Brand Archetypes: Health Tech Edition

When I meet with a new client, one of the first parts of the immersion process is diving into their brand personality and archetype. 

I'll share a brief archetype quiz, they click on the click, and laugh because there's an archetype called "The Caregiver." What else would they need to look at? 

Think again! There are 12 brand archetypes, each with their own unique set of traits, goals, and examples. 

I interpreted and sifted through all of the brand archetypes and adapted them to the healthcare world. Which one fits your brand the best? 

Also, the best outcomes mean combining two or more together. Be sure to share your results/thoughts with me here or on LinkedIn. 

1. The Caregiver

Health Tech Translation: Technology that supports clinicians, patients, and caregivers

Description
Positions the product as a supportive partner that reduces burden and improves care delivery.

Goal
To help people do their jobs better and care more effectively.

Traits
Empathetic · Human-centered · Supportive · Practical

Strengths

• Strong clinician and caregiver resonance

• Improves adoption and retention

• Humanizes complex technology

Weaknesses

• Can undersell technical sophistication

• May feel “nice to have” vs mission-critical

Best Fit
Care coordination, training, workforce tools, patient engagement

Examples

• CareAcademy

• WellSky

• CarePredict

2. The Sage

Health Tech Translation: Intelligence, accuracy, and evidence

Description
Leads with data integrity, clinical rigor, and expertise.

Goal
To be the most trusted source of truth.

Traits
Analytical · Credible · Evidence-driven · Thoughtful

Strengths

• High trust with CIOs, CMIOs, and clinicians

• Ideal for complex decision support

Weaknesses

• Can feel cold or inaccessible

• Messaging may skew overly technical

Best Fit
EHRs, analytics, diagnostics, data platforms

Examples

• Epic Systems

• Cerner (Oracle Health)

• IQVIA

3. The Hero

Health Tech Translation: Solving high-stakes healthcare problems

Description
Frames the technology as actively fighting burnout, cost, or poor outcomes.

Goal
To deliver measurable transformation.

Traits
Bold · Confident · Mission-driven · Results-oriented

Strengths

• Clear value narrative

• Strong for sales and investor stories

Weaknesses

• Risk of overpromising

• Requires proof to maintain trust

Best Fit
AI-driven automation, RCM, operational efficiency tools

Examples

• Olive AI 

• Notable Health

• Innovaccer 

4. The Everyperson

Health Tech Translation: Simple, usable, accessible technology

Description
Makes complex systems feel approachable and intuitive.

Goal
To be easy to understand, buy, and use.

Traits
Friendly · Practical · Clear · Inclusive

Strengths

• Faster adoption

• Lower training burden

• Strong mid-market appeal

Weaknesses

• Can feel undifferentiated

• Less aspirational

Best Fit
SMB healthcare tools, scheduling, patient intake

Examples

• Athenahealth

• Practice Fusion

• SimplePractice

5. The Explorer

Health Tech Translation: Pushing the boundaries of care delivery

Description
Focused on new frontiers like virtual care, AI, and decentralized health.

Goal
To discover better ways to deliver and manage care.

Traits
Innovative · Curious · Progressive · Agile

Strengths

• Signals innovation

• Attracts early adopters and talent

Weaknesses

• Trust and stability concerns

• Longer sales cycles

Best Fit
AI diagnostics, virtual-first care, emerging platforms

Examples

• Forward Health

• Babylon Health 

• Tempus

6. The Innocent

Health Tech Translation: Safety, compliance, and peace of mind

Description
Emphasizes reliability, security, and regulatory alignment.

Goal
To reduce fear around risk, compliance, and adoption.

Traits
Reassuring · Stable · Transparent · Trustworthy

Strengths

• Strong in regulated environments

• Appeals to risk-averse buyers

Weaknesses

• Can feel conservative

• Limited innovation story

Best Fit
Cybersecurity, compliance, HIPAA tools

Examples

• Paubox

• MedStack

• Clearwater

7. The Creator

Health Tech Translation: Designing better healthcare experiences

Description
Focused on building elegant, human-centered platforms.

Goal
To create tools people actually enjoy using.

Traits
Visionary · Design-led · UX-focused

Strengths

• Strong differentiation through experience

• High user satisfaction

Weaknesses

• Risk of prioritizing form over function

• Higher build costs

Best Fit
Care management platforms, clinician tools

Examples

• Flatiron Health

• Canvas Medical

• Modern Health

8. The Ruler

Health Tech Translation: Infrastructure and industry standard-setting

Description
Positions the company as foundational to healthcare operations.

Goal
To lead, standardize, and scale.

Traits
Authoritative · Reliable · Structured · Established

Strengths

• Trusted for enterprise-wide deployments

• Strong ecosystem influence

Weaknesses

• Can feel rigid or slow

• Less emotional resonance

Best Fit
Core platforms, interoperability, infrastructure

Examples

• Epic Systems

• Oracle Health

• Change Healthcare (pre-acquisition)

9. The Magician

Health Tech Translation: Transformational innovation

Description
Promises breakthroughs that dramatically improve outcomes or efficiency.

Goal
To make the impossible feel possible.

Traits
Visionary · Transformative · Strategic

Strengths

• Compelling narrative

• Strong for cutting-edge tech

Weaknesses

• High proof burden

• Risk of hype backlash

Best Fit
AI/ML platforms, precision medicine, advanced analytics

Examples

• Tempus

• PathAI

• Verily

10. The Rebel

Health Tech Translation: Challenging legacy systems

Description
Positions the company against outdated technology and bureaucracy.

Goal
To disrupt and modernize healthcare IT.

Traits
Bold · Defiant · Challenger · Transparent

Strengths

• Clear differentiation

• Strong earned media

Weaknesses

• Resistance from incumbents

• Procurement friction

Best Fit
Next-gen EHRs, workflow disruptors

Examples

• Reperio Health

• Particle Health

• Elation Health

11. The Lover

Health Tech Translation: Deep personalization and relationships

Description
Focuses on empathy, personalization, and trust.

Goal
To build meaningful connections with users.

Traits
Personal · Attentive · Compassionate

Strengths

• High loyalty

• Strong user advocacy

Weaknesses

• Hard to scale

• Operational complexity

Best Fit
Mental health tech, coaching platforms

Examples

• Talkspace

• Headspace

• Lyra Health

12. The Jester

Health Tech Translation: Reducing friction with humanity and clarity

Description
Uses simplicity, humor, and plain language to demystify health tech.

Goal
To make adoption easier and less intimidating.

Traits
Approachable · Plain-spoken · Human

Strengths

• Strong engagement

• Excellent for education and onboarding

Weaknesses

• Not suitable for all buyers

• Risk of undermining seriousness

Best Fit
Patient-facing tools, education, wellness tech

Examples

• Headspace 

• Calm Health 

Parting Thoughts

Knowing your brand archetype can help to drive your growth strategy, sales talk tracks, and more.

Make sure you take the time to sit with your team and see which one(s) best represent your company, and why.

Not sure which work best for your company? Feel free to comment or use the Contact form, and I can walk you through this personally.