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.
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
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
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
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
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
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
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
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)
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
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
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
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
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.