In today’s competitive health-tech landscape, having a great product or service isn’t enough to guarantee success—and, on its own, neither is growth marketing. While paid ads and email campaigns are fantastic tools to generate leads, they’re far more effective if you’ve invested in a brand narrative that can fuel conversion, earn trust, and nurture interested prospects into loyal customers.
In Part 1, we showcased examples of strong brand narratives and why they’re essential for sustained growth. Now we’ll dive deeper with four strategies to amplify your brand narrative and make an immediate impact on your most important growth metrics.
Prospects don’t experience brands in silos. They expect a cohesive, consistent message across all touch points. A common mistake we see health-tech companies make is to treat each growth channel (eg, paid search, social media, email) independently, without considering how the messages they choose to feature will function as a unified campaign.
Imagine a benefits manager exploring a virtual primary care solution. She first sees a LinkedIn ad promoting well-being, then clicks through to a page emphasizing cost savings, and later receives an email touting rapid access to care. Each interaction highlights a different benefit, leading to mixed signals about the brand’s core strengths and potentially complicating or delaying her decision to move forward.
Leading brands avoid this by ensuring that every touchpoint advances its chosen narrative. Cleo, a caregiver-support platform, uses this strategy to reinforce its promise of life-changing, family-centered care across its ads, annual Family Health Index resource, and personalized follow-up emails that highlight individual success stories. Each channel strengthens Cleo’s ability to deepen engagement, build trust, and move prospects further down the funnel.
Actionable tip: Identify a core theme aligned with your brand's value. Pull up your last 3-5 growth tactics and check to see if that theme is being reinforced across each channel.
Even the strongest ad or email campaign can falter if you haven’t considered how to deepen engagement after the click. Many marketers assume shorter funnels are better, but testing at Growth Vanguard suggests that health-tech buyers—especially at health plans and provider organizations—respond better to multi-step journeys, after they’ve had time to explore and engage with your brand.
Accordingly, calls-to-action (CTAs) like “Learn More” typically outperform “Enroll Now” because users want to feel like they’re progressing through a learning journey rather than being rushed into a decision.
Actionable tip: For your next campaign, test a multi-step funnel that educates prospects on your core offering and addresses potential objections before asking them to commit.
Our experience has shown that health-tech buyers—consumers, health-plan executives, provider organizations, and large self-insured employers—are less compelled by broad claims than by the concrete outcomes companies have shown they can deliver.
In A/B testing within SEM non-branded campaigns, Growth Vanguard has shown that modules that focus on real-world outcomes achieve a 16% higher conversion rate than those featuring general value propositions.
So whether your narrative centers on well-being and productivity, delivering expert guidance, or disrupting traditional health care journeys, you can earn immediate trust and credibility by showcasing real-world results. Not in a position to share aggregated outcomes data or solid ROI? For companies that are still finding traction in the market, high-quality testimonials or detailed case studies can fill the gap in helping you advance your growth goals.
Another Growth Vanguard client, focused on early child development tools, illustrates how impactful a data-backed narrative can be. By moving from a fear-based message on intervention risks to an empowering, metrics-driven narrative that showcased the long-term benefits of early intervention, the brand reduced its paid-search customer CAC acquisition cost (CAC) by 56%. This data-driven approach drew in parents who felt more inspired than alarmed, driving both trust and interest.
Actionable tip: Implement tools like CDPs, marketing automation, and closed-loop analytics to help refine your messaging, improve lead quality, and accurately track conversions.
BFJ and Growth Vanguard are here to help with our Brand & Growth Blueprint—a comprehensive audit designed to assess how well your brand narrative and growth strategy work together to achieve measurable results. In this audit, we’ll evaluate your core messaging, key growth assets, and tech stack, identifying areas to elevate lead quality, conversion rates, and customer retention.
Let’s ensure your brand and growth strategies are fully aligned to get more from every marketing dollar you spend. Contact us to learn more about the Brand & Growth Blueprint and take your growth to the next level.
Written in collaboration with Tim Ming, the Founder of Growth Vanguard, a fractional growth marketing consultancy for digital health and healthcare companies - from pre-seed to Fortune 200 companies. GV specializes in growth marketing consulting and managed services for acquisition and engagement marketing channels, as well as HIPAA compliant marketing analytics and tracking services.
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Best Friend Jack understands the challenges and opportunities confronting health-tech clients at every stage of the funnel. Get in touch for a complimentary brand audit today.
