HealthTech companies are developing life-changing products all the time. But no matter how innovative your product is, if you can’t explain what it does, you’ll struggle to get buy-in from investors and customers, whether those customers are buyers for the NHS, clinicians or end-users (consumers).

Investment in the HealthTech sector, although strong in Q1 2025, is highly competitive. Clear communication around the benefits you offer – whether that’s saving time and money, faster diagnosis or improved patient engagement – is vital to persuade investors to back your business.

We recently hosted a roundtable of HealthTech experts at Tank to discuss how companies can navigate change and drive growth in the East Midlands. Read the full discussion.

Key takeaways

• A clear communication strategy that comprises your approaches (SEO, content and PR) will improve engagement and consistency.
• The HealthTech sector is thriving but it’s also competitive – if brands don’t clearly communicate their purpose, mission and benefits of the solution, they could get left behind.
• HealthTech companies need to use straightforward language in their marketing to ensure innovations are accessible to a broad and complex audience.

Clarity and consistency: Tips for a successful HealthTech communications strategy

Good marketing, no matter your sector, starts with a clear plan that outlines your brand voice, aligns with your messaging and mission, and resonates with your audience – their preferences and pain points. A few good starting points are as follows:

• Connect communications to goals: Every campaign and piece of content should serve a measurable business or audience objective and help you identify which channels make sense for your business.
• Speak with one voice: Every message, across every channel – content, SEO, social media, PR – should feel like it comes from the same brand.
• Stay credible and compliant: Build trust by following sector standards and showcasing any certification or awards you have gained
• Measure, learn and refine: Use audience insights and performance data to adapt your approach over time.

With these points in mind for your overall strategy, here’s a breakdown of tips we suggest to help earn your HealthTech brand the trust, recognition and growth it deserves.

1. Use straightforward language

If you’re selling directly to consumers, make sure your communications are clear and straightforward. Don’t hide behind waffle or jargon as it could be construed as misleading, and always follow the Advertising Standards Authority’s rules.

Take inspiration from the NHS’ A-Z guide of words and phrases, designed to make health information more accessible, and create your own internal glossary, so your brand language stays consistent.

2. Use proof points to build trust

Proof or trust points are an excellent way to encourage both health professionals and consumers to feel confident your technology is safe and reliable. The British Heart Foundation, for example, refers to its devices as “clinically validated by the European Society for Hypertension” and “WHO Blood Pressure Classification Indicator”. Certifications from governing bodies or recognised organisations offer prospects extra assurance that products are tried and trusted.

Bring it back to basics – share reviews, testimonials and case studies for real stories and results. Educational content is also popular on YouTube and could position your team as thought leaders in the industry, especially with relatable spokespeople.

This type of content is also valuable for search engine optimisation (SEO) and search marketing because it demonstrates E-E-A-T (experience, expertise, authoritativeness and trustworthiness). You can improve trust with both Google and your audience, while becoming a trusted source of information online – even as AI continues to change the search landscape.

From an investment perspective, it also helps to have successful use cases to demonstrate your innovation in action.

3. Use a human approach to explain the benefits

In HealthTech, it can be challenging to bring in a human element to your brand. But it can be highly advantageous.

A tech expert may know your product inside and out, but a medical mind behind it can improve trust with your audience. Demonstrate that your product has a medical professional behind it, which can be done by appointing a spokesperson for your brand with the relevant health credentials.

You could also reach out to customers who would be happy to publicly vouch for your product or service and explain how it has helped them. This authentic and relatable content often wins audiences over.

It has also been shown that Google is more likely to rank Your Money or Your Life (YMYL) topics, which includes health content, if it demonstrates E-E-A-T.

“While E-E-A-T itself isn't a specific ranking factor, using a mix of factors that can identify content with good E-E-A-T is useful. For example, our systems give even more weight to content that aligns with strong E-E-A-T for topics that could significantly impact the health, financial stability, or safety of people, or the welfare or well-being of society. We call these "Your Money or Your Life" topics, or YMYL for short.”

Source: Creating helpful, reliable, people-first content, Google Search Central

4. Consistency across your communication channels

Your language and key messages should be consistent on each channel, whether that’s your website, social media, email marketing or advertising. Not only does this help you stay memorable, it helps develop trust in this highly regulated sector.

It’s just as important to know your audience on each platform, which you can do by creating buyer personas and identifying how they prefer to find health information, whether through AI search, social media or forums like Reddit.

“Identify which social media channels will help to reach your goals and then narrow your focus, otherwise you could be spreading yourself too thinly.

"For example, if you have a young audience, they may search for information on TikTok or Instagram. You can then use these channels to discover their interests, conversations and pain points.

“Video makes it easier to digest and understand complex health information on social media. Use your team as spokespeople to humanise your brand and answer common questions. Videos can also be repurposed across different social channels, and pulled into the short videos section on Google or AI Overviews to improve visibility.”

– Stuart Tongue, Social Lead at Tank

5. Regularly review your strategy

The tech industry, in particular, is constantly evolving, especially with new AI-powered tools. We always advise clients to review their strategies quarterly to keep up with competitors, for example, consumers increasingly use Google AI Overviews and ChatGPT to get information, which impacts how your brand and solution are found online.

As a result, HealthTech brands need to be flexible and adapt their strategy, taking generative engine optimisation (GEO) and AI search results into consideration.

In HealthTech, innovation gets attention – but clarity earns trust.

No matter how advanced your product or platform, if your audience can’t easily understand what it does, they’ll move on to one they can. Clear communication isn’t just good marketing; it’s a form of care. It helps investors see potential, clinicians see value and patients see hope.

By grounding your brand comms strategy in plain language, consistent messaging and transparent proof points, you make cutting-edge technology accessible – and that’s what drives adoption. The most successful HealthTech companies aren’t just pioneering new ideas; they’re making them understandable.

Learn how Tank's content marketing team can help you get it right for your brand.