HealthTech

I was on a webinar presented by Morgan Stanley and PwC about preparing for an IPO – and something struck me – there was optimism, and the organizations were signaling their faith in the return of IPOs, soon. 2023 has been an IPO graveyard, but as one host said, “One thing we know is markets change, and so it will also be for the low point of IPOs.” Their advice? Prepare now. Preparing for an IPO is a daunting task for any startup, and the focus is often on due diligence. Yet communications and PR are critical to public offering preparedness. What do pre-IPO companies need to do from a communication standpoint? 

 

Reputation Building 

Investors know that when you pitch them for your IPO, the company has a verified financial model and total addressable market (TAM). And founders know investors are looking for the next $1 billion brand. This makes your company’s reputation extremely relevant. So when you’re looking to stand out to investors, nothing shows social proof quite as well as media coverage. Media coverage can go on the road with you and helps you stand out to investors. Confident, media savvy CEOs give investors confidence; it shows you can handle a very different role as CEO of a public company. 

Thought leadership is vital to reputation building. During this growth stage, executive visibility is more relevant than ever. Since a solid thought leadership program takes time and strategy, we recommend starting a thought leadership program at least 24 months before a desired IPO. 

Create a Compelling Narrative

Many founders mistake the pitch to investors as the corporate narrative. The two are cousins, but different. The narrative should resonate with key stakeholders, investors, and the public, highlighting the company’s mission, accomplishments, and long-term vision.

Know the Difference Between IR and PR

IR (investor relations) and PR (public relations) have important but slightly different roles in a company’s growth pre-IPO phase. Investor relations focuses almost solely on analysts covering topics your potential investors care about. Meanwhile, PR is targeted towards a broader set of journalists, and the public at large. They can and should work together. For example, both should play a role in any press releases. IR will ensure due diligence is met and ensure the investor messaging is correct, while PR will want to ensure the brand message is consistent and the media targets get the information they need. 

Crisis Planning 

The best time to manage a crisis is before a crisis. Before you go public, and get caught up in all the details of going public, plan for a crisis. How you handle a crisis will affect your brand, and god forbid you to have a crisis during your roadshow or quiet period. Your crisis planning should include many scenarios, from the employee, to property, to product, and, yes, cyber security. Every one of these scenarios could require different stakeholder involvement and point persons. Your crisis planning should include table top exercises and the executive team should review crisis PR plans at least once yearly. 

ESG Planning 

 Investors want to be part of companies with the broadest investor audience, and ESG (environmental, social and governance) is part of that, especially since some brokerage firms and mutual funds are offering investment products that employ ESG strategies. Larry Fink, Blackrock CEO, and co-founder, said ESG is “capitalism, driven by mutually beneficial relationships between you, the employees, customers, suppliers, and communities your company relies on to prosper,”.

From a PR perspective, ESG and even purpose-driven brands have special sensitivities, and it’s important to have a coherent plan and PR strategy for these talking points for all your stakeholders, from investors to customers. ESG is not just for the “woke” – investors see the writing on the wall and have for some time. Also, buyers beyond GenZ see the importance of ESG. 

Audit Your External Communications 

Ensure your website and any owned media meet all regulatory requirements – including executive bios, blog posts, and social media. Look at this moment as your last chance to shower before prom. Your website and social media should also be robust and brand consistent. You want everyone to see you in your best possible light, and the most accessible way for new friends to get to know you is your website. 

Media Training 

The press is not the enemy, but they aren’t here to be your BFF either. Talking to the press live and learning to work with the media under various conditions, including in person with lights and mics, is a skill. While you may have undergone media preparedness before interviews, now is the time to take on a full media training program for your executives and spokespersons, including anyone who attends public events (like trade shows) on your behalf. 

Expect media training to take several days of intense hands-on training and review. Since all relevant stakeholders will be together, it is also a good time to review and practice your crisis plan too. Since media training is a skill, conducting this exercise well before IPO is recommended. 

