Teardowns

An aggressive prostate cancer diagnosis comes from a donkey-sized biopsy needle up the wahoo and Nanostics has technology that could help avoid it. So why not lead with that?

They sell a device that goes on a resident’s wrist. The homepage never says so. Which means the objection doesn’t disappear, it just hangs like a piano from a rope until somebody walks under it.

The best line on their homepage is the first one, and the second line takes it back. The position they actually hold is sitting inside a video with no caption, behind a play button most visitors will never notice.

The best-reviewed healthcare practice-management tool on G2 leads with a headline any competitor could paste onto their own site without changing a word. Let’s look at the gap, and the fix, in their own customer’s words.