The power of PR for health tech startups

Digital innovations in healthcare have been a game-changer for the sector. Health tech startups tapping into technologies such as the Internet of Things, blockchain, virtual care, big data analytics, and artificial intelligence are key to pushing the boundaries of healthcare delivery and unlocking a deeper understanding of medical conditions and solutions. 

A vital part of enhancing health outcomes is circulating relevant information across the health ecosystem and confronting the misinformation out there that could have potentially harmful effects on individuals. So, this blog details three ways health tech startups can use PR to educate the public and usher in the next era of universal healthcare innovation.

Protect your reputation and prevent further damage 

Health tech startups are used to planning before anything else, and with the tons of misinformation floating about, it’s not a matter of if but when a crisis will occur. When it comes to crisis management, the media should be seen as an asset rather than an adversary, and avoiding a response will only do more harm than good. But what is the right approach in situations of product recall, security and privacy threats, or ethics? 

PR is that vital branch that ensures health tech startups are two steps ahead. The right PR team will be ready to deliver timely, consistent, and concise messaging. They will monitor information circulating among various audiences, collate findings, and develop various strategies to help executive teams align and speak up without shifting blame or causing more harm. 

The ideal PR team will conduct an in-depth risk assessment and put forth messaging that puts the welfare of the people first and illustrates trustworthiness. In other words, communication that is empathic, honest, and displays expertise. Abstaining from speculation in crisis management is also vital. Instead, PR teams will direct health tech startups’ focus to provide answers to questions that are within their reach.

Earn your audience’s trust with a variety of angles 

With healthcare being one of the most widespread industries, keeping everyone up-to-date on health tech and the importance thereof is no easy feat. Everyone is a target customer, but trying to educate multiple, diverse audiences with one approach via one type of vertical will not garner the widespread coverage these startups need. 

Within healthcare, narratives can be sliced and diced in so many ways – and the right PR team will ensure a startup gains coverage in top-tier media outlets that have a varied readership but also industry-focused publications. This could include niche healthcare industry outlets that are more focused and that unlock opportunities for more specific, data or science-heavy pitches, for example. On the other hand, a pitch for The New York Times, for instance, may hone in more on the global healthcare crisis and try and be more inclusive and holistic in its approach. 

Whether a health tech startup is putting out a news announcement or inserting its leadership in ongoing conversations through thought leadership, a PR team will help simplify and amplify messaging by removing jargon and complex speak and delivering content in creative and appealing ways. 

Use your data lifeline to your advantage

It’s not enough for a health tech startup to focus on sales pitches about its unique product or service. Differentiating themselves in the eyes of the public means providing useful information to a journalist’s readers, not ads. 

Data is transforming the healthcare industry, but at the same time, balancing privacy and data access in the healthcare space is a whole other uphill battle. A PR team will be able to navigate pushing out data stories in an informative, precautionary, and helpful way when a health tech startup doesn’t have any new news to share. Whether that be inspirational testimonials or providing a meaningful understanding of a medical condition and the demographics affected, this type of media story can provide depth and granularity.

Building rapport and being recognized as trustworthy, valuable, and dedicated to the welfare and well-being of all people means showing how your tech platform is enabling you to better understand and target communities and meet the never-ending yet deeply personalized healthcare needs of individuals. 

Conclusion

Let’s be candid: most health tech startups are not experts in branding, making a PR team no longer a nice-to-have but essential. This team would be in charge of helping a startup stay ahead of the curve by knowing who the major players and competitors are and how to differentiate themselves, how to respond to movements in the healthcare market, and how to remain in unison with what news and information is circulating in the space.