Digital transformation in the healthcare industry is accelerating, and the global healthcare SaaS market is expected to grow to $77.43 billion by 2032 at a compound annual growth rate (CAGR) of 10.5%.
Higher demand means more competition. You must reach the right prospects, accelerate the sales cycle, and retain more customers with the best SaaS healthcare marketing strategies.
Working with a B2B SaaS marketing agency can help you optimize your marketing budget with the latest strategies and technologies. However, SaaS marketing in the healthcare industry is highly specialized, and finding the right partner is critical to success. Otherwise, you risk investing substantial time and money without achieving the desired outcomes.
Here are seven important questions you should ask when selecting a B2B SaaS marketing agency:
A clear communication plan is the foundation of a healthy and productive working relationship. Your B2B SaaS marketing agency should assign a single point of contact to manage the account and handle client interactions to minimize confusion, errors, and delays.
This account manager should have extensive experience working with a multi-disciplinary marketing team to address context and account history in all communications. Also, the agency should establish channels (e.g., Teamwork, Slack, Trello, regular Zoom calls) and set expectations for all client interactions to ensure timely responses.
An experienced B2B SaaS marketing agency with a track record of delivering results follows well-defined processes to cover all the bases. They should help you establish key milestones and provide a detailed project plan to keep everyone on the same page.
Your agency should also provide a weekly status report on all active projects and campaigns. While it's important to follow the project plan, the team should also bring agility and flexibility to the table — pivoting when necessary to respond to new information or changing healthcare software market conditions.
You hire an agency to achieve results, not to crank out Facebook ads just so you can pay for them! In today's fast-paced business environment, where accurate data-driven decision-making is the key to success, your agency must offer robust reporting to help you stay on track.
The partnership should start with the agency understanding your marketing objectives and identifying meaningful key performance metrics (KPIs) to measure each campaign's effectiveness. Beware of vanity metrics, which could get you barking up the wrong trees and spending money on tactics that don't deliver meaningful business outcomes.
Unlike hiring individual freelancers, working with a B2B SaaS marketing agency allows you to access the wide range of expertise you need to design and implement an end-to-end marketing strategy. Your agency should stay on top of the latest news, trends, and technologies in healthcare marketing to help you maximize your investment.
When selecting a healthcare digital marketing agency, ask for testimonials and relevant client case studies. You may call these clients to understand what it's like to work with that agency. Additionally, look for SaaS healthcare-focused content (e.g., blog posts, whitepapers) published by the agency to demonstrate its market-specific thought leadership.
Your agency should help you devise an approach that includes both inbound and outbound techniques while covering all relevant digital channels. The inbound methodology is highly effective for SaaS healthcare marketing and should be a key component of your strategy.
You should also receive a marketing plan that ties all the pieces together. For example, when we worked with Prevounce, we started by understanding the big-picture view and devising a strategy that covers audience research, SEO and keywords, website optimization, consistent PR, and more. As a result, the client saw an 8,600% increase in meetings and a 1,600% rise in deals closed.
The best budgeting and billing approach may differ based on the nature and scope of your projects. For example, if you have a well-defined scope and set of deliverables, using a points-based system can make things more predictable for you and the agency.
Proper scoping ensures everyone is on the same page so the agency knows what it's delivering and you know what you're getting. Your agency should also specify in the statement of work (SOW) how they'd handle out-of-scope requests or an extended timeline and the billing arrangement (e.g., installments based on project milestones.)
In the next three years, 78% of marketers will automate more than a quarter of their tasks with AI. Many B2B SaaS marketing agencies use AI applications to streamline processes while helping clients improve results. For example, they may enhance personalization strategies and forecast buyer behaviors with predictive analytics.
Yet, an over-reliance on AI may backfire, especially in the creative process. AI-generated content lacks the human touch essential for connecting with the audience. It’s often too generic to distinguish your brand and highlight your thought leadership. Poor-quality AI content may even cause Google to penalize your site, impacting your SEO ranking.
Your agency should help you leverage the power of the latest AI technology while combining it with human expertise to help you stay ahead of the curve.
Make the best use of your time by doing your homework before speaking with an agency. For example, look at its client list and past work to see if its experience and approach align with your needs. Determine a budget range so candidates can propose a feasible solution. Also, establish an internal consensus on what your company needs from an agency to create a shortlist that works for all stakeholders.
Most importantly, seek a B2B SaaS marketing agency that stays ahead of healthcare digital marketing trends and invests in building sustainable client relationships. They should take the time to understand your target market and business objectives to deliver tangible results that move your business forward.
At Spot On, we're dedicated to helping our clients create long-term success. Our approach addresses current challenges and gives you the training and marketing technologies you need to achieve exceptional results for years. Schedule a time for a chat to see how we can help you market your SaaS healthcare company.
