Healthcare SaaS marketing is no easy task. You're selling an intangible and constantly changing product to an audience whose job description doesn't include understanding the ins and outs of the latest technology.
Moreover, fast-shifting dynamics in the industry mean your healthcare SaaS marketing strategy must evolve quickly. Let’s dive into the top 2024 healthcare marketing trends to help you stay relevant and competitive.
The “software recession” has impacted the healthcare SaaS industry for the past two years with companies reducing their software spending. As a result, many healthcare SaaS companies have scaled back their marketing budgets to maintain their bottom lines.
Other measures SaaS companies took to remain competitive also impacted marketing KPIs. For some, lowering the seat count and reducing the price per seat translated into higher customer acquisition costs (CAC).
Many 2024 healthcare marketing trends are born out of the need to become more efficient: From using AI in healthcare marketing to creating synergy with a robust omnichannel strategy, marketers must do more with less by implementing cost-effective and targeted marketing strategies.
You should also take a data-driven approach to guide your implementation and track ROI. The more you demonstrate your strategy’s effectiveness, the faster you can boost your budget!
AI and machine learning (ML) technologies will become increasingly essential in healthcare SaaS marketing, with 68% of marketers using AI tools to facilitate daily tasks and workflows.
AI and ML technologies enable marketers to process and analyze a large amount of data in real time, which supports the delivery of relevant and timely content and offers to prospects and customers. Some of these technologies can also predict user behaviors to deliver a hyper-personalized customer experience.
You may use AI in healthcare marketing to create detailed customer profiles and deliver an optimized experience to multiple personas at various stages of the purchasing journey. This allows you to both navigate increasingly complex buying group dynamics and accelerate the sales pipeline.
While the human touch is still critical in content creation, AI can support content curation to deliver the most appropriate information to the right people at the right time. For example, you may use generative AI to personalize email subject lines to increase engagement at scale.
The competitive market landscape, sophisticated buying team dynamics, and non-linear buyer’s journey mean you must be where your prospects are when they research the topic related to your solution. Omnichannel marketing strategy is a crucial entrant in the list of 2024 healthcare marketing trends, helping you create synergy among touchpoints so your marketing budget can go further.
Create ideal customer profiles (ICPs) and study how they prefer to research and consume content to build a solid foundation. Also, segment your prospects and customers to support cohesive cross-channel communications.
Use a customer data platform (CDP) to connect all data sources and touchpoints so that users can pick up where they left off to continue the customer journey across platforms for a seamless experience while accelerating the sales cycle.
Implement omnichannel analytics to track the customer journey across channels and use the insights to optimize touchpoints. AI applications can also help you process vast amounts of data and automate timely and relevant action.
In 2023, 96% of SaaS marketers said video is vital for their strategy. Meanwhile, 75% of healthcare system CIOs prefer video content from tech companies, surpassing case studies, website content, and webinars as the preferred format.
Healthcare video marketing isn’t new, but instead of being a nice-to-have, it’s now a must-have in the healthcare SaaS marketing arsenal. However, the increased competition means merely creating videos isn’t enough — you must leverage the right platforms as part of your omnichannel strategy to reach the right audience.
Your videos may showcase product features, demonstrate common use cases, answer customer FAQs, and share your brand vision and story. Additionally, you may use video testimonials from satisfied customers to build trust with your target market.
Also, experiment with various video formats to see what appeals to your audience. For example, does your audience prefer longer, in-depth videos on YouTube or bite-size tips and tidbits on social media sites like Facebook and Instagram?
Search engine optimization (SEO) gets your brand in front of high-quality prospects with high purchase intent. However, simply adding a few keywords into your website isn’t enough to put it at the top of search engine results pages (SERPs).
A robust content marketing strategy is essential for effective SEO. A well-orchestrated approach also helps educate your audience about your solution, strengthen your brand identity, and build trust with your prospects and customers.
Low-quality AI-generated content is flooding the web with rehashed information that algorithms find and compile with no added value. Don't be tempted to take shortcuts and crank out more of the same! Inferior quality articles not only hurt your reputation, they may also impact your SEO rankings.
Instead, focus on creating high-quality thought leadership content to establish your brand’s credibility and differentiate it from your competitors. More and more SaaS CEOs are now publishing content on authoritative sites and social media like LinkedIn, in addition to their websites, to build trust, gain visibility, and drive engagement.
Healthcare SaaS marketing is fast evolving. Brands must implement the latest technology strategically to reach their ideal audiences through the right channels with the preferred content types and formats to capture attention and build trust.
At Spot On, we help healthcare SaaS companies stay current with the latest healthcare marketing trends to maximize their budget and resources. From SEO and healthcare video marketing to omnichannel strategy and content marketing, we’ve got you covered.
Schedule a time to chat with us and see how we can help you implement the latest healthcare marketing strategies to stay relevant and competitive.
