Choosing the right SaaS marketing agency is tricky. Yet, finding the right partner specializing in healthcare to support your growth has never been more critical in today’s competitive landscape.
The healthcare software industry has evolved significantly over the past few years. With B2B buyers shifting their research and decision-making processes online, establishing a robust digital presence is no longer an option. An experienced healthcare B2B marketing agency can help you design a solid marketing strategy to achieve your business goals.
Let’s review the top eight criteria for choosing a SaaS marketing agency to maximize your ROI.
Your ideal B2B marketing agency must combine expertise in the healthcare sector, B2B marketing, and the SaaS industry to help you achieve success. Here's what to look for:
The healthcare industry has unique and complex needs. Building and implementing an end-to-end marketing strategy requires a SaaS marketing agency with deep knowledge of the sector, industry-wide trends, and how technological developments impact your business and target market.
When selecting a B2B marketing agency, ask for testimonials and case studies that show how they help healthcare SaaS companies achieve results. Also, seek those who publish content demonstrating their market-specific thought leadership.
To navigate the long and complex purchase cycles in the healthcare SaaS market, you need a partner who can work with you closely on a strategic and tactical level over the long term. Your B2B marketing agency should be large enough to support a holistic approach to digital marketing but not so much that you get lost in a sea of clients.
Your partner must be able to pivot when necessary to adapt to rapid changes in the healthcare industry. Seek a SaaS marketing agency that can serve as an extension of your in-house marketing team, with a clear understanding of your solution, unique selling proposition (USP), buyer personas, brand position, and market opportunities.
With most healthcare B2B buyers researching solutions and making purchasing decisions digitally, healthcare SaaS companies can’t afford to lag in their online presence. You must reach your target audience digitally and deliver a cohesive brand experience throughout the buyer’s journey.
While some marketing agencies specialize in a specific marketing area or technique like SEO or social media, top healthcare marketing agencies help you build a holistic marketing strategy that pulls all your marketing activities into a cohesive plan to drive omnichannel customer engagement.
Nine out of ten customers expect a seamless brand experience across all channels. Your SaaS marketing agency should help you implement an omnichannel customer engagement strategy across channels to support a cohesive buyer's journey.
Seek a B2B marketing agency that offers expertise and hands-on delivery on everything from SEO, web design, and online advertising to content marketing, social media strategy, and video marketing — delivering polished, well-branded content across touchpoints to strengthen your brand positioning.
Trust is vital in the healthcare industry, where one misstep can cause dire consequences. You must support a reliable, consistent pre-and post-sale experience while establishing authority through content marketing, case studies, and client testimonials.
Your B2B marketing agency should help you deliver a positive, high-quality customer experience across marketing channels and throughout the buyer’s journey to build trust and credibility with your target audience. Additionally, it should help strengthen your reputation by publishing thought leadership content.
Establishing authority is critical to success in healthcare SaaS marketing. But how do you communicate your knowledge and expertise? An experienced B2B marketing agency “in the know” about the latest healthcare developments and how they impact your target market can help you leverage healthcare content marketing to build credibility.
As AI becomes more prominent, your SaaS marketing agency should understand how your audience perceives AI and how your business may use these tools to meet customer expectations. Having a partner with their fingers on the pulse is essential for positioning your solution strategically and addressing your audience’s priorities.
Lengthy sales cycle, complex buying group dynamics, and the importance of customer retention mean healthcare SaaS marketing is a long game. You need a partner who can design a strategy to address current challenges and provide the training, skillset, and marketing technologies to deliver exceptional results in the long run.
Work with a B2B marketing agency that can set up the best marketing automation solution for your business, create evergreen content to attract leads over time, and implement an SEO strategy to maintain your search engine ranking. It should build a positive working relationship with your team and be at your corner every step.
Your B2B marketing agency should first and foremost deliver real-world results that will move your business forward instead of vanity metrics that may look good on paper but have no impact on your growth.
While some marketing efforts may take time to translate into sales (partly because of the lengthy sales cycle in healthcare), you should feel confident that your financial investment is directly driving substantial improvements in your online presence and pipeline growth.
For example, within a few months of your partnership, you should see measurable results on key marketing metrics, such as web visitors, marketing-qualified leads, lead quality, sales calls, and lead conversions.
When selecting a B2B marketing agency to support your healthcare SaaS business, seek a partner with deep industry knowledge, access to the latest marketing techniques and technology, and a commitment to helping you achieve long-term success.
Spot On has been helping healthcare software companies achieve their marketing goals for over a decade. Schedule a chat to see how we can help you stay relevant and competitive in this fast-evolving industry.
Spot On co-founder and partner Susie Kelley is dedicated to leveraging technology to advance innovative solutions in highly regulated industries. Driven by the opportunity to elevate brands, she co-founded Spot On in 2012 after having spent 15 years honing her marketing skills in an agency. Susie leads business development with a personal touch, focusing on building lasting relationships with clients to meet — and exceed — their goals for business growth.
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