Schedule a consultation with our marketing experts today
Download the PDF to save this content for later:
B2B healthcare marketing is evolving quickly — what worked in the past may not be enough to attract prospects’ attention and drive high-quality traffic to your website, where you can capture leads and use content to accelerate the sales cycle.
B2B marketers face various challenges, including reduced budgets, complex buying group dynamics, lengthy sales cycles, and a competitive landscape. How can you attract prospects, nurture relationships, build trust, drive conversions, and cultivate customer loyalty?
From establishing your brand and creating an effective website to reaching the right decision-makers and building credibility — you must connect all the moving parts with a robust marketing strategy to maximize your ROI.
This guide shows you how to navigate this fast-shifting market by implementing B2B healthcare marketing strategies tailored to help SaaS companies build trust, reach the right prospects with the right message at the right time, and accelerate the sales cycle.
Most B2B tech marketers are familiar with the challenges of lengthy sales cycles and complex buying groups. But how do you overcome these hurdles when marketing to healthcare professionals? How customers perceive and experience the brands often distinguishes successful companies from mediocre ones.
Let’s explore how to craft a standout B2B customer experience and build a memorable healthcare software brand.
Crafting a unique customer journey will help you capture attention and stand out from your competitors. Here’s how to accelerate your pipeline and drive conversions by delivering a cohesive B2B customer experience:
Members in a buying group have different concerns and priorities and are often at various stages of the buyer journey, requiring different content to meet their needs. As such, your B2B healthcare marketing strategy must address the concerns and priorities of multiple buyer personas.
Also, understand your ideal customer’s typical purchase timeline and plan your outreach accordingly. For example, time your B2B healthcare marketing and sales communications to align with your prospect's significant milestones along the purchasing journey, such as a new funding release for a department or business unit.
Share unique characteristics of the B2B customer experience in healthcare and how Spot On helps clients navigate them.
A lengthy B2B sales cycle means you must invest resources to stay on your prospects’ radar by implementing a nurturing funnel or sequence to build trust and relationships. Most B2B buyers research online extensively before engaging with sales, and they tend to shortlist vendors who provide informative content along the purchasing journey.
Map the B2B buyer journey from your prospects’ perspective and use the insights to reach high-quality leads. For example, identify the resources and information they may seek at each sales cycle stage and deliver them via the appropriate channels (e.g., email and social media) for an always-on B2B customer experience.
Gartner found that over 90% of B2B buyers need a business case to support decision-making. Your B2B healthcare marketing strategy should leverage data-based content to demonstrate why a prospect should invest in your offering (e.g., how your solution will deliver a sufficient ROI).
Connect your solutions to tangible business results. Incorporate real-world data, examples, case studies, and testimonials into your B2B healthcare marketing materials. For example, you may add a statistic on a landing page that reads: "Company X saved 25% on quarterly marketing costs by using our analytics dashboard."
Lead scoring — a shared sales and marketing methodology for ranking leads to determine their sales-readiness — helps identify prospects who are most likely to buy. This method allows you to focus resources on conducting sales outreach and delivering relevant B2B customer experiences to the right stakeholders at the right time to drive conversions.
First, create an ideal customer profile (ICP) to describe your ideal buyer’s essential characteristics like company size, industry, geographic location, etc. Then, assign each qualified lead a numerical value (e.g., 0 to 100) based on the ICP attributes and metrics on online behaviors, email engagement, and social media interactions.
Most of your competitors use the same B2B healthcare marketing tactics. How can you get prospects to develop a positive impression of your company? Your strategy and value proposition are the secrets to successful healthcare branding. Here’s what to consider when building a robust digital presence for your brand:
A branding strategy outlines how your company should build rapport and favorability with the target audience and show up in the market. It guides how to present your company's vision and core values through written content, visual elements, and more.
Your healthcare branding strategy should include a brand story, brand voice, brand design, brand value, and brand vibe to achieve these B2B healthcare marketing objectives:
Your value proposition is the core of a healthcare branding strategy, distinguishing your company from your competitors.
