What is HealthTech?

HealthTech – short for Health Technology – is where health meets the digital world. Health Tech covers any healthcare product that is enabled and delivered by technology. This can cover a wide range of products from platforms, systems, and wearable devices that engage with consumer health and wellness, to bionics and devices used to diagnose and treat patients in a hospital setting. Health Tech essentially comes down to the use of technology to improve a person’s health.

How do you market a Health Tech company?

So, with the Health Tech market growing, and projected to be worth at least £4.65 billion in the UK by 2026, how do you cut through the noise and get your Health Tech business noticed? 

As we have said previously, utilising influencer marketing is great for a Health Tech brand. Utilising influencers for health and wellness marketing campaigns, as well as FemTech marketing, reaches highly engaged audiences in a space where they are open to learn about new products. These sub-sectors of Health Tech tend to have highly engaging audiences that like to hear about the latest trends, and many do so through social media and the influencers that they follow.

As a HealthTech PR agency, we also see great value in press coverage and have secured, for our clients, interviews and articles in some of the UK’s most-read publications. Press coverage is a great way to improve SEO rankings and get your Health Tech company on to the first page of search engines. It’s also what your potential investors and partners look for when researching your brand.

Health Tech marketing campaign strategies

No two Health Tech companies are the same, with each company bringing a new innovative product to the market. Therefore, no two Health Tech marketing campaigns will be the same, but the campaign strategies will revolve around similar marketing techniques. As a HealthTech marketing agency, we have run many health focused campaigns, and these are some of our favourites:

1 The Conqueror 

The Conqueror is a wellness app that challenges users to walk certain distances over time, such as the amazon rainforest, european cities, and even from The Shire to Mordor! The users are then rewarded with a physical medal. Our strategy for this Health Tech campaign came within very strict timelines to fit the licensing rules. However, we acted fast and got started with a mixture of paid and organic marketing, targeting key influencers, including celebrities, and landing articles in the press. The PR and influencers targeted were all within gaming, health, fitness, and travel, allowing the campaign to reach a variety of highly engaged audiences, which resulted in the app receiving over 360 million unique visitors a month 

2 Forth

Forth, a FemTech brand that provides at-home health tests, set out the primary objective of raising brand awareness through media coverage and improving SEO from the backlinks created. Our proven strategy of Health Tech PR helped Forth reach over 135 million unique users. Our press strategy positioned Forth as industry leaders in antibody testing and leveraged the conversation on to their hormone products, eventually building their brand and awareness of their products. 

3 Acibadem

Acibadem is a hospital group based in Turkey, their objective from a marketing campaign was to raise awareness of the launch of their advice office in London. To do this, the marketing strategy was an interesting PR campaign that invited journalists on a press trip to visit the facilities at the Istanbul hospital. After researching and reaching out to journalists in the health, beauty, Health Tech, and FemTech press, the trip saw 9 confirmed journalists who published pieces that generated 950,000 unique monthly website visitors. The strategy came with its challenges, largely concerns around the earthquake in Turkey the week before, but also that journalists are busy people that will often find it difficult to get time away, even for a press trip. However, the success of the campaign shows that creative campaigns pay off, and that sometimes risks are needed in international marketing, especially when entering a new market. 

4 LatchAid

LatchAid is an app that provides support on breastfeeding and the parenting journey to parents and parents-to-be. As a Health Tech product launch, the marketing goals and activities were clearly defined. Our collaboration with LatchAid used a well rounded strategy containing digital marketing techniques of SEO, app store SEO, Google ads and Google business profile, as well as Health Tech PR, social media content, and a PPC campaign. This fully integrated marketing strategy meant reaching consumers in all environments where they were open to learning about the product, leading to over 750,000 monthly unique visitors.

5 Medicare Network

Medicare Network, a cyber security company dedicated to the healthcare sector. Working across Health Tech and cyber security meant targeting a niche audience that desired informative and engaging content. This was done with a social media strategy designed to position Medicare Network as a market leader in cyber security solutions for healthcare organisations. After two months of informative and interesting content, LinkedIn reactions had increased 4,600% and Twitter likes and link clicks increased over 700%.

So as you can see, no two Health Tech campaigns will be the same, but all campaign strategies will include some of the key marketing tactics. This list has covered Health Tech brands across a broad spectrum, some using influencer marketing, some simply just PR, and some focusing on growing their brand through SEO, and this highlights how you can create your Health Tech marketing campaign strategy specific to your brand without feeling the need to do what you see your competitors doing.

Looking for advice on how to build your Health Tech campaign?

If you’re looking to build a Health Tech marketing campaign or want help with your HealthTech marketing strategy but still don’t know where to start, or simply just want to hand the work over to the marketing experts, then get in touch with us. As a Health Tech marketing agency, we have vast experience covering a range of brands who use a variety of strategies, and we know what works for our clients!