Healthcare software companies must navigate unique challenges like strict regulatory requirements, a lengthy sales cycle, and diverse stakeholder groups as they build customer relationships and promote their solutions. A SaaS marketing strategy tailored to the healthcare sector helps you overcome these hurdles and position your brand as a trusted ally.
First, let’s get onto the same page: What is SaaS marketing? Then, we’ll discuss how to apply its unique characteristics to healthcare software marketing to support your business growth.
A SaaS marketing strategy promotes cloud-based software products sold on a subscription basis. It focuses on building ongoing customer relationships to drive sales while improving customer loyalty and retention.
Instead of merely acquiring customers like traditional marketing approaches, a SaaS marketing strategy aims to retain customers, optimize usage, and drive recurring revenue to maximize long-term, sustainable growth.
Moreover, a SaaS marketing strategy uses educational content to help buyers develop a deep understanding of their challenges and your solution’s capabilities. It also prioritizes data-driven decision-making, using metrics like customer acquisition cost (CAC), customer lifetime value (CLV), and churn rate to guide strategies.
The subscription model’s reliance on customer retention means a SaaS marketing strategy must consider the post-sales customer experience. User adoption campaigns and customer loyalty initiatives are core components while upselling and cross-selling are central to revenue growth.
“A core strength of SaaS marketing is demonstrating ongoing value rather than a one-time sale. In the healthcare B2B space, this means showing how your platform or solution continually improves patient outcomes, streamlines compliance, and enhances operational efficiency month after month — generating trust and long-term engagement.”
— Rebecca Graves, Co-founder at Spot On
A SaaS marketing strategy is uniquely suited to navigating the complexities of healthcare software marketing:
A SaaS marketing strategy involves many aspects. Here's how to leverage its strengths to support effective healthcare software marketing:
Cater to the B2B customer experience and deliver long-term value to accelerate your pipeline and drive conversions. For example, you should align your strategy with the B2B sales cycle and implement nurture funnels to foster relationships.
Develop detailed buyer personas of your target audiences, including IT leaders, clinicians, and administrators. Tailor messaging and provide targeted content to address their pain points and priorities throughout the buyer’s journey.
Educate your audience about their challenges and the benefits of your solution. You may also show how to incorporate your software into their workflows to help overcome resistance to change common among larger institutions.
Reach and engage diverse stakeholders throughout the lengthy sales cycle with a strategic mix of SEO, digital advertising, content marketing, social media posts, email marketing, thought leadership content, and industry-specific events or conferences.
Use case studies and customer testimonials to illustrate real-world results, showcasing how your SaaS solution improves patient outcomes, reduces costs, or streamlines operations. Focus on demonstrating ROI and tangible outcomes.
Leverage content marketing to drive user adoption and ensure customers achieve results with your solution. For example, you may use content to support onboarding, streamline support, offer exclusive insights, and upsell premium features.
Analyze key metrics to monitor campaign performance and understand shifts your audience’s challenges and priorities. Use the insights to inform how you deliver relevant content and customer experiences through the best channels.
“SaaS marketing in healthcare often involves establishing trust within a complex ecosystem of stakeholders. By producing evidence-based content like case studies, compliance guidelines, and industry benchmarking reports, a company can become an authoritative voice that hospital administrators, health IT leaders, and clinical managers trust to guide them toward better care delivery and sustainable business outcomes.”
— Rebecca Graves
Implementing a SaaS marketing strategy in the healthcare sector requires expertise in B2B SaaS marketing and experience with the healthcare audience. Additionally, you must keep up with industry trends to stay relevant and competitive.
A healthcare SaaS marketing agency like Spot On gives you access to experts who live and breathe healthcare software marketing. We help our clients leverage content marketing, SEO, email marketing, digital advertising, social media marketing, and more to deliver an omnichannel brand experience.
Schedule a chat to see how we can help you accelerate your pipeline, drive conversions, and increase customer retention.
Rebecca Graves co-founded Spot On in 2012. As a partner and leader of client services, she takes immense pride in being in charge of “client happiness.” The role allows her to wield her problem-solving skills while fostering big-picture perspectives and team building. Rebecca’s more than 35 years of experience have equipped her to translate strategic planning expertise for the advancement of tech companies transforming the healthcare, financial, and legal industries.
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