The Healthcare Marketing Decoder: What Telemedicine Companies Really Mean When They Say...
The brutal truth behind healthcare marketing speak—and why TruMD doesn't need fancy words to deliver real results...
Last week, I was reviewing marketing materials from our "competitors" in the telemedicine space, and I nearly choked on my coffee.
The amount of corporate nonsense masquerading as healthcare innovation is staggering. So today, I'm doing something different—I'm giving you a decoder for the marketing fluff that floods this industry.
Because when people's health is on the line, straight talk matters more than clever copy.
Here's Your Cheat Sheet for Deciphering Telemedicine Marketing:
"We're revolutionising healthcare access" = We built an app that barely works and charge R99 per consultation
"Our AI-powered triage system" = We have a chatbot that asks if you're dying before connecting you to someone.
"Seamless integration with your existing healthcare journey" = You'll need to register on four different platforms and wait 3 hours.
"Our team of world-class medical professionals" = We hired three retired GPs who work part-time from home.
"Comprehensive 24/7 healthcare coverage" = Someone will answer the phone, but good luck getting actual medical advice at 2 AM.
"We're partnered with leading pharmaceutical networks" = You can only fill prescriptions at our overpriced partner pharmacy.
"Our holistic approach to wellness" = We sell expensive supplements and meditation apps.
"Democratising healthcare for all South Africans" = Available in English only, and you need a smartphone that costs more than most people's monthly salary.
"Evidence-based treatment protocols" = We googled some medical websites and made a flowchart.
"Our proprietary consultation methodology" = We ask the same five questions every other telemedicine service asks.
"Cutting-edge telemedicine technology" = We use Zoom like everyone else.
"Building the future of healthcare delivery" = We're losing money on every consultation, but hope to figure it out later.
The TruMD Difference: No Decoder Needed
While our competitors are busy crafting marketing speak, we've been obsessing over something else entirely: actually solving the problem.
Here's what we say and what we mean (spoiler alert: they're the same thing):
"R99 per month for unlimited consultations" = Exactly that. Not per consultation. Per month. Unlimited.
"60-second average response time" = We measure this every day. It's usually faster.
"Send your prescription to any pharmacy" = Any pharmacy. Not just our "partners." Your choice entirely.
"Clinical associates trained specifically for telemedicine" = Our team works in our call centre, not from their kitchen table between private practice appointments.
"Available in all 11 official South African languages" = Because healthcare shouldn't require a translation app.
"15 minutes from consultation to prescription" = We've designed our entire workflow around speed without sacrificing qualit.y
The Marketing Red Flags You Should Run From
After three years of watching this industry evolve, here are the warning signs that a telemedicine provider is all sizzle, no steak:
They emphasise their app's design more than their medical protocols. Pretty interfaces don't cure illnesses.
They can't give you a straight answer about total monthly costs. If they're being evasive about pricing, there are hidden fees.
Their doctors are "available" but mysteriously never seem to be online when you need them. Availability means nothing if it's theoretical.
They require you to use their partner pharmacy. This is usually about their revenue, not your convenience.
They talk about "AI" more than actual medical care. Technology should enhance human expertise, not replace it.
Their customer service can't answer basic medical policy questions. If their support team doesn't understand their own service, how will you?
Why This Industry Drives Me Crazy
Here's what really gets me fired up: while companies are busy crafting clever marketing campaigns, real South Africans are still choosing between paying rent and seeing a doctor.
I didn't build TruMD to win marketing awards or impress investors with buzzwords. I built it because I was fed up with healthcare systems that work better for shareholders than for sick people.
The truth about "revolutionary" healthcare: It's not about fancy technology or AI algorithms. It's about removing barriers that prevent people from getting help when they need it.
When a factory worker in Germiston can call us during lunch break and get treatment for his diabetes without missing work—that's revolutionary.
When a single mother in Cape Town can afford unlimited medical consultations for her entire family for less than one private doctor visit—that's revolutionary.
When our clinical associate calls back in two days to check if your treatment is working—that's revolutionary.
Everything else is just marketing.
The Questions You Should Ask
Next time a telemedicine provider tries to impress you with their "cutting-edge platform" or "disruptive approach," ask them these simple questions:
What's the total monthly cost for my family? (Not per consultation—total cost)
How quickly will I be able to speak with a medical professional? (Not "how quickly will someone answer"—how quickly will I get medical advice)
Can I choose my own pharmacy? (If the answer is no, they're making money from your prescription)
Do you call back to check on my treatment? (Basic follow-up care shouldn't be revolutionary)
What happens when I need urgent care at 11 PM? (Test their "24/7" claims)
If they can't give you clear, simple answers to these basic questions, you're probably dealing with more marketing than medicine.
Worth Noting
The healthcare industry has trained us to expect complexity, delays, and frustration. So when something works the way it should, it feels almost too good to be true.
That's not innovation—that's just competence.
At TruMD, we don't need a decoder ring for our marketing because we're not trying to hide anything. R99 per month. Unlimited consultations. 60-second response time. Any pharmacy you choose.
No asterisks. No fine print. No marketing speak.
Just healthcare that works.
If you're tired of deciphering marketing promises and ready to experience healthcare that delivers precisely what it advertises, download our app today.
Because your health deserves better than clever copywriting.
Here's to your health (and honest marketing),
Sam Sader
Founder, TruMD