There’s a common misconception around the marketability of health tech goods.
Strong positive correlations between technological advances and consumer desire for health tech based products are clear for all to see.
In fact, the global digital health market is expected to grow to $206 billion by the end of 2020. That’s a 260% increase in five years.
Everything’s coming up roses for the health tech industry then? Well, not exactly.
Homeopathic technology, global outbreaks of disease, and pharmaceutical industry price-gouging all contribute to a negative portrayal of health tech.
Moreover, many health tech markets are becoming increasingly saturated. With hundreds of health companies selling similar products.
It begs the question, how does a health tech startup separate itself from the crowd?
Well, there are some startups that are doing this effectively. And by effectively, we mean getting their health tech PR strategy on point.
Here are some health tech startups with an exemplary approach to getting the right exposure for their businesses.
Feel
Occasionally, we think of our health only in terms of its physical state.
We may subconsciously misconstrue it as looking like a beefcake on a Calvin Klein billboard.
But, what about our emotional health?
Created in 2015, Feel is providing the answers to keeping our mood in check.
Its service uses a motion sensor band to track biosignals that your body gives off. Then, it makes suggestions on ways to improve your emotional health.
However, how is it tearing away from its competition?
Firstly, by having a great product that adds real value to its user’s life.
Secondly, it maximizes the value of its earned media.
Feel has made great strides to win some valuable earned media coverage. For example, Feel has received valuable media coverage in renowned tier one media publications like TechCrunch and Forbes.
Why are tier one media publications so good for your business?
Well, publications like these have high domain authorities and even higher volumes of traffic. This means that these publications articles and posts tend to rank high on Google SERPs. A follow backlink from one of these helps grow Feel’s online exposure substantially. It tells people that if TechCrunch rate these guys, they must be doing something right.
PRO TIP: Being published in marquee publications is fantastic exposure for your startup, but your earned media efforts shouldn’t stop there. Niche trade publications associated with your industry is an absolute must, too. Although its traffic may be less, its readership will have more affinity with your product. Check out this hand infographic to see the difference between the two:
Calm
Maintaining the notion of serenity, Calm is a startup that also works on improving its users’ mental wellbeing.
Founded in 2011, Calm is an application that provides a collection of guided meditations.
Its tailored courses are designed to help you sleep and find tranquility in moments of stress. Just what we all need after a tough day at the office.
Calm has focused its digital PR strategy in making its app SEO ready to go.
In 2017, they won Apple’s ‘app of the year’ award through great optimization efforts on app platforms like Apple’s app store and Google Play.
App ranking algorithms are closely linked to things like user value signals and perceived app quality. Calm has considered how to maximize its exposure on app platforms by considering the factors that allow apps to rank highly.
Modern Migraine MD
Modern Migraine MD is a telemedicine startup who brings the best doctors on migraine treatment to people in need.
Through its extensive online network, Modern Migraine MD has connected those suffering from debilitating migraines with medical experts who can inform them of the best course of action.
How has Modern Migraine MD been a raving success?
By focusing their digital PR efforts on two main concepts:
- Social Proof – Modern Migraine MD developed its social proof by writing several guest articles in specialized healthcare-based publications. By doing so, Modern Migraine MD highlighted its background as a credible health tech platform for migraine sufferers and gained them the right attention from consumers.
- Thought Leadership – Modern Migraine MD created a blog rich with informative content which addresses its audiences common pain points. Blog posts like High Altitude Headaches affirm the notion that this health tech startup is a thought leader. How? By advising readers on an important migraine-related topic with quality content. Its thought leadership and desire to provide its readership with useful content helps give the company some valuable industry credibility.
Freenome
When detecting and treating life-threatening diseases, patients want only the best.
Freenome has taken disease treatment to a whole new level with its integration of computational biology and machine learning.
As a health tech startup, Freenome has made great strides to create precise, disease-intervention technology. As a result, Freenome is fast becoming a leading light in the effort to end cancer as a disease altogether.
What makes Freenome’s health tech PR strategy so special? The outstanding video content the company has incorporated into its PR and marketing efforts.
Why are videos valuable to PR you ask?
Videos are super valuable for any modern-day digital PR strategy. For one, platforms such as YouTube and Vimeo have vast userships. This is underlined by the fact that 80% of internet traffic was accounted for by video content in 2019.
These are potentially untapped consumers who choose to digest information through videos rather than reading articles. Moreover, video earned media adds further industry credibility and reinforces the legitimacy of your written earned media coverage.
Freenome has received earned media video coverage from Fast Company.. Additionally, Gabriel Otte, Co-Founder of Otte, spoke on behalf of the company at TEDMED in 2017.
In addition to videos, Freenome and Mr Otte also explore other multimedia content strategies. Mr Otte has also made guest appearances on prestigious podcasts like Inside The ICE House to talk about the startups goal to cure cancer.
Final Thoughts
The health tech industry continues to grow as consumer quests for physical and mental wellbeing remain popular.
Not only is health tech seen as a necessity to improve our quality of life, there is an air of fashionability around taking care of yourself.
Gym memberships are ever-increasing, and products like Fitbit and Nutribullet have totally blown the marketplace wide open in terms of sales and new consumer interest.
Health tech products are slowly becoming cool accessories, as well as life changing goods. Therefore, you want a solid PR campaign that showcases the ways in which you can change your users’ wellbeing.
By using these startups’ strategies as a roadmap for achievement, you can make an all-encompassing health tech PR strategy that puts you in good health to reach your business goals.
