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Making the most of your HealthTech data for marketing and PR

The role of data in HealthTech can be both transformative and complex. Recently, we held a thought-provoking roundtable with BusinessCloud, where we explored the opportunities and challenges of leveraging data in HealthTech. Along with 12 business leaders the Refresh team shared their perspectives and opinions on the power of data in HealthTech businesses.

From improving patient outcomes and preventing hospital admissions to cyber security, and building trust with stakeholders, we explored some key themes around data’s impact on the sector. We also looked at the role that PR and marketing can play in supporting the sector’s leading companies. Here’s our take on some of the key questions from the session.

Is the healthcare sector too slow to embrace data?

The healthcare industry’s cautious approach to data-driven innovation reflects its responsibility to safeguard patients. While slower adoption might seem like a drawback, it helps ensure ethical practices and compliance with stringent regulations.

There are a series of regulations that organisations must comply with including ISO 27001 to ensure patient data is secure. Navigating the complexities of GDPR and other regulations is a persistent challenge for HealthTech companies. There are also huge financial and ethical consequences for getting this wrong. Reassuring stakeholders that the organisation adheres to data protection protocols while driving innovation can create trust with both patients and regulators.

Even the most secure systems are vulnerable to attack and hacking. The quote “There are only two kinds of companies: those that have been hacked, and those that will be” rings true to all participants in our roundtable who shared anecdotal examples of attempted breaches of their securely held data.

What would you do in the event of a data breach?

If it is the case that “it’s only a matter of time” for businesses’ data to be breached, then it is certainly best practice for companies to have a crisis communications strategy in place. It should notify internal and external stakeholders of the impact of the breach and the steps being taken to resolve the matter. This best practice will position your business as a responsible innovator, which is critical in building credibility and fostering trust among customers.

Data breaches can jeopardise a HealthTech company’s reputation if not handled well. A proactive crisis communication plan is essential, outlining how your company will communicate transparently and responsibly with stakeholders.

A swift response with a clear action plan helps mitigate reputational damage. Publicly sharing lessons learned and improved safeguards demonstrates accountability, a key trust-building strategy. Proactively preparing FAQs or media statements ensures your team is ready to handle the unexpected.

How is data driving HealthTech business?

Data is the engine of progress in HealthTech, driving innovation in patient care, diagnostics, and operational efficiency. For tech PR and marketing, it provides a powerful foundation for storytelling.

For example, a business can focus on quantifiable impacts. How many lives have been improved by the solution or service? How much faster are diagnoses made? Are waiting times slashed? Turning these metrics into accessible content – whether blogs, white papers, or infographics – can effectively convey the value of your business to key stakeholders, from investors to end-users.

This data can also be anonymised and used to identify consumer trends for generating proactive brand awareness-raising stories. By comparing and contrasting data between demographics consumer behaviours be identified. These make interesting insights for the media which a company can be credited for.

How are you using data to target key audiences?

We have established businesses in the sector are data-rich. Data allows HealthTech businesses to tailor messaging to diverse audiences, from patients to investors. For example, personalised marketing campaigns can engage patients, while data-backed reports reassure investors about ROI.

We help businesses use data creatively to target their audience. Visual storytelling, such as interactive charts or success stories, can make complex data easier to understand.

Different data points will be of interest to different audiences. Providing irrelevant data to these audiences can alienate them and mean the intended message isn’t communicated.

How can HealthTech data improve storytelling?

Data-driven storytelling transforms complex topics into compelling narratives. For HealthTech companies, leveraging insights for thought leadership can strengthen credibility and authority.

Consider publishing white papers or blogs on industry trends, backed by your proprietary data. When creating this content, you should also consider what channels it will be communicated through. This can also dictate what form it might take. Promoting content across multiple platforms amplifies reach and positions your business as an industry leader.

Are you using customer data for proactive PR and marketing?

Customer data is invaluable for building trust and credibility through case studies, testimonials, and social proof. Anonymised and aggregated data can highlight trends or impacts without compromising privacy.

For instance, showcasing how your app improved patient adherence rates can make a compelling PR narrative. Showing how health data from a wearable helped early detection of an illness can make an interesting consumer case study. These stories should be promoted via editorial media, blogs, email campaigns, and social media posts to maximise visibility and engagement.

How are you utilising AI and automation?

AI and automation are revolutionizing HealthTech, from streamlining operations to enabling personalised care. However, these technologies come with risks, including algorithmic bias and ethical concerns. It’s paramount that these are removed for the best outcomes. PR strategies should focus on demonstrating how AI enhances outcomes while addressing potential risks.

Regarding its role in the marketing industry, relying on AI to produce marketing content will create generic and easy-to-replicate outcomes that rely on the strength of the prompt. While there is no doubt generative AI is a powerful tool users can end up with similar content to competitors.

Can technology save the NHS?

The NHS is under immense strain, and the potential of technology to alleviate some of these pressures cannot be overstated. Labour’s manifesto underscores AI’s role in diagnostics and prevention, aligning with the ambitions of many HealthTech innovators.

For HealthTech companies, this is a prime opportunity to align messaging with these larger goals. Case studies showcasing measurable benefits for healthcare providers can demonstrate value and relevance – does it save money and cut waiting times? Strategic B2B PR campaigns that highlight alignment with NHS objectives can position your company as a valuable partner in solving systemic challenges.

What trends will shape HealthTech in 2025 and beyond?

As we look ahead, trends like greater interoperability, patient empowerment, and advanced AI applications are set to redefine HealthTech. Staying ahead of these trends, and communicating your organisation’s role in shaping them, can elevate your brand’s profile.

Content marketing strategies should include forward-looking thought leadership pieces that positions your company as a forward-thinking leader in the space.

Is data a friend of foe to HealthTech organisations?

When used properly, data is certainly a friend. Its power depends on how it is wielded. We’re committed to helping HealthTech businesses harness the potential of data for innovation, storytelling, and trust-building. From creating impactful campaigns to navigating challenges like compliance and data breaches, we can help turn your data-driven vision into a compelling narrative.

If you would like further support with your HealthTech PR and marketing, and think your data could be put to better use then contact us today. Let’s discuss how we can elevate your 2025 PR and marketing strategies.

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