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The healthcare industry is undergoing rapid digital transformation. Small practices and hospitals alike have expanded telehealth services, cloud adoption is on the rise, and AI applications promise to facilitate data flow and automate many tasks. This increased digitization takes us closer to the promise of healthcare without walls.
The U.S. healthcare IT market will reach $148.2 billion in 2025, with 156,442 healthcare companies buying IT solutions. Meanwhile, the global healthcare market will experience a 15.8% CAGR between last year and 2030.
With abundant opportunities comes competition. Healthcare SaaS companies need a solid marketing strategy to build brand awareness, generate leads, and navigate the complex B2B buyer’s journey to succeed in a crowded market.
Many healthcare software vendors leverage digital marketing agency services to help them navigate this fast-evolving landscape and focus on growing their businesses. But what can you expect from partnering with a healthcare digital marketing agency, and how do you find one to support your growth?
Knowing how an agency works and what you can expect will help you maximize your ROI. This guide explores how a healthcare digital marketing agency can help you grow your business, what it does to implement an effective SaaS marketing strategy, and how to choose the right partner.
Let’s start with the three primary ways a healthcare digital marketing agency can help you stay relevant and competitive. Understanding these benefits can help you identify a partner that can deliver the desired outcomes.
Healthcare SaaS marketing has many unique requirements. An experienced healthcare digital marketing agency understands the nuances and helps you navigate challenges like lengthy sales cycles, complex buying group dynamics, and regulatory requirements. Here’s how it can help you effectively execute a SaaS marketing strategy:
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Apply extensive industry knowledge and experienceA healthcare digital marketing agency specializing in software technology understands SaaS products, the audience, and the industry. One with a track record can provide case studies and client referrals to demonstrate how they’ve helped other healthcare software companies implement a holistic SaaS marketing strategy to achieve results. |
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Expand your marketing focusWhen you partner with a healthcare digital marketing agency, you can access a team of healthcare marketing consultants with expertise in various disciplines to cover the many facets of B2B SaaS marketing and reach your audience through multiple channels. You can also access the latest marketing tools. |
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Provide access to expert healthcare marketing consultantsAn agency team includes dedicated experts in every marketing discipline, including design, user experience, website development, content marketing, SEO, brand strategy, and more. This level of specialization is critical for implementing a holistic SaaS marketing strategy and navigating the fast-shifting market landscape. |
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Evolve your strategyYour SaaS marketing strategy must evolve with the healthcare industry to reach your target audience, generate leads, nurture relationships, and drive conversions. A trusted healthcare digital marketing agency does more than deliver a list of services. It works with you to create a tailored, sustainable approach for long-term success. |
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Offer flexibility and scalabilityA healthcare digital marketing agency understands how to thrive as the marketing landscape shifts, providing access to timely resources and staying on top of best practices as you evolve your SaaS marketing strategy. It can expand its team quickly to accommodate your workload without the cost and hassle of hiring and onboarding an in-house team or freelancers. |
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Use the latest marketing technologiesYou must support your SaaS marketing strategy with the latest tools and techniques. A healthcare digital marketing agency recommends the best solutions for your needs, offers the expertise to set up these tools, and provides ongoing support to maximize your marketing ROI. |
As a HubSpot Solutions Partner, Spot On has helped many healthcare software companies develop and improve their digital marketing strategy and implement it through the right tools and technologies. For example, we start many partnerships by assessing a client’s HubSpot portal to see what’s working and what’s not. HubSpot is an amazing tool, but many haven’t set it up correctly to get the most out of the powerful features.
— Rebecca Graves, Co-founder at Spot On
One of the biggest challenges in healthcare SaaS marketing is navigating the complex B2B customer journey. Thankfully, an experienced healthcare digital marketing agency has the insights and expertise to address the nuances. Let’s explore how it can help.
