Connecting the Dots: Aligning Healthtech Product Design and Marketing for the C-Suite

marketing healthtech product

Over the past two years, the healthtech industry has gained traction as the world dealt with the effects of the COVID-19 pandemic. 

Indeed, the healthtech business has boomed, and B2B healthcare companies have been rapidly coming up with Healthtech products to meet new demands of telehealth, remote patient monitoring, and the increased burden on physicians and healthcare staff. Healthtech businesses spend millions creating the best healthtech product design to deliver more meaningful and valuable patient care.

Yet, the question plaguing healthtech marketers is: In a world where people are scrambling to get healthy, attention spans are fleeting, and the healthcare C-suite is vying for the best healthtech products, how can they pique the interest of the right buyer personas?

Marketing a Healthtech Product to C-suite is no cakewalk. You might have the best healthtech product design, but your efforts will bear no fruit if you don’t have a stellar healthtech marketing strategy.

So, here’s our 2023 healthcare technology marketing guide to help healthtech businesses market medical products the right way to the C-suite.

Marketing a Healthtech Product to C-suite? Here’s what you should know 

The Challenges

As discussed above, marketing a Healthtech Product to C-suite is challenging. Healthtech moguls can spend months, sometimes years, developing products that may solve pressing healthcare issues.

But amplifying the use of the Healthtech product and how it can benefit the healthcare community at large is uniquely challenging for healthcare businesses. In older times, Healthtech products were easier to sell. Medical reps could just walk up to the physician, demo the product, and sell some units instantly.

The challenge of marketing healthtech products lies in convincing the C-suite, which comprises the COO responsible for procurement, the CMO handling clinical protocols, and the CFO, who is answerable to private healthcare investors. The complexities in healthtech product design, stiff market competition, and a diversity of innovations exacerbate this challenge.

Specifically, in the post-COVID era, healthcare systems are challenged to the core in servicing the enormous patient pools, doing away with any in-person interactions that once helped sell Healthtech products. Moreover, in a highly digitized era, where all information is readily accessible at the click of a button, C-suites are now relying on digital healthcare marketing channels.  As per Statista, the global digital health market was valued at over 200 billion U.S. dollars in 2020. According to recent forecasts, this figure is expected to exceed 500 billion dollars by 2024. 

The What?  

Marketing efforts play a crucial role in healthtech products. It helps potential customers, particularly the C-suite buying group, understand that the product design considers and caters to their needs. This, in turn, assists in acquiring new customers for the product.

Before delving into how healthtech businesses can market a Healthtech Product to C-suite, defining a healthtech marketing strategy is essential.

Simply put, a healthtech marketing strategy embodies goals, messaging plans, and assessments defining your healthtech business’s overall mission. 

This strategy lays the foundation for your marketing messaging and every accompanying content. 

The How?

A tangible and effective healthtech marketing strategy consists of steps that make it purposeful, meaningful, and deeply rooted in core company beliefs.

  1. Understand your customer

In a world where medical representatives now have limited access to physicians, B2B healthtech marketers have already set up a more digitally oriented marketing plan to connect and dialogue with their customer bases.

What has changed here? The new digital customer buyer journey is not only about the physician; a whole team now makes decisions of C-suite executives.  

The healthcare marketing strategy is no longer about the tech; it should align with the C-suite’s objectives and make a case for better patient outcomes through care transformation.

Determining the right industry, revenue, and employee base is crucial. But no healthtech company should forget that there are people (C-suite executives) at the end of every deal, and addressing their pain points, challenges, and what content speaks to them is crucial. 

  1. Focus on value-based messaging

A marketing strategy is as strong as the content it delivers. Before determining the best ways and channels to engage, buy clicks, and sell your healthtech product to the C-suite, consider how you will hold their attention carefully.

Determine what the C-suites want the most. Create buyer personas or what each system member values the most. What are their burning triggers? What challenges are they most struggling with in delivering valuable patient care?

Your content should address all these pain points and much more. In short, When marketing to the C-suite, it’s essential to focus on the value your product can provide regarding improved patient outcomes, operational efficiency, and financial performance. Use data and statistics to back up your claims and demonstrate ROI. You can even use case studies and testimonials, as these act as powerful tools for demonstrating the value of your product. When developing these materials, focus on outcomes and measurable results. This will help build credibility and trust with potential customers.

  1. Utilize digital marketing and content marketing to succeed in the digital world

Like any other lead searching for products, the C-suites also search information on the web. According to Forbes, “Executives consider online information sources the most valuable ones.”

Digital marketing tactics like SEO, SEM, and PPC boost a healthcare business’s website traffic. Still, what will hold their attention is good content that is optimized smartly for keywords and strategy. 

Organic website content, email nurturing, and social media can be the best channels to personalize content for each buyer persona, appeal to their emotions, and build trusting relationships. According to the popular content website, “91% of C-level executives won’t give a brand a second chance if they’re unimpressed by their first experience.”

Moreover, gated thought leadership content like ebooks and whitepapers is the best way to collect lead information and guide them further down the sales funnel. 

Apart from content marketing, a responsive website with unique landing pages, running ads on social media, live streaming on Youtube, and influencer marketing also plays an essential role in marketing healthtech products to the C-suite. 

  1. Participate in industry events

Attending industry events and conferences can also provide valuable insights into emerging trends and new technologies in the health-tech space, allowing you to stay up-to-date with the recent developments in your industry. Additionally, these events offer a platform to connect with potential investors, partners, and collaborators who can help to drive the growth of your business. By leveraging the power of networking and showcasing your product at industry events and conferences, you can expand your reach and establish your brand as a leader in the health-tech space.

Market your medical product to the C-suite more effectively with the Smarketers!

At Smarketers, we help healthtech businesses market their Healthtech products to the C-suite through inbound, account-based, and SEO-optimized content tactics.
We help healthtech businesses generate maximum leads for their technology and attain maximum ROI from their marketing endeavors. Please schedule a personalized call with our marketing experts to learn more.

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