Just launched a Care Tech business? Thinking of launching one soon? Our very own Liam Palmer sets out to debunk some common myths.

After speaking to many founders over the last few years and reflecting on my beliefs about building Care Tech Guide, I feel it’s worth taking a moment to unpick some myths.

To be clear, this is not a formula – there are other ways. This is about minimising risk and considering where there is the highest likelihood of success. Disclaimer done, let’s continue!

1. Build it and they will come

There’s a belief that creating a product is enough to generate demand. It’s not. Sustained marketing, education and trust-building are essential.

2. Our product is the best

Technical superiority helps, but usability, customer support and credibility often matter more. A great product alone won’t guarantee success.

3. Buyers will understand the value instantly

Assuming your audience immediately grasps the benefits of your solution is naive. Tailored messaging and real-world context are crucial.

4. Care providers are actively searching for tech solutions

Some are — but many are simply focused on survival. Time and resources for researching new tools are luxuries, not givens.

5. Care businesses are eager for digital transformation

Digital maturity across the sector is still low. Many providers still rely on paper systems, not out of choice, but because of habit and constraints.

6. Word of mouth will drive adoption

It helps, but don’t rely on it. Care providers are busy, isolated and unlikely to champion your product without consistent follow-up and visibility.

7. One demo will seal the deal

Demos generate interest, not decisions. Expect a long, cautious buying cycle with multiple touchpoints and stakeholders.

8. Decision-makers have the authority to act quickly

Care is a complex sector. Even senior staff often lack the autonomy to make fast purchasing decisions.

9. The product speaks for itself

Even the best solutions need storytelling. Clear messaging, strong evidence and case studies are non-negotiables.

10. Care providers will prioritise innovation

Innovation matters — but only when core challenges like staffing, compliance and financial strain are under control. Timing is everything.

11. We don’t need to localise or personalise our approach

No two providers are the same. Success depends on recognising differences in size, geography, funding, and care models — and adjusting accordingly.

Just starting out in Care Tech? Explore the Care Tech Guide now. We connect you with the right audience, boost your brand and offer so much more to help you gro