Healthtech is an incredibly hot ticket. The pandemic shone a harsh spotlight on what we could improve in our healthcare systems, while spiralling waiting lists in many markets have left consumers willing to try new tech-driven solutions.
For evidence, look no further than the level of investment into the sector. Between 2019 and 2020, aggregate expansion-stage deal value in healthcare more than doubled, rising from $8.3 billion to $17.4 billion, according to Deloitte. Consumer demand is nudging a growing number of health tech companies to focus on fitness, wellness, diet and mental health. Focussing on the latter, Google searches for ‘digital wellbeing app’ in the UK are up 3,100% in just two years.
The marketplace is crowded, however. There are more than 380,000 health apps available on Apple and Andorid app stores, and around 20,000 of them aim to improve our mental health. Cutting through the noise can be therefore be hard.
Clinical validation, accountability and high standards are mission critical, but creative campaigning is the last piece of the puzzle when it comes to rising out of the crowded marketplace. Here are three tips to help all brands stand out:
A fully integrated approach
Integrated communications is crucial for delivering a singular unified message across every channel.
In an industry where consumer trust is critical, a lack of coherence between brand, PR and digital departments can lead to siloed communications and result in lost impact. Creating such a holistic brand experience can also help to distinguish you from the rest of the crowd.
Take HealthUnlocked, the world’s largest social network for health. Users of the platform participate in communities of patients with similar health conditions, sharing their personal experiences and learning from others.
Cross-channel educational content is integral to HealthUnlocked’s marketing strategy. Articles published via its blog and social media are invaluable to patients looking for information and advice. But it was the company’s digital advent calendar that turned heads, taking a simple concept online and hosting content behind each door from the NHS, Global Colon Cancer Association, Leukaemia Care, and Pain Concern, among others.
These partners then shared the content on their own channels, multiplying the reach of HealthUnlocked’s content and providing an excellent overview of how social media and organic reach can drive traffic and engagement.
A strong creative
Being creative in an industry as sensitive, personal and critical as healthcare is an extremely challenging task. To truly stand out, communicators and marketers must be bold whilst remaining on the right side of regulation.
Take Dell and Intel’s ‘I Will Always Be Me’, a book for people living with motor neurone disease (MND), which recently won the Pharma Grand Prix at Cannes. The book, which was created in collaboration with Rolls-Royce, the MND Association and VMLY&R New York, effectively ‘banks’ users’ voices as they read it out loud, drawing attention to the disease’s tendency to remove patients’ ability to speak.
The book then creates a digital copy of a patient’s voice, storing it so that they can sound like themselves later on in life, if their ability to speak has deteriorated. Upwards of 72% of those recently diagnosed with MND are now using the book, demonstrating how connected health coupled with creative activations can be incredibly powerful and moving.
The message couldn’t be clearer; this in an industry in which businesses that change minds – and lives – depend strongly on emotive, creative storytelling.
An understanding of your key messages
With increased competition, healthtech companies must lean heavily on effective messaging to support their purpose and credibility.
At present, muddled messaging in a crowded marketplace can result in poor product positioning, ineffective marketing and, ultimately, missed opportunity. By taking the time to truly understand target audiences, unique selling points and value propositions, healthtech brands can begin to craft cohesive messaging that peels them away from the pack. These messages must then be adopted right across the multi-channel mix for full effectiveness.
In the post-pandemic marketplace, creativity is arguably one of the biggest assets a burgeoning healthtech brand can have.
If you’re assessing your marketing and communications strategy and need our support with creative storytelling, contact Missive today at hello@missive.co.uk.