A value proposition is a concise statement that conveys why your solution is unique, what value it delivers, and how it benefits your customers. The unique and memorable message also helps your contacts advocate for your solution and share it with other decision-makers in their organizations.
Moreover, a well-crafted value proposition allows you to align sales and marketing teams so that they can communicate a unified message at various touchpoints, which is the key to delivering a cohesive B2B customer experience throughout the lengthy buying journey and amplifying your brand presence within a target account.
How to apply your value proposition to your B2B healthcare marketing strategy
First, you must build a solid foundation by crafting an appealing brand message based on your value proposition.
- Clarify how you differentiate your brand and products in the marketplace. What sets you apart from other healthcare tech competitors, and what’s your unique story?
- Research your target audience, create buyer personas, understand what resonates with them, and map your brand identity to their challenges and needs.
- Create brand positioning and craft a message to highlight how your solution solves your ideal customer’s pain points.
- Apply the brand message to your B2B healthcare marketing strategy to convey your unique value proposition and reinforce your brand presence across touchpoints.
Don’t forget to track performance and iterate to evolve your healthcare branding strategy. Use analytics tools to understand how well your value proposition resonates with the target audience across channels. Gather insights on engagement, conversion, and feedback to refine your messaging.
Creating a memorable brand is just the first step. Next, you must apply it to your B2B healthcare marketing content and customer touchpoints to reach the right people. Here’s how to highlight your brand’s unique perspectives and incorporate your brand message into your SaaS content marketing tactic.
 |
Align website experience with your healthcare branding strategyYour website content should reinforce your brand’s value proposition and core mission. Show how they help your customers achieve their goals to align your solution with their needs. Support your messaging with high-quality imagery or illustrations to deliver a cohesive experience. Also, write concise calls-to-action (CTAs) that align with your brand personality. |
 |
Leverage customer success stories in SaaS content marketingIncorporate customer success stories or case studies into your B2B healthcare marketing mix to augment your brand image, enhance credibility, and demonstrate your solutions’ real-world impact. Make these content pieces relatable to your audience by aligning their pain points with your value proposition. |
 |
Incorporate healthcare branding into social media and paid adsThese channels help you reach a broader audience and attract more clicks to your website. Adapt your messaging to highlight specific aspects of your brand image relevant to each platform’s characteristics and audience. |
 |
Elevate your brand through long-form contentBlog posts and white papers are essential SaaS content marketing elements. Align the content with your brand voice and infuse your brand personality, story, and value into the narrative. |
 |
Add videos to your SaaS content marketing mixVideos help build brand familiarity while showcasing your product. The content should reflect your brand’s visual identity, tone, and messaging. Learn more. |
Explainer videos are a powerful video marketing tool, allowing healthcare SaaS companies to showcase their complex products while making the benefits more tangible. We produced this video for Core Solutions (an advanced behavioral health EHR) to demonstrate their software in action, helping the audience envision how to use the solution to overcome their challenges and achieve their goals. Watch the video.
Your website is the home base for communicating your brand message, inviting prospects and customers to engage with your content, and nurturing relationships. Let’s look at how to build a converting website to help you generate high-quality leads.
An excellent website helps you communicate your brand story, explain how your solution addresses your audience's challenges, and accelerate the sales cycle through SaaS content marketing. Most importantly, an effective website turns visitors into leads, enabling you to follow up and nurture relationships.
A converting website is essential for successful B2B healthcare marketing because it creates a steady flow of high-quality leads to fill your pipeline. Here’s how to turn yours into a lead-generating machine.
Your website should be more than a static element in your company’s online presence. It’s a digital salesperson on standby 24/7, ready to greet and guide potential customers through the buyer’s journey. Consider what your prospects are looking for, position your content from their points of view, and align your solution with the audience’s challenges and needs.
Companies make the mistake of treating their website like a brochure about them and their business. Yet, to create an effective website, they must approach it from their prospects’ viewpoint, not their own.