With 75% of buyers preferring a self-service digital purchasing experience, healthcare SaaS companies must establish a robust digital presence throughout the customer
lifecycle. Here’s how a healthcare digital marketing agency can help you optimize every customer lifecycle stage:
Most healthcare tech buyers research online and complete 57% to 70% of the process before contacting a vendor. A healthcare digital marketing agency helps you implement a robust SEO strategy to get in front of buying team members early in the purchasing journey (i.e., the awareness stage) to build trust and get onto their shortlists. An effective healthcare SEO strategy drives organic website traffic and enhances your brand presence. Your agency may leverage the latest SEO tools and vast user databases of online advertising platforms to optimize audience targeting. It may also support SEO with pay-per-click (PPC) ads to target audiences with high purchase intent.
If you only have limited in-person interaction with prospects, how can you build trust and rapport through the B2B customer journey? An experienced healthcare digital marketing agency helps you nurture customer relationships with an omnichannel strategy to gain ongoing exposure and nurture relationships.
Your agency may implement a healthcare content marketing strategy to drive high-quality website traffic. It may help you run webinars and set up live chat to facilitate two-way communications, enabling you to gain audience insights and address prospects’ concerns to progress them down the SaaS marketing funnel.
Personalization is table stakes in B2B healthcare marketing. Yet, delivering relevant content to multiple buying group members at various stages in the B2B customer journey is challenging. A healthcare digital marketing agency helps you leverage the right technology to facilitate the pipeline and drive conversions.
For example, an agency may use data-driven analytics to identify prospects with the highest purchase intent and help you focus your resources on these accounts. It may also leverage machine learning and natural language processing (NLP) technologies to facilitate conversational selling and progress prospects down the funnel at scale.
Our team’s expertise in HubSpot allows us to help clients leverage the platform to execute a robust healthcare SaaS marketing strategy. We take care of everything from building websites and setting up sales sequences to reporting—all in one place. We’ve found much success with this powerful tool over the years!
— Madison Rivera, Account Manager at Spot On
Customer retention is critical for the SaaS business model to increase profitability and maintain sustainable growth. A healthcare digital marketing agency addresses the entire B2B customer journey to help you foster customer relationships and loyalty post-purchase to drive retention and increase customer lifetime value (CLV).
For example, it may help you deliver an outstanding post-sale experience with client-exclusive content and webinars, create a self-service portal to streamline the user experience, or use AI-powered chatbots to facilitate customer inquiries and reduce wait time, improving customer satisfaction.
A healthcare digital marketing agency delivers a wide variety of essential services and ensures they work synergistically to maximize your ROI. Core offerings include:
SEO is one of the most critical digital marketing agency services to help attract prospects. A healthcare digital marketing agency produces relevant content consistently, monitors your competitors, improves your website’s technical SEO, and conducts ongoing keyword analysis to put your brand in front of prospects seeking a solution.
Hiring an experienced healthcare digital marketing agency created momentum for Prevounce, a preventive services software company.
In just one year, Spot On helped them boost non-paid traffic by 1,400% and achieved top 10 rankings in search results for 50 keywords.
With 90% of B2B buyers saying online content has a moderate to significant effect on their purchasing decisions, you must implement an effective content marketing strategy as part of a comprehensive suite of digital marketing agency services. Buyer trust is built through long-form content (e.g., blog posts, e-books, white papers) and video marketing.
An experienced healthcare digital marketing agency can help you produce high-quality content to get noticed by your target audience, share insights and advice for tackling common challenges, educate them about your solution, and deliver the right message at the right time to shepherd them through their sales journey. It may also leverage these pieces to support social media marketing and other promotions.
Effective digital marketing agency services leverage social media to promote long-form content and complement your content marketing strategy. A healthcare digital marketing agency helps you use social channels to drive website traffic and strengthen your expert positioning while building relationships with industry influencers and the audience.
Your agency may also leverage your social media presence to support online advertising and email marketing campaigns, delivering a cohesive omnichannel experience to accelerate the sales pipeline. Meanwhile, it may leverage SEO insights to incorporate effective hashtags or frame messages strategically to encourage sharing.
A healthcare digital marketing agency implements cost-effective pay-per-click (PPC) advertising by selecting the best lower-cost long-tail keyword specific to your audience’s needs to attract visitors with high purchase intent. It also tests new ad ideas and experiments with campaign times to optimize your spending.
