Let’s be honest: most healthcare startups aren’t as differentiated as they think.
When I review health tech websites, I see the same lines over and over:
“We’re the leading [insert category] platform.”
“Seamless. Scalable. Secure.”
“Built by clinicians, for clinicians.”
“Revolutionizing healthcare.”
Sound familiar? That’s because many companies are solving similar problems, in similar ways, for similar buyers. And when I ask founders what really sets them apart, the answer is almost always: “It’s our people.”
But everyone says that, and your buyers don’t know your people.
So what do you do when your product isn’t radically different?
You lean hard into brand, messaging, and positioning.
That’s what makes you feel different—even when your offering overlaps with others. It’s the difference between a generic promise and a point of view.
Between listing features and sparking belief.
Here’s how to start standing out:
- Tell the story differently: You don’t need a brand-new plot—just a fresh take. Say what others won’t, or say what others say in a way that actually sticks.
- Frame the problem better: Instead of focusing on what your product does, talk about the pain your audience actually feels—and what’s at stake if they don’t solve it.
- Focus on a different audience: Sometimes the best way to differentiate is to serve the segment others overlook. Speak directly to their needs, language, and priorities.
- Stand for something others don’t: In a crowded market, clarity is a competitive advantage. Let your values, tone, or perspective cut through the noise.
You don’t need to be radically different to stand out.
But you do need clarity in your messaging, a brand that feels different (even if your product isn’t), and positioning that actually resonates with the buyers you’re trying to reach. That’s what earns attention—and trust—in a crowded healthcare market.
Want help figuring out what makes your brand actually stand out? Let’s talk.