Tag Archive for: emerging industries pr

10 Healthtech Journalist to Follow on Twitter

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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.

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6 Ways PR Helped Hypergrowth Healthtech Brands Thrive

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Ever since the pandemic, there has been a new emphasis on the emerging industry of telehealth, many of which are on the pre-IPO track. And while telehealth VC investment is expected to stay flat in 2023, the industry received an exciting $29.1 billion in funding in 2021, mostly for consumer tech services and apps, but B2B is also on solid footing. Regardless of funding levels, how has healthtech PR helped hypergrowth brands thrive through the disruptive business environment?

 

Hims/Hers HealthTech and Consumer Goods Maximizes Growth with PR

  • $233 million raised
  • First day of trading: Jan. 21, 2021
  • SPAC proceeds: $280 million
  • SPAC valuation: $1.6 billion, according to Forbes

Hims/Hers operates two websites offering medical services specific to men (Hims) and women (Hers). To catch the attention of VCs and to eventually go public in 2021,  healthtech PR helped hypergrowth tech brand Hims/Hers maximize their most opportune moments. With a total funding amount of $233 million and a successful SPAC IPO, Hims/Hers PR was strategic and purpose-driven, which helped it create consumer trust and make them a media darling at the right time.

Authentic Purpose-Driven PR for HealthTech

In 2021, Hims/Hers followed AirBnB in offering services to displaced Afghan refugees in the wake of the U.S. military’s sudden departure from Afghanistan. Not only did this create trust for their customers, many of whom expect brands to be socially impactful, but they also leveraged tech-based media such as TechCrunch to report the news and capture investors’ imaginations. It may have caught the attention of Walgreens, who missed the chance to contribute when their competitor, Walmart beat them to the punch because three months later, Walgreens started carrying the Hims & Hers personal care products in-store and online.

Targeting Early Adopters with Content

Although it went dark in 2021, Hims/Hers used Medium to own their story, create interest in the early-adopter crowd, and help them navigate the choppy consumer waters during the pandemic. Hims/Hers used Medium to make announcements, and they also hosted Q&As with medical professionals over topics that showed their consumers they understood them and their most personal medical problems.

 

Healthtech Kiira Health Leverages Healthcare PR at Opportune Moments

  • $4 million raised
  • Named one of the most promising startups in 2021 by VCs in Business Insider

Kiira is a healthtech startup that provides an online health clinic to college-aged women with an inclusive and culture-centered approach. The platform provided 24/7 365 access to trusted health experts, including primary care providers, ObGyn, nurse practitioners, and mental health experts. When the pandemic hit, many college-aged women found themselves without access to healthcare. This an especially acute issue because without “adequate resources and guidance, students are at risk for high rates of STDs on campus, unintended pregnancies, adolescent maternal deaths, and other adverse events.” according to CEO and cofounder Crystal Evuleocha, so she teamed up Dr. Candice Fraser, MD FACOG to solve the issue for millions of young women.

Using the Media to Reach Your Target Community

Both co-founders are open about their own experiences with a lack of access to care or questions about how to access care and the dangerous consequences. By leveraging personal stories that speak directly to the organization’s community, the co-founders have shown their audiences that they truly understand them, as they did in Forbes and Essence in 2021.

Moreover, when the founders speak to their community, they stay on message. They share the same information that inspired them to start Kiira Health and they underscore the most pressing issues for young women.

Using Press Releases For Corporate History

Should you issue a press release, or shouldn’t you? One time it’s crystal clear that you should, when there is a big corporate moment that will build your brand credibility with press and/or consumers, as Kiira Health did when it announced its first flagship location in Los Angeles. While press releases aren’t usually the source of media coverage by themselves, it likely didn’t hurt when Crunchbase included them in a story about health and wellness startups. This kind of press release acts a flagpole in the sand for future credibility building for both VC and media.

 

Folx Health Using PR to Elevate Understanding

  • $59 million raised
  • #28 on Fast Company’s list of World’s Most Innovative Companies 2023

Taking Control of their Founding Story

Folx Health is a healthtech platform that provides healthcare services tailored to the LGBTQIA+ community, starting at $59/month. In May 2020, Folx founder A.G. Breitenstein took to Medium to tell how Folx came to be. Although this Medium post is their only Medium post, it shows a particular media savvy. In December that year Folx’s $4.4 million funding led to coverage on Mashable, Built in Boston, and Crunchbase. The Medium post is so important because it is an early flag in the sand about the founding story of the then little-known startup Folx, which is important when a big media announcement hits and suddenly there is a lot of press and a lot of opportunities for the founding story to be misunderstood or misrepresented.

PR to Take a Stand

On the heels of its $30 million raise in October 2022, Folx appears to take control of its narrative again. This time, it does so as a fierce source of information about healthcare’s inadequacy for the queer community. Time after time, Folx uses an intelligent combination of data and storytelling to articulate Folx’s purpose and need to a broader audience. And this time, Folx CEO is the spokesperson for thier entire community: The American healthcare system, “at best, wasn’t built for us. And actually, more often than not, it’s openly discriminatory,” says Liana Douillet-Guzmán, of the LGBTQ community. Folx isn’t simply leveraging purpose-driven PR, they are CULTURALLY purpose-driven, making their PR story all the more attractive.

 

 

All of these hypergrowth healthtech brands provide examples of PR in healthcare brands, but these examples can also be useful for all startups in any phase of growth. Taking ownership of PR in the earliest stages can pay remarkable dividends in the early development and later hypergrowth stages. During times of volatility, PR can be the shining beacon into the future and light the path for future growth, even with past coverage.

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The Special PR Needs of Hypergrowth Companies

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Hyper-growth occurs when a company experiences rapid expansion and a compound annual growth rate (CAGR) of 40 percent or higher. It’s the steep part of the S-curve that sets a business apart from others. Market demand essentially drives a period of hyper-growth. As long as a company can adapt and move quickly, it can continue on this path, but hyper-growth companies have special PR needs to capitalize on the their opportunities. Not surprisingly, hyper-growth CEOs have a lot on their minds.

 

A hyper-growth phase is exciting for any business. However, having a plan to ride the wave and continue the success is necessary. PR for hyper-growth companies can be a valuable tool. If you don’t prepare for growth adequately, you could face a significant downturn in profitability. Additionally, pulling back or ceasing your PR efforts during hyper-growth can negatively affect your company. When you become relevant to the public, you need to stay relevant. That means you should continuously promote your product or service, so consumers don’t forget about you.

 

Public relations is one of the most powerful marketing strategies a company can use. It’s more than just sending out press releases and nurturing relationships with journalists. It involves using strategic planning and trusted sources to keep the masses informed about a brand.

 

It’s easy to type a few sentences about a product on social media and claim it’s the best in the market. However, claims aren’t facts. If information comes from a trusted source, consumers are more likely to buy your product.

 

Here at Avaans Media, we’re experts at helping our hyper-growth clients leverage PR efforts to build their brand and keep the upward trajectory trending. Call us today and let us show you how we can help you keep the momentum going.

 

Challenges Faced by Hypergrowth Companies

 

Not surprisingly, hypergrowth businesses often focus on sales to the exclusion of all else sometimes. You want the trend to continue when you’re experiencing an uptick in visibility and sales. When growth comes to a screeching halt, it does nothing for your company’s continued success.

Hypergrowth can lead to a range of problems if a company doesn’t manage the process correctly. The most common issues include:

 

  • Lack of attention—Your primary focus during a period of hyper-growth is probably on growing your revenue. Unfortunately, when your energy and attention is on profitability, you spend less time on other areas of your business. This includes PR strategies. You might use the same tactics as when you first started but changing your PR strategy to match the needs of your growing business is necessary.
  • Burnout—Growing a business requires long hours. When you experience hyper-growth, you might feel pressure to work even more. It’s critical to remember to work smarter, not harder. You should focus your efforts on using public relations for continued success. If you simply work yourself to exhaustion, you will probably make mistakes and forget about the importance of an effective PR strategy while you become obsessed with the items immediately in front of you.
  • Expensive marketing—When any business grows, marketing costs can rise. It’s common for a company to spend more on marketing efforts to promote the brand and target a wider customer base. Public relations is just as essential as marketing. If you don’t implement a better PR strategy and focus too much on marketing, you risk increasing expenses that cut into your revenue.

 

Managing PR for Hypergrowth Companies

 

Managing your business for continued success means implementing various strategies. You need a solid public relations plan to keep consumers interested in your brand, product, or service. Effective PR also informs potential customers of your business and promotes engagement and trust.

Below are common strategies hyper-growth companies use to manage public relations.

 

Create a Strategy for Growth

 

Your business is growing. Hopefully, it continues to grow. However, keeping your company on a steady upward trajectory means preparing for the future. You should plan not only for future growth but also for potential obstacles.

It’s a good idea to have a deep understanding of your product’s life cycle, a clear strategy for increasing your revenue stream, and the best value propositions you offer to consumers.

 

You should also dedicate some time to public relations. Determine which tactics worked in the past and whether you need to make any changes to them. If you used a PR strategy that failed, consider trying something else. Despite your company’s hypergrowth, this isn’t the time to lose momentum.

 

Listen to Customer Feedback

 

Your public relations strategy can involve your customers. They’re the ones who buy your product or service, so their opinion should matter the most. Speak to consumers directly or review social media comments. Obtaining an understanding of public opinion can help you improve your company.

 

If you see negative reviews or talk to someone who isn’t happy with what your product does, ask them how they think you could improve. The consumer can make or break a business. Word of mouth is often an effective part of marketing. If customers are unhappy with your company, they could bad mouth it to non-existence.

 

Nurture Relationships with the Media

 

Journalists are at the forefront of information. Hyper-growth companies depend on media attention, so the public doesn’t forget about their products and services. If you haven’t formed relationships with the media, it’s vital to start. If you already work with journalists to promote your business, maintain the relationship you built.

 

Your marketing goals are much more attainable when you have a team in your corner. Journalists can influence the masses and direct them toward or away from brands and companies. Nurturing your professional relationships involves not only direct communication. You could gain their support and trust by following them on social media, sharing their posts, and promoting what they’re doing. Using this approach might entice them to do the same thing for your company.

 

Use Social Media to Get Your Message Out

 

Public relations and social media can go hand in hand. You can promote your brand on various platforms using basic PR tactics. Communicate with consumers about a new product launch or upcoming sale. You can also inform the public of an event you’re planning and what they can expect if they attend.

 

When you post information about your company online, it’s there forever. You can implement a strategic PR plan to remain relevant and remind people who you are and what you do. Social media is also an excellent way of engaging with customers. Answer their inquiries, listen to their concerns, and resolve problems they might have with your product.

 

Contact Us

 

At Avaans Media, our team of experienced PR professionals provide practical and creative strategies for companies experiencing hyper-growth. We know how to be proactive by planning for potential problems and coming up with solutions before they stall your growth. You can depend on us to provide the comprehensive public relations services you need for your continued success.

 

Call Avaans Media today to speak with us about PR for hyper-growth companies and what we can do for you.

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Why Hiring a Cannabis PR Firm Matters

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Ask anyone who works in the cannabis industry: it’s different from any other industry. It’s not “just another CPG” product. It’s a highly regulated, heavily watched, extremely volatile industry. Our firm handled the first cannabis product recall in California, and we can tell you it’s not like other product recalls. We’re deeply engaged in the cannabis industry through our NCIA leadership and we proudly spearheaded the Best of 420 Clio Cannabis last year. The cannabis industry, which started in 2012 when Colorado and Washington legalized recreational use, has a history and patchwork of regulations even though it’s an emerging industry. Navigating these waters takes strategy, foresight, and the ability to read the tea leaves, which only comes from experience – that’s why hiring a cannabis PR firm matters.

 

The Cannabis Industry is Not The Green Rush

The ACTUAL gold rush was famously unregulated; it was a bonanza of rebels who swarmed government lands with impunity. Or the tech industry, whose ground-breaking innovations in media, medicine, and technology happened without major government oversight for decades, giving time for some of the world’s most profitable companies to take root.

The cannabis industry is on fragile ground. Even the most basic of business tools, the bank account, is challenging to secure for plant-touching cannabis brands. Unlike the surge of other emerging industries which merged into hypergrowth businesses, from the very first, the cannabis industry has been highly regulated. No startup industry has managed so many regulations, taxes, and hurdles early in its growth.

Why does this matter when hiring a cannabis PR agency? Because there is a more significant responsibility to consider and more to lose for cannabis brands. Anytime a bad actor lands in the cannabis industry, legislators can point to the irresponsibility of that single company as representative of the entire sector – fair or not. Cannabis brands must take the reputation of the whole cannabis sector seriously. Cannabis owners have the opportunity to be cultural leaders, and that’s a heady but consequential task that a cannabis PR agency knows how to handle.

If the cannabis industry is to change its federal legalization situation, then it must take the reputation of the cannabis industry seriously; that’s why hiring a cannabis PR firm matters.

 

Building a Brand Matters More in Cannabis

There are only a few ways for cannabis brands to differentiate because of the limitations on cannabis brands. Therefore, cannabis brands must use the marketing and communication tactics that are open to them, strategically.

While a cannabis connoisseur may be able to detect the subtleties of your flower’s terpene profile, the average U.S. consumer is still blissfully unaware of what a terpene is. It’s essential to meet your consumer where they are and celebrate their lives through the articulation of your brand. People are rarely drawn to a brand because it educates them; educational content has its purpose, but as a cannabis brand, you must know its purpose and place more than other consumer brands. And when I say brand, I mean every touch point from cannabis packaging to website. If your website looks amateur, then it doesn’t scream luxury or lifestyle; it screams “cheap, and uncommitted.”