The Big Show

Your company will never again go public. This is one of the few indisputably great news moments.  Someone (not the CEO) must ensure the moment is documented and promoted. Do not miss this once-in-a-lifetime opportunity. It’s true – not every company makes the front page of the Wall Street Journal when they go public, but it is news – and someone will care. Using this opportunity to connect with journalists is key; it’s a great time to fill up the trust bucket in the eyes of journalists. 

Prepare for the moment with some notable key messages and brand-worthy must-airs. Run through your must airs and make sure you are prepared to answer questions that might come your way. Have your day meticulously planned with your communications in mind and watch the accolades roll in. 

Effective pre-IPO PR planning is crucial for companies aiming to go public. By crafting an interesting narrative, engaging media and influencers, developing investor communication strategies, building a strong online presence, managing crises, leveraging thought leadership opportunities, and engaging internal stakeholders, companies can establish a positive brand image, attract investors, and generate enthusiasm around their IPO. 

This article has also been submitted by the author to Entrepreneur.com

In the fast-paced world of HealthTech, effective communication and healthtech PR plays a vital role in shaping the success and reputation of a company. Chief Marketing Executives (CMEs) and founders must comprehend the significance of strategic public relations (PR) within their marketing strategy. PR Strategies for healthtech is important to brand message and establishing trustworthiness in the market.

HealthTech communicators need to employ healthcare PR strategies to increase their brand visibility, build trust, and grow. This blog post will discuss the top five strategies they should use.

Develop a Strong Thought Leadership Program

A robust healthtech thought leadership program is essential to establish credibility and position your healthtech company as a leader in the industry.

Identify these critical spokespeople within your organization. These could be executives or subject matter experts. Contributing valuable insights and expertise to industry publications, conferences, and media outlets is a reputational requirement for industry leaders.

Publish well-researched articles regularly. Participate in industry discussions. Speak at conferences. Position your company as a trusted source of knowledge. Gain visibility among industry stakeholders and potential customers.

Leverage Data and Case Studies

In the healthcare sector, data and case studies hold immense value. Especially if your company is in the pre-IPO phase, leveraging data from your products or services can significantly strengthen your PR efforts. Collect and analyze relevant data to identify trends, insights, and success stories that showcase the impact of your healthtech solutions.

Use these findings to create compelling case studies and whitepapers highlighting your technology’s tangible benefits to patients, healthcare providers, and the overall industry. Sharing resources can help generate media interest and show the effectiveness of your offerings. This can be done through press releases, media pitches, and your company’s website.

Establish Partnerships with Key Influencers

For B2C healthtech brands, influencer marketing is a powerful tool to help healthtech companies reach a wider audience and build consumer trust. Identify key influencers in the health and technology sectors who align with your brand values and target audience. Collaborate with these influencers to create engaging content, host webinars or podcasts, or take part in social media campaigns.

A well-known individual’s endorsement and association of your brand can increase your reach and credibility. Their followers will view your healthtech company as a reliable and respected part of the industry.

For B2B healthtech brands, the role of media relations could not be more critical. Establishing a reputation with the media will build your reputation and improve your business outcomes overtime.

Optimize Digital Presence and SEO

In today’s digital age, a strong online presence is crucial for effective PR in the healthtech industry. Ensure your company’s website is visually appealing and optimized for search engines (SEO). Conduct keyword research to identify the terms and phrases your target audience is searching for, and incorporate them strategically into your website’s content.

Create content optimized for different channels, such as social media, blogs, and press releases. Focus on creating content that educates, informs, and inspires potential customers, and leverage the influencers to help spread your message. Additionally, create an email list and use this to send out newsletters, updates on new products, and news related to your HealthTech company.

Utilize SEO tools like Google Analytics and Google AdWords to track and analyze your website’s performance and optimize content accordingly. Publish blogs and articles regularly. Ensure they are high-quality and SEO-optimized.

These pieces should address the pain points of your target audience. Show thought leadership and provide valuable insights. By implementing these strategies, your website will rank higher in search engine results, driving organic traffic and enhancing your brand’s visibility.

Engage with the Media

Engaging with the media is a fundamental healthtech PR strategy for healthtech companies. Establish relationships with journalists, reporters, and editors who cover the healthcare and technology sectors. Invite them to cover your company’s launch, product launches, and other newsworthy events. Offer them interviews with the people behind your company, such as founders, CEOs, and other executives.

