Millions of people are affected by strokes each year, and recovery is an arduous process. Building on fitness wearable and personalized healthcare trends, Neurofenix aims to transform neurological rehab with its revolutionary product—the NeuroBall—which can be used in-clinic or at home.
While the promise of home rehabilitation solutions carries widespread appeal, Neurofenix still faces an uphill battle proving that their high-tech device is simple to use, effective, and affordable. The company’s web copy combines pithy taglines with customer testimonials and expert advice in order to build confidence in their neuro rehab solution.
By connecting with various audiences, focusing on survivor stories, and providing expert advice, Neurofenix makes an impact—not just in sales, but in stroke advocacy as well. Marketers and writers in the health-tech space can get rolling by picking up the following copywriting insights.
Appeal to audiences through empathy and direct language.
Effective web content speaks to specific target audiences—and Neurofenix makes a clear distinction from the navigation menu with dedicated landing pages for clinicians and users.
To connect with clinicians, Neurofenix addresses the pain point of patient noncompliance:
NeuroBall provides biofeedback in the form of engaging therapeutic games and activities to promote patient buy-in to their therapy and motivate them to train more.
The use of clear, direct language and alliteration gives the text a music of its own, while emphasizing the importance of motivation in seeking a solution for patients who’ve survived a stroke. As co-founder and CEO Guillem Singla observed: “[Neurological rehab] has to be intensive, engaging, motivating, and get people to follow up—not just for weeks, but months and years.”
To connect to home users—whom they call “Stroke Warriors” in their social media mentions—Neurofenix focuses their web copy on answering two basic questions: “Will I like using this?” and “Will it work?” They emphasize that it’s easy, fun, and effective:
Extend your therapy from the clinic to the comfort and convenience of home. Train whenever you like with a wide variety of games and activities that challenge you as you improve. Our Product Specialists will train and support you every step of the way to make sure you get the most out of your NeuroBall experience…. Effective, very simple to use and fun, NeuroBall puts you in control of your rehab sessions.
That last bit—“puts you in control of your rehab sessions”—is particularly salient to an audience that has survived a sudden medical emergency.
On social media platforms, Neurofenix appeals to a third audience: caregivers with a vested stake in a loved one’s rehabilitation. For this group, Neurofenix ties in news and expert research:
#Strokes impact the entire family. Here are some tips for care partners to help their loved ones through the stroke recovery journey. If you are a #carepartner, what have you found most valuable in your #caregiving role?
Did you know? There are three types of strokes and each one may impact us differently. Understanding each type & what they entail can help you or a loved one better identify them, should they occur. Learn more.
The tone of healthcare writing ranges from warm-hearted to matter of fact, empathetic to empowering, simplified to scholarly. In most cases, a helpful, authoritative, and reassuring voice serves the right tone for a med-tech company. They’re not beating readers over the head with their sales pitches. Instead, they appeal to human compassion and curiosity—letting the product sell itself.
Turn effective copy into a repetitive motion by building trust, overcoming objections, and getting specific.
Compelling copy requires a formula for success—one that’s repeatable and scalable. Across all content, Neurofenix uses short, action-oriented language:
Take Upper Extremity Rehab to the Next Level
NeuroBall enables clinicians and their patients to maximize upper extremity rehab in the clinic and at home.
The origin story builds trust in the NeuroBall neurological rehab solution:
NeuroBall is an innovative digital therapy device designed with the input of over 300 therapists and patients.
Neurofenix inspires further confidence in a “Backed By Clinical Evidence” section that details results from two clinical trials, including one where NeuroBall users completed 656 upper body movements per day, compared to the 32 movements in a typical therapy session.
Good copy also proactively overcome objections:
There are multiple options to acquire NeuroBall, from a low monthly rental to purchase. Whatever your needs or your budget, there is a NeuroBall program to fit you and your clinic.
Lastly, while it’s important to mention that NeuroBall “results in increased mobility”—it’s natural to wonder: what does that look like for a stroke survivor? Neurofenix uses visual icons and gets more granular:
Participants Reported
That the quality and amount of movement improved and they were using their affected arm and hand more in a wide range of Activities of Daily Living (ADLs), including:
Using a Knife and Fork
Buttoning a Shirt
Washing Pots and Pans
Now we can better visualize what a stroke survivor gets out of NeuroBall training.
A world-class university got a website to match its prestige
One of the most famous universities on earth, Stanford University was gearing up to start groundbreaking work on campus. But without a robust environmental health and safety website, progress was slow. Unfortunately, its existing copy was clunky, confusing, and hard to navigate. Not for long. After tapping MarketSmiths, we worked closely with both the university and a hired communications agency to put it right, revising hundreds of pages, from Working Safely with Rabbits to the Laser Safety Manual. After relaunching the website, Stanford was ready to start its expansion—and had a website to match its prestige.
Speak to a higher mission by elevating the message and tapping into advocacy efforts.
Rather than a traditional blog, Neurofenix focuses on success stories, explaining:
Empowering a successful recovery is the reason we exist and the inspiration for our ongoing commitment to improving the lives of patients and their families.
In startup marketing, a testimonial is worth a thousand words. While highlighting individual impact can be a powerful draw, the same can be said of rallying with like-minded organizations to build credibility and increased awareness.
Neurofenix shows they’re really on the ball with the latest news, whether it’s reporting on a stroke’s early warning signs as described by the American Stroke Association:
Stroke is the fifth leading cause of death in America and a leading cause of disability and dementia. Learn more about F.A.S.T. warning signs and how to spot a stroke early on.
Sharing the story of a news anchor who suffered an on-air stroke:
#stroke can happen to anyone at any time. Know the signs. Thank you American Stroke Foundation for continuing to raise awareness.
News anchor had ‘beginnings of a stroke’ live on air
NBCNEWS.COM
Calling attention to young celebrities who’ve had ischemic strokes:
Haley Bieber and Kid Cudi both suffered from #strokes. Haley Bieber, at age 25, and Kid Cudi, at age 32. #Research in the United States and Europe has found that ‘ischemic stroke in younger adults is increasing.’ Read more to find out why through
@NPR
Or highlighting an American Stroke Foundation fundraiser:
Join us for the 2022 Stroke Walk and Roll on September 10, to benefit the American Stroke Foundation. Go to americanstroke.org and sign up or donate today.
Singla’s own experience with a family member who had a stroke inspired him to talk to hundreds of patients and therapists to develop a product that could help with arm and hand impairment. The passion of pursuing a higher mission comes through in these social posts that provide answers for caregivers who find themselves in a similar position.
It’s not such a stretch to imagine your med-tech brand connecting with audiences, building a reputation, and making the world a better place in much the same way. Contact the MarketSmiths team to speak with an expert wordsmith about creating the voice, tone, and communication strategy your startup needs to pick up traction.
