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Stop blending in. Win more deals.
Date: February 15, 2026
⏰ Read time: 8 mins
Most messaging in B2B healthcare gets ignored because it all sounds the same. After 8+ years of working with multi-million dollar healthtech brands, I’ve learned what actually works. And what doesn’t.
In this article, I’m sharing the 12 lessons about B2B healthcare messaging I wish I’d known sooner. To help you hone your competitive advantage, stop blending in, and win more deals in B2B healthtech.
If you’re working on your company’s product positioning and messaging strategy, this is for you.
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BREAKDOWN
Your competition isn’t just other companies offering the same kind of tech solution you are.
It’s actually whatever your prospective customers are using right now in the status quo that you want them to switch from and use your solution — like DIY solutions, spreadsheets, and manual workarounds.
I’ve worked in healthtech marketing for nearly a decade. While working with dozens of businesses and marketing agencies, I was shocked to learn that the majority of messaging is created based on internal discussions and gut feeling.
This is a problem because it means the messaging is made with assumptions, not data.
But when you talk to customers and use the language they use to describe their experience, the messaging mirrors reality. And THAT leads to higher engagement and conversion rates.
Here’s an example. During my research for a brand messaging and website revamp project, a customer kept using the term “Excel gymnastics” to describe complex calculations he wanted to avoid doing.
I incorporated that into the headline for the product page to grab instant attention and speak directly to the problems the customers were experiencing using other tools.
In B2B tech you find a lot of jargon that starts to sound normal because it’s so widely used.
A lot of B2B marketers tend to think that using these words make the brand sound professional, serious, and credible.
Great examples of corporate jargon are things like leverage, accelerate, and synergy. But these words sound robotic and don’t make your message clear or punchy.
Here’s what you should do instead: Switch out words like this for words that you would commonly use when you’re speaking. A good rule of thumb is to say it like you would at a BBQ.
Here’s an example from one of our projects. We changed:
❌ “Sales representatives frequently operate without the strategic insights necessary to optimize their outreach”
to:
âś… Sales reps waste time on low-opportunity customers because they don’t know who to target.
This version is much more understandable and shows the real consequence of the status quo, while the previous version is vague and confusing.
Website revamp projects can be pretty painful. Lots of people are involved, feedback cycles drag on for ages, and by the time it finally launches people are just so happy to have it off their plate.
But here’s the thing. Your website shouldn’t be a one and done project.
Think of your website like your SaaS product. It’s something you should constantly iterate on and improve upon. It should evolve over time based on data and what you learn about your customers.
After you revamp and launch your new site, track performance using KPIs like bounce rate, exit rate, time on page, and demo bookings. Use tools like heatmaps and scrollmaps to see what visitors actually read and engage with.
This gives you clear signals about what’s working and what to test next.
Most B2B tech companies lead their messaging with product features and technical capabilities. The problem is that features don’t mean much on their own.
When you say things like “AI-powered interoperability across fragmented data sources”, you’re forcing your reader to figure out what that actually means and how it helps them. That’s just too much work.
Translate features into outcomes they care about and focus on the real value the customer gets from your technology.
Let’s look at this example:
❌ “AI-powered interoperability across fragmented data sources”
âś… “Stop jumping between systems. See all your patient data in one place.”
When your messaging leads with value, buyers instantly see how your product helps them, so they’re more likely to convert.
If you look at a lot of the messaging in the B2B healthtech space, you might notice that it feels pretty vanilla. It’s just bland. And it’s really rare to see brands being bolder by calling out the problems in the industry.
The problem with that is that bland messaging doesn’t make people feel anything. And people remember how you made them feel more than what you said.
All brands need to have a distinct point of view. That point of view comes from identifying the monster your brand is fighting against.
That’s the outdated system, assumption, or industry standard that’s causing real problems for your customers or end users.
For example, we worked with a company that offers pharmacogenetic testing to help doctors and pharmacists personalize prescriptions based on patient DNA. The industry standard is to prescribe medication based on population averages. But small genetic differences can cause severe side effects or, in extreme cases, death.
So we called out that problem directly on the homepage to rally people around a better way of doing things. See below how we did it.
A strong point of view shows your readers that you’re on their side against the system that created these problems in the first place. It makes your solution feel necessary, not optional.
It’s really common to see companies calling themselves the #1 or leading provider in a certain product category. But when multiple companies claim the same thing, buyers don’t know who to trust.