Utilize PR networks to reach out to influencers, bloggers, and other key players in the industry. Leverage these contacts to spread the word about your company and products.

Use social media to engage with customers and build relationships with industry partners. Post relevant content, such as tutorials, articles, and industry news, to bring attention to your brand. Share your company’s mission and progress to attract potential investors. These are just a few strategies that you can use to build a successful HealthTech PR strategy.

Regularly share company news, product updates, and industry insights through press releases, media pitches, and media alerts. Offer your executives or subject matter experts for interviews or commentary on relevant industry topics. Engage with the media proactively. This will help you secure media coverage, increase brand visibility, and make your HealthTech company an authoritative voice in the industry.

Conclusion

In the competitive world of healthtech, effective PR strategies are paramount to success. Chief Marketing Executives and founders can improve their brand’s visibility, establish thought leadership, and build trust among their target audience. This can be achieved by implementing the top five strategies outlined in this blog post. By developing a strong thought leadership program, leveraging data and case studies, and establishing authority through PR strategies for healthtech companies.

With technology advancing rapidly, the healthcare industry expects to undergo significant changes in the years to come. From personalized medicine to wearable devices, the future of health technology promises to increase patient satisfaction, improve care quality, and reduce healthcare costs.

Health Technology Trend: Internet of Medical Things

The Internet of Medical Things (IoMT) has been a promising digital health trend for the past few years, and it’s a growing heath technology trend. According to Precedence Research, the global market size of IoMT, valued at $180.5 billion in 2021, is predicted to reach around $960.2 billion by 2030 with a 20.41% —compound annual growth rate. Consumers love these devices, yet they don’t exactly trust them. Brands in IOT or HealthTech have particular PR needs.

IoMT, or healthcare IoT, is a network of medical devices, hardware infrastructure, and software integrated via the Internet. It relies on automation, sensors, and machine-based intelligence to reduce the need for human intervention in routine healthcare procedures and monitoring operations.

Wearable devices like smartwatches and pulsometers, connected to health and wellness applications, are the most famous examples of IoMT. They expect to further revolutionize healthcare in the future through their real-time data tracking and reporting abilities.

These devices have sensors that can detect and measure our body vitals, like blood pressure, heart rate, and temperature. Healthcare professionals use this real-time data for observation, diagnosis, and treatment.

Moreover, tracking such critical data through IoMT in real-time allows patients to be more aware and educated about their medical conditions and bring healthy changes in their lifestyles. Some devices also include gamification features to reward patients for achieving health-related milestones, motivating them to stick to healthy habits. Besides smartwatches and pulsometers, other wearable devices joining the IoMT trend include bio-patches and smart hearing aids.

It’s not just wearable devices that are revolutionizing the health industry. We also have smart pills – edible electronics that not only play the role of pharmaceuticals but also provide valuable information to caregivers about the patient’s health. Such cloud-based networks of devices and software will continue to evolve, empowering doctors and patients to prevent, diagnose, monitor, and improve various health conditions.

Health Technology Future: Nanomedicine

Nanomedicine is a rapidly growing field within the health technology industry. It has the potential to introduce revolutionary advancements in various aspects of healthcare services.

For those who don’t know, nanomedicine uses microscopically tiny materials to diagnose and treat living organisms.

Healthcare researchers are engineering nanoparticles and other nanostructures to interact with the human body in specific ways, allowing for targeted drug delivery. New materials and therapies, like xenobots and nanosensors, are being developed to help diagnose cancer cells or viruses at an early stage and regenerate damaged tissues and organs.

Nanomedicine has the potential to increase the efficacy and safety of treatments, reduce side effects, and provide new opportunities for personalized medicine. Although this field has numerous challenges, such as regulatory hurdles and potential toxicity issues, it has already shown promising results in preclinical and clinical studies. As a result, there is significant investment and interest in developing nanomedicine technologies, making it a highly-promising present and future trend in medicine.

Health Technology Trend: Telepsychiatry for Mental Health Services

The COVID-19 pandemic has fueled the adoption of Telemedicine, including telepsychiatry.

