An Interview with Gökçe Uyanık Yaman on Healthcare IT Marketing: Shaping the Future of Digital Health Showcases

We interviewed our Marketing Manager, Gökçe Uyanık Yaman, who brings the analytical mindset gained from her biology education at the Middle East Technical University (METU) into the healthcare IT sector. She highlighted that marketing strategies for digital health solutions are shaped around regulations, trust, innovation, and target audience-specific approach. 

Here’s the interview: 

1. Healthcare IT is a highly regulated and specialized sector. From your perspective, what makes marketing in this industry fundamentally different from other tech sectors?  

Marketing in healthcare IT is fundamentally different because it operates at the intersection of innovation, regulation, and trust. While many technology sectors face their own complexities, it is governed by strict national regulations and, due to the use of patient data, must also comply with global data protection laws. Regardless of the target segment, whether B2B, B2C or B2G, these regulatory frameworks form the foundation of both traditional and digital marketing strategies. Every campaign must be built with a deep understanding of compliance, ethical standards, and accuracy, as these elements directly influence credibility in healthcare communication. 

At the same time, healthcare IT is a rapidly evolving field, much like other technology-driven sectors. Marketing strategies must therefore be agile, adapting to emerging trends, shifting stakeholder priorities, and new communication channels. Even the tone and messaging around a product can vary depending on technological advancements and market dynamics. 

Ultimately, effective marketing in this industry means translating complex, regulated, and data-sensitive solutions into clear, trustworthy value for diverse audiences, while remaining aligned with brand values and ethical responsibility. 

2. When creating marketing strategies, what does Tiga Healthcare Technologies’ marketing team prioritize? How do you guide your team to transform these strategic priorities into actionable campaigns? 

At Tiga Healthcare Technologies, our marketing strategies are primarily shaped by our target customer segments, including different audiences. In digital marketing, we focus on positioning our products effectively and highlighting the benefits that matter most to our audience. Every digital initiative is designed to ensure our messaging truly resonates with our target customers. In traditional marketing, particularly within B2G markets, our strategies are strongly influenced by the national and regional healthcare priorities of the countries we target. To ensure alignment, we conduct comprehensive market research, perform detailed competitor analyses, define precise target segments, and identify unmet market needs. These insights form the foundation of our strategic planning, enabling us to develop campaigns that are relevant, effective, and responsive to the specific requirements of each market. 

Our marketing team consists of professionals specialized in their respective fields, which makes alignment and collaboration fundamental to executing our strategies effectively. I prioritize creating an open and supportive environment where every team member can express their creativity freely, explore ideas without constraints, and maintain transparent communication. Building mutual trust within the team is also a cornerstone of how we work, and it enables us to move forward cohesively and transform strategic priorities into impactful, well-executed campaigns. 

3. In your opinion, what are the biggest challenges in the promotion of complex digital health solutions on social media? How do you address these challenges?  

Promoting complex digital health solutions on social media presents unique challenges due to both regulatory and audience considerations. Digital health products are subject to strict regulations and platform policies, which limit the ways they can be promoted on public social media channels. Accordingly, we ensure that all content adheres to applicable national and international regulations, while strategically communicating the key benefits of our products. 

Beyond regulatory compliance, our solutions tackle highly specialized healthcare challenges, and our target audiences are diverse, including patients, caregivers, healthcare professionals, and institutional stakeholders across various age groups and educational backgrounds. This necessitates a social media strategy that conveys complex concepts clearly and accurately, using accessible language while highlighting the concrete benefits and positive impact of our products. We also employ a variety of content formats, including images, infographics, and videos, to effectively engage our audience and make the messaging both informative and compelling.  

As a result, by combining creativity with regulatory compliance, we ensure that our social media campaigns are impactful, trustworthy, and aligned with the mission of advancing digital healthcare. 

4. How do you identify and engage with different audiences such as patients, healthcare professionals, healthcare providers, and healthcare authorities when developing marketing strategy? 

