Technology has changed the entire face of how we perceive the world. Its distinct personality is not just limited to the way we view the modern world but also how our needs are being fulfilled using this invention. Digital health tech facilities like telemedicine, video consultations with the doctor, remote health monitoring, AI-based apps for online diagnosis and mental health assistance, etc., have acted as a boon in the medical sphere. Especially if one talks about the pandemic, this early adoption of health tech facilities greatly supported those seeking help online. It promoted a safe and sound treatment measure while sitting within the comfort of our homes. With such evolution in the extensive setup market, it’s been a game-changing experience for medical professionals to offer services with ease, comfort and quick responses.
To bring out successful outcomes in such a competitive sphere is quite a challenging task. Healthcare start-ups should introduce and offer a fresh perspective while pitching their services to attract a larger consumer base. Any new biomedical intervention must be convincing enough that the customers want to try it out. An effective strategy alongside an actionable plan can do the job for you if you have the right resources and a visionary approach. Let’s discuss some of these strategies and try to decipher how impactful they are if you’re looking to start your health tech start-up venture:
1) Distinctive Strategy – Now, whatever you do boils down to the effectiveness of the mind map you have created to launch your brand. Your strategy focuses on various aspects, but its heart and soul lie in the marketing tactic and how beneficial it will be for the business. One can begin by assessing the products and services that are being offered and how worthy their value is in the market. You must be well prepared to analyze how your health tech services benefit the customers and promote your business goals. As a new venture, positioning yourself as a technology company offering healthcare products and services can be an excellent start to building a reputation in the market and get consumer traffic.
2) Targeted Communication – Effective messaging is a powerful way to generate leads and turn those leads into potential customers. It should hold the buyers’ interest and convey the entire health-tech industry, market, and product information. It is necessary to regularly update the messaging with recent information to ensure you reach your audience efficiently. Your business strategy and messaging should be in sync with each other to clarify what needs to be conveyed and what is actually being conveyed. Messaging covers all the marketing content, plans and initiatives, campaigns, and additional sales-related information. Feedback on messaging from customers in the form of the Organization Consumer Assessment of Healthcare Providers will give you an insight into how correct you are with the approach. Accordingly, you can re-work or introduce new changes. Be consistent with messaging for a more significant impact.
3) Omnipresent Branding – Your brand conveys your business’ story and purpose. It should strike an emotional balance with the audience so that they identify your start-up as honest and genuine. Let’s say a potential buyer engages with your products; they must be so convinced of your services that they feel driven to invest in you. There is excess competition in the health-tech industry with the current technological shift. So you have to be consistent across all online channels, including your website, social networking profiles, and content. To avoid negative competition, reach out in a way that is not only persuasive but also distinct from others.
For example, UK-based healthcare company Medical Realities excitingly used VR technology to withhold customer attention. It came up with the idea of a virtual method to teach surgical proceedings to interested students and medical professionals. This idea became a huge success, and today the business is producing informative, educational content to further promote the advancement of medical science.
As a start up you can even introduce new additions with the vast scope of immersive technology. Access to 360 degrees tours of various medical departments from the ease of one’s home is a great experience that can bring traffic to your start-up. It not only saves time and cost but also shows how technology is changing our lives and how we engage with the world. Be innovative and effective while building a concrete plan to sustain your position in the longer run.
4) Thought Leadership – Content strategy includes planning of all the content you will put out across your various marketing channels, like eBooks, blogs, webinars, and infographics. All these mediums should individually help guide your customers and be the resource space for specific organizational-related queries. An eBook introducing and describing your work and services can be a good start for somebody unaware of your business and who wants to know more about you. It can guide your customers toward the final purchase and bring helpful information about the firm to your customer on a personal level.
5) Marketing Tech Automation – Marketing automation is a technology for automatic marketing processes and multifunctional campaigns across various social networking channels. You can target potential customers with automated messages via mail, the web, social media sites, and traditional text messages. It is based on operational marketing and offers tools to analyze data from the marketing campaigns. You can distribute email marketing, distribute content, and disseminate personalized content to lead business plan activities and systemized marketing.
While creating a consumer-oriented strategy that has so far evaded health care giants, branding a start-up as a technology operation rather than a health care company may indicate to users that the firm plans to take the customer’s satisfaction through its service or items seriously. Likewise, shareholders may feel more at ease knowing they can expect a solid return on their investment if they regard a company as providing genuine health care.
Pramita Sen is the Founder of WeYou Partners and a brand strategist
Vartika Srivastava is interning with WeYou Partners, and a student at Christ University, Bangalore