Building a Strong Marketing and Communications Infrastructure for Startups 

Startups, especially in the health tech sector, face an ever-evolving challenge: continuously attracting investors while engaging partners, customers, and stakeholders. To succeed, they need a marketing and communications infrastructure built on two foundational pillars: a well-defined communications strategy and exclusive branding. 

The Communications Strategy 
Grounded in Business and Differentiation “Storytelling is the most important skill a communicator can have,” notes Mike Nachshen, president and owner of Fortis Strategic Communications. Yet a solid communications strategy must rest on a robust understanding of your business model. This means knowing not just what you do, but why it matters to your audience, especially investors, and how it stands out in the competitive landscape. 

The process begins with an in-depth audit of your startup’s scientific, corporate, and product information, alongside a comprehensive analysis of the competitive landscape. It is crucial to examine competitors’ value propositions, taglines, and key terminology in order to develop a substantial differentiation in relation to your competition. These insights will help you position your offering when crafting your messaging framework. Your strategy should clearly articulate the unmet need, your solution, and your unique value proposition in the context of the market. Once you have your communication strategy or your branding roadmap, all other activities across the company should align. 

Exclusive Branding – Not Just a Logo  
With strategy defined, branding brings your story to life. In health tech, it’s not enough to rely on generic visuals like clinical settings or molecular diagrams. Focus on creating imagery that reinforces your strategy and values. Choose colors that symbolize trust and innovation, fonts that suggest clarity and professionalism, and images that inspire confidence. Your branding should be as distinct as your messaging. 

From Foundation to Execution  
Apply these elements consistently across all communication channels, such as websites, investor decks, one-pagers, and presentations. Every interaction should reflect your cohesive narrative. 

For startups navigating the complex demands of attracting investors and engaging stakeholders, strong marketing and communications infrastructure isn’t optional—it’s essential.