" />The UK’s HealthTech sector is rapidly growing. It is valued at approximately £36 billion and has strong foundations for innovation despite global competition. However, alongside this growth are several challenges that organisations in the sector can’t ignore.
New regulations, cybersecurity concerns, and navigating the complexities of the NHS, mean that Healthtech businesses in the UK have a lot on their plate. An effective PR and communications strategy can make a considerable difference in overcoming these challenges and thriving.
A solid Healthtech PR strategy can help businesses in the sector succeed in a competitive market.
Cybersecurity: How to build trust in a digital world through PR
Following the news that the government plans to give UK citizens access to their full medical records through the NHS app cybersecurity has never been more important. Coupled with the medical devices becoming more connected and the collection of increasing amounts of data the cybersecurity risks are growing. A single data breach can cause serious harm, not just to patients, but also to an organisation’s reputation.
It’s therefore important to have a strong communications strategy in place that can build trust and reassure patients, healthcare professionals, and stakeholders that your company takes data security seriously. PR can be used to explain the measures your company is taking to safeguard sensitive information. For example, publishing news on security certification, data handling policy and practices can be a great way to reassure all stakeholders.
Data breaches do happen. They are often high profile and covered by the media. If your company finds itself in a difficult situation, having a crisis communications plan in place will be key to minimising damage. Swift, transparent communication can go a long way in protecting your reputation and keeping stakeholders informed.
The Information Commissioner’s Office (ICO) can also apply data protection law with fines totalling millions of pounds. One recent case saw Advanced served with a £6 million fine.
Healthtech business must make sure they have a plan for communicating both proactively about their cybersecurity measures and reactively with considered crisis comms in the unfortunate event of a data breach.
Regulatory changes: Navigating compliance with confidence building comms
With new medical device regulations expected to be introduced in the UK by 2025, compliance will be top of mind for many healthtech businesses. Regulatory changes can be complex, and getting it wrong could delay getting a product’s launch to market. Communicating the right message can help here.
A good PR strategy can educate your audience – whether they’re investors, clients, or the media – about how your business is preparing for and adapting to these new regulations. By sharing how your business is staying ahead of the curve, you can reinforce your credibility.
In addition, actively engaging with regulatory bodies and industry influencers through media appearances or speaking at industry events can position your business as a leader in regulatory compliance. There are a plethora of medical and health-based influencers and key opinion leaders, however, use of them is heavily regulated by the ASA.
You can publish blogs or host webinars and roundtables about how the regulatory changes will affect the industry and the steps you’re taking to remain compliant. Communicating this publicly through PR channels shows leadership and proactivity, and can reassure stakeholders.
Navigating the NHS: Making the complex simple with PR case studies
The NHS is an invaluable part of the UK’s healthcare system, but navigating the 75-year-old institution can be a maze. Getting your medical device or technology approved and adopted by the NHS can be a long process. One which often begins with small regional trials before a national roll-out.
PR can help healthtech companies simplify their messaging, making it easier for NHS decision-makers to understand the benefits of their products. A well-crafted communications campaign can highlight how an innovation aligns with NHS priorities. For example, it might improve patient outcomes, reduce costs, or enhance efficiency.
Patient case studies and success stories are powerful tools in demonstrating the impact and benefits of a Healthtech innovation. Showing a proven track record of a product being used by the NHS can encourage further adoption.
When producing case studies be sure to highlight measurable benefits for the NHS. This will help highlight the value it can provide. Also, consider consumer case studies of the benefits that patients have experienced from your innovation. Patient case studies should be handled incredibly carefully and sensitively. A human story can be highly effective within a comms strategy.
Competition from overseas: Standing out in a crowded global market with strategic partnerships
The UK’s healthtech companies don’t just face local competition. Governments in other countries often provide more financial support to their healthtech sectors, allowing overseas competitors to offer more competitive prices. So, UK companies face the challenge of standing out in a crowded and cost-sensitive market.
Here’s where PR can shine. A focused comms strategy can highlight what makes your business unique and why UK healthtech companies are well-positioned to lead the way in innovation. PR can amplify your points of difference which can include: a deep understanding of the UK healthcare landscape, local partnerships, compliance, and high regulatory standards.
Additionally, showcasing partnerships with universities, research institutions, or NHS trusts can reinforce an organisation’s reputation as a trusted and innovative business.
PR can be used to highlight collaborations with local institutions and explain why being UK-based gives the business an edge in delivering quality and regulatory-compliant products. Bringing these partnerships to life with an event, media site visit, webinar or roundtable makes it a more interactive occasion. It also provides the opportunity to capture photo and video content.
Slow pace and capacity issues: Accelerating adoption with an awareness campaign
One of the challenges healthtech companies often face is the slow pace at which new technologies are adopted in healthcare. Much is written about the old-fashioned nature of the NHS. This is a threat and an opportunity. Positively speaking the NHS looks to private companies for innovations it can’t develop itself. On the other hand, NHS capacity issues can reduce the speed of adoption and implementation. So, how can you push things forward?
A well-executed PR strategy can help by driving urgency. You can use communications to educate stakeholders on why your technology needs to be adopted sooner rather than later, especially if it can solve capacity problems or improve patient care.
Raising awareness of the broader capacity issues in the healthcare system and showing how your solution can address them can help to build momentum. However, make sure your approach is measured as negative PR will not be well received by potential partners.
Consider launching an awareness campaign around the specific healthcare problems your technology solves. This helps position your product as an important upgrade rather than a nice-to-have.
In conclusion: How PR and comms can support Healthtech businesses thrive
The UK Healthtech and healthtech sector may be full of challenges, but with the right PR and communications strategy, businesses can turn these challenges into opportunities. Whether it’s building trust through strong cybersecurity messaging, navigating the complexities of the NHS and its procurement, or standing out in a competitive market, PR has the power to shape perceptions and drive success.
If your business is looking to overcome these hurdles, now is the time to rethink your communications strategy. After all, a great innovation deserves to be heard.
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