How an Agency Helps Optimize the Healthcare B2B Customer Journey

Susie Kelley
By Susie Kelley on January 15, 2025
How an Agency Helps Optimize the Healthcare B2B Customer Journey
How an Agency Helps Optimize the Healthcare B2B Customer Journey

How an Agency Helps Optimize the Healthcare B2B Customer Journey

Susie Kelley
By Susie Kelley on January 15, 2025

One of the biggest challenges in digital marketing for healthcare is navigating the lengthy and non-linear B2B customer journey. Additionally, 75% of buyers prefer a rep-free digital purchasing experience, highlighting the importance of establishing a robust digital presence throughout the customer lifecycle. 

What's the best way to find high-quality prospects and progress them down the sales funnel when virtual interactions and remote services have become the norm? 

An experienced SaaS marketing agency understands the healthcare B2B customer journey. It can help you leverage the latest healthcare SEO and content marketing tactics to attract and nurture prospects in a crowded market. Let’s look at how it optimizes every customer lifecycle stage to drive conversions. 

Get Found by High-Quality Prospects with Healthcare SEO

Most buyers research online at the start of the B2B customer journey and complete 57% to 70% of the process before contacting sales. Getting in front of buying team members early in the customer lifecycle gives you more time to build trust, increasing the likelihood of getting onto their shortlists. 

As such, you must have a robust healthcare SEO strategy to help you rank on the first page of search engine results and reach prospects actively researching the problems you solve. 

A healthcare marketing agency helps you implement effective healthcare SEO to drive organic website traffic and enhance your brand presence. It also makes SEO work synergistically with online advertising formats like pay-per-click (PPC) ads to target specific audience segments with high purchase intent. 

Additionally, an agency leverages the latest SEO tools and vast user databases of online advertising platforms to optimize audience targeting. It helps you implement the latest search engine marketing best practices and access the latest technologies to build brand awareness at the start of the B2B customer journey. 

Nurture Leads and Build Trust with Healthcare Content Marketing

Building rapport with prospects with limited in-person interaction is a top challenge in digital marketing for healthcare. Yet, trust is a critical factor affecting purchase decisions. So, how do you stay relevant and engage with prospects as they progress through the B2B customer journey? 

An experienced healthcare digital marketing agency helps you nurture customer relationships with an omnichannel marketing strategy. You can gain ongoing exposure to your audience via touchpoints like email, website, social media, etc. 

Your agency may implement healthcare content marketing strategies to help you drive high-quality website traffic and build credibility by sharing relevant and valuable information. It may also use webinars, live chat, messaging apps, etc., to facilitate two-way communications — helping you gain audience insights and address buyer concerns to increase conversion. 

Moreover, an agency can incorporate videos into your healthcare content marketing strategy to show your solution in action with demo videos, build credibility with customer testimonials, and humanize your brand with behind-the-scenes content for an engaging experience throughout the B2B customer journey. 

Accelerate the Pipeline with New Tools and Technologies

Personalization is critical for delivering an engaging B2B purchasing experience. Yet, delivering relevant content to multiple buying group members, each at a different customer lifecycle stage and with various priorities, is challenging. 

A software marketing agency implements the right marketing technologies and leverages data analytics to deliver the right content or offer in the right place and at the right time, helping you accelerate the B2B customer journey and increase conversions. 

For example, AI-driven data analytics can process a large amount of information to identify prospects most ready to convert, allowing you to focus your resources on pursuing those relationships. 

Meanwhile, machine learning and natural language processing technologies can power chatbots to streamline the customer experience, e.g., by providing quick answers to simple questions and routing complex inquiries to the right rep.  

These tools can also facilitate conversational selling to generate leads and progress prospects down the sales funnel at scale. Additionally, an experienced agency provides regular reporting and shares data-driven insights to fine-tune your tactics. 

Improve Customer Retention Through Multiple Channels 

In the SaaS industry, where customer acquisition costs are high, a customer must remain with a company for one to five years before the relationship becomes profitable. Customer retention is critical for healthcare software companies to maintain sustainable growth. Therefore, you can’t afford to overlook existing client relationships. 

A SaaS marketing agency can help you implement a comprehensive inbound marketing strategy to address the entire B2B customer journey, including building relationships and loyalty post-purchase through various digital marketing channels. 

It may incorporate client-exclusive content and webinars into your healthcare content marketing strategy, create a self-service portal to streamline the user experience, and use AI-powered chatbots to facilitate customer inquiries and reduce wait time — helping you deliver outstanding post-sale experiences and improve customer loyalty. 

Optimize Digital Marketing for Healthcare with the Right Partner 

An experienced healthcare SaaS marketing agency implements a well-designed inbound marketing strategy to facilitate the B2B customer journey. It also helps you stay on top of the latest healthcare SaaS marketing trends and leverage the right technologies to boost your brand presence and deliver a memorable online experience. 

At Spot On, we have an outstanding track record of helping healthcare SaaS companies reach their audiences and progress them down the sales funnel. Schedule a time to chat and see how we can help you navigate the complex and lengthy B2B customer journey to stay relevant and top of mind. 

Free On-Demand Webinar: Top Marketing Money-Wasters for Health Tech Companies—and How to Fix Them

Susie Kelley
Published by Susie Kelley

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.

To learn more about Susie, visit our Company Page.

Subscribe to our blog

Get the latest and greatest posts sent straight to your inbox.