Marketing Leading Technologies That Support Your Team

From ChatGPT and other artificial intelligence (AI) platforms to the latest mobile apps, technology continues to transform the already dynamic field of health care. Congratulations to you and your practice for remaining current (or even ahead of the curve!) in the areas of prevention, diagnosis, and treatment. In addition to improving clinical care, your investments in technology present opportunities to attract new patients and deepen loyalty among your existing “fans.”

The nature of technology, with its complexity and perceived impersonality, means that communicating its value to patients requires a strategic approach. There is an art to creating content and communications that your community cares about and that truly resonates, and that begins with a careful assessment.

Begin With a Strategic Assessment

Before developing promotional materials or launching a new service, first identify the key motivations behind your technology upgrade. Communicating the “why” is essential. This will serve as the foundation for all forms of content.

Consider the following elements when conducting your assessment:

Your audience or patient demographics:Match your message to the intended patient population. For example, patients interested in wrinkle-reduction treatments will differ from those seeking acne or scar management. These variations should inform the tone, focus, and delivery method of your communication—whether written, video-based, or spoken.

Challenges or limitations the technology addresses: Reflect on the core issues that prompted the update. These challenges are not just technical concerns—they reveal patient needs and expectations. Explaining how the innovation overcomes these issues helps reinforce the practical value to patients in terms of improved results and overall experience.

How legacy technologies compare:Avoid technical jargon. Instead, focus on high-level improvements:

• • “This treatment now takes 30 minutes instead of 60.”
  • “Previously, treatment required anesthetic due to discomfort. Our current system uses built-in cooling for a more comfortable experience.”
  • “The new device reduces post-treatment redness and shortens recovery time.”
  • Highlighting changes in efficiency, comfort, and outcomes is more relatable and persuasive than citing technical specifications.

Build Clear, Patient-Centered Messaging

Use the results of your assessment to shape content across a range of formats, from video scripts to newsletters and web articles. Regardless of the medium, focus on these best practices:

Clarify the “why”:Clearly state what the technology is, why it matters, and how it benefits the patient.

Use accessible language:Speak as you would during a face-to-face consultation. Avoid technical terms unless they are explained. For example, replace “selective photothermolysis” with “targeted laser therapy that heats and clears unwanted pigment.”

Leverage visuals to demonstrate care:Dermatologic innovations often lend themselves to visual explanation. Try the following:

• • Feature staff or patients using the device
  • Include step-by-step walkthroughs of procedures
  • Use before-and-after images when appropriate and permitted; a brief narrative explaining what the viewer is seeing adds additional context and engagement.

Improve existing content without starting from scratch: Instead of creating entirely new materials, update previous resources. Updating older but still-relevant content not only conserves time but can also improve your search engine rankings. Some additional ideas:

• • Add visuals (eg, a sidebar image series)
  • Compare legacy vs new devices
  • Emphasize improvements in patient experience or results

Maintain a human-centered focus: Technology should not overshadow the team that implements it. Showcase your staff as the driving force behind excellent outcomes, with technology acting as a support system. Use messaging that emphasizes partnership: “Our clinicians use this advanced system to deliver more personalized, effective care.”

Final Thoughts

You already have the most critical components of success: advanced, effective technology and a highly skilled team. The next step is ensuring that patients—and the broader community—understand how these tools improve their care. Your communication should be clear, patient-centered, and grounded in the real-life benefits that matter most.