THE 8 BITTER PILLS OF PRIVATE HEALTHCARE MARKETING
In the Private Healthcare sector things are changing fast. There’s more competition than ever before, technology is setting new benchmarks and patients are more demanding, sceptical, and overwhelmed than ever before.
The time has come where you have to evolve and adapt your approach. This means building trust by being more responsive to an audience who has lost faith in the system. It means it’s time to meet patients where they’re at, which is online and in the remote consultation space. And we know you don’t want to hear this, but it also means that it’s getting harder to get noticed and be remembered in an increasingly competitive sector.
But we’re here to help.
We’ve got some hard truths to deliver, but we’ve also got ways you can turn these bitter pills into brilliant opportunities.
Bitter Pill No. 1
Your patients aren’t ‘shopping around’ they’re running from NHS waiting lists.
FACT: the NHS waiting list has hit 7.5 million people. Patients are frustrated, exhausted and turning elsewhere.
People don’t turn to private healthcare because they love spending money. They’re frustrated, and desperate for treatment and advice.
Don’t waste this opportunity to step up and be the healthcare provider they need right now.
Be faster. Be better. Be there.
Bitter Pill No.2
Trust is the only metric that matters and you’re losing it.
FACT: The Edelman 2024 Trust Barometer reports that patient trust in healthcare is eroding.
But you already knew this didn’t you?
Because you’ve been a patient.
You know how it feels to lose faith in the system.
Patients don’t just want healthcare, they want honesty, clarity and compassion. If you don’t make transparency and empathy a priority you’ll lose market share.
Bitter Pill No.3
Healthcare is deeply personal and earning patient loyalty takes more than a slick brand.
FACT: 30% rise in self-funded treatments since the pandemic. Patients are being forced into private healthcare.
Patients might feel forced into private healthcare, but you can ease the blow by creating seamless patient journeys, providing consistently excellent service. A loyal patient will be an advocate.
Bitter Pill No.4
Don’t talk like a doctor. Talk like a person.
FACT: 40% of patients struggle to understand health materials. Patients are overwhelmed and confused.
Step off your pedestal, put your clipboard down, take off the white coat.
You don’t have to choose between being professional and personable. Be both. It’s not that hard and you’ll be amazed at the response.
Bitter Pill No. 5
Your website is old and confusing. You’ll get left for dust in the AI era.
FACT: Brits consult ‘Dr. Google’ nearly 50 million times per year. Your first point of contact is now Google.
Google and Meta are becoming more user-oriented. Search behaviour is changing.
Stop putting your agenda before your patients’ needs. Tell them what they want to know, not what you think they should hear and you’ll find favour with the algorithms.
Bitter Pill No.6
People are sick of being in the dark. Waiting, helpless and uncertain.
FACT: Patient experience is your new battleground.
Think of your patients as consumers.
Because they are.
Earn their trust, earn their loyalty and you’ll earn their wallet share.
Bitter Pill No. 7
If your operations can’t be on the cutting edge, at least your CRM can be.
FACT: AI isn’t going anywhere.
We get it. Healthcare moves slow. But your marketing doesn’t have to.
Use emerging tech to streamline services and enquiries and create highly targeted campaigns that get your services seen by those who need them most.
Bitter Pill No. 8
Without data, you’re flying blind.
FACT: Data is your secret weapon in private healthcare marketing.
Your patients are giving you valuable insights every day through their behaviours, preferences, and feedback.
Use this data to personalise their experience, drive engagement, and build trust.
When you understand your audience, you can speak directly to their needs—and they’ll listen.
Ready to face the truth and transform your private healthcare marketing?
Download the Guide Here to discover actionable strategies for building trust and engaging your patients.
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Prognosis negative
Private Healthcare is a difficult market to navigate.
You’re dealing with high stakes (sometimes literally life and death), long sales cycles, heavily regulated and restrictive claims, and an emotionally charged audience.
And on top of that, things are changing fast…
- There’s more competition than ever before.
- Technology is setting new benchmarks.
- Patients are more demanding, sceptical, and overwhelmed than ever before.
So what’s next?
