For health-tech and wellness startups
Say who it's for and why it's different before you spend on ads
Startups often spend their first marketing budget on ads before the message is clear, and the ads underperform. Positioning settles who your product is for, what it replaces and why anyone should believe you. We write it down in words your landing page, pitch deck and ads can all reuse, so the first money you spend lands on a message that holds up.
What you get
What’s included
Who it's for
A clear description of your first customer, including the buyer and the user when they're different people, and what they do today instead.
What it replaces
The alternatives buyers compare you with, from competitors to spreadsheets to doing nothing, and where you're stronger than each.
Why it's credible
The proof you can stand behind, such as team, process, evidence and early results, kept to claims you can substantiate.
Positioning statement
A short internal statement your team can agree on and check new work against.
Reusable messaging
Headline options, a one-paragraph description and key messages with their proof points, ready for the site, the deck and ads.
A good fit if
- Pre-launch health-tech, wellness and fitness app founders
- Startups whose website, deck and sales calls each describe the product differently
- Founders getting polite interest from pilots or investors and few next steps
- New supplement or wellness brands entering a crowded category
Not included
- Logo, brand identity or visual design.
- The landing page itself. The Launch Foundation package for health-tech startups adds the page, funnel and launch assets.
- A channel and launch plan. That's the go-to-market plan, usually the next step.
- Legal or regulatory review of medical claims. We flag claims that need evidence; your specialist signs them off.
How it runs
From kickoff to handover
- Step 1
Interview
We talk with the founders and read whatever customer, pilot or investor feedback you have.
- Step 2
Map
We lay out your buyers, their alternatives and the proof you can show.
- Step 3
Draft and review
Positioning and messaging drafted, then reworked with you until the team agrees on it.
- Step 4
Deliver
A final document your team, designer and copywriter can work from straight away.
Questions
Questions about Startup positioning
Why do positioning before any marketing?
If you can't say who it's for and why it's different, your marketing spend after that underperforms. Fixing the message now costs far less than rebuilding a site and ad account around a weak one later.
We already have a pitch deck. Isn't that our positioning?
A deck usually holds pieces of it. Positioning makes the choices explicit, such as which customer comes first and what you're compared against, so the deck, the website and the ads stop drifting apart.
Our buyer and our user are different people. How do you handle that?
We define both. In health-tech the person who pays, such as an employer, a gym owner or a care provider, often isn't the person who uses the product day to day. Each needs its own message, and both need to fit together.
Can you help with the health claims in our messaging?
We keep messaging inside the claims you can substantiate and flag the ones that need evidence first. We don't give legal or regulatory sign-off, so if your product makes medical claims, your specialist should review them.
What comes after positioning?
Usually a go-to-market plan, then a waitlist or pilot campaign. The order is deliberate, so you only spend on ads once the message has been tested.
More from Marketing & Growth
Keep exploring
Often paired with this
Work with us
Ready to start Startup positioning?
Tell us about your business. We'll confirm the scope and send you a start date.