.

Some channels might include:

• Content marketing (blog articles, whitepapers, case studies)
• Social media (LinkedIn for B2B, Twitter for brand building, etc.)
• Email marketing
• Webinars and live videos
• Industry conferences

Create valuable content

Essentially, you need to become the one-stop shop in your field. Post your opinions, knowledge, and experiences through writing articles in your business blog, making a YouTube channel, hosting a podcast, or enlightening your clients with a whitepaper. Answer frequently asked questions and concerns, as well as provide information about your specific niche marketplace.

Of course, it is always important to mean what you say, but in social media marketing, do not forget that you are not just selling a product; you are also providing information and trying to establish credibility with your audience.

Measure and adjust

Finally, make sure you have enough tools and resources to measure your marketing effectiveness. Define outcomes for your marketing campaigns and identify the specific performance indicators that you want to achieve. Employ analytical tools to help you monitor the organization’s progress. What’s working? What isn’t? You must stay agile and be ready to adjust the implemented method based on the realization achieved.

How Can Glorium Marketing Help You?

Glorium Marketing is an experienced agency helping health-tech companies and healthcare systems promote their life-changing ideas correctly. We can help you draft an effective strategy, align sales with your goals, follow key trends, and monitor your campaign performance.

Our professionals have experience working in digital health and comply with health-tech regulatory guidelines that make health-tech marketing difficult. We have industry-wide standards, including:

• HIPAA, HL7&FHIR, and GDPR
• ISO 9001 certification for Quality Management
• ISO 13485 certification for Quality Management of Medical Devices
• ISO 27001 certification for Information Security Management System

We’re happy to listen to your idea, draft an approximate timeline for your campaign, and work towards increasing your brand awareness. Contact us today to schedule your free consultation.