5 PR Tips for MedTech Startups

While many startups work to change something for the better in the world around them, Medical technology (MedTech) startups often offer literal life-changing technology. Innovations in compliance, imaging technology, disease detection, medical discipline, and care improvement are just some of the ways MedTech startups are shaking up healthcare. With new health apps being introduced all the time alongside inventive new physical technologies (such as actual machines), the MedTech sector is growing fast. 

That being said, your PR strategy for MedTech should follow some of the standards of PR strategies, with a healthy dose of healthcare knowledge on top. The trick is to effectively convey your messaging and technology, while remaining approachable and relatable. Journalists and the public want to be informed, but they also generally don't want to be overwhelmed with minute technical details. Healthcare can both be a simple sell and a complex industry with a plethora of exact details. Here are five tips for your MedTech startup's PR success.

Doctor your messaging with relatable bullet points

The impulse with MedTech startups is to run a PR blitz that highlights the technology and the innovation within. While you should never ignore the technology and what it changes about healthcare, you should mind how the message is delivered. A compelling message with sharp points (literally bullet points) goes a long way to expand awareness. Your PR strategy should focus on the impact of your technology, but do so in a way that allows journalists to plainly see how the technology affects everyday life.

This may sound counter-intuitive, but often journalists are presented with press releases that convey your excitement over the technology, with less regard for the impact of said technology. While the technology that got you there is important, it needs to take a backseat to how this technology impacts healthcare. If you focus on the impact of your technology, with plenty of use cases, journalists will share your excitement.

Create engaging assets to show your story

One of the issues that plagues MedTech startups is the same that bothers other high-tech startups. How do you bring your technology to life so that its impact can be realized? Often, MedTech is dealing with very high-tech concepts and engineering. From software that changes the ability of CT machines, to devices that build upon traditional medical concepts, there is no shortage of technological advances. Yet, this kind of high-tech innovation can result in apathetic responses from journalists because of the high-level consideration required. 

In order to present your technology in digestible ways, consider the content you are sharing. Instead of peppering your PR strategy with white papers, drop in some high quality images and videos. Shoot a demo video with a walk-through of your tech, from production to implementation. Offer hands-on virtual demonstrations. Non-technical journalists who are interested more in the impact of your technology will appreciate a visual approach through these kinds of assets. This will make it more likely they will consider your MedTech startup for publication.

Sharing your knowledge with the world

While many startups require some sort of base knowledge, whether it be in app design or engineering and so on, most MedTech startups require medical knowledge. This doesn't necessarily mean doctorate degrees, but it does mean that MedTech startup founders are generally people somewhat embedded in the medical field. They see a problem they deal with on a daily basis and are seeking to solve that problem. 

That knowledge is yearning to be shared. While it is standard PR practice to place thought leadership articles and contributed content, it is even more intergral with MedTech startups. You have a very specific knowledge base relating to the medical field. That expertise can translate to different verticals outside medical, speaking about the broad applications or innovations you are working with. It can also lead to plenty of commentary opportunities (being quoted in articles). This helps to position your startup as not only an innovative technology company, but a thought leader in the space. From speaking opportunities to virtual conferences, and podcasts, there are plenty of ways to speak about your industry, positioning your founders as experts in their field.

Don't forget about the data

Along the way, as you are creating interactive videos for journalists to understand your MedTech startup, don't forget about the data. While too much data can be overwhelming to many journalists, the right amount of data can help to bolster your mission with your technology. A PR strategy that involves some sort of data exposure works better to verify the work you've done to this point. The medical science behind your MedTech startup will be challenged at some point.

Having the right data to back up your work will benefit your MedTech startup at some point. Pay attention to what the right data is though. This isn't all the data, this is some data that speaks directly to the desired impact of your technology and illustrates it cleanly. Charts and graphs, easy to read and digest, work best to illustrate your data. This data should never be overwhelming or attempt to rewire the laws of physics or biology. Address the problem, show your work.

Every vertical needs MedTech

They just don't know it yet. Going into your PR strategy, the thought process might be that your technology only appeals to journalists working in the MedTech space. That's just not true. Every human needs some sort of medical care. While your MedTech might apply to a specific discipline of healthcare, the broad appeal of medical technology and advances reaches many readers across many verticals. 

So don't be afraid to pitch accordingly. Write your PR outreach in as many ways as needed, aiming at not only medical tech journalists, but lifestyle and mainstream as well. This may take some fanangeling of the depth of your data and technology, but with interactive content in place and a strong focus on the impact of your technology it should resonate. 

Pitching journalists in any vertical is much easier when you’ve built a relationship. Through targeted communication, being transparent, and respecting deadlines, you can create a Rolodex of trusted journalists that will always give your materials a read. 

MedTech startups are always working on something amazing. Getting the word out requires a PR strategy that focuses on the impact, with the technology as backing proof the concept works. Healthcare is important to a lot of people, so establishing yourselves as leaders in the field help get your message out there. You may not be able to heal the world in one fell swoop, but you can at least tell people about how you could.