While driving traffic is crucial, it’s not the whole story. Your website must have the appropriate mechanisms to convert visitors into leads to maximize your ad dollars’ impact. A seasoned agency evaluates the user journey and implements conversion rate optimization (CRO) strategies to help you achieve campaign goals.
eMarketer found that 50% of B2B marketers identify email marketing as the most impactful component in their multi-channel strategy. B2B email marketing is an effective channel for healthcare SaaS companies because it enables you to leverage the most effective digital marketing techniques — segmentation, automation, and personalization.
Effective digital marketing agency services create synergy between healthcare content marketing, online advertising, and B2B email marketing to grow your pipeline, nurture relationships, and drive conversions. For example, you may advertise long-form content to capture leads or use email newsletters to share valuable information and build trust.
At Spot On, we connect SEO, content marketing, social media marketing, advertising, and email marketing to build a cohesive strategy. Each piece amplifies the others, creating a ripple effect to maximize impact. We combine data-driven insights with creativity to help healthcare SaaS companies build trust, grow their audience, and drive results across every channel.
— Madeline Cathers, Account Manager at Spot On
These five essential healthcare digital marketing agency services complement each other to augment the effectiveness of a holistic digital marketing strategy. A healthcare digital
marketing agency offers the experience and expertise to connect these pieces to optimize your outcomes.
But how? Let’s explore what an experienced agency does to achieve results
Healthcare SaaS vendors face unique challenges, including non-linear, lengthy sales cycles and buying teams where members have different priorities and concerns. A healthcare digital marketing agency has experience addressing these challenges. Let’s examine the details of how a dedicated partner can help you achieve campaign goals.
Inbound marketing is particularly suited for navigating the complex B2B buyer journey in the healthcare SaaS industry. Here’s what you need to know when partnering with a healthcare digital marketing agency to incorporate inbound into your healthcare marketing strategy.
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What’s inbound and outbound marketing?Inbound marketing attracts (“pulls”) leads and customers to your business. It aligns with your target audience's needs and priorities to create a tailored buying experience and engages prospects and customers by sharing valuable and relevant content. On the other hand, outbound marketing involves proactively reaching out to prospects and “pushing” your message to them. It uses channels like cold calling and emailing, direct mail, or advertising to reach prospects and tell them about your offerings. |
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Why use inbound marketing in your healthcare marketing strategy?The inbound approach enables you to appeal to multiple decision-makers with various concerns and priorities to deliver a personalized experience. Here are the top benefits of inbound marketing for healthcare SaaS companies:
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How a healthcare digital marketing agency helps with inbound marketingAn experienced agency sets a solid foundation by understanding your audience. For example, what content do they prefer, and what are the best channels for driving high-quality traffic? It may develop buyer personas or get input from your customers to identify the exact terms, phrases, and examples most likely to resonate with potential buyers. It’ll also develop an omnichannel inbound marketing plan to meet your audience where they are to maximize your content’s impact. An effective healthcare marketing strategy may include establishing a social media presence, gaining visibility through SEO, capturing leads on your website, and leveraging email marketing to nurture relationships. Choose a partner that goes beyond delivering a menu of digital marketing agency services. It should take the time to understand your solution, audience, and vision, leveraging the insights to craft high-quality content and connect the dots among various channels to accelerate the customer lifecycle. |
As a B2B healthcare marketer, there’s perhaps no greater tool for well-informed decision-making than data analytics in marketing. A top healthcare digital marketing agency can provide access to the latest tools that collect and review your data and share helpful insights from it.
Here are the five areas where data insights make the most impact.
A healthcare digital marketing agency has the expertise and resources to create a marketing personalization strategy that combines your customer database, third-party sources, and big data. Insights from data analytics in marketing help align content and messaging with customer lifecycle stages to accelerate the pipeline.
Additionally, an agency supports accurate data-driven decision-making by monitoring the effectiveness of your personalization tactics. For example, it may analyze click-through rates, conversion rates, revenues, return on investment (ROI), and cost-revenue ratio to make targeted improvements.
