How to Build Greater Awareness of Your Healthtech Product or Service
“What do you do?”
It’s a common icebreaker question, but in the world of marketing, it goes so much deeper. A great deal of marketing is centered around communicating this very point to users in such a way that they become invested in wanting to learn more about the brand and decide for themselves if it’s something that warrants more of their attention, to the point of registration, subscription or purchase.
“No, really, what do you do?”
Many marketers have prepared quick, 30-second elevator speeches for just this type of question, yet now more than ever, we’re short on time, short on attention and short on patience. We don’t have the time or the desire to go trawling through page after page of search results to find something that can help us with our most pressing need or health concern.
As a healthtech company, this is where you step in. With the right amount of brand awareness, not only do your prospects instantly know the answer to this question, but they feel motivated enough to want to learn more and potentially continue through the funnel.
The question is, how do you create the kind of brand awareness that gets your prospects to take these actions while positioning your company in such a way that your brand becomes synonymous with the solution you offer?
Here are the brand awareness-building techniques that deliver the best ROI while helping to position your healthtech company as a thought leader in your industry.
Articles and Blog Content
The most valuable resource any business has when it comes to building brand awareness is their content, and this is especially important for healthtech companies and health SaaS businesses.
The most important point to keep in mind when crafting informational articles and blog content is to write on your audience’s level. That means whether they’re learning about treatment options for a specific illness or condition or they’re doctors or clinical professionals in a more formal setting, the content you create has to be able to resonate with those people, and most importantly, reach them where they are at that stage in the funnel.
Since we’re talking about brand awareness, your articles and brand content should focus on content that introduces your shared values with your audience — content that meets them where they are and answers the most common questions they may have about how your product or service works and how it benefits them.
Video marketing can be a pricier investment than simply writing content, but it has the effect of, you guessed it, a picture being a thousand words. Depending on what you have to offer, some products are better demonstrated through video and then built upon through FAQs and other types of content. Videos that introduce, demonstrate and explain are particularly helpful at this stage in the funnel.
Like videos, infographics can also distill information and filter it in a way that’s easier for people to understand. Infographics are particularly adept at sharing statistics and important milestones in a way that doesn’t bore people to tears. People who wouldn’t ordinarily read clinical research can easily visually digest infographics to learn some surprising facts or information about their treatment or condition in a way that’s much more user-friendly and accessible to them.
Last but not least, social media is an excellent method for building brand awareness, and we’re not just focusing solely on ads at the awareness stage of the funnel. Building a Facebook group and welcoming members to ask questions, get insights, host interviews and much more can be a great way for your brand to connect with people who are looking to know more and provide them with content that addresses their concern or issue in a way that is open and helpful.
Creating all of this content, however, is a tall order to fill. That’s why Workdom is here. We help healthtech companies and health SaaS providers leverage their content strategy in unique and engaging ways to attract more leads, boost their sales and increase their conversion rates. Reach out to us today to learn more about how we can help you take your content strategy to the next level!