— Erica Pierce, Partner and Creative Director at Spot On
HubSpot found that over four in five B2B marketers use content marketing. The emphasis on educating the audience and building authority makes it particularly effective for B2B healthcare marketing. As such, SaaS content marketing should be an essential component of your healthcare marketing strategies.
Publishing high-quality content helps you build brand trust by showing prospects that you understand their challenges. Optimize your on-page content and create relevant downloadable offers (e.g., eBooks, tip sheets, webinars, and case studies) to capture leads at every stage of the buyer’s journey.
While you should focus on building a site for human users and not search engine crawlers, don’t overlook SEO in your B2B healthcare marketing strategies. Consider the search terms your ideal customers would enter if they were looking for your solutions — the more unique and specific these keywords are, the better.
For example, our SEO experts would pull a list of keywords and assign one unique primary keyword to every page on the website. Then, we optimize that keyword throughout the page. This approach helps prevent pages from competing with each other for the same search term.
You have to generate traffic to convert it. If prospects never find you, they’re not going to convert. The only other way to get them to your site would be through ads, but that’s a short-term, more expensive play.
— Erica Pierce
A landing page is a standalone web page created for a specific marketing offer, like a software demo. Visitors will land on it after clicking a link in an ad, email, or call-to-action (CTA) button on the website. The page has a single objective — to convert visitors into leads by asking them to fill out a form.
While creating a landing page may sound simple, optimizing every component to maximize lead conversion is more complicated.
Here's how to build a converting demo page to support your B2B healthcare marketing strategy:
 |
Address decision-makers
Your B2B healthcare marketing strategy must address complex buying committee dynamics and stakeholders with different roles. While your demo page should consider the needs of the end users, don’t overlook the decision-makers' concerns.
— Erica Pierce |
 |
Offer a demo at the right place
Your websites should offer a demo at the top and bottom of every page except the blog because the content tends to attract top-of-the-funnel traffic, and the readers may not be ready to have a sales conversation. Other pages, which are likely subsequent touchpoints, are fair game.
|
 |
Include essential elements
Use a compelling headline and digestible content on a landing page. If it targets first-time visitors (e.g., from an ad), include information about your company. Also, tell visitors what to expect after sharing their information (e.g., they will receive a calendar link via email).
|
 |
Simplify the online form
People don’t want to share too many details when requesting a software demo. A complicated web form may increase the friction to conversion. Only ask for what you need to give a demo. You can get more information during the session or in a follow-up call.
|
 |
Add social proof
Some visitors may be reluctant to request a demo if you don’t have statistics or testimonials to back up your claim, build instant credibility, and reassure them that your software can deliver on its promise.
|
 |
Improve the signup flow
Label all the form fields and use progressive fields whenever possible. You may also streamline the user flow by embedding a calendar link instead of a web form so visitors can directly schedule a demo.
|
 |
Pluck these low-hanging fruits
|
 |
Track the Right Metrics
Bounce and exit rates help you understand a demo page’s effectiveness. Heat maps show you what captures visitors' attention, while lead conversion rates show the effectiveness of your overall strategy.
— Erica Pierce |
Digital advertising is an essential component in a B2B healthcare marketing strategy because it allows you to reach targeted audiences. However, it’s not the only way to put your brand in front of your target audience.
SaaS content marketing that uses in-depth and unique content helps you establish thought leadership and build credibility in a competitive market. Here’s how to leverage online ads and content to share your compelling message and attract leads.
Healthcare advertising complements SaaS content marketing and healthcare public relations to augment your online brand presence. Let’s examine how to incorporate these two disciplines into your B2B healthcare marketing strategy.
The SaaS content marketing is fast evolving. The rise of AI tools has significantly increased the volume of content online. Meanwhile, Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines favor content that delivers deep expertise and unique insights.
The rise of intent-driven and conversational search means users expect relevant and authoritative content instead of generic articles. B2B tech buyers demand personalized information that addresses their concerns and priorities at every customer journey stage.
