B2B healthcare app marketing is complicated. You have to navigate the unique nature of SaaS healthcare marketing while avoiding common app marketing pitfalls. But standing out in a complex and oversaturated healthcare app market is easier said than done.
You must somehow cut through the noise, build credibility among a skeptical userbase, address customer concerns like data security and compliance, and highlight the practicality of your app—all without sounding like you’re trying too hard to sell a product. However, there’s a tremendous opportunity for companies that can effectively convey the value of their app: They can bring in engaged and loyal customers who will stick around for the long haul.
To accomplish this, businesses may need to adjust their traditional marketing mindset. Not doing so can lead to costly marketing errors, but we’re here to help you understand how to market your app successfully. Here are the four most common mistakes to avoid.
The biggest mistake in healthcare app marketing is assuming that "if you build it, they will come." Without a comprehensive app marketing plan, you can't focus your resources on delivering the right message to the right decision-makers at the right time.
Solution: When marketing a mobile app, start by researching your ideal customers and creating buyer personas to understand their pain points and desired outcomes. Layer this understanding on account-based marketing (ABM) strategies to create a personalized experience that addresses your prospects' needs.
Identify stakeholders in the buying committee and implement a robust content marketing plan to deliver targeted content that speaks to their unique concerns at various stages of the customer lifecycle.
HIPAA compliance is a top concern for healthcare tech decision-makers. You risk losing prospects' confidence if you don't proactively address data privacy in your marketing messages and sales materials.
Solution: Incorporate relevant standards you adhere to and certifications you have (e.g., HIPAA, PCI-DSS, HI-TRUST, SOC 2, NIST-800, etc.) in your app marketing content, such as website copy and app store description, to establish more credibility.
Make information security and compliance a focus of your healthcare mobile app marketing strategy. Create informative articles, videos, social media posts, whitepapers, and more to share your expertise and position your brand as an expert in the area.
Customer retention is key to profitability for any subscription-based business model. How do you keep your customers around? You must ensure end-users engage with your app and get value from it. Otherwise, you could get stuck on the hamster wheel of user acquisition and churn.
Solution: Marketing your app doesn't end when a customer purchases it. In fact, that’s when the next phase starts! Help them get value immediately with a well-designed onboarding process, share timely and relevant content often, and offer comprehensive technical support and consultation to deliver an outstanding user experience.
User reviews and testimonials that resonate are key to building trust and accelerating the decision-making process in SaaS healthcare app marketing. Therefore, you should create a system to leverage social proof to boost your word-of-mouth marketing.
Even if your app is the greatest thing since sliced bread, your prospects won't care unless it solves their challenges. Though you may be transfixed by the bells and whistles of the product, your customer comes to the table with a very different lens, so it’s important to keep that in mind when marketing an app. If you make your marketing content all about the product without speaking to your audience's needs, you won't get your foot in the door.
Solution: It comes back to building a solid healthcare app marketing strategy, with researched and thoughtful buyer personas. To reach the healthcare tech audience, keep in mind they aren’t your typical B2B buyer — nor are they your typical B2B tech buyer. Healthcare providers must contend with a very specific and complex organizational and regulatory landscape; they’re looking for targeted content to address their concerns.
Create a customer-centric buying experience instead of product-forward messaging — especially for audiences in the early customer lifecycle stages.
A comprehensive healthcare app marketing plan is essential for effectively reaching your target audience, promoting your app, and engaging with end-users.
A healthcare software marketing agency with extensive experience in the industry can help you navigate this complex landscape and leverage app marketing best practices to reach the right people at the right time to drive conversions.
Wondering how to market a healthcare app? Our team at Spot On can help you design and implement a solid healthcare app marketing strategy to stay ahead of the curve. Schedule a time to chat with us and see how we can help market your app and avoid healthcare app marketing pitfalls.
