💉 The health-tech trend attracting billions

Happy Trends Tuesday!

Today we’ve got:

1 trend alert
1 piece of operator wisdom
1 article you should read
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🚨 TREND ALERT

In 2021, we wrote that 1.6m Americans were living with type 1 diabetes (T1D); new estimates now peg that figure at 1.9m.

Globally, T1D patients are expected to double by 2040.

Search interest for personalized supplement brands

Tech giants Alphabet, Amazon, and Apple have all invested in digital health tech for diabetes. There are even two VC funds dedicated to diabetes tech.

But startups are finding opportunities in three key areas:

Telehealth and AI. Guidepost is a South African telehealth platform that connects diabetics with specialist nurses, decreasing the likelihood of patient hospitalization by 19%. In March, they reported their customer base grew by 32%. You could:
- Develop chatbot nurses for other countries and in other languages.
- Niche down with educational chatbots for newly diagnosed or high-risk patients.
- Combine data analysis with AI to create models that improve outcomes.
Behavioral coaching. Insurance firm Discovery created the highly successful Vitality program. It provides rewards and incentives for users who eat well, drive safely, save, and exercise. Entrepreneurs could develop a similar program for US health insurance providers – reducing hospitalizations, and helping diabetics reduce their premiums while improving their health.
Digital communities. There is evidence that peer support programs can have an amazing impact on clinical outcomes for diabetics. Informal groups exist, but there’s room to build a more structured peer-to-peer platform. You could target tangible health outcomes by incorporating:
- Input from mental health professionals.
- Behavior-change principles from psychology.
- Community-building principles from marketing.

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🧠 OPERATOR WISDOM

Kris Hughes is a content strategy and storytelling wizard. He wrote and sold blogs (before it was cool), and runs a digital strategy consulting firm that’s on track to hit 30% YoY revenue growth.

He sat down with us to share six tips for nailing your content strategy — to generate solid, authentic leads:

If you don’t tell your brand’s story, someone else will. Don’t sit on your hands when it comes to content. Your story and voice should be authentic, feel natural to you, and make sense to your target audience. Hot tip: If your competitors are not doing a strong enough job of telling their story, they’re leaving gaps for you to capitalize on.
Before you start, do a thorough brain dump. Record every thought you have on your brand, then pass it on to someone who is close to, but not a part of, your business. Their outside perspective helps bring your story to the surface and will spin off aligned talking points – in your own words.
Extrapolate four key pillars. Each pillar gives rise to specific types of content, and alternating between them will ensure the topics you speak about remain varied and fresh, but also on brand.
Community-building before publishing content. Create a community from the get-go by interacting with your ideal clients, competitors, and peers. This step gets you comfortable with how you write, how you portray yourself, and how people receive you.
Okay, now get your content out there. Use your pillars, saved comments, and brain dump to generate content that is authentic to your brand. Remember to have a clear KPI, develop a voice guide, and a content calendar.
Remember: Content is a long game. It takes time to build up a reputation to the point where your content drives leads. Keep at it.