To stay relevant and accelerate their pipelines, brands should strengthen their authority position and build credibility through publishing thought leadership content.
 |
The importance of thought leadership content in B2B healthcare marketingThought leadership content (e.g., an article in an industry publication, a speech or presentation at a conference, or an interview with a media source) helps you establish an expert positioning among prospects, customers, industry influencers, and the media. Sharing your insights on trusted industry publications or third-party websites also allows you to reach audiences you otherwise don’t have access to. You can leverage these opportunities to stay relevant by joining timely conversations on what people in the industry are most interested in or concerned about. Meanwhile, approaching subject matters with a unique perspective helps set you apart from competitors and reinforce your brand value and positioning. |
 |
How to establish thought leadership with SaaS content marketingThese tips will help you leverage thought leadership content to stand out in a sea of mediocre AI-generated content while earning high-quality backlinks to boost SEO. |
 |
Build a strong foundation.The bylines in thought leadership pieces send the audience to your website. A user-friendly and converting website is essential for turning visitors into leads. |
|
Clarify your objectives.Your thought leadership content should support your marketing communication and help you reach your target audience. Ensure each piece reinforces your B2B healthcare marketing strategy. |
 |
Be selective.Only target publishing opportunities that support your objectives by helping you reach the right audience, highlighting your expertise, and strengthening your brand positioning. |
 |
Identify hot topics.Healthcare audiences seek information on industry trends, regulatory changes, and innovative solutions. They’re also concerned about data privacy and interested in how AI shapes the future of healthcare. |
|
Incorporate case studies.While you should keep thought leadership content promotion-free, you may use real-life examples to illustrate how your approach or technology works with real-world examples. |
Additionally, you may leverage healthcare public relations tactics to put your byline in trusted publications, reach high-quality prospects, augment your brand image, and build credibility.
A healthcare public relations strategy helps you foster trust with potential buyers, gain earned media, and support your B2B healthcare marketing goals.
Earned media helps you get backlinks on reputable publishers with high domain authority to drive high-quality traffic to your website and improve SEO. It also strengthens your thought leadership position, builds trust with the right audience, and increases brand recognition. Let’s examine healthcare public relations best practices for pitching to the right publications.
 |
Lay the groundworkIdentify reputable publications your ideal audience reads and trusts. See if they accept contributed content and research the submission process. Also, find out where your competitors publish their articles to uncover outlets you may be unaware of. |
 |
Identify the right topicsResearch the topics and content format a publication seeks. Some may prefer evergreen best practices, while others prioritize commentary on breaking news, trends, new regulations, and the latest issues. Pitch within the themes of the editorial calendar and ensure the subject matter is relevant to the audience. |
 |
Nail your timingSome publications require contributors to submit proposals nine to 12 months ahead, while editorial deadlines for print can run as much as three to six months before the publication date. Also, writing about a timely subject can help increase your chances of getting published, so look ahead and plan for relevant events. |
 |
Follow the guidelinesEditors prefer contributors who give them what they want, submit clean content, and meet deadlines. Your submissions should also adhere to each site’s style. Review other stories and articles on the website to inform how you may craft your content. |
 |
Submit unique contentMost outlets require exclusive content, so don’t send the same article to different publications. To strengthen your authority on a specific topic, find a unique perspective to position each submission differently. |
 |
Provide clean, error-free educational contentMost industry publications forbid promotional content, so focus on building credibility and earning backlinks for SEO (e.g., via the byline). Hire experienced writers and editors to ensure your content is of high quality. Editors are less likely to work with you again if you make them jump through hoops to publish your content. |
From tailoring your brand message and incorporating it into your SaaS content marketing strategy to spreading your compelling message via healthcare advertising and thought leadership content, you must ensure the components of your B2B healthcare marketing strategy work synergistically to support your objectives.
A B2B marketing agency understands the nuances of all these moving parts. Let’s review how an experienced partner can help you achieve long-term results.
So, what do you need to know about working with a B2B marketing agency to navigate the challenges of today’s competitive landscape and promote your solution cost effectively? Let’s explore how a SaaS marketing agency may help you achieve long-term success and what you can do to maximize your investment in hiring one.