It’s time to adapt to the changing market conditions.
Your marketing needs to be:
- Responsive to an audience who has lost faith in the system.
- Meet patients where they’re at.
- Work harder to get noticed and be remembered.
It might be a bitter pill to swallow, but it’s time to hear the truth.
The Bitter Pill – Fluro’s Guide to Marketing in Private Healthcare
We’ve put together a list of hard truths about the status of private healthcare marketing.
These truths might be hard to swallow, but they’ll show you exactly where and how you can improve your approach and build back trust with your audience.
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The Budget Squeeze
Let’s talk about shrinking budgets. If you’ve noticed your marketing resources getting tighter while expectations remain sky-high, you’re not alone. It’s a story every marketer has heard before – marketing budgets are always the first to face the chopping block when times get tough.
But here’s the twist: what if a smaller budget could actually lead to smarter marketing?
The Lead Generation Trap
We’ve all been there. The pressure’s on, the numbers are down, and suddenly everyone’s screaming for leads. It’s tempting to pour everything into lead generation – after all, that’s what keeps the lights on, right?
Not so fast.
As our Head of Content and Strategy Lara points out: “Lead generation is good for short-term conversions, whereas brand awareness builds long-term trust.”
Here’s what most people won’t tell you: obsessing over lead generation while neglecting your brand is like selling your house to pay the rent. Sure, it solves today’s problem, but at what cost?
The Success Story You Need to Hear
Want proof? One of our clients took the road less traveled. Instead of panic-switching to pure lead gen when budgets got tight, they doubled down on their brand. The results?
- Higher-quality leads
- Bigger, better clients
- Improved recruitment results
- An army of brand advocates
Pro tip – “Don’t be tempted to pour 100% of your marketing budget into lead generation. Brand awareness and brand activation is the real power house because these activities are where you create new demand for your product or service.” Lara, Head of Content and Strategy
The Reactive Marketing Spiral
Picture this: It’s month three of your fiscal year. The data shows a dip in engagement. Panic sets in. Before you know it, you’re throwing money at the problem, abandoning your strategy, and… wait, what happened to Q4’s budget?
Sound familiar?
Our Account Director, Jen is starting to see this more and more, “these days, when clients come to us, they don’t necessarily have a marketing plan. They have business objectives that are fed down to them. Because of the way we access data now, and it’s real-time data, it’s in the moment.”
Working without a plan, or abandoning the plan, doesn’t give you full sight of the year. It means that budgets can be spent earlier, and by end of year, there’s no budget left, which leads to being much more reactive. “Every business has a plan” says Jen, “why should marketing be any different?”
The Plan Is Your Safety Net
Here’s what works instead:
- Map out 3, 6, or 12 months (even broadly)
- Set clear KPIs
- Stick to the plan (mostly)
- Review and adjust (don’t abandon)
Think of your marketing plan as your compass in the storm. When budgets are tight, it’s not the time to start navigating by gut feel.
Pro Tip – “Sit down and work out what that plan is, even if it’s broad. Map out what you’re going to do and what those KPIs are. That way, we can help you in advance and be prepared for the future.” Jen, Account Director.
The Stakeholder Juggling Act
Marketing teams often feel like short-order cooks during dinner rush – everyone wants something different, and they want it now. And it can get hard to figure out who gets priority. Account Director Jen says, “you have to keep asking, what really is going to be best for the business? What can I realistically do with my budget?”
When you have a strategic plan in place, saying “no” doesn’t have to mean burning bridges.
Pro Tip – “When you have a plan and someone comes to you with a request, you can ask, ‘Does this align with our goals?’ If not, it’s easier to push back.” Jen, Account Director.
The New Marketing Math
Here’s what we’ve learned about making smaller budgets work harder:
- Balance Is Everything
- Lead generation ≠ marketing strategy
- Brand building = long-term sustainability
- Strategic planning > reactive spending
- Focus Beats Fragmentation
- Choose fewer, better initiatives
- Align activities with clear goals
- Stay the course when it gets tough
- Smart Planning Saves Money
- Map out your year
- Set clear priorities
- Review and adjust regularly
The Bottom Line
The difficult truth about shrinking budgets is that they’re not going anywhere. But neither is the need for effective marketing. The winners in this new reality won’t be the ones with the biggest budgets – they’ll be the ones who think strategically, plan carefully, and stay focused on what really matters.