Don’t kid yourself into thinking your digital presence doesn’t matter because traditional e-commerce isn’t available to cannabis brands. The fact is, search is one of the most powerful marketing tools you can leverage, and PR and content are critical to successful cannabis SEO.

It’s more important than ever that brands articulate clearly WHO their customer is. This is true of all consumer brands – but for the cannabis industry, where it’s even more challenging for the consumer to differentiate between brands, it’s even more critical that you tell them. No successful brand is everything to everyone right away. It took decades for Coca-Cola to be a brand that crosses generations and lifestyles, and even with that, Coca-Cola is continuously adding new products and new campaigns to reinforce its connection to segments of its audience. No cannabis brand has the history or the budget to operate the way the world’s biggest brands do – and that’s OK. You can’t be ubiquitous, but you can be niche.

But being a cannabis company doesn’t make you a cannabis brand-a brand you must build. And PR is a vital tool for emerging industries and ambitious brands for a reason.

Today’s cannabis brands have a multitude of strategies for their future. Some want to create generational family businesses, some want to be acquired, and some want nothing less than world domination. All those things are possible when you build a cannabis brand and that’s why hiring a cannabis firm matters.

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5 Often Untapped Strategies of Early Adopter Marketing

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Ah, the early adopter. Their the people who grab on to things first, they start trends and they are influencers in their respective communities.

Whether you’re a startup, a movement or a personality, you need these early adopters. Marketing to early adopters can be slippery though, what they grab on to is almost entirely motivationally based. Toss out your traditional “Three P’s” of marketing if you want to capture this crowd, you’re going to need to think through what makes them tick.

Whether you’re building a product or starting a movement, keep your early adopters in mind. Strategies of early adopter marketing require a deep understanding of their motiviations.

Early Adopters Value Intellectual Stimulation

It doesn’t matter what your target market is, a certain segment of them are early adopters and early adopters like to be challenged and stimulated.  Puzzles and quizzes are intriguing to these people, but they get bored easily, so make sure the content matches the intelligence level.

Don’t mistake this to assume that every puzzle or quiz is intriguing to early adopters. They aren’t necessarily the “Buzzfeed” quiz takers. They like to learn and be challenged but they aren’t interested in dumbed down versions of anything. By the time something has caught mass adoption, early adopters have either “been there/done that” or are already deeply engaged in using the product.

Early Adopters Have High “FOMO.”

Because they value their role as early adopters, they never want to be “out of the loop” or miss something that’s particularly cool.

Tap into that “Fear of Missing Out” during the earliest stages. Give them ways to be cool to their community by letting them be the gateway to a broader audience and you’ll be tapping into their desires to be seen as an early adopter.

Google generally does this really well when it launches products. It does an initial invitation to known early adopters and gets everyone else clamoring to be part of it in the first phase and SEEN as an early adopter. Google definitely has marketing to early adopters down.

Early Adopters Are Attracted to Art, Emotion and Adventure

Perhaps more than any other target market, early adopters are pulled in by emotion, art and adventure.

This is one reason why Apple’s early emphasis on design caught on with early adopters, they loved the elegance of the product and interface, the art of the experience.

Remember, art, emotion and adventure can happen online and offline. This is a place where you can really get creative and have some fun. It’s also easy to identify these people based on where they go because events like TED and TEDX inherently draw early adopter personality types.

Because of this constant searching early adopters have, curiosity is a primary trigger for action. Tripping the curiosity trigger requires some thought because early adopters aren’t generally suckers for the usual mass-marketing techniques; they’re a little more sophisticated than that. You’re going to really have to think of something that genuinely makes them curious.

The “Why” Seriously Matters

Early adopters are very observant they generally see through tactics and need a reason to be inspired.  Your marketing message to early adopters needs to be centered around something inspiring.

Instead of focusing on product features, tap into the deep intellectual and emotional reservoir of early adopters and give some insight to them about why this product or movement matters. You’ll likely need to do some message testing here, but it will be worth it once you hit on the “why” that matters most.

Don’t Confuse Early Adopters for Extroverts

It’s easy to lump the two together, but research shows that messaging that targets extroverts actually repels early adopters. Early adopters like intrigue and creativity, they aren’t particularly attracted to social attention in a public way. This doesn’t mean they aren’t on social media, it just means that their triggers are different. They like to have their role as early adopters confirmed, but they also like to be the messenger of that delivery.

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