The B2B healthcare software sector is highly complex but also fast-growing. With a projected $68.5 billion market size by 2030, there are plenty of growth opportunities.
However, navigating this competitive landscape to promote your healthcare SaaS solution isn’t easy. It requires a deep understanding of B2B digital marketing and the healthcare industry. That’s why companies partner with a healthcare B2B marketing agency to help them achieve meaningful and lasting results.
In this post, Susie Kelley, Co-founder and Business Development Director at Spot On discusses the benefits of hiring a digital marketing agency and her experience in helping healthcare software companies achieve long-term success.
A B2B marketing agency understands the intricacies of selling technology to complex buying committees and navigating the long and non-linear sales cycle. Moreover, a healthcare marketing agency has expertise in the highly regulated industry to address your audience’s unique requirements.
Here’s how a B2B SaaS marketing agency can help you maximize results.
Most prospects are too busy to spend much time comparing options. Decision-makers want solutions that address their specific challenges without parsing a list of features to see if a software product can solve their problems.
Yet, most healthcare SaaS companies are so immersed in product development that they rarely consider the challenges from their prospects' perspective.
"Most software companies focus too much on their solutions’ features. They don't talk enough about how they solve their customers’ pain points."
— Susie Kelley, Co-founder and Business Development Director at Spot On
Additionally, most healthcare organizations have buying committees, where multiple decision-makers have different priorities. “The CFO possibly has a different pain point than, for example, the healthcare providers who use the software,” adds Kelley. “You must position your product differently to address various stakeholders’ concerns.”
A skilled B2B SaaS marketing agency aligns your product marketing messaging to address each buyer persona’s priority.
"An experienced B2B marketing agency knows how to uncover those pain points and showcase how your product solves them instead of only touting the software’s features."
— Susie Kelley
A successful B2B strategy should create a healthy flow of inbound leads — prospects discovering your brand via your website, social media profile, or other touchpoints. As such, you must invest time and consistent effort in content creation to drive organic traffic and build a credible online presence to attract leads.
A healthcare B2B marketing agency can help you develop high-quality content, taking the burden off your internal team. Such ongoing effort will help you win the content marketing long game while freeing up significant time and resources, allowing you to focus on your core competence.
"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
Since it typically takes four to six months or more to build an organic search presence, most healthcare SaaS companies benefit from supplementing their content marketing efforts with online ad campaigns to drive traffic and generate results in the short term.
A healthcare marketing agency can help you optimize paid ads on search and social media, covering all the critical elements from budgeting and audience selection to ad strategy optimization.
“Our approach creates quick wins for our clients, like generating leads from paid ads while building their long-term strategy,” says Kelley. “We align these ad campaigns with their overarching digital strategy to achieve optimal results.”
“For example, when companies run ads but send visitors to the home page, they make it harder for prospects to convert — hurting their ROI,” says Kelley.
"To deliver a seamless and converting customer experience, we create targeted landing pages with specific calls-to-action to help our clients maximize outcomes."
— Susie Kelley
Other than early-stage startups, almost every B2B healthcare software company has a set of marketing activities in motion before working with an agency. An experienced healthcare B2B marketing agency can analyze your funnel’s performance and improve what's already working for you to win more business.
"Healthcare software marketing is tough because you must appeal to multiple personas at various marketing funnel stages. Before partnering with us, many of our clients find it challenging to navigate the long and non-linear customer journey to deliver the right content at the right time."
— Susie Kelley
A healthcare marketing agency understands the industry's complex customer lifecycle. It can help you optimize your efforts, from attracting organic traffic and improving lead generation to nurturing relationships and driving sales.
Moreover, an experienced partner can swiftly implement multiple tactics across channels to target each stage of the marketing funnel. “It all boils down to knowledge and expertise in the healthcare software field,” says Kelley. “The experience we've gained over the last 10+ years has shown us the best way to reach buyers and guide them down the funnel.”
To reap the benefits of hiring a digital marketing agency, you must find the right partner and invest in building a long-term relationship. Kelley says clients who devote internal resources to nurture a partnership and equip their agency for success through close collaboration gain the most from the investment.
“We ask for one contact whom we can meet with weekly or biweekly for 30 minutes to an hour to help everyone stay on track,” says Kelley. A collaborative relationship builds a solid foundation, enabling a B2B marketing agency to help you achieve the desired results.
"We help our clients see ROI quickly by implementing a complete digital marketing strategy."
— Susie Kelley
Are you ready to unlock the many benefits of hiring a digital marketing agency? Schedule a time to chat and discuss how we can help your company drive growth with a holistic digital marketing strategy.
