Capturing audience attention with simple messaging conveying the convenience of a product is at the heart of health-tech company Eucalyptus’s marketing strategy.
In this week’s episode of Futurepreneur, national business editor John McDuling is joined by Eucalyptus founder Tim Doyle to discuss the power of marketing.
Eucalyptus has raised over $40 million in funding from a range of high-profile US and Australian investors including Sydney-based Blackbird Ventures and groceries giant Woolworths. Over the past two years, the company has launched a range of digital healthcare brands such as Pilot and Kin Fertility.
Mr Doyle’s marketing expertise was finetuned at Koala, Australia’s ‘most awarded’ mattress company that took the country by storm with its tongue-in-cheek billboards in 2018.
He launched Eucalyptus to take advantage of the healthcare industry’s reluctance to embrace the convenience that comes with digitisation, “what we saw in healthcare that if you can create the wedge, and build trust with your patients, then you open their right to have a conversation with them that can go for you know, 20 or 30 years and make a real impact on their lives”
For Mr Doyle, there’s two clear principles to keep in mind when marketing a start-up, focus on your point of differentiation rather than the overall vision, and find ways to stand out.
He argues the key to successful marketing for startups is to focus on a clear and simple message that catches a target market’s attention.
But for the best results, he says entrepreneurs should be willing to take risks with the way those messages are communicated.
“The reality is that if you aren’t willing to kind of take a chance with your messaging and kind of stand out and grab attention, for whatever reason you choose to grab attention, then it’s going to be extremely unlikely that you’re going to be able to capture that attention,” he said.
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