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6 health tech marketing tips: translate your tech into customer-friendly content

06.06.2024

If you’ve ever read the back of a medication box or looked online for wellbeing advice, you’ll know that language matters.   

The same goes for health tech marketing. The way you communicate about your product will affect how consumers feel about it, and how they engage with it.  

So, whether it’s a fitness tracker or an app to help you sleep, here are six tips for translating your health tech into customer-friendly content. 

1. Pin down your brand and proposition  

Before you start marketing your health tech, you need to pin down who your brand is, what it does, and why. 

Without a clear proposition and mission, it’ll be difficult to distil your health tech products into the right language – the language that justifies its USPs, competitive differentiation, and place in the customer’s life. 

Once you have this, you’ll be able to create a strapline that encompasses your key messages, and next, brand guidelines that help you communicate them consistently across every channel. 

For more on creating a technology or science brand that scales, we’ve got a helpful guide here. 

2. Know your audiences inside out  

Understanding your audiences will also direct how you communicate about your health tech. 

Anna Pione recently shared some food for thought via The McKinskey Podcast. Speaking about the healthy ageing space, Anna highlights that when targeting older consumers, it’s important to be aspirational – focusing on the end-goal, rather than the process. For younger consumers, focusing on prevention tends to be most effective. 

Consider your messaging for a moment. Have you segmented your audiences as effectively as possible? Do you know what they want – and need – to hear?  

3. Map your language to your audiences 

Once you’ve identified your target audience, drill down into how you’ll position your health tech as the solution to each segment’s pain points. 

Here’s a great example of this in action from electric breast pump brand, Elvie: 

“With our smart, specialized breastfeeding app, you can fully manage your pump without so much as tweaking your t-shirt.” 

Elvie empathises with a common pain point of breastfeeding parents and shows how its product addresses it in just one sentence. 

Elvie also uses warm, friendly language, as if it’s a mum sharing a recommendation with a friend. This style won’t work for every brand, but the key message does: it’s not just what you say that counts, but how you say it.  

4. Don’t use too much technical terminology… 

Turning complex health terms into marketing-friendly copy will help you resonate with customers, instead of alienating them. 

In a nutshell, it’s about making the science behind your product digestible for people who maybe don’t understand it at your level. This might look like describing technical terminology (think ‘arrhythmia’) with the terms you’d use in an everyday conversation (‘irregular heartbeat’). 

Another useful exercise is to have your content read by someone who doesn’t know much about your product. Could they skim your website and tell you what your product does? Could they take a blog and summarise it in 30 seconds or less?  

5. …but don’t be too vague 

Describing your health tech with tonnes of jargon isn’t ideal, but neither is being vague. Health education is everywhere – from search engines to TikTok – and many customers are committed to finding products that work for them.  

In fact, research from McKinsey finds that significantly more UK and US consumers choose ‘clinical effectiveness’ as a key driver for buying wellness products than ‘clean’ or ‘natural’ (~50% vs. ~20%).  

Another thing to remember is that customers who like to compare products before they buy may want more detailed information. Sometimes, this does call for terminology. When deciding what language is appropriate, consider the audience and the information they need at that stage of their decision-making journey. 

6. Create a sense of trust 

Marketing health tech isn’t the same as selling a pair of shoes. Your customers are searching for products to enhance their health, which may mean addressing an issue that causes them pain. 

It’s therefore crucial that your customers feel respected, like they can trust you to support their wellbeing. 

One way to achieve this is to balance facts and feelings, like in this example from app Beluga Pods: 

“45% of UK people feel lonely, that’s 25 Million people. 

Let’s end the irony today with Beluga Pods.” 

Instead of saying, “you’re not alone”, Beluga Pods brings in a human tone, without downplaying the seriousness of the issue.   

Being honest about what your product can and can’t achieve also builds trust. Inflating the capabilities of your tech is never a good idea – as Nike and Apple’s 2015 lawsuit shows. 

 

Your next steps to health tech communication 

Translating your product into customer-friendly communication is an important part of health tech marketing, but it’s not the only one. To truly resonate with your customers, you’ll also want to consider the types of content you’re creating (from case studies to educational blogs) and how you’re promoting it (from organic search to influencer marketing). 

For more inspiration, you might enjoy reading about our work with EarSwitch™, a clinician-founded company using the power of the ear to enhance medical monitoring.