A B2B marketing agency understands the intricacies of selling software solutions to complex buying committees. Moreover, it gives you access to a team of experts who stay current with B2B healthcare marketing trends to adapt your healthcare marketing strategies and stay relevant in today’s competitive landscape.
Here’s how an experienced SaaS marketing agency can help you achieve long-term success:
Most SaaS vendors focus on building the best solution but struggle to see from prospects’ perspectives. Moreover, navigating the complex buying committee dynamic is challenging. A skilled B2B marketing agency aligns your product marketing messaging with your prospects’ challenges and guides them through the buyer’s journey.
Most software companies focus too much on their solutions’ features. They don't talk enough about how they solve their customers’ challenges. An experienced B2B marketing agency helps you uncover those pain points and showcase how your product solves them.
— Susie Kelley, Co-founder and Business Development Director at Spot On
A B2B healthcare marketing strategy should aim to generate a healthy flow of inbound leads through effective SaaS content marketing. However, the process requires consistent and dedicated effort. The right partner can take the burden off your internal resources and implement all the essential elements to generate long-term and sustainable results.
B2B content marketing is complex. Some businesses don’t understand what it takes to produce effective content, such as using SEO keyword research to create highly targeted topic clusters. A B2B SaaS marketing agency addresses all the components of an organic content strategy to help you succeed.
— Susie Kelley
Establishing an organic search presence takes time. Paid ads help you get some quick wins (e.g., drive traffic and generate leads) while building your long-term strategy. A SaaS marketing agency helps ensure that everything from audience selection to bidding strategy works synergistically and aligns with your overall B2B healthcare marketing strategy to maximize your ROI.
To deliver a seamless and converting customer experience, we also create targeted landing pages with specific calls-to-action to help our clients maximize outcomes.
— Susie Kelley
An experienced agency can analyze your funnel’s performance to make targeted improvements while doubling down on what’s already working to win more business. Moreover, it understands the complex buyer’s journey and can swiftly implement multiple tactics across channels to target each stage of the marketing funnel.
Healthcare software marketing is tough because you must appeal to multiple personas at various customer lifecycle stages. Before partnering with us, many of our clients find it challenging to navigate the long and non-linear B2B customer journey to deliver the right content at the right time.
— Susie Kelley
Working with a marketing agency is a two-way street. Equipping your partner to help you achieve success is critical to getting the most out of your investment. Moreover, you should be an active participant in shaping and executing your B2B healthcare marketing strategy. Here’s how to foster a collaborative and fruitful partnership.
None of our clients compete with each other, but they often share the same audience or market. The more we work with our clients, the more we can leverage that collective knowledge. Everyone benefits.
— Rebecca Graves, Co-founder and Chief Digital Strategist at Spot On
An experienced agency understands that long-term success is built on a robust strategy. It won’t burn through your B2B healthcare marketing budget without a plan to ensure its tactics will add substantial revenue to your business. Yet, many companies make the mistake of jumping into execution — pressuring their agencies into executing tactics and launching campaigns without a solid foundation.
Whenever we start working with a client, we ask these questions to set a baseline: Do you have a brand strategy? Do you have messaging? People often come in with ambitious sales or traffic goals. However, they're setting themselves up for failure without a solid foundation.
— Rebecca Graves
Sharing what success looks like for you allows your agency to identify the right KPIs to derive data insights for targeted improvements. Again, don’t push your agency to execute campaigns without revisiting the foundation periodically. To stay relevant in the fast-shifting healthcare marketing, you must iterate continuously to improve results.
While we have the healthcare software industry and marketing expertise, our clients have deep knowledge of their technologies and solutions. We combine these strengths to create a powerful team.
— Rebecca Graves
Now that you know what goes into effective B2B healthcare marketing and how a SaaS marketing agency may help, you may wonder if working with an agency partner is the right step for you.
Schedule a chat to discuss how our expert team can help you meet your marketing goals and unlock the next level of growth.
