How do you build your brand in digital health?

When I first started covering digital health in 2011, it was considered a niche industry. Now, it’s wildly trendy and is attracting hundreds of millions of dollars in venture investment.

So with all this competition in the marketplace, how do start-ups stand out from the pack? It’s a question I hear very often from founders in my new role in venture, given that I spent so many years in health-tech journalism. I’ll share some of my own experiences, but stress that I had my own way of doing things that might not be a reflection of how other reporters work.

To get a broader perspective, I chatted this week with comms pros who have helped build the brands of some of the biggest companies in digital health. That includes Livongo, Verily, Ginger and Athenahealth. Those on the agency side are getting inundated right now, given how many start-ups are raising. So they’re picking and choosing their clients carefully.