by Danielle Sabrina, founder of Society22
Knowing how to get media coverage and secure PR for HealthTech startups that resonate across the landscape is the difference between being an industry professional and being recognized as a thought leader.
As a PR professional, reputation-building works seamlessly as a HealthTech marketing strategy. It allows people who launch startups to leverage PR and position themselves as forward-thinking entrepreneurs.
How to Build Credibility for Healthcare Startups
I’ve repeatedly heard the argument that companies need business now, and using PR for newly minted HealthTech businesses takes too long. But rather than partner with a PR firm, HealthTech startups sometimes make the mistake of draining their marketing budgets using outdated methods. Well, nothing could be further from the truth.
The good news is that people in the healthcare industry thirst for partners to help enhance efficiency, improve patient outcomes, protect personal identity information, and maintain regulatory compliance. Connecting enterprises with media resources to tell your story, establishing a consistent social media presence, and leveraging AI make your brand stand out in a crowded field.
Keys to a HealthTech Marketing Strategy
Just like many of my clients, I’m an entrepreneur tasked with making crucial judgments in terms of building a trusted brand and growing my organization. When first starting my agency, I had to make informed decisions about how best to apply my resources. Many startups are not flush with cash and every dollar needs to be applied to attract clients and serve long-term goals. Rather than purchasing passive ads, investing in my own PR and thought leadership prompted people to connect with me and my agency.
Establishing myself as an authority through strategically applied PR helped me onboard clients when I didn’t have an entire sales team or anyone helping me with business development. Forgoing traditional advertisements in favor of outreach was one of the best decisions I ever made. It works for a wide variety of industries and employing public relations for digital health companies also drives new business.
Traditional Healthcare Media Engagement.
Trendy and cutting-edge digital media opportunities have not replaced the tried-and-true outlets that CEOs and other decision-makers trust. That’s why it’s essential to keep journalists and editors in the loop. Rather than just buying ads, building a strong earned media strategy, especially one focused on thought leadership, helps build the trust of your target audiences and encourages traditional media to publish a feature article or news piece.
When it comes to earned media vs paid media in HealthTech, industry leaders pay attention to articles in top-tier publications. Studies show that 92 percent of consumers indicate they trust earned media over paid advertisements. Seeing an interview about you or a well-crafted piece in a long-established publication feels organic and authoritative.
Non-Traditional Media for HealthTech.
You may have noticed during the last few election cycles that politicians have gone all-in on podcasts, as well as posts on X, Facebook, Instagram, and a wide variety of other platforms. Candidates are well aware that people crave more meaningful and authentic connections to make voting decisions.
Uploading videos has largely replaced the 30-second spot on cable television. Not only are podcasts and YouTube videos able to provide greater engagement, but they also don’t strain marketing budgets. Appearing on podcasts and YouTube channels is akin to appearing in a trade magazine 20 years ago. These informational vehicles build trust from third-party resources, connect with audiences on a human level, and demonstrate what they do in an authentic and honest setting.
Innovative AI Drives Brand Visibility.
In recent years, artificial intelligence (AI) has touched our lives in seemingly every way. We pay close attention to the methods used to conduct online searches and the informational outcomes.
When your prospective clients run a Google search, the top of the page typically provides an AI overview of the topic with links to articles. It’s critical to understand that AI doesn’t just drill down on authoritative resources. It scans the internet for sources with high-level SEO and those that are widely discussed.
From the very beginning, I embraced the power of the internet and digital search engines. It’s a logical starting point for CEOs and others who are in the earliest stages of making a corporate decision. Take a moment and run your name through a Google search. With a savvy marketing strategy, the browser will be populated with social media, articles, podcast videos, and links that position your HealthTech firm as a trusted resource. That’s precisely how you get heard through the noise and recognized as a mover and shaker.
Well-positioned PR for HealthTech startups connects your brand with knowledge-seekers who repost, comment, and increase opportunities for SEO-driven content to surface in the AI overview. And let’s also keep in mind that CEOs and other healthcare leaders increasingly run their searches using ChatGPT and Gemini, among others. I firmly believe a 21st-century HealthTech marketing strategy needs to target AI and machine learning technologies.
With a smartly crafted and implemented PR and marketing strategy, those HealthTech startups will distinguish themselves as thought leaders who bring cutting-edge thinking and forward-facing solutions.
Danielle Sabrina is the founder of Society22, an award-winning PR agency, one of the most sought-after IPO media advisors and a 2-time Female Entrepreneur of the Year recipient.
