An effective SaaS healthcare marketing plan involves many moving parts. How can you make sense of them all? What’s the best way to effectively manage them? And how can you ensure the components work together seamlessly to achieve your business goals?
A holistic approach that prioritizes the big-picture view is key to success. When building relationships with our clients, we start by creating a strategy and asking key questions to align our SaaS marketing plan with the company’s business objectives. Here’s what we ask and how each question helps us set a solid foundation for long-term success.
A robust strategy starts with a clear understanding of your goals. We’ve learned that guiding our clients to uncover what matters most for them often takes more effort than simply asking what numbers they want to hit. Yet, seeing the big-picture view is critical to crafting power messaging and attracting the right leads.
So, how do you get it right?
We asked Madison Rivera, Account Manager at Spot On, to share the top questions she asks to help our clients dig deeper to clarify and enrich their objectives as we tailor their healthcare marketing plans:
Have you done competitive research when establishing your goals?Establishing benchmarks helps you set goals and measure performance to ensure you’re heading in the right direction. “We perform quarterly reporting to ensure we hit relevant metrics, which we define at the beginning of a relationship and refine as we continue to work together,” Rivera says. “The process allows us to be proactive.”
Rivera also cautions, “SaaS marketing is a fast-paced discipline, and it may seem like you need to do everything immediately. However, you should weigh the cost of allocating resources to one-off activities that aren't part of a holistic healthcare marketing plan. Chasing bright, shiny objects could divert your resources and prevent you from achieving your long-term strategic vision.”
Creating a healthcare marketing plan and starting to drill down into each marketing channel is an effective way to start. But there's more to unpack.
Consider SaaS website design as an example. Here are the top questions Erica Pierce, Partner and Creative Director at Spot On, asks our clients to uncover important information when crafting a website strategy.
“We often ask other questions depending on the client’s unique circumstances,” says Pierce. “We typically start with a questionnaire and follow up with more questions in a kickoff call."
It’s vital for us to connect our questions to the various aspects of the client’s SaaS website strategy — such as design, user experience, and content — to ensure visitors stay on the site to explore their solutions. “When a prospect lands on your homepage, can they figure out what you offer within the first five seconds? If not, they'll likely leave your site,” adds Pierce.
Analyzing website performance comes next. If the site isn't driving enough traffic, for example, we go back to the foundational elements of the site. Or if the site already attracts visitors with a modern design, we focus on increasing conversions. To ensure the site ranks high in organic search, we consider search marketing best practices like mobile optimization and on-page SEO.
Most importantly, we ensure our clients create content that resonates with their customers. “We start with an empathy map, asking questions about how the client's customers feel, what they want, and what they fear — the emotional drivers of decision-making,” Pierce says. “This exercise helps us take the messaging beyond just listing a product's features and benefits to speaking directly to the audience's pain points and desires.”
When considering your site and content, be sure to craft targeted messages that appeal to different audience segments, as navigating complex buying groups is essential to any healthcare SaaS company. "For example, a CIO is likely to be interested in your software's security and integration capabilities, while a CFO is likely to look for information about ROI so they can build a business case for investment,” Pierce says.
All these inquiries are part of a discovery process you can apply to various marketing activities, not just website design. The key to success is asking questions to uncover as much information as possible before developing your healthcare marketing plan.
Asking the questions listed here will help you uncover many insights about your business. Even more importantly, you must be able to turn them into action by translating a SaaS website strategy into compelling content and seamless user flows to drive conversions.
Our team at Spot On has helped many SaaS companies define their digital marketing plans, diagnose and correct issues, and achieve quantifiable results. Schedule a meeting to learn how we can help you formulate a strategy to meet your marketing goals.
