Healthcare digital marketing for SaaS companies will see many shifts in 2025.
The rise of AI technology will change everything from healthcare content marketing to data analytics and healthcare SEO. Meanwhile, fast-evolving customer expectations make driving engagement and conversion a moving target.
How can SaaS vendors adapt their healthcare digital marketing strategies to succeed in 2025 and beyond? We asked our marketing experts to share their insights on key trends and what you can do to stay relevant.
We expect to see a mix of new developments driven by technological advances and the continuation of existing trends. These top five predictions will have the most impact on B2B SaaS marketing.
As AI-powered applications become more intuitive and accessible, marketing teams will increase the use of these tools to assist in every aspect of their work.
"Our agency has found ways to use AI tools in every capacity of our business, from initial research to strategizing content and creating images for blog posts. All assets still require a human touch and thorough review, but AI has been a foundational tool for us to work smarter, not harder."
— Madison Rivera, Account Manager at Spot On
AI tools' ability to analyze vast amounts of real-time data enables customer segmentation and content personalization at scale. For example, marketers can leverage AI and machine learning (ML) technologies to automate complex tasks like personalizing lead nurture sequences to boost email marketing ROI.
You may use AI to create buyer personas to guide your healthcare digital marketing strategy. Additionally, analytics tools with natural language processing (NLP) features can perform sentiment analysis on channels like web chat and social media, giving you insights to personalize the customer experience.
The proliferation of AI-generated content means standing out in a sea of mediocre articles will become even more challenging. Meanwhile, a study by Bynder found that half of the participants can correctly identify AI-generated content, while 52% feel less engaged when they know it was AI-generated.
Most people find AI-generated content impersonal because it lacks the human input that forms the narrative and makes it relatable. When incorporating AI tools into your healthcare content marketing strategy, be mindful of leveraging their strengths while mitigating potential pitfalls that may alienate your brand from the audience.
"Content experts must feed strong inputs into AI applications and edit the outputs to ensure accuracy, fairness (lack of bias), and alignment with legal, compliance, and regulatory requirements."
— Kay Keough, Director of Content Development at Spot On
Keough cautions against relying on AI to generate and post content without unique human perspectives. “Be bold, be dynamic, and have an opinion: Add intriguing quotes from your team members, introduce new ideas or angles, and even shake up the status quo.”
Advanced AI and data analytics technologies have changed the face of healthcare digital marketing. For instance, AI tools can optimize ad placements dynamically to show the right message to the right audience at the right time.
Your healthcare digital marketing tech stack should include tools for centralizing customer data management and turning data-driven insights into action. It should consist of a marketing automation platform, a customer relationships management (CRM) system, a customer data platform (CDP), and robust analytics software.
"We use HubSpot for our clients because it checks all the boxes. Its marketing automation tools support personalized workflows, lead scoring, and detailed campaign analytics."
— Rebecca Graves, Co-Founder at Spot On
“We also use Databox, a business analytics platform that allows us to monitor, analyze, and report on performance data in real-time,” adds Graves. “It integrates with over 100 popular tools and consolidates data into customizable dashboards to provide a comprehensive view of KPIs. This centralized approach allows teams to make informed, data-driven decisions efficiently.”
Driving engagement throughout the customer journey is critical in healthcare digital marketing. However, capturing the attention of prospects and website visitors has become more challenging. How do you cut through the noise and get noticed?
A survey by Brightcove and Ascend2 found that 88% of B2B buyers have watched videos to learn about a vendor’s offerings. “Produce digestible content to help the audience learn about your brand, solution, and expertise. Focus on concepts that are hard to communicate in text but easy to explain visually,” says Keough.
Explainer videos are a powerful B2B 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 vendor) to demonstrate its software in action, helping the audience envision how to use the solution to overcome their challenges and achieve their goals.
Interactive elements are another great way to engage your audience “I'm a huge fan of interactive quizzes,” says Brian Ramirez, senior graphic designer at Spot On.
"Quizzes help direct your audience’s attention, visualize data, and communicate your solution’s benefits. You may capture prospects’ needs or pain points as questions and address their concerns as answers."
— Brian Ramirez, Senior Graphic Designer at Spot On
AI-generated search results are changing healthcare SEO. The dynamic, personalized, and conversational search experience and the growing popularity of zero-click searches will shift search behaviors and how brands optimize content.
Madeline Cathers, account manager at Spot On, shares the top three impacts AI-generated search results will have on healthcare SEO:
"Healthcare SaaS brands must proactively align their healthcare digital marketing strategy with AI-driven changes in search to grow their visibility and build their website’s authority score. AI-generated search results don't end the need for valuable content — it highlights its importance."
— Madeline Cathers, Account Manager at Spot On
New technologies and fast-evolving customer expectations mean healthcare SaaS companies can’t afford to stay stagnant in their marketing tactics. Your marketing strategy must address these shifts in the B2B SaaS landscape to help you stay relevant and competitive in 2025 and beyond.
At Spot On, we help our clients design and execute holistic healthcare digital marketing strategies to address essential components, including healthcare content marketing, SEO, data analytics, social media marketing, B2B video marketing, and more. Schedule a chat to see how we can help you set the stage for success.