Telepsychiatry uses technology to provide mental health services remotely, like psychiatric assessments, consultations, and treatments. It can take many forms, such as phone consultations, video conferencing, and even text messaging.

Telepsychiatry enables mental health providers to connect with patients in real-time without requiring physical proximity. It can save time, expense, and effort needed for a physical visit, making mental health services more accessible and cost-effective.

This field can also increase access to mental health services for individuals who may not have access otherwise, like those living in rural or remote areas or with mobility or transportation limitations. It also fosters more privacy and confidentiality by allowing patients to participate in sessions from their homes.
Moreover, telepsychiatry can offer more flexible scheduling and convenience for individuals with tight schedules or other commitments. People are likelier to stick to their treatment plan if they don’t have to visit the healthcare provider in person every time. Plus, studies have shown that telepsychiatry can be as effective as in-person mental health services. It can even lead to better outcomes in some cases.

Most importantly, telepsychiatry can help decrease the stigma and fear associated with mental health problems. People who feel anxious about openly discussing their issues with someone face to face can find comfort and relief in doing it remotely with the help of advanced health technology.

As health technology continues to improve, telepsychiatry is likely to become even more advanced, popular, and accessible to people all over the globe. However, it is essential to note that telepsychiatry is not a replacement for in-person mental health services for everyone.

Some individuals may require more intensive treatment or may prefer in-person sessions. Mental health professionals must evaluate the appropriateness of telepsychiatry for each individual, providing a range of treatment options to meet their unique needs.

Health Technology Prediction: 3D Printed Organs and Implants

Bioprinting is a cutting-edge health technology enabling the production of 3D biological structures, like tissues and organs, through a layer-by-layer approach used in 3D printing. Bioprinting uses bio-ink. Bio-ink consists of living cells and other biomaterials deposited using specialized printers to form intricate structures.

3D printing of biocompatible implants has been around in the healthcare industry for years but still needs to be mainstream. Many expect significant progress in the field soon, with new materials and improved methods for creating and maintaining external prostheses, cranial or orthopedic implants, and personalized airway stents.

They speculate that the progress in 3D printing decreases production costs and time for bionic prostheses and implants. It will also make customized bionic prostheses for the spine, knees, hips, and skulls more affordable. Plus, the new types and generations of 3D implants and organs should last longer, work more efficiently, and involve a lesser risk of rejection by the human body.

One of the main drawbacks of 3D-printed mechanical limbs is that they weigh a lot. The future anticipates bringing enhanced lightweight prosthesis designs that integrate easily with human bones. Another expected future outcome of advancing this field is the availability of life-saving cardiovascular and neurological implants.

Health Technology Future: AR and VR in Medical Education and Diagnosis

AR and VR have the potential to fully transform the delivery of healthcare services, leading to enhanced patient outcomes. However, they must address many technical and ethical challenges before these clinical practices can widely adopt these technologies.

AR and VR can help create immersive simulations that allow students and medical professionals to practice and refine their skills in a secure and controlled environment. For instance, surgeons can practice complex medical surgeries and procedures before performing them on patients.

AR and VR are critical in facilitating remote consultations between patients and healthcare providers. Patients wear VR headsets that enable doctors to examine them and provide remote diagnosis and treatment virtually. Many people expect Telemedicine to progress even more in the future.

AR and VR are used to create immersive and interactive rehabilitation programs that make therapy more engaging and effective. For example, patients healing from a stroke can use VR to simulate daily activities to improve mobility.

Another use of AR in the healthcare industry is overlaying medical images onto a patient’s body, enabling doctors to visualize the internal structures more intuitively.Companies are using AR and VR to produce educational materials for patients that help them better understand their condition and treatment options.

Health Technology Future: Big Data Analytics

The future of data analytics in healthcare holds significant potential for enhancing predictions and decision-making.

Personalized Treatment: With advanced data analytics, healthcare providers can provide more personalized treatments to patients. By examining genetic, environmental, and lifestyle data, healthcare professionals can better understand a patient’s unique health profile and create tailored treatment plans.

