Healthcare SaaS companies must navigate lengthy sales cycles and improve customer retention rates to drive conversions and increase profitability. In the past, sales reps relied on one-on-one interactions for customer relationship management in healthcare. Today, companies must adapt since virtual transactions have become the norm.
Saas vendors need a digital marketing strategy to build trust and maintain relationships with prospects and customers by delivering personalized interactions and humanizing the buying experience. Let’s explore five ways to strengthen SaaS customer relationship management.
Effective SaaS customer relationship management requires a multi-faceted approach supported by the right strategies, tools, and processes. Here’s how we help our healthcare SaaS clients create profitable relationships with prospects and customers:
1. Build personal connections
B2B decision-makers want to buy from people, not brands. To drive engagement with your audience and progress them down the marketing funnel, focus your SaaS customer relationship management tactics on building personal connections.
Leverage social media to promote one-on-one interactions with your audience. Use the first-person voice or a “brand front person” to tweet, post, or write articles to add the human touch. Also, incorporate behind-the-scenes videos into your content marketing strategy to connect your solution with the people behind it.
Invest in marketing personalization strategies to deliver targeted content and relevant case studies to prospects and customers. This approach will take time to execute and yield results, but the long-term return on investment (ROI) will be far higher than one-size-fits-all campaigns.
2. Prove your purpose
Most people prefer companies that demonstrate strong values and align with their own beliefs. That’s why successful brands infuse their brand value and purpose into all their customer interactions and communications.
Review and update your company’s vision and mission statements to align with your brand positioning. Do they resonate with your target audience? Does your digital marketing strategy reflect your core values and vision? How do your products help your customers achieve their organizations' purposes and objectives?
Demonstrate how your solution supports your prospects’ missions (e.g., a better experience for medical professionals or improved patient care) to build a powerful connection between your business and theirs. Most importantly, keep your communications authentic and purpose-driven to foster long-term relationships.
3. Respond to industry trends
Your prospects and customers expect their vendors to stay current with and help them adapt to fast-shifting healthcare trends. Your SaaS customer relationship management strategy should demonstrate how you deliver value by responding swiftly to industry fluctuations and meeting customer expectations.
Implement the latest marketing tactics and tools to stay ahead of the competition. For example, we help our clients keep pace with changes in critical areas like user experience (UX) design, content marketing, and intent data analytics.
Becoming more agile requires a strong understanding of your audience’s current and upcoming priorities. An experienced agency can help you leverage social media listening and customer data analytics tools to gain data-driven insights so that you can respond with relevant, targeted content.
4. Implement an omnichannel strategy
An omnichannel strategy isn’t just for promoting your products or distributing your content. It also supports customer relationship management in healthcare, delivering a cohesive and personalized buying experience, including one-to-one interactions, to drive conversion and retention.
Implement a customer relationship management (CRM) platform to centralize customer information and interactions from multiple sources and across various touchpoints (e.g., email, chat, phone, social media) to support timely communications.
Consider incorporating AI and machine learning technologies to predict customer needs and proactively communicate through the right channel (e.g., using targeted digital ads). You may also connect CRM data with other systems and monitor real-time engagement metrics to inform prompt actions.
5. Invest in customer success
The SaaS business model means the longer an account stays with your company, the higher the customer lifetime value (CLV). So, what makes customers renew their subscriptions? You must help them maximize the benefits and ROI of using your solution.
Customer success should be part of your SaaS customer relationship management strategy. For example, you may assign managers to high-value accounts for personalized engagement and regularly review account health to address potential issues proactively.
Moreover, support the post-purchase customer experience with a comprehensive B2B content marketing strategy. Provide step-by-step guides, videos, and tutorials for new users and offer customer education materials (e.g., knowledge base, exclusive content, and webinars) to help users maximize product value.
Incorporating SaaS customer relationship management into your healthcare digital marketing strategy helps you stay relevant throughout the lengthy sales cycle and improve customer retention to boost profitability.
At Spot On, we understand the importance of customer relationship management in healthcare and your audience’s priorities to help you craft resonating brand messages. Moreover, our expert content marketing team creates and distributes high-quality content to help you build trust and deliver value throughout the customer lifecycle stages.
Schedule a chat to see how we can help you boost marketing ROI through effective SaaS customer relationship management.
