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What does it take to build thought leadership in healthcare marketing?

By August 20, 2021No Comments

Similar to growing your company brand, establishing yourself as a thought leader takes time and patience. You can’t expect to write one blog post and be taken seriously as an expert — you need to build trust and reputation.

We’ve pulled together some of our tried and true practices we use to establish our clients as thought leaders in health tech.

Participate in the larger conversation

No one will know that you’re an expert in your field if you’re not actively participating in the larger conversation. Whether that’s online or in person – there are a few ways to show up to showcase your expertise:

Commit to engaging with others on social media at least once a week. This can be retweeting a peer or sharing an article on LinkedIn with your commentary.
Participate as a guest on a webinar by asking the speaker questions.
Join a panel discussion or apply to speak at an event to showcase your knowledge on a topic. Also, have a communications campaign lined up to do some light promotion. Check out our 10 tips for submitting speaker abstracts. 

Don’t be salesy

How quickly can you get your weekly newsletters or emails sent to someone’s spam box? That’s not a competition you want to win. Don’t be salesy!

Learn the art of being subtle. Trying too hard to be an “expert” is noticeable, especially if you start name dropping your products or service lines. You want your audience to connect with your ideas and get to know your products organically.

Mix up your media channels

If you normally write blogs or emails, take a break and shift tactics. Try recording a video about an idea you’re excited about or interview a peer in your field. Be careful about being a “talking head” and be engaging!

If you’re recording the interview, here are our video tips.

Leverage public relations

One of the best ways to showcase your knowledge is by leveraging PR. A good PR campaign can help you secure regular media coverage that demonstrates your credibility across the industry.

Use simple language

Did you know that the U.S. government has a plain language law? The law requires that federal agencies use clear government communication that the public can understand and use.

While not a law for everyone, it’s a great guideline to follow, especially in health tech. Regardless of the letters after their name, everyone appreciates simplicity. Nobody wants to hear about the nuts and bolts of your latest algorithm update, but they do want to know the thought process that informed it – in plain language everyone can understand.

Check out the guidelines and a favorite example of the value of simplifying:

Looking for more? Check out our content marketing success stories and our PR services page.

Rayna Southart

Author Rayna Southart

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