McKinsey found that B2B customers regularly use 10 or more channels to communicate with suppliers. Therefore, engaging your prospects and customers across various touchpoints throughout the customer journey is critical for driving conversions and increasing retention.
A healthcare digital marketing agency leverages information collected via websites, emails, SEO, social media, mobile apps, etc., to generate customer insights. It also uses data analytics in marketing to connect the dots, linking behavioral data, purchase history, and firmographic information across platforms to support decision-making.
SEO is critical for capturing leads early in the customer journey. A healthcare digital marketing agency analyzes your website traffic and customer data to identify keywords and create content that will drive high-quality traffic. It’ll also help you implement on-page optimization, backlinking, third-party reviews, etc., to boost ranking.
SEO is a fast-changing discipline. An agency provides reports on key metrics and recommendations for how you may respond to shifts in market trends, customer demands, and search engine algorithms. The insights may also inform your content marketing and social media strategies to deliver a seamless omnichannel experience.
As mentioned earlier, the inbound methodology is particularly effective for B2B healthcare marketing because it addresses the entire buyer's journey. Data analytics in marketing takes it to the next level by helping you deliver personalized content to improve engagement, cultivate loyalty, build advocacy, and increase customer retention rates.
A healthcare digital marketing agency helps you interpret key marketing metrics to make targeted improvements. For example, customer lifetime value (CLV) and churn rate reflect the effectiveness of your customer retention strategy. Meanwhile, Net Promotor Score (NPS) and online reviews are good indicators of brand advocacy.
Data analytics in marketing helps you leverage data and segmentation capabilities on advertising or social media platforms to reach audiences with high purchase intent and drive high-quality traffic. An experienced healthcare digital marketing agency helps you analyze user behaviors, evaluate keyword performance, and monitor KPIs to attract high-quality leads, drive conversions, and make continuous improvements.
At Spot On, data analytics is at the heart of everything we do. It’s not just about numbers — it’s about understanding your audience and making accurate decisions to connect with them. We use data to personalize messaging, optimize campaigns, and uncover insights that drive meaningful results. By combining these insights with our expertise in healthcare SaaS, we help our clients turn data into deeper connections and measurable growth.
— Madeline Cathers, Account Manager at Spot On
While data analytics is critical, it's a means to an end — connecting with your customers. Therefore, your healthcare digital marketing agency should also be well-versed in SaaS customer relationship management.
Strong customer relationships drive conversions, improve customer retention, and increase profitability. As virtual transactions have become the norm, you must implement a digital marketing strategy to maintain customer relationships through personalized interactions and a humanized brand experience.
Let’s explore the role of a healthcare digital marketing agency in SaaS customer relationship management.
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Build personal connectionsAn agency supports SaaS customer relationship management by promoting one-on-one interactions with your audience through personalization and social media strategies. For example, it may add the human touch to your posts and long-form content or incorporate behind-the-scenes videos into your content marketing strategy to connect your solution with the people behind it. |
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Communicate your purposeMost people prefer companies that demonstrate strong values and align with their worldviews. A healthcare digital marketing agency infuses your brand value and purpose into customer interactions and communications to build emotional ties with your audience. It also helps demonstrate how your solution supports your prospects’ missions to foster a powerful connection. |
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Respond to industry trendsAn agency can help you demonstrate value and build trust with the audience by responding swiftly to industry fluctuations and meeting customer expectations. For example, we leverage our strong understanding of the healthcare audience to help our clients keep pace with changes in critical areas like user experience (UX) design, content marketing, and intent data analytics. — Madison Rivera, Account Manager at Spot On |
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Implement an omnichannel strategyAn omnichannel strategy supports SaaS customer relationship management by delivering a cohesive and personalized buying experience, including one-to-one interactions, to drive conversion and retention. A healthcare digital marketing agency can help you select and implement a customer relationship management (CRM) platform to centralize customer information and support timely communications. |
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Invest in customer successYour digital marketing strategy should help maximize CLV by ensuring customers get the most out of your solution. A healthcare digital marketing agency may help you strengthen SaaS customