Smart Marketing for Health Technology Start-Ups

StoneArch

Make your innovation meaningful :

Address an unmet need,

Clarify your UVP

Set clear goals :

Funding, commercialization, acquisition, etc.

Focus on a few core strategies to build build credibility from the start:

Define a hierarchy for your audiences,

Prioritize appropriately,

Ensure your efforts are scalable –fast vs. smart

Tell the right story at the right time:

Patience really is a virtue,

Get people’s attention, make it human, re-establish the need,

You’ve got about 20 seconds – make it count,

Do’s + Don’ts

Image source: www.buzzfeed.com/maceyjforonda/22-amazing-hair-raising-vintage-photos-of-stunts#.oujBj8egZ

Don’t:

try to be all things to all people

Do:

focus on one key benefit for one key audience

Don’t:

be impatient and move too quickly

Do: stick to your strategy, stay the course

Don’t:

overemphasize the short-term

Do: understand the long-term

Don’t:

overvalue the website

Do:

ensure you have the right content in the place/media where your audience looks for it

Don’t:

focus too much on the competition

Do:

make sure you’re differentiated in a relevant way

Don’t:

let them run wild

Do:

harness stakeholder expertise

Don’t:

overcomplicate in an attempt to appear “innovative” or “advanced”

Do:

describe your offering in a clear and intuitive way

Thank you, StoneArch