Predictive Analytics: Data analytics can enable healthcare providers to predict health outcomes and identify patients at high risk of developing specific health issues. By examining large amounts of patient data, healthcare providers can detect patterns and trends that may signify the onset of a disease.

Real-time Monitoring: Wearable devices and other health technology collect real-time patient data, allowing healthcare providers to monitor patients closely and make quick decisions. By analyzing this data, providers can detect changes in a patient’s health status and take action before a condition worsens.

Improved Decision-making: Data analytics can help healthcare providers make more informed decisions about patient care. Providers can identify the most effective treatments for a particular condition and determine which patients benefit most.

Data Sharing: Improved data analytics will allow healthcare providers to share patient data more efficiently and securely. It will help providers collaborate and make more informed decisions about patient care.

Health Technology Future: Robotic Process Automation (RPA)

Robotic Process Automation (RPA) uses software robots to automate repetitive, rule-based, and time-consuming administrative tasks, allowing healthcare providers to focus on patient care. RPA has the potential to streamline the way healthcare is delivered. Here are some potential advancements we may see in the future.

Administrative Tasks:

RPA can automate administrative tasks such as scheduling appointments, processing insurance claims, and managing patient records. It can free up time for healthcare providers to focus on patient care.Billing and Payments: RPA can automate billing and payment processes, decreasing errors and raising efficiency.

Electronic Health Records (EHRs):

RPA can automate EHRs, making it quicker and easier for healthcare providers to access and update patient data.

Clinical Decision-Making:

RPA can help healthcare providers make more informed decisions about patient care by providing real-time data analysis and recommendations.

Patient Monitoring:

RPA can monitor patients remotely, alerting healthcare providers about the looming medical conditions before they can turn severe.

Medication Management:

RPA can automate medication management, ensuring patients receive the proper medication at the right time.

To sum up, RPA can transform healthcare by improving efficiency, reducing errors, and enhancing patient care. However, the critical point is that RPA should not become a substitute for human healthcare providers but rather a tool to help them deliver high-quality care.

Health Technology Trend: Retail Healthcare

Retail healthcare refers to providing healthcare services in non-traditional healthcare settings, such as pharmacies, supermarkets, and clinics in shopping malls. Retail healthcare providers offer various services, including primary care, urgent care, vaccination, and wellness.

Retail healthcare will continue to grow as consumers demand more convenient and accessible healthcare services. Here are some ways in which retail healthcare is likely to evolve in the future:
Expansion of Services: Retail healthcare will likely expand the range of services offered, including Telemedicine and virtual care options. It will enable patients to receive care remotely, improving access to healthcare services and reducing the need for in-person visits.

Integration with Technology: Retail healthcare providers are likely to integrate more technology into their services in the future, including wearables and other connected devices, to collect more data on patients’ health and provide more personalized care.
Collaboration with Healthcare Providers: We will see retail healthcare providers collaborate more closely with traditional healthcare providers, like hospitals and physician practices, to improve care coordination and patient outcomes.
Focus on Wellness: Retail healthcare providers will likely focus more on wellness services, such as nutrition and fitness programs, to help patients stay healthy and prevent chronic diseases.

Conclusion

The future of health technology looks promising, with numerous advancements in various fields. For example, the integration of virtual and augmented reality technologies is predicted to raise the standards of medical education and training, as well as patient engagement and rehabilitation.
Robotics and automation technologies are also ready to transform the healthcare industry, improving patient care, reducing errors, and optimizing clinical workflows. Conclusively, we can expect innovative and groundbreaking developments in the healthcare industry due to the continuous evolution of health technology.

Where using internet services and social mobility in healthcare services was a personal choice in the past, the onset of the COVID-19 pandemic made it clear that it is now a necessity for both consumers and healthcare providers, making healthtech one of the fastest-growing emerging industries.

Thousands of healthtech companies usher in innovations and cutting-edge technologies every day. For such fast-growing coverage needs, health tech reporters must proactively illuminate the business strategies of the modern healthcare giants and dig into new research to create a detailed reporting piece of the healthtech industry.

This intersection of technology and health quickly evolves, attracting billion-dollar investments worldwide. So healthtech PR is always looking up to energetic and determined healthtech journalists for press coverage. They cover the latest trends and deliver deep insights and compelling stories on the healthtech industry.

