One of the biggest challenges for B2B healthtech brands is making complex technology accessible and compelling to target audiences.
Healthtech can be complicated. AI, automation, interoperability and data analytics are all terms that are commonly used by healthcare executives but to many of the organisations they engage with: from hospital to pharmacies to businesses running preventative care platforms, they can also be baffling.
Many healthtech brands struggle to explain this complex technology clearly and compellingly to prospects and decision-makers across these organisations who would be using the tech but aren’t necessarily technically minded.
It’s a difficult balancing act, of course. Overuse of technical jargon can alienate non-technical audiences, but at the same time, removing technical language entirely may make a solution seem less credible. So, how do you pitch this correctly?
The secret lies in clear, credible and precise communication. Simplifying complex ideas isn’t about dumbing them down; it’s about empowering your audience to grasp the genuine value your solutions offer, regardless of their technical background.
Getting this right is essential if you’re going to build brand awareness.
Cutting through the complexity
Brands must communicate the benefits of a complex solution in a clear, credible and precise manner to engage buyers regardless of their technical knowledge and establish themselves.
Think about it: your audience might include clinical directors, IT managers, procurement teams or even senior execs without deep tech knowledge. If they don’t quickly grasp what you’re offering or why it matters, you’ll lose their attention fast.
Skilled writers are critical here. They know how to translate complex concepts into engaging, jargon-free stories, highlighting tangible outcomes rather than technical specs.
This kind of clarity helps your audience immediately picture the real-world impact of your solutions, whether it’s improving patient outcomes, boosting clinical efficiency or enabling smoother hospital workflows.
How PR boosts impact
Building on this clarity, a well-rounded Performance PR approach can help bring any healthtech’s solutions and services to life. It is all about getting the message across in a direct and straightforward way.
Start by focusing on digestible themes and clear narratives that reinforce your core brand messages. These themes become the backbone for all your communications: whether you’re publishing blogs, whitepapers or social media posts.
Keeping the messaging clear and consistent ensures your audiences quickly grasp what your solutions achieve and why they matter.
Explainer documents are a great tool here. For example, consider a two-pager that accompanies a product launch. When designed to be visually engaging, these pieces can quickly demystify even the most complex tech. Imagine clearly explaining how a new health monitoring device works, step-by-step, or breaking down interoperability to highlight its benefits to clinicians and patients alike.
But it’s not just about clarity; it’s also about credibility.
Performance PR helps to strengthen this trust-building. By regularly attending leading healthtech events, seminars and networking sessions, PR teams can keep on top of all the latest industry trends.
Another powerful tactic is executive profiling. Your internal experts have compelling stories to tell – real-world insights about challenges they’ve faced, solutions they’ve delivered and the personal impacts they’ve seen first-hand.
Bringing these experiences into your messaging can transform dry technical explanations into authentic, engaging stories that audiences connect with instantly.
Looking positively forward
Clear and compelling communications not only help to clarify your message, but they also empower your audience to confidently share your message internally. They influence decision-makers who might not be tech-savvy, but who will instantly grasp the real-world value your solutions deliver.
Want to know how we can help turn your healthtech organisation’s complex technology-focused messaging into clear, compelling narratives that truly engage your target audiences and build awareness? Get in touch.