Given the highly diverse set of target audiences at Tiga Healthcare Technologies, audience segmentation plays a central role in my marketing approach. By thoroughly examining the needs, interests, and specific characteristics of each segment, I ensure that our approach is tailored to their unique circumstances and delivers meaningful impact. Because even within the same segment, priorities can differ across regions, for example, patients in different countries may have varying requirements, or institutional stakeholders may adopt distinct investment approaches. Understanding these nuances allows us to design strategies that are more effective and sustainable in the long term. Based on this segment insights, I focus on identifying the most appropriate channels to reach each target audience through both digital and traditional marketing. Utilizing multiple platforms increases the likelihood of engaging effectively with each segment while ensuring our messages are consistently visible at relevant touchpoints. 

Beyond digital campaigns, direct engagement with stakeholders remains essential. By participating in industry events and conferences where key stakeholders are gathered, we can showcase Tiga's solutions firsthand. These interactions continue to hold immeasurable value today for building trust and cultivating long-term, strategic relationships with the organizations and leaders who shape healthcare decisions. 

5. What strategies do you use to make sure digital and traditional marketing efforts work together instead of competing? 

In fact, I believe that digital and traditional marketing efforts are fully integrated by aligning both approaches around common strategic objectives. I focus on maintaining consistent messaging and brand positioning, so that audiences encounter a unified narrative regardless of the channel.  

In practice, this means developing campaigns where online and offline touchpoints reinforce each other. For instance, launching targeted digital campaigns in markets identified as high potential through traditional marketing efforts helps strengthen our presence there. Conversely, when a digital trend or opportunity emerges, I leverage traditional marketing approaches, such as market research, events, or customer insights, to validate and deepen our understanding of that opportunity. 

Data and collaboration are key to this process: insights from digital analytics inform strategic decisions in traditional channels, while offline learning enhances digital precision. My overarching goal is to build a cohesive marketing ecosystem where both approaches complement and accelerate each other toward shared business objectives. 

6.Which trends and emerging technologies do you think will redefine healthcare IT marketing over the next few years? 

In the coming years, healthcare IT marketing will be redefined by the convergence of personalization, evidence-based communication, privacy-driven data strategies, and integrated omnichannel experiences.  

AI-powered personalization and automation will enable marketers to deliver more precise, adaptable, and patient-centered interactions across channels. At the same time, the rise of Digital Therapeutics will shift marketing toward a more evidence-based approach, with clinical validation and real-world outcomes shaping brand credibility. Another defining trend will be the transition to privacy-first data strategies, relying on consent-based, first-party data to ensure compliance while maintaining personalization at scale. Finally, omnichannel and in-clinic digital experiences will help connect online and offline interactions. This approach allows brands to deliver clear, engaging, and reliable messages throughout the patient and provider journey. 

Overall, these shifts will demand a more data-intelligent, transparent, and experience-focused marketing mindset across the healthcare technology landscape. 

Key Points of the Interview 

• Regulation-Driven Strategy: Marketing strategies for digital health solutions must comply with national and global regulations due to the sensitive nature of health information. Additionally, credibility, trust, and ethical standards are paramount for successful marketing. 

• Segment-Specific Approach: Marketing strategies should be tailored to the unique needs and demands of different stakeholders from patients to healthcare authorities. Furthermore, national and regional healthcare priorities must be considered while digital and traditional marketing efforts reflect consistent messaging.  

• Emerging Trends and Technologies’ Impact on Health IT Marketing: Future marketing strategies will be shaped by AI-powered personalization, evidence-based communication, and privacy-first data strategies. New trends and technologies will create a more data-intelligent and transparent marketing atmosphere. 

The interview with Gökçe Uyanık Yaman shows that effective marketing in healthcare IT is about transferring complex, regulated digital solutions to a diverse audience through reliable, clear, and tangible communication. The human-centric marketing perspective Yaman emphasized forms the foundation for sustainable growth in healthcare IT. 

Let’s shape the future together, as always!