The question isn’t whether you can afford to market effectively with a smaller budget. It’s whether you can afford not to.
Be strategic. Stay bold.
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The Real Solution to the Tech Marketing Problem
In a crowded market like Tech, the fierceness of the competition has created an excruciating conformity, homogenising the landscape to an unbearable shade of blerrrrgggh. It’s become a race to the bottom and the results are painful for everyone.
Tech brands are treating their audience and their problems as if they’re completely interchangeable. This means that the audience ends up thinking that all tech brands and their solutions are completely interchangeable. It can’t go on like this.
The ‘S’ Word
Take a look at all the most memorable tech brands, we’re talking Microsoft, Apple, Dropbox, WeTransfer, Mail Chimp… What’s the first thing you notice? Here’s a clue, you won’t find the ‘s’ word anywhere but the nav bar most of the time. We’re talking about the word ‘solution’. And you won’t find this word plastered everywhere because these brands understand that their product is a tool, not a solution.
The human problem.
The human problem is at the centre of their communications, and they frame their offer in response. This is how it should be.
And we’ll be the first ones to admit that it’s harder to find that human problem for B2B, when you’re trying to solve business problems. But if you put in that extra effort to figure it out, you’ll be rewarded.
- Your brand will be stronger because it is more relatable.
- You’ll be able to communicate on a more personal level.
- You can market your offer in more meaningful ways.
It can be done.
And there are plenty of tech brands out there making B2B feel less transactional and more relatable; WeTransfer, Accenture, Intercom, Dropbox, Drift, Mail Chimp, Gong and Notion, Figma.
- They understand the value of brand awareness and being top of mind not just now, but when it’s time to buy.
- They don’t sell product, they sell benefits.
- They talk to humans, not businesses.
- They appeal to our basic and more complex sensory needs; colour, movement, sound, music, narrative, compelling messaging, TOV, clear and well-signposted calls to action, thoughtful UX.
The iceberg.
Lots of brands believe that to connect with their audience all they need is a signature colour palette, a logo and a strapline. But the mechanics of brand communication are much more complicated than that.
The classic ice-berg metaphor is used so often because it’s a great way of communicating how the most influential elements of a brand remain hidden but perceivable. And, as much as you wish it were so, there are no short cuts to getting this right.
We can understand a lot about a brand from visual clues like colour, shape, font and photography. But deeper, more complex clues about things like purpose and culture (beliefs, goals and values) have to be expressed with words and tone of voice.
A brand should be a response to an audience or societal demand.
It should be positioned amongst its competitors and in the marketplace to help it become less ‘interchangeable’ with other brands.
Ask yourself, how is your brand trying to respond and connect with your audience?
And how do you differentiate your brand in the marketplace?
Be different.
You’ve heard people talk about it. Marketing experts write books about it. Business empires are built upon this single foundation; be different.
Think about it for a moment. If your unique selling point (USP) is about outperforming or undercutting the competition, chances are you won’t be able to rely on that as a competitive advantage forever. Someone else can come along at any moment and do it better than you or cheaper than you.
So, what’s the one thing they can’t compete with or do better at?
Being you.
Having your perspective, your technique and your experience are the intangible qualities that make your business different. And when you’re different, you stand out.
If you want to read more about how to be different, take a look at our handy guide.
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The Strategy Crisis
Why Your Marketing Data Isn’t Working As Hard As You Are
Let’s be honest: when was the last time you had the luxury of crafting a truly thoughtful, long-term marketing strategy? If you’re like most marketing leaders today, you’re probably too busy putting out fires and chasing quarterly targets to even think about it.
At Fluro, we’re seeing a worrying trend across all sectors – the death of strategic thinking in favour of quick wins and short-term gains. But here’s the real kicker: while we’re all drowning in data, we’re starving for insights.
