While you cannot promote a MedTech product before regulatory approval, you can and should promote the problem it solves. This 'problem marketing' strategy rewires the audience's thinking, making them feel the pain of the status quo. By the time your product launches, the market is already primed to seek your solution.

Array's founder explains that the biggest challenge was getting consumers to treat hair care preventatively, like skincare, rather than reactively covering up problems like gray hair. This requires a significant educational effort and mindset shift, moving from a symptom-driven to a preventative model.

The founder of Array found that the most effective way to explain their preventative hair care approach was by comparing it to the well-understood world of proactive skincare. This analogy simplifies the complex scientific concept and accelerates customer understanding and adoption.

To find new customers, move up the funnel from 'solution-aware' to 'problem-aware' audiences. Target broader, cheaper keywords and use 'bridge pages' like advertorials to educate them on the problem your product solves. This warms up cold traffic and opens up a much larger market.

Instead of just positioning a solution, define and name a problem your audience didn't know they had. This creates a powerful need for what you offer, as seen with concepts like Seth Godin's 'The Dip' or Febreze's 'Nose Blindness.'

Advertorials are a major, often overlooked, driver of growth in the supplement and telemedicine space, accounting for 15-40% of total ad spend. They excel at finding new audiences by educating them on a problem (e.g., 'morning fog') before introducing the product as the solution, thereby capturing users who wouldn't respond to direct-response ads.

When customers know their pain but don't know a solution exists, traditional product marketing fails. Instead, focus 80% of your messaging on describing their problem with extreme clarity. This builds trust and positions you as the expert who naturally has the best solution when you finally introduce it.

While competitors chase high-volume top-of-funnel keywords, a significant opportunity exists in low-volume, high-intent bottom-of-funnel searches. Focusing on buyer intention rather than search volume allows marketers to capture solution-aware prospects with less competition and generate more qualified leads.

To reach consumers not yet concerned with aging, Lancer Skincare avoids direct anti-aging messaging. Instead, its strategy is to educate on preventative measures, such as the universal need for daily SPF. This frames the product as a tool for long-term health, making it relevant to a younger audience.