HealthTech messaging: Clinical doesn’t equal credible

At this year’s ECR in Vienna, the message for marketers and comms professionals was loud and clear.

With the rise of AI, radiology is evolving rapidly – and if you’re not actively shaping how you’re seen by buyers, you’re already behind the curve.

But while many radiology brands are rightly focused on communicating technical innovation, wandering among the stands at ECR, it felt like something was getting lost in translation.

The jargon trap (and why it backfires)

Perhaps it’s the rise of AI copywriting, or maybe it’s the desire to show off new capabilities, but much of the messaging on show seemed to favour technical jargon. Think “multi-modal diagnostic enablement” or “seamless AI integration at scale.”

It’s an easy trap to fall into, especially when clinical terms are traditionally thought to lend more credibility. But research suggests that even the most technical people in the room often prefer plain language.

In fact, a study by AHA media group found that 80% of healthcare buyers would rather axe the jargon, because they don’t just want to know what your product does. They want to understand why it matters and whether it’s worth fighting for internally.

No single buyer

Healthcare procurement is also more complex and convoluted than ever. Recent data from HIMSS indicates that 60% of organisations involve five or more people in the decision-making process, and 27% involve ten or more stakeholders. The buying group also comes from diverse functions, including IT, executive leadership, finance, clinicians, and operations staff.

Yet many radiology brands still communicate as if speaking to a single technically-minded decision-maker. And that’s another common misstep – different stakeholders don’t have time to decode the clinical messaging.

You’re selling to time-poor professionals who are constantly being asked to do more with less. And each has their own agenda when assessing your solution:

• The clinical lead wants to know if it’ll improve accuracy and reduce missed findings.
• The IT director wants to know that it won’t break existing systems or create a security headache.
• The finance lead wants to know if it’ll pay off, without blowing next year’s budget.
• And the department head wants to know whether the solution will actually make the radiology team’s lives easier.

If your messaging only speaks to one of these stakeholders, you’re making their job harder, rather than driving consensus. And while marketing teams don’t always have the capacity to produce tailored content for each different buyer, it’s possible to land on strong messaging that can flex for the different people consuming it.

Above all, it’s about delivering a message that resonates, and producing content that gives people a reason to care, by maintaining the human touch. At Rationale, we’ve developed a simple ‘3Cs’ framework to help radiology brands create messaging that lands (and sticks in hearts and minds).

1. Connection

Start with the person, not the product itself. Of course, this depends on the stakeholder you’re addressing, but what pressure are they under? What’s frustrating about their current tools, workflows, or approvals? What’s the risk if they get it wrong or cause delays in processes?

When you show (through language) that you understand their world – and that you’re not just selling into it, but genuinely trying to improve it – you build trust before the tech even really comes under the microscope. Focusing on patient outcomes can be particularly effective here.

2. Context

Traditional spec sheets simply drop features into a void and expect buyers to do all the hard work. But if you give context instead, and place those features in a real-world environment, it lights up the buyer’s imagination. So, tell the story behind the solution.

Who’s using the product? What systems does it need to integrate with? How does it change someone’s day or someone’s risk exposure? Ask and answer the real questions on their minds, rather than drowning them with a sea of statistics and tech speak.

3. Character

This is where many B2B brands fall flat, especially in healthcare. They get so caught up in sounding ‘credible’ that they forget to sound like themselves! But the truth is, you can be professional and have a personality. In fact, that’s what makes people remember your brand.

That doesn’t mean being quirky for the sake of it. It means sounding like someone who believes in what they’re building and respects the intelligence of the people they’re selling to. Having a distinctive voice also matters. That might be a particular point of view, or a consistent personality that says: “we know what we’re doing, and we care about helping you – and your patients.”

Make it feel like a conversation

One of the most effective ways to bring the 3Cs together is through brand storytelling. Think about the best people in your sales or clinical engagement teams – as well as asking questions, and listening carefully, they usually tell great stories. They explain things simply and they leave space for the buyer to process. Powerful marketing does the same.

So, if you want to talk about your latest AI innovation, go for it. But don’t just list model architecture and parameter counts. Instead, explain how it lightens the load for radiologists, or flags findings that might otherwise go unnoticed – without creating any systems conflicts or adding another layer of admin.

It’s important to be honest about any grey areas, too. This includes what happens when the AI and the clinician disagree, or how you handle oversight and auditability. Transparency helps build credibility, especially in areas where innovations and regulations are still developing.

Relevance and resonance make the difference

Clearly, radiology isn’t short on brilliant tech or hot new inventions. But brilliance alone doesn’t drive decisions. What buyers want more of is healthtech messaging that feels human and helps each stakeholder understand exactly what’s at play, and why it matters to them, their organisation, and the patients they serve.

By taking the time to translate the care and expertise behind your tech into messaging that sounds like someone who understands the pressures on the system, the needs of the clinician, and the realities of the workflow, you’ll stand out. And more than just earning attention, you’ll earn respect and trust – the ultimate currency of radiology professionals.

At Rationale, we help radiology brands sound like themselves, at their best. If you’re not sure your messaging reflects the full value of what you’ve built, drop us a line. We’d love to lend a hand.