The Trust Paradox
Here’s a scenario that might sound familiar: You’re working with an agency, they’re asking for data and insights, but something holds you back. Maybe it’s that nagging voice wondering if sharing too much might somehow backfire. Or perhaps you’re thinking, “Shouldn’t they be telling me what to do?”
It’s a simple truth that cuts through the complexity: the best strategies are built on trust and transparency.
Pro Tip – “At the end of the day, we are only successful if you are successful, and to make you successful, you have to share everything with us,” Jen, Account Director.
Beyond the Buzzword
Let’s face it – “strategy” has become one of those words that’s been used so much it’s almost lost its meaning. But strip away the jargon, and what are we really talking about?
A true strategy is your North Star – it’s what stops you from being just another voice in the crowd. It’s the difference between:
- Throwing content at the wall to see what sticks versus creating meaningful campaigns that resonate with your audience
- Competing on price versus commanding premium rates
- Reacting to market changes versus shaping them
Pro tip – “It’s really important to define the difference between brand strategy and marketing strategy. Brand strategy is who you are. It’s your promise, your values and your identity. Marketing strategy is setting a clear direction for allocating your resources”. Mat, Owner of Fluro
The Data Dilemma
“Data comes in all shapes and sizes,” notes Head of Content and Strategy, Lara. But here’s what they don’t tell you in marketing school: sometimes the most valuable insights aren’t always in your analytics dashboard. They can also be found in:
- Customer service conversations
- Sales team feedback
- Social media comments
- Team brainstorming sessions
- Direct customer interviews
Pro tip – “Data comes in all shapes and sizes. There are some great AI tools to save time. Subscribe to research organisations. Conduct your own research. The more informed you are, the better your strategic decisions will be.” Lara, Head of Content and Strategy
You can read more on the data dilemma here.
Breaking Down the Barriers
We’ve seen first hand how transformative it can be when clients truly open up about their challenges, goals, and roadmaps. We’re not interested in being just another vendor you have to manage. We want to be the strategic partner who:
- Spots opportunities you might have missed
- Challenges your assumptions (respectfully)
- Brings fresh perspectives to old problems
- Helps you win, because that’s how we win too
The Bottom Line
In a world of shrinking budgets and growing expectations, you can’t afford to skip the strategy. But you also can’t do it alone. The question isn’t whether you need strategic thinking – it’s whether you’re ready to embrace the collaboration and transparency that makes it possible.
Be strategic. Stay bold.
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The Target Trap
Ever sat in a meeting where someone casually dropped a target that made your stomach sink? You know the type – the ones that sound great in the boardroom but keep you up at night wondering if they’ve confused “ambitious” with “impossible.”
You’re not imagining things. As marketing budgets shrink and expectations soar, we’re seeing a dangerous trend: targets that exist in a parallel universe where resources are infinite and timelines are suggestions.
The Numbers Game Nobody’s Winning
Let’s be honest there’s a growing chasm between what’s expected and what’s achievable. “It’s not unusual for a client to come with unrealistic expectations of what they can achieve with their budgets” says Hannah, Account Director. When expectations creep into the impossible, it pays to revisit the business strategy and re-align with goals originally set. “Typically, we would create a list of all the deliverables on the wish list, and then decide which ones are most important. You could put them into sections called “must-have now,” “must-have but in the future,” and “nice to have”. That way, it feels less like ‘no’ and more like ‘not yet’.
Pro tip – ‘It can help to set a calendar of those activities against the business goals, any sort of events or product launches, and then schedule those across a period of maybe 6 to 12 months or even upwards.” Hannah, Account Director.
The Multi-Target Trap
We’ve all been guilty of it: trying to make every campaign achieve everything for everyone. But here’s the uncomfortable truth: when everything’s a priority, nothing is.
Pro tip – “Stop setting multiple targets for one activity. Maximise impact with fewer, more strategic projects.” Hannah, Hannah, Account Director.
Speaking Truth to Power
Here’s where it gets interesting (and a bit uncomfortable): the disconnect often starts at the top. Your senior leadership team wants results – big ones. But as Account Director, Jen emphasises, “having an open dialogue with your SLT or board is absolutely key. In that communication, manage their expectations. Talk to them about what success looks like, and what those KPIs are.”
