Introduction

More often than not, health tech moves faster than the healthcare industry. It’s not uncommon for those in health tech to innovate products or solutions those on the care side aren’t even aware are necessary. And unfortunately, the necessity isn’t always conveyed in a way that creates urgency. 

For any health-tech solution to be adopted and implemented its essential messaging about the product is simple, clear, and jargon-free. When complex concepts are shrouded in industry vernacular, the intended audience – healthcare payers, providers, and investors alike – can become lost, disengaged, and ultimately too confused by the product to buy it.

The jargon trap

Describing a new solution or product shouldn’t require a new vocabulary. Terms like "AI-powered diagnostics" or "biometric authentication" can be intimidating,  alienating, and a little empty. Instead, use words that describe what the health tech product actually does. Explain the problem it solves using common words that don’t require a Google search. 

Consequences of unclear communication

Vague and technical communication can have detrimental consequences:

Lost opportunities

Unclear communication can impede the integration of valuable health-tech solutions into healthcare workflows.

Investor hesitation

Complex jargon can obscure the true value of a health-tech solution. This could lead to missed investment opportunities and hampered growth.

The path to clarity

Simplifying health-tech communication requires a deliberate approach. Here are tips that can help:

Keep it simple

Describe your product in a way your grandmother can understand. If it takes longer than a typical elevator pitch, you need to simplify your message.

Know your audience

Tailor your communication to your target audience. An investor has different needs compared to an administrator of a rural health system. Understand that difference, and explain what benefits each audience.

Focus on benefits, not features

Don't get bogged down in technical details. Instead, emphasize the tangible benefits your health-tech solution offers to patients, providers, and stakeholders.

Utilize storytelling

Stories are a powerful way to engage audiences and make complex concepts relatable. This is healthcare. Ultimately, every product has an impact on the patient, even if it’s not direct. Determine what that is and create a clear message to explain that connection.

Stories are a powerful way to engage audiences and make complex concepts relatable. This is healthcare. Ultimately, every product has an impact on the patient, even if it’s not direct. Determine what that is and create a clear message to explain that connection.

Removing jargon makes your product and your company more approachable. If people have a solid understanding of what your company does, they will feel more comfortable interacting with it. This holds true for members of the media, too. If it takes three paragraphs to explain what your company does, that’s too much ink for a journalist to include your company in an article. 

To improve the chances of your health-tech story being told, remember these two rules: 

01. Be quick.

02. Be simple.

To improve the chances of your health-tech story being told, remember these two rules: 

01. Be quick.

02. Be simple.