Here are ten healthtech journalists to follow on Twitter. They will keep you informed of what’s around the corner and clearly show where the healthtech industry is heading next.

1.    Christina Farr

Christina Farr is a former healthtech reporter for CNBC, Reuters News, Fast Company, and other publications.

Christina is now a health tech investor and a principal at OMERS Ventures, a global early-stage venture cap. She was born and raised in London and graduated from University College London and Stanford University.

Christina Farr is the author of Second Opinion, a healthtech newsletter that publishes various trends revolving around pharmacy tech, women’s health, etc. It also features interviews with investors, executives, and healthcare founders. Christina applies her experience as a healthtech journalist and investor to dive deep into the world of healthtech news.

 

Her breakthrough works, and exciting healthtech stories have appeared in numerous publishing companies, including the New York Times, Bay Citizen, and Daily Telegraph. Christina frequently appears at health and technology conferences as a speaker and featured expert on ABC, Reuters TV, and others.

Her Twitter is @chrissyfarr, where she actively tweets about the latest healthtech trends and news.

2.    Nick Triggle

Nick Triggle is a health correspondent at BBC. His reporting mainly focuses on NHS, and he writes extensive articles demonstrating how the UK deals with challenges around social care and health inequalities.

Such articles, such as on mental health and the NHS crisis, target the issues of how healthcare provided by NHS is suffering a blow and dealing with many challenges like the aging population and obesity.

Many people highly respect Nick Triggle for being one of the most perspective health journalists as he gives equal and enough attention to the rising issues and trends related to healthcare and NHS. He digs deep into the matters revolving around health reforms, new acts, and the effects of the pandemic and other dangerous challenges for NHS with a much-needed context and data visualization.

Nick was awarded the “Blogger of the Year” by Medical Journalists’ Association in 2015. He is the lead journalist behind the breakthrough BBC projects, The NHS crisis – decades in the making, and the ‘Fantastic’ care calculator.

Nick Triggle highlights the pressing health stories in the UK on his Twitter account (he goes by @NickTriggle). He partakes in the debates and conversations that discuss national response to these challenges. His tweets are an up-to-date source for receiving the latest and authoritative views on NHS, social care, and public health.

Nick Trigger also previously worked on the Gerry Robinson TV NHS documentaries.

3.    Laura Donnelly

Laura Donnelly is a health editor at The Telegraph Media Group. She has written several well-researched articles in The Telegraph, which focus on the healthcare services in the UK concerning the COVID-19 pandemic.

Laura Donnelly has won many awards for her energetic work on various topics, such as the NHS crisis, in-depth investigations, and exciting stories that bring research and scientific breakthroughs to her readers’ lives. Her latest works on NHS waiting lists and NHS strikes highlight the devastating effects on healthcare services in the UK.

Laura Donnelly channels the same energy and passion into her Twitter account, sharing her opinions and turning complex healthtech news into offbeat news and stories. You can find her on Twitter as @lauradonnlee.

Laura has worked at The Telegraph for more than 15 years and also has editorial experience at the Health Service Journal. Her past roles as a news editor and health journalist have made her one of the vital healthtech journalists to follow on Twitter.

Laura Donnelly covers the latest trends in biomedical technologies and vaccine developments. She has an in-depth understanding of the healthcare system, and thus, her Twitter account is an excellent place to receive critical analysis and reporting on the latest healthtech news.

4.    Erin Brodwin

Erin Brodwin is an award-winning health tech reporter at Axios. Erin’s hard-hitting stories and newsletters are all focused on digital health, health ambitions and where the world’s technology giants are heading towards, and venture capital.

Erin Brodwin is a California-based healthtech journalist who graduated from the Craig Newmark Graduate School of Journalism in New York after receiving her Master’s in health and science reporting.

Erin Brodwin is one the most dedicated and passionate health journalists who actively contribute to the world of health and science publications. She has experience with some of the biggest names in science, health, and technology magazines. Erin has contributed many stories to Scientific American, which discusses the roles of AI tools in healthcare and clinical diagnosis, advertising campaigns that harm teenage psychology and health, chemical weapons, and much more.