Don’t wait for the quarterly review to reveal that those targets were fantasy. Build the bridge between ambition and reality early and keep reinforcing it. It all comes back to transparency, open dialogue, and managing expectations.
Pro tip – “Be transparent. Keep that line of communication open. Just keeping them abreast of what’s going on means you’re not waiting for a six-month board meeting to drop something on them.” Jen, Account Director.
The False Economy of Corner-Cutting
When the pressure’s on and budgets are tight, it’s tempting to start making compromises. A little corner cut here, a standard lowered there. But before you know it, you’re looking at your brand in the mirror and barely recognising it.
“Be wary of the impact cost-cutting can have on your brand” says Head of Content and Strategy, Lara. “At the very least it will become diluted, but it could get a lot worse and actually start to damage your reputation.” A cost-effective way to mitigate this is to appoint a brand guardian. Someone who knows the limits of the brand and can protect it from being watered down with bad practices and careless activities.
Pro tip – “Think of your brand guardian as your voice of reason – the one who stops you from making those “just this once” compromises that slowly erode your brand’s value.” Lara, Head of Content and Strategy.
The Way Forward: Quality Over Quantity
So what’s the solution? It’s not about lowering ambitions – it’s about raising the quality of our goals. Here’s what works:
1. Fewer, Better Target
- Focus on what moves the needle
- Align goals with actual resources
- Choose quality over quantity
2. Open Communication
- Regular dialogue with stakeholders
- Early flagging of potential issues
- Clear alignment on what success looks like
3. Brand Protection
- Designated brand guardians
- No compromise on core values
- Strategic partnerships with agencies who get it
The Bottom Line
The gap between expectations and resources isn’t going away. But neither is the need for strategic, effective marketing that delivers real results. The question is: are you ready to have the honest conversations that bridge that gap?
We’ll continue to explore these themes in our upcoming social campaign, where you’ll hear more from our team on managing tight budgets, navigating data overload, and making smart marketing decisions. Keep an eye out for our video series featuring Hannah, Jen, and Lara, as they share insights on how to navigate these challenges effectively.
Be strategic. Stay bold.
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The Data Dilemma
As a marketing manager, you’re no stranger to the constant pressure of making data-driven decisions. But let’s be honest: how often do you feel truly confident in the data at your fingertips? If you’re like most of us, the answer is “not often enough.” Welcome to the data dilemma – a challenge that’s as universal as it is frustrating.
The Reality Check
You want to spearhead brilliant campaigns that drive results, not spend hours wrestling with spreadsheets and questioning the validity of your metrics. Yet here we are, feeling more like a data analyst than a marketing strategist.
At Fluro, we see firsthand the struggles that marketing teams face when it comes to data. And we think It’s time to tackle these challenges head-on and turn them into opportunities for growth.
5 Data Challenges (and How to Overcome Them)
1. Redefining Data in Marketing
The Problem: Many of us still view data too narrowly, focusing solely on quantitative metrics.
The Solution: Expand your definition of data. It’s not just numbers in a spreadsheet; it’s valuable information from customer interactions, team insights, and market trends.
Action Step: Schedule regular cross-departmental meetings to gather qualitative insights that complement your quantitative data.
You can dig deeper, find out what’s driving audience, engagement and their decision making. Talk to people. Just reach out. It doesn’t always have to be formalised. Lara, Content & Strategy Director
2. Quality Over Quantity
The Problem: We’re drowning in data but starving for insights.
The Solution: Focus on key metrics that truly drive your business. Start with:
- Traffic Sources
- Conversion Rates
- Bounce Rate
Master these, and you’ll have a solid foundation for data-driven decision making.
3. The Untapped Potential of Qualitative Data
The Problem: Over-reliance on numbers often leads to missing the ‘why’ behind customer behaviours.
The Solution: Integrate qualitative research into your data strategy.
Challenge: Conduct five customer interviews in the next month to uncover insights that your quantitative data might be missing.