If your healthtech brand really is the leading vendor, define the category really specifically and use lots of proof points like your number of successful deployments, case studies, reviews, and analyst reports.
When you have the data to back it up, competing smaller solutions in your space would feel stupid to keep claiming that they are the #1 provider. So they’ll probably remove it from their messaging.
I’ve worked with a company that was struggling to find product-market fit. They knew they had a great solution that many people could benefit from, so they tried to talk to as many people as possible to avoid excluding anyone.
The problem with that is that when you try to talk to everyone, you actually end up talking to no one in particular.
While your company targets other businesses, it’s the PEOPLE inside those businesses who are actually reading your messaging. If you want to make your message stick and make the value of your product stand out, you need to write for a specific reader.
Here’s how to figure out your best-fit customers.
Ask yourself:
When you double down on a specific type of customer, you become the obvious choice for them and increase sales.
On our last vacation, my husband and I took a road trip to the mountains. At one point we noticed the gas tank was starting to run a little low.
We passed by a few gas stations and kept saying, “eh, we’ll just stop at the next one.” There seemed to be a lot and we still had about a quarter tank left.
Then the drive started to get a lot steeper, and we were burning through more gas than we expected. And when we really needed gas, there were no gas stations left at all. We ended up stranded and had to call a tow truck.
Which cost us $1,000.
If there had been a sign at the last gas station that said “Last gas for 80 miles, avoid a $1,000 tow,” we definitely would have stopped.
People often underestimate the power of inertia. But if you don’t show your audience the consequences of staying the same, chances are they won’t do anything to change their situation.
It’s been psychologically proven time and time again that people are more motivated to avoid losing something than they are to gain something — a concept known as “loss aversion”. So when your copy shows what they stand to lose, it pulls people more toward action.
Here’s an example from our website copywriting project with XSUNT.
A couple of years ago, I was working with a healthtech company on pinpointing their differentiators. One of their points was that they were compliant with a certain data regulation — unlike generic vendors who weren’t serving just the health industry.
But then I talked to the leader of the sales team who said that this wasn’t a real selling point because for customers, it’s just expected.
So we removed it from the list of differentiators and focused just on the ones that come up in client feedback and sales calls.
You might be able to come up with a big list of things you do differently and better than your competitors, but your sales team and customers can tell you the ones that actually make the difference.
I was working with a client who had a remote patient monitoring solution for high-risk pregnancy. They came to me because they had several competitors who were saying similar things on their websites.
Talking to my client, he explained that one of the biggest problems in high-risk pregnancy healthcare is that clinical staff need to spend a lot of extra time supporting these patients which does not get reimbursed by insurance. Which means the staff gets really overworked and burned out.
Even though there were several other vendors providing remote patient monitoring for this patient population, they didn’t address the issue of reimbursement — which is the number one concern for busy practices.
So in the messaging, we focused on how my client’s solution can improve both patient safety AND practice profitability. This gave us a unique angle so they could stand out in the market. Here’s an example of that.
Your product category is crucial. It gives your product a frame of reference, and tells buyers what to compare you to.
The category you choose shapes how buyers understand your product AND what they compare you against. To get it right, you HAVE to talk to your customers.
The way your founders, product team, and marketing team think of your category might not match how your customers see your product.
Ask customers how they actually use your product in their daily life, the problems it solves, the biggest benefits they get from it, and how they’d explain it to someone else. As patterns emerge, that signals what your true product category is.
KEY TAKEAWAY
Strong messaging doesn’t happen by accident. It comes from understanding your customers, ditching assumptions, and being bold enough to take a stance.
The brands that win in B2B healthtech are the ones that:
So here’s my challenge for you.
Pick one lesson from this list and apply it to your messaging this week. Interview a customer. Rewrite a headline. Call out the monster you’re fighting against.
Because the difference between messaging that converts and messaging that gets ignored? It’s in these details.
Whenever you’re ready, here are a few ways I can help you:
Stand out and drive pipeline with distinct, audience-focused messaging.
 2. Website Copywriting
Convert more website visitors into demo bookers.
Make email your biggest growth lever. Drive sales, activation, and retention with strategic emails for every stage of your customer journey.
 4. Website Review
Give your site a quick win with easy-to-implement recommendations to increase your website conversions.Â
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