3 PR tips for health tech startups

Technology has become an essential part of healthcare, and the industry has seen significant growth with advancements in digital health and medical device innovations. Health tech startups are on the rise, with businesses focusing on optimizing treatment options and incorporating more digital communication practices. So how do health tech startups make sure they are getting the attention they deserve and stay relevant in a rapidly-changing industry? We have gathered three PR tips to help solidify health tech startups in the booming industry. 

Build strong media relationships

It goes without saying that if businesses want to get ahead, they need to know the right people. Strong media relationships are key to getting people talking about a business. Start by identifying the publications that will offer the product or service the best coverage. Businesses should be featured in a mix of niche, technology-based, and mainstream publications. For health tech, they should be looking at medical research publications, such as MedTech Intelligence and MedTech Drive, and publications that are focusing on advancing technology in the industry. Big tech publications, like TechCrunch and WIRED, are going to offer a well-rounded audience of business leaders and potential investors that are interested in tech development across various industries. Larger mainstream outlets, such as The New York Times and The Washington Post, provide an expansive reach of coverage to business leaders, consumers, and the general public. Journalists there can cover anything from pop culture to health tech, so it’s important for a business to do research and find the right reporter in the vertical to pitch. 

Having a firm understanding of target publications will then help a business identify key contacts. These are the writers, bloggers, producers, and editors that could offer a media advantage when businesses build meaningful relationships with them. When choosing key contacts, research their specialities, interests, and past work. Keep the focus on writers that are going to be able to get the product and business in front of the right audience. As a health tech startup, these key contacts may include medical technology writers, bloggers with an interest in AI in healthcare, and journalists who have been covering the overarching advancements of technology.

When businesses take the time to build these relationships, it will greatly increase the chances of securing coverage for their startup. As pitches are formulated, they can be customized for each key contact. This will make the pitches more memorable and stand out in a writer’s inbox. When the writers feel like they know a business, and that business knows them, they are more likely to pick up the story and boost the startup. 

Embrace data

Data can be intimidating, but that should not keep a company from utilizing it to its advantage. Statistics and data can help position a product or services as a necessity in the healthcare industry. Businesses should do research on reports and surveys in the healthcare industry, specifically surrounding the audience the product is targeted for. For example, if a startup focuses on optimizing eyecare technology, they may want to understand how many people did or didn’t visit an optometrist last year. This type of data could bring to light a core problem the healthcare industry is facing, which allows the startup to present the perfect solution. 

Journalists are looking for pieces that are going to create an impact. The use of statistics and data in pitches can also be eye-catching and result in more media attention. When a business brings big data to the table, people are going to listen, giving that business the opportunity to take the stage. Find ways to relate the problem-solving product or service back to the data, and explain how the business is relevant, and why people should be talking about it. 

Keep up with current trends

When trying to gain attention, a health tech startup needs to have a firm understanding of what is happening and changing within the industry. They will not get far if they are not staying on top of trends. The business needs to be part of the conversations that are taking place within the industry. This includes staying active on social media and in the news. They should also take advantage of panel and commentary opportunities. It is these types of engagement opportunities that will position a business leader as an expert in the field and bring attention to the products and services they offer. 

It will also help to figure out how the product relates to the current events and trends, and take advantage of the knowledge. For example, the COVID pandemic changed how most companies operated, their internal practices, and how they interacted with the public. Products and services like virtual meeting platforms and home delivery services were able to gain attention by providing a much-needed service during lockdowns. Understanding what’s going on outside the door will allow a business to insert themselves into those conversations and be on hand when journalists are looking for an expert opinion.

Succeed by being present in the industry

Healthcare and the technology it involves is a constantly evolving industry. The key to success is simple: stay present. Understand your audience and the challenges they are facing. Engage often with your publications and key contacts. Make your product stand out by knowing the trends, taking the time to get to know your potential writers and understanding the problem you can solve.