4. Building a Data-Driven Culture
The Problem: Data analysis is often siloed, seen as the responsibility of one person or team.
The Solution: Foster a company-wide appreciation for data:
- Connect team members with data sources across departments.
- Demonstrate how data impacts each role directly.
- Celebrate data-driven successes to reinforce its value.
5. Overcoming Resource Limitations
The Problem: Limited budgets, disconnected systems, and information overload often hinder effective data usage.
The Solution: Start small and focus on what you can control:
- Utilise free tools to build your case for more robust solutions.
- Manually connect data points between systems if necessary.
- Prioritise the metrics that directly align with your goals.
From Data Dilemma to Marketing Mastery
The truth is, perfect data doesn’t exist. What matters is having enough reliable information to make informed decisions and the courage to act on those insights.
Remember Peter Drucker’s wisdom: “What gets measured gets managed.” But let’s take it a step further: what gets understood gets improved. It’s time to move beyond managing data to truly understanding and leveraging it.
As marketing managers, you have the power to transform our approach to data. By addressing these common challenges, we can turn the data dilemma into a strategic advantage. It won’t happen overnight, but with persistence and the right mindset, you can lead your team to more effective, data-driven marketing.
Stay tuned for more Fluro Sessions where we’ll tackle other pressing marketing challenges, including managing expectations, optimising budgets, and making smarter strategic decisions.
Be strategic. Stay bold.
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Lincolnshire 2024 – Go Brigg or Go Home!
At Fluro, we know the importance of stepping away from the daily grind to refresh and reconnect, so this year’s team-building weekend took us to the charming town of Brigg, Lincolnshire. Our home for the weekend? The White Hart – a converted pub with plenty of character, and we couldn’t have picked a better spot.
After the long drive, our first night was all about relaxing and having fun. Pizza and pub games were on the agenda, with pool, darts, and giant scrabble quickly becoming competitive favourites. A few of the team even jumped behind the bar to serve up drinks, and before long, we were all laughing, competing, and shaking off the week’s work stress.
Saturday kicked off with a hearty breakfast of sausage sandwiches, (nothing like having your breakfast cooked by your boss), certainly helped fuel us for the day ahead. We then laced up our walking boots and headed out into the Lincolnshire countryside. Our 6-mile trek took us through rolling fields, past curious cows, and over plenty of puddles along the way. It was the perfect chance to clear our heads, reconnect, and enjoy a bit of nature.
The evening was a real treat, as we were spoiled with an incredible meal prepared by The Blind Swine – Michael, Private Chef. His steak and ale pie was nothing short of delicious, with generous portions and impeccable service. The meal left us feeling fully satisfied and ready for the final event of the day – our very own ‘Night at the Races’. Bets were placed, cheers were loud, and our developer Matt clinched the top prize. We won’t mention the booby prize for the loser – but let’s just say they know what they’re in for!
By Sunday, we felt fully recharged and ready to return to work with fresh energy. The weekend in Brigg wasn’t just about getting away – it was about reconnecting as a team, enjoying each other’s company, and having a blast while doing it. Safe to say we went Brigg, and we went home – but only after an unforgettable weekend!
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Tech Marcomms: 8 Ways You’re Doing it Wrong
1. Tech brands don’t talk to their audience. They talk about themselves.
Count the number of times you say ‘we’ and ‘our’ on your home page.
Then, count the amount of time you mention your audience ‘you, your’.
Let’s just let that sink in for a moment.
If the ratio is about 50:50, then well done. You’re not doing too badly.
If it’s tipped in your favour, then you’ve got work to do.
2. They’re too reductive about benefits of their solutions.
Your audience wants to know about desired outcomes and yet tech brands rarely talk about HOW the solution can actually help people in any meaningful way.
It’s not enough to tout generic benefits like saving money or time or accelerating growth.
It’s easy to see why this occurs so often in the tech sector. The inherent nature of tech products and services is to normalise and standardise input to create repeatable, scalable results. It’s embedded in the DNA of the sector.
But the trouble is, your audience doesn’t see themselves or their unique and complex business challenges as ‘input’ for your new tech product.
