Crafting a PR Strategy That Builds Trust in Health Tech

The health tech industry stands at a powerful intersection: where cutting-edge innovation meets some of human life’s most personal, sensitive aspects. As new apps, devices, and platforms promise to revolutionise everything from diagnostics to patient engagement, public trust becomes both the foundation and the challenge. How do health tech companies build and maintain trust in a world rife with data breaches, misinformation, and regulatory complexity? The answer lies in strategic, transparent, and values-driven public relations.

The Trust Deficit in Health Tech

Consumers are more health-literate and tech-savvy than ever before. However, this doesn’t mean they automatically trust digital solutions. Concerns about data privacy, efficacy, compliance, and ethical use remain paramount. According to the *Edelman Trust Barometer*, while trust in the healthcare sector has generally risen post-pandemic, trust in technology has wavered. Health tech exists at the intersection of both areas, and the dual expectations must be navigated carefully.

This is where PR becomes crucial—not only as a mouthpiece but also as a strategic tool for reputation-building, stakeholder engagement, and thought leadership.

1. Start with Clarity and Purpose

A trustworthy PR strategy begins with a clear articulation of purpose. What is the company’s mission? What unmet need does it solve? How does it improve patient outcomes, reduce costs, or empower users? These messages must be simple, human, and empathetic—something that resonates with investors, patients, caregivers, clinicians, and regulators.

Avoid jargon. Instead of “disruptive AI-powered solutions for longitudinal patient insights,” say, “We help doctors spot health problems earlier using smart technology.” Clarity builds confidence, and confidence builds trust.

2. Put the Patient First in Every Story

Health tech PR should always consider the end user—often patients—when framing messages. Whether it’s an app that helps manage diabetes or a wearable device for cardiac monitoring, your communication should reflect empathy, empowerment, and a genuine understanding of the user’s journey.

Patient stories, testimonials, and user case studies are powerful ways to show the human impact of technology. Video interviews, blog posts, or social content showcasing real people and real results help move the message from abstract to authentic.

3. Transparency Is Non-Negotiable

One rule in building trust is this: say what you do, do what you say, and own up when things go wrong.

A transparent PR strategy covers everything from clearly communicating how user data is handled to being upfront about clinical trials, FDA approvals, and technology limitations. Spin has no place in health tech PR—consumers and stakeholders quickly spot overpromising or vague language.

In moments of crisis or criticism, proactive and honest communication is key. A well-prepared crisis comms plan, including media statements, internal protocols, and a designated spokesperson, can help navigate sensitive issues without losing trust.

4. Educate, Don’t Just Promote

Education is one of the most effective ways to earn trust in health tech. Thought leadership that helps your audience understand complex health topics, regulatory changes, or how new tech works fosters credibility.

Consider producing:

– Expert-led whitepapers and eBooks

– Medical blog content vetted by clinicians

– Webinars or podcasts with researchers and patient advocates

– Easy-to-digest explainers for social media

Health tech companies that invest in audience education build reputational capital over time. They are seen as vendors and partners in the broader healthcare ecosystem.

5. Leverage Trusted Voices

In health tech, the person who delivers the message is as important as the message itself. PR strategies should incorporate third-party validation from:

– Clinicians and medical researchers

– Health systems or university partners

– Regulatory experts

– Patient advocacy groups

These endorsements, whether through joint research, testimonials, or media interviews, lend credibility and help bridge the gap between brand and public trust.

Influencer partnerships in the health space must be approached carefully. While they can be effective, especially with patient communities on platforms like Instagram or TikTok, compliance with health advertising regulations (e.g., MHRA guidelines in the UK) is essential.

6. Consistent Media Presence

Being visible in reputable, well-respected outlets helps health tech companies position themselves as credible players. Your PR strategy should include:

– Regular press releases with meaningful updates

– Pitches to health, tech, and business media

– Op-eds and commentary on trending issues (e.g., AI in diagnostics, NHS digital transformation)

– Trade media engagement, including medical journals or healthcare IT publications

Remember: Media outreach should be consistent and not opportunistic. A steady drumbeat of high-quality visibility builds long-term recognition.

7. Own Your Values and ESG Story

Today’s consumers and investors care deeply about how companies operate—beyond profit. This includes environmental sustainability, ethical AI, clinical dataset diversity, and care access. PR must weave these commitments into the broader brand narrative.

If your product reduces carbon emissions by eliminating unnecessary tests, say it. If your algorithms were trained on inclusive datasets, spotlight that effort. If you offer free access to underserved populations, make it known. Authentic ESG storytelling helps create a brand identity rooted in responsibility.

8. Monitor, Measure, Improve

Trust is fragile, and public sentiment can change quickly. A strong PR strategy includes regular measurement and listening:

– Track media mentions, tone, and share of voice

– Monitor social conversations and sentiment

– Solicit stakeholder feedback through surveys or focus groups

– Use analytics to refine messaging and channels

This data-driven approach helps ensure PR remains aligned with public expectations and can swiftly pivot when needed.

Our Final Thoughts

In a sector where people entrust companies with their health, data, and sometimes even their lives, trust isn’t a nice-to-have—it’s a must. PR is not just about securing headlines or followers; it’s about establishing credibility, building relationships, and standing firm on values. For health tech companies, the right PR strategy communicates, listens actively, and leads with transparency.

Whether launching a new app or scaling an AI-driven diagnostics platform, remember that trust is earned, not engineered. And in health tech, it might just be your most valuable asset.