We Our Study Shows That Most Health Tech Brands Build Their USP (Unique Value Proposition) on Assumptions.
According to our survey for Northern European health tech companies — most of them startups operating in B2B or B2B2C markets (79%) — three out of four were not fully confident in their market knowledge, and 88% lacked full confidence in their design choices.
The survey reveals that startups struggle most with optimal pricing (39%), confidence in selecting the right marketing channels (39%) and understanding the target audience messaging preferences (33%). These represent critical growth barriers, as they impact both customer acquisition and revenue optimization.
No worries — we know how to reach these target groups and how to turn market validation activities into effective marketing campaigns.
“Do you know which benefits of your product or service are the most important to insurance companies, distributors, employers, governmental organizations, or NGOs?”
“Do you know which benefits of your product or service are the most important for hospitals or clinicians?”
Hypothesis drives the reality of early health tech ventures
Nearly half of the responses fall into the "hypothesis needing validation" category — showing that many health tech startups still rely on assumptions over evidence. This marks a critical challenge in shifting from assumption-based to evidence-based decision-making.