UK healthtech startups raised $2.3 billion in 2024 year to date – including nearly $1 billion in Q3 alone – making it the UK’s fastest growing sector for VC funding.
In the rapidly evolving world of healthtech, PR plays a critical role in shaping perceptions, building credibility, and driving growth. This is particularly important for start-ups seeking to transform into scaling businesses.
Through a strong PR strategy, healthtech firms can strengthen their market presence, attract investors, and foster trust among key stakeholders. Below, Senior Account Manager Holly Scanlan and Account Manager Natalie Peat share six essential points on how PR can support healthtech companies in this pivotal phase of growth.
Building credibility in the health industry
As a healthtech startup begins to scale, it’s critical to establish credibility within the healthcare sector. In an age of medical misinformation, often amplified by social media and irresponsible marketing, healthcare startups should place clinical expertise and rigorous scientific research at the heart of their communications strategies, alongside a clear and transparent mission statement.
In the UK, PR can help by facilitating thought leadership opportunities through articles in trusted media outlets – targeting both B2B and B2C audiences – as well as relevant speaking slots at key conferences and panels. Highlighting successful NHS and charity partnerships or collaborations across relevant sectors can further validate a company’s product or service.
One recent example includes femtech startup Hertility, who collaborated with cult workout brand Sweaty Betty on a capsule collection – leveraging valuable reproductive health data to guide designs that not only look good but feel comfortable throughout menstruation, pregnancy and menopause.The collaboration was widely covered by consumer media.
A strong reputation in the health industry is essential for convincing both investors and end-users that the solution is not only innovative – but also trustworthy and compliant with UK healthcare standards.
Positioning as a technology innovator
In today’s hypercompetitive healthcare landscape, leaning into the technology and innovation aspect of the business is crucial in standing out amongst the crowd. Positioning as a tech innovator is not only a huge part of the brand’s identity, but it’s critical for growth and competitiveness.
Health tech companies must separate themselves from the label as a traditional ‘healthcare business’ to attract investors, talent and even partners who are seeking innovative solutions.
For instance, Flo Health raised more than $200M in a Series C investment from General Atlantic, based on their strong public positioning as a tech platform supporting women at every stage of their health journey – from menstruation to conception, pregnancy, and menopause – using artificial intelligence (AI) to make accurate predictions about a user’s cycle. With this investment, Flo has become the first women’s health app to achieve unicorn status, and continues to be a high-charting, trusted app by consumers.
This is where PR comes in to elevate your positioning, with a strategy that highlights a company as at the forefront of breakthrough technologies, data-driven approaches and shares the real impact of their new solutions. This can be done through regular announcements about product innovations, thought leadership that discusses the latest breakthroughs and trends for patient care, as well sharing the success studies that show the real-life impact of these technologies.
Navigating regulatory landscapes
Transitioning from startup to scaleup often means entering new markets, each with its own set of healthcare regulations. In the UK, PR can support this process by crafting clear messaging around compliance with the NHS’s procurement requirements, UKCA marking (the post-Brexit replacement for the CE marking), MHRA (Medicines and Healthcare products Regulatory Agency) and GDPR compliance.
This reassurance is critical for building trust among stakeholders, particularly healthcare providers, patients, and public health officials – who need to see that the technology meets the rigorous legal, safety, data privacy, and ethical standards.
Additionally, an agile PR strategy can ensure you are regularly weighing in on these industry changes publicly and what it means for startups – positioning you as an active participant in the healthtech sector, and simultaneously raising the profile of your company.
Attracting investment with a compelling narrative
A compelling narrative transforms a health tech company from just another healthtech firm to a growth story and vision that investors can’t ignore. Crafting a narrative that demonstrates how a company is using technology to solve healthcare’s biggest challenges, rather than simply promoting features, is key to driving in investors. But it’s easier said than done.
Investors want to see the market opportunity, competitive advantages and traction to date. A strong narrative will address this. For our clients, we start with the why – the fundamental problem being solved, and why it’s the critical moment for the solution. Pairing this with concrete examples that show the interest, growth and milestones for market expansion, and provide clear evidence of the need for the business. From there, it’s about articulating how your team is uniquely positioned to address the need, highlighting the expertise and unique approaches to provide a solution.
We worked with healthtech company Tover, whose narrative was centred around supporting elderly people living with dementia, as well as adults with disabilities, through their Tovertafel gaming technology.
Through PR, Tover delved into this issue in a meaningful way; articulating the need for social play in stimulating the brain and providing engaging immersive experiences to respond to the issue. In addition to research into the proven scientific impact of their technology, we shared heartfelt stories that show the technology at work, and their ongoing partnerships with care providers. This provides a clear understanding of the need, the opportunity and the solution – a very compelling narrative that is sure to attract investors.
Engaging with end-users and patients
Healthtech firms must stay connected with end-users, especially while scaling, as support from healthcare professionals, patients, and administrators is essential.
One way to stay connected to patients in particular as the end-user, is by placing successful case study stories across relevant media titles – to effectively show the technology’s impact. For example, we collaborated with The Whiteley Clinic on Sonovein, a non-invasive ultrasound treatment for varicose veins. To increase understanding, we arranged for key journalists to experience the treatment and interview Professor Whiteley, resulting in positive first-person reviews in outlets like the Telegraph and GQ Magazine.
PR efforts should focus on using social media channels like X and LinkedIn to engage directly with target B2B audiences – or TikTok and Instagram for B2C audiences.
A communication strategy that emphasises patient benefits, outcomes, and ease of use can make a significant difference in user adoption and retention, which is vital as the company expands into different regions or partners.
Building and maintaining brand reputation in the technology space
Building a positive brand reputation is a journey, and in the tech sector, comes from trust and proven results. PR is a huge part of this journey, but it doesn’t happen overnight. By establishing a consistent and strong thought leadership presence, sharing the company’s journey and communicating successes, companies can gradually build momentum and maintain a positive brand association that builds trust with their audiences.
PR is not just for growth. Sometimes, the biggest impact comes from that growth – opening up bigger and better opportunities and strategies for PR that continue to fuel the company’s trajectory. The two work symbiotically, which is why building momentum is so important.
Navigating the journey from startup to scaleup in the healthtech space requires a tailored PR strategy that understands both healthcare and technology landscapes. This approach combines the credibility essential for healthtech firms aiming to scale successfully within the UK and beyond.
If you would like to discuss further the role PR can support healthtech firms transition from startups to scaleups, get in touch today.