I’ve been marketing to healthcare for years, and there’s one thing about this industry I can’t get over.
Healthtech founders earn it. You watched your mother get bounced between four specialists and decided to build the thing that would have caught it. Or you spent nine years inside a hospital doing the job, seeing the same failure over and over. Or you have papers and patents with your name on them. Nobody jumps into this from crypto.
And then the product doesn’t reach the people it was built for. That’s unfair to you. It’s worse for whoever needed the thing and never found it.
So why does it happen?
The obvious answer is that the market is crowded. It is. Thousands of companies, buyers who get eleven pitches a week and read none of them, and every website saying mostly the same words. All true, and everyone already knows it.
The reason you’re good at this is the reason you can’t explain it. You’ve been inside the problem for years. You can’t remember what it felt like NOT to understand it. So you write for someone who already gets it, and your buyer never will unless somebody translates.
Also, look at who’s on the other side. Five people have to agree before you get paid. Most have never met you. And in healthcare a bad software decision isn’t just money, it can hurt a patient. So nobody on that committee is picking the best product. They’re picking the one they won’t get in trouble for choosing. If your page confuses them, that isn’t a marketing problem to them. It’s a reason to say no.
What does that cost you?
Start with your sales calls. Every one opens with ten minutes of “so what we actually do is.” Ten minutes, every call, forever. You, the founder, still runs the pitch because the story only lives in your head. You’re paying for demos with people who were never going to buy. You’re spending on ads, which means more people are misunderstanding you, faster. And on some Tuesday you’ll never hear about, your champion tries to explain you to her CFO, gets it slightly wrong, and the deal quietly dies. These deals take a year already. Every misfire adds a month.
Meanwhile a worse product with a clearer page is sitting in the meeting you wanted.
The fix is positioning.
Positioning sounds like a consultant word until you see what it does. It tells you who you win with. Then it makes you admit who you don’t, and drop them. Once that’s settled, you can say what you do and why you’re different in one sentence a CFO can repeat without looking at his notes.
Good positioning doesn’t beat your competitors. It takes you out of the race. People stop comparing you and start choosing you.
And the place it has to show up is your homepage.
Try this. Find someone who buys software for a living and has never heard of you. Give them ten seconds on your homepage. Close the laptop. Ask three things. What do they do? Who’s it for? Why them and not the other three? If your page named an alternative, they’ll get the third one. If it didn’t, they won’t, and neither will your buyer.
Most healthtech homepages fail that test. Not because the good material doesn’t exist.
It exists. It’s on the wrong page.
I go looking for it every week. The retention number is on your solutions page. The founder who lived the problem is on About. The fifty-state provider network was a press release in March. Your best line, the one that would stop a clinician mid-scroll, is a LinkedIn post from last year with forty likes.
And the homepage says “transforming care delivery through intelligent automation.”
So that’s basically my job. I find the real stuff and put it at the front door.
I read every review you have. I sit in on sales calls. I go through your closed-lost. I pull your three closest competitors apart the way a buyer would, side by side. Then I write your homepage.
Two things change. Your reps stop repeating themselves, so deals move faster. And the right people start showing up on their own, which is the part you’ll see in the pipeline.
The whole thing takes four weeks. First call to finished copy and a layout your designer can build.
One caveat, and I’d rather say it now than waste your quarter. I only take work where I can add real value. We’re a fit if you’ve got product-market fit, real traction, at least three credible competitors, and prospects who keep asking how you’re different. If you’re pre-PMF, positioning won’t save you, and I’ll tell you that for free. If you’re Series C or past it, you already have a team for this.
Fair question by now: why me?
12 years in product marketing for tech, across four global tech companies that sold into healthcare. Allied, Harbinger, Birdeye, and most recently Uberall. Half a decade spent marketing straight at practice owners, clinicians, hospital administrators, office managers. I’ve watched which sentence made a practice owner lean forward and which one made her close the tab.
Plenty of consultants know positioning. Fewer know your buyer. Almost none know this market. That’s the whole offer.
So, what now?
Send me your homepage URL and give me a day. I’ll write back with what I see, in plain English, no deck. If it helps, we talk. If it doesn’t, you keep the notes.
You didn’t build this to be the best-kept secret in healthcare.
To your success,
Parth
Parth Choudhury 