Erin has also written for Insider Inc. and has broken several breakthrough news on health and technology stories and the latest trends. She has been a healthtech correspondent at STAT, covering many topics ranging from digital health, the role of key healthtech players like Facebook and Google, and challenges to people’s health that arose due to the misinformation during the COVID-19 pandemic.

Erin Brodwin is one of the healthtech journalists you must look for on Twitter. You can find her as @erinbrodwin.

5.    Andrew Gregory

Andrew Gregory is an award-winning British journalist and health editor for The Guardian. He received three British Press Awards for his high-impact journalism and his long and dedicated role as a health reporter exposing racial health inequalities in the UK.

The works of Andrew Gregory have captured a lot of attention by bringing such healthcare issues to light and produced a wave of fury and determination in public regarding healthcare inequalities.

Andrew has also won a Guild of Health Writers Award, a British Journalism Award, and many other nominations and awards.

Andrew chooses the most impactful and gripping healthcare topics to write about. The power of his words to resonate with the readers makes him one of the highly sought-after healthcare journalists. His exciting stories focus on the role of technology in healthcare, and he also shares his direct and honest opinions about the latest trends and news in healthtech in his breakthrough works.

Andrew Gregory has written many articles on the role of healthcare technologies like Artificial Intelligence and how they can help physicians and surgeons refine and improve their healthcare services. He uses his Twitter account to shed some light on his articles within the 280-character limit and then links the complete articles on The Guardian. You can find him on Twitter as @andrewgregory.

6.    Natasha Singer

Natasha Singer is a health technology reporter at The New York Times and passionately writes about topics like consumer privacy and education technology. She dedicates her work to the extensive and essential ways healthtech companies, their technology, and tools impact healthcare services and job opportunities.

Natasha Singer is currently attending The KSJ Fellowship Program. Most of her stories published for The New York Times are about tackling the mental health crisis in children and teens and its direct relation to the use of social media platforms like TikTok and Instagram. She has also received many awards for covering and reporting online tracking.

Natasha Singer highlights the intersection of science, society, and technology, focusing on behavioral advertising, health, and education.

Natasha Singer was also a correspondent for Outside Magazine before coming to the Times. There, she published important stories about wildlife conservation and biodiversity. Her Twitter account is a great place to receive a deep understanding of these topics, as Natasha actively posts about her works there. You can find her at @natashanyt.

7.    Kat Lay

Kat Lay is a health editor at The Times. She mainly explores stories and trends related to new advances in research studies and clinical trials and highlights the healthcare issues within NHS.

Kat Lay picks up the most exciting topics about public health in UK and NHS staff. She also highlights the role of healthtech in improving the clinical diagnosis of serious diseases, such as how they hold trials for AI programs to check for breast cancer in NHS patients and how Milton Keynes Trust has now adopted healthtech innovations to deliver cutting-edge care.

Kat Lay also received a Medical Journalists Association award for her news story that covered sexual harassment in surgical training and surgeries. Kat Lay joined The Times in 2012 as a graduate trainee, and since then, she has created a name for herself as one of the most well-deserved and dedicated healthtech journalists.

Follow her on Twitter at @katlay.

8.    Amit Katwala

Amit Katwala is an award-winning science and technology journalist. After studying Experimental Psychology and graduating from Oxford University, Amit pursued his career as a writer and editor at several famous publications like Economist and Science Uncovered.

Currently, Amit Katwala is a writer and editor at WIRED, an essential source of breakthrough information regarding science, technology, and its effects on society. Amit has also written two books, Tremors in the Blood and The Athletic Brain, in which he discussed the impact of science and technology on the human brain.

Amit Katwala contributes great stories to WIRED based on his exciting research on health, science, and technology. He also shares his opinions about the collision of technology with culture on his Twitter account, and you can find him at @amitkatwala.

9.    Zaria Gorvett

Zaria Gorvett is an award-winning senior journalist at BBC Future. She mostly tells compelling stories about health, medicine, psychology, history, etc. Zaria is an aspiring health journalist whose articles were featured on Chartbeat’s list of the most engaging stories of 2021 and 2022.