3. They’re too reductive about the audience.
It’s a fatal mistake to assume all ‘business’ is the same.
And worse, that all ‘business people’ are the same.
Your audience cares deeply about their business.
By forcing the audience to think and act in categories that are convenient for you, you’re reducing them to a lumpen mass. And they feel it when they visit your website, as they glaze over trying to understand your world view instead of you trying to understand theirs.
Don’t ever forget that even though it’s called B2B, you’re never communicating with a ‘business’. You are always, every – single – time, communicating with a human being. They might acting on behalf of the business, but they still have human interests at heart.
“We bring together the latest workplace technologies to deliver solutions for your business users.” Un-named Tech Brand
4. They overestimate their importance.
Tech is a tool.
It’s the means not the end.
And for the audience, it’s beginning to feel like tech brands have simply become vendors who have technology that’s looking for a problem to solve.
5. They oversimplify the problems.
Business challenges are not a thing you can neatly contain in a bullet point list and manage with a simple, end-to-end solution that costs £XX.99 per month.
We get it, you want as many customers as possible. But when you over-simplify your audiences’ needs and challenges to create a convenient ‘average customer’ you end up appealing to none of them.
“The extreme simplification of communication makes it impossible for users to distinguish which brand category the message belongs to — whether it’s banking, education, investment… The brand identities become blurred, and as a result, brands lose their connection with the audience.” Medium
6. They overstate the ‘solution’
What do you mean when you say ‘solution’?
Because we certainly don’t know
7. Messaging is lazy and confusing
Data. Growth. Scale. Future-proof. Solution. Transformation. End-to-end. Innovative. Accelerate. Technology. Empower. Workplace. Legacy. Digital transformation. Deploy.
These are tech sector buzz words.
And no one likes them.
Try harder.
“Delivering a fully automated, user driven, transformation based on data analytics performed against your legacy environment.” Unnamed IT/Tech brand
8. Stop talking about ‘humans’
This ship has sailed. Let’s talk about something else please.
Tech brands love to talk about ‘being human’ and yet their messaging is anything but. Most of us mere mortals won’t ever be able to live up to the epic promise of their tech solutions.
The skills gap is growing day-by-day as tech gets smarter and smarter. This leaves most of us feeling left behind and inadequate in the face of your insistence that we can accelerate, unleash, unlock, enable, empower, increase, transform, improve, and out-perform.
Let’s turn the volume down a bit.
(ps: we all know ChatGPT loves power verbs)
Ready to take your tech marketing to the next level?
Download our Tough Love Guide to Tech Marketing for practical ways to strengthen your brand and connect with your audience.
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Are You Ready for Some Tough Love?
Something Isn’t Right…
If you’re in tech marketing, you’ve probably felt it—something just isn’t clicking. You’re doing everything by the book, but your brand’s message isn’t resonating the way it should. Maybe it’s time for some tough love.
We’ve put together a guide that’s not for the faint-hearted. It’s a wake-up call for tech brands who are ready to stop playing it safe and start making a real impact. But be warned: you might not like everything we have to say.
What’s Inside?
We’re not here to sugarcoat things. In our guide, we dive deep into some of the most common mistakes tech brands are making today—mistakes that are costing you engagement, leads, and sales. Are you guilty of any of them?
Here’s a hint: it’s not just about what you’re saying, but ‘how’ you’re saying it. And if you think your brand is already doing a great job of communicating its value, you might want to think again.
The Consequences of Playing It Safe
In today’s saturated tech market, playing it safe isn’t just boring—it’s dangerous. Conformity has crept into tech communications, leading to a sea of sameness that’s drowning out even the most innovative brands. If you’re not careful, your brand could be next.
What’s the Answer?
We’re not giving away all our secrets here, but we will say this: it’s time to rethink your approach. The brands that stand out are the ones that connect on a human level, the ones that make their audience feel understood and valued.
Our guide doesn’t just tell you what’s wrong—it points you in the right direction. But we’re keeping the full story under wraps. If you want to know more, there’s only one thing to do.
Curious?
Download the full guide and discover the tough love your tech brand needs to thrive in today’s competitive landscape.
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