Gone are the days when companies simply handed out business cards and used traditional print advertisements to promote their brand. Now your customers are online, active on social media and searching through a wealth of information. They can research extensively before deciding on one health tech product or service.
This technological age presents many opportunities and challenges when branding for health tech companies. On the one hand, the Internet provides you with more ways to reach your ideal customers. The marketing potential and advertising space is basically unlimited.
But at the same time, your competitors are pulling out all the stops to gain the attention of the same audience. Therein, lies your problem. How do you stand out from the competition?
This is where a branding agency comes in. A branding agency ensures health tech companies develop a unique branding identity and create an effective marketing strategy.
Before you can outline a solid marketing plan, you need to understand your end user. Essentially, who are you selling to? Who is most likely to buy the health tech product or service you offer? Many health tech companies fall into the trap of thinking that their product or service is for everyone - that is, anyone could be interested in your health tech device.
While your product could appeal to a broad market, it is important that you define your target market so you can best serve and advertise directly to this ideal customer. A branding agency can help you identify your primary market by researching potential customers, developing buyer personas and finding out their demographics, interests, motivations, pain points and challenges, and how your products can solve their issues.
Your logo is not your brand. Nor is it your identity. Your brand identity is how your health tech company represents itself. Planning out a marketing strategy without a clearly defined brand identity is like walking aimlessly without a clear destination in mind.
Understanding your brand and how you want to be perceived by customers is trickier than it seems. But fortunately, you don’t have to figure it all out on your own. A branding agency will work with you to create a cohesive, uniform brand identity. They will help you develop a marketing strategy that tells a consistent, coherent story about your brand and differentiates you from your competitors.
Instead of hiring a branding agency, some health tech companies will dump the marketing responsibilities on existing employees. This heavier workload increases the likelihood of burnout and reduces productivity. And, all too often, these employees are untrained and have no marketing experience, leading to ineffective branding for health care companies.
Bringing in a branding agency frees up time for these employees to focus on the work they were trained for and hired to do. It places your marketing campaigns in the hands of experienced content writers, social media marketers and SEO specialists, ensuring your marketing efforts receive the attention and expertise they deserve. A branding agency can handle your marketing budget, analyze the results of your campaigns and stay up-to-date on marketing trends, allowing you to focus on running the business.
In-house marketers can lose sight of the big picture. They are immersed in their everyday tasks and confuse what the customer wants with the company’s opinions. Or your employees may not want to express their concerns or present new ideas because they are afraid of jeopardizing their position.
A branding agency can provide a much-needed outside perspective. Whatever the issue may be, whether your website design isn’t generating enough leads or you need to develop a stronger connection with customers on social media sites, an agency can help you discover the best marketing tactics and communication channels to use. They will find a solution for any business challenge and address the customer’s needs and not just your company’s.
A branding agency offers numerous benefits for health tech companies of all sizes. By outsourcing your marketing, your existing staff can devote more time to key areas of the business. A healthcare and medical device branding agency, such as Anabliss, will help you define your core brand strategy and succeed in all of your marketing endeavors.