Zaria Gorvett is a London-based science writer. After graduating, she worked for environmental charities in Tobago and Greece while earning two Master’s degrees.

Now Zaria is one of the essential healthcare journalists as she frequently writes about science topics ranging from COVID-19 vaccine doses to “untranslatable illnesses.”

Zaria Gorvett has also written for Scientific American and Asian Scientist, two of the most popular magazines highlighting worldwide health, science, and technology issues.

You can find Zaria on Twitter as @ZariaGorvett, and if you are interested in fascinating stories about healthcare and other related topics, she is the one to follow.

10. Jessica Kim Cohen

Jessica Kim Cohen is a precision medicine reporter at GenomeWeb, an online science magazine covering recent trends and compelling stories about molecular biology.

Jessica Kim Cohen writes about the latest research studies and developments in genetically targeted treatments.

All emerging industries face two distinct communication challenges which is why healthtech PR needs emerging industry experts. The first crucial hurdle is creating trust with the stakeholders. Whether your primary audience is consumers or venture capitalists, both can quickly turn a weary eye to healthtech. There is no healthtech industry without trust. The second is explaining technical and medical terms in easy-to-understand and memorable language. Healthtech also faces a third challenge: a myriad of regulations. Trust, effective communication, and regulations are the three reasons healthtech PR is an essential part of the growth plan for any ambitious healthtech company. But given these particular challenges, what strategies should healthtech PR employ to improve trust and accessibility?

Weaving Health and Wellness Narratives in Health Technology

Historically, communicators considered health and wellness topics to belong to the supplement industry. But consumers today are savvier than ever about their health, and the internet provides a trove of health-related information at their fingertips. Consumer-based healthtech companies should speak to consumers directly through owned content, earned PR, and paid media. B2B healthtech firms must balance trust and tech with the right tone. Emerging industry PR firms understand how to talk about new, never-before ideas and create narratives that support the stakeholders in a way that makes them want something they didn’t know they needed.

Owned Content for HealthTech
Emerging industries like healthtech should focus on developing straightforward narratives that meet the customer where they are at in their health journey. Google is particular about how it ranks for health-related content; we review some of that in our 15 Tips for Better Consumer PR .

If Google can’t trust your content, it will be challenging for your consumers to find, let alone trust, your content.

And, for many healthtech brands, there is also a regulatory component. Understanding Google’s perspective on owned content is an important aspect that a digitally savvy PR firm understands and can navigate and develop content that balances the needs of the brand and the constraints of SEO and regulations.

Earned Media in HealthTech
From thought leadership strategies to consumer storytelling, creating storylines that apply to the media creates a dialogue with media that transcends awareness; it creates affinity.

While creating storylines around “the latest greatest thing” sounds simple, many overnight successes have been pounding the media pavement for years before with an early adopter strategy. Building media credibility early on pays dividends that build as time goes on and can make all the difference during times of crisis.

Further, ensuring your HealthTech brand has a healthy understanding of what makes a great tech story in PR enables not only bursts of the press during opportune moments but a drumbeat of PR throughout the year.

 

Balancing Tech and Trust in HealthTech

Both tech and health are technical industries that deserve careful regulatory monitoring, but as necessary is the trust aspect. U.S. consumers vacillate between tech fascination or techlash.  That’s why health and tech brands must invest in trust-building through storytelling and transparency.

For founders with deep tech backgrounds, developing a voice that is approachable to the consumer can be a challenge. But there is no more critical role for an early-stage founder than being the brand’s voice. And sometimes, that means opening the kimono to your successes and failures. But a trusted PR firm can help you navigate the opportunities and the pitfalls, which is critical during hypergrowth.

PR for Profitability

But maybe you’re in a fundraising holding pattern right now, and it’s all about profitability. Many startup companies consider PR a cost center, but this is a mistake because PR creates lasting signals that build trust with your audience and your future investors. Investing in profitability PR takes a set of different strategies but doesn’t take its foot off the gas. Because everything is cyclical and building your reputation constantly improves profitability from churn reduction to improved sales cycles.