Healthcare software marketing has unique challenges, and you need an agency with the right combination of marketing expertise and industry knowledge to design and implement an effective healthcare marketing strategy.
Your partner must understand the healthcare B2B customer lifecycle and design your SaaS marketing funnel to guide prospects through the buyer’s journey. These four questions can help you assess whether a marketing agency has what it takes to design a SaaS marketing strategy to accelerate your pipeline and drive conversions.
Healthcare SaaS companies operate in a challenging landscape crowded with big-name players, while buyers are notoriously cautious in their purchasing habits. The B2B customer lifecycle is non-linear, and the purchasing cycle is slow. Multiple stakeholders with various priorities must approve a buying decision to close a deal.
An experienced healthcare marketing agency understands the healthcare audience and the challenges SaaS companies face when selling to these prospects. They can help you address every stage of the SaaS marketing funnel and engage with customers throughout the B2B customer lifecycle to accelerate the pipeline and improve customer retention.
2) Can They Navigate the Complex Healthcare B2B Customer Lifecycle?
A robust omnichannel healthcare marketing strategy addresses the complex buyer’s journey, helping you meet your audience where they seek information and provide the relevant content to progress them down the SaaS marketing funnel. It also considers the needs of multiple buyer personas to help you navigate complex buying group dynamics.
For example, your SaaS marketing strategy should cover key components like your website, content marketing, social media marketing, SEO, email marketing, and healthcare public relations to build brand awareness among your audience, nurture trust with prospects, turn leads into opportunities, and convert them into sales.
The typical marketing funnel looks like this: Marketing campaigns build awareness and attract prospects at the top. Then, nurturing campaigns encourage them to learn more about your solution. Finally, your sales team offers demos, secures lead commitment, and closes the deal.
A healthcare SaaS marketing funnel is different because customer retention is essential for driving profitability. Your SaaS marketing strategy must address existing customers’ needs and ensure they achieve continuous success with your solution through product training, customer support, and community engagement. The long and non-linear B2B customer lifecycle means a SaaS marketing funnel looks more like this:
Your marketing agency must address every stage of the buyer’s journey and help you maximize customer lifetime value through ongoing engagement with existing users while supporting your customer acquisition effort.
An experienced digital marketing agency will identify content marketing opportunities to support the complex SaaS marketing funnel as part of a holistic healthcare marketing strategy.
Your agency should produce targeted content to educate prospects about your solution at the consideration stage. Healthcare software buyers are bombarded with information, and a hard-sell approach often backfires. On the other hand, webinars, case studies, use cases, Q&A sessions, datasheets, and how-to video content help engage prospects at their own pace.
We helped Prevounce, a healthcare SaaS provider, implement a healthcare marketing strategy to establish the brand as an industry authority through thought-leadership content on trends like remote patient monitoring (RPM).
Our content marketing strategy boosted search performance. We ranked in the top 10 on Google for more than 50 keywords and delivered a 2,000% increase in demo requests.
Healthcare tech buyers compare your solution against alternatives during the decision stage. They seek free trials, demos, and ROI calculators to help them understand your product's benefits. However, they may return to the consideration stage if they see red flags during this phase. As such, you must continue to build trust and address potential concerns that might give prospects cold feet.
For Prevounce, we implemented a coordinated, consistent PR campaign to place guest posts in well-respected industry publications to reassure prospects at the decision stage.
Thanks to our extensive network of connections in the healthcare sector, we generated media relationships for Prevounce in respected national industry publications like Becker's Health IT, Healthcare IT News, and Physician’s Practice.
Finally, your agency must turn your customers into long-term advocates by producing exclusive content, training materials, email newsletters, a user-friendly knowledge base, etc., to engage users and increase their customer lifetime value through subscription renewal, upselling, and cross-selling.
An experienced agency that understands the B2B customer lifecycle can help you target each stage of the SaaS marketing funnel to achieve meaningful outcomes and improve marketing metrics within months of an engagement. For example, our healthcare marketing strategy for Prevounce delivered an 8,600% increase in sales meetings and a 1,600% increase in closed deals within eight months.
Schedule a meeting to see how we can help you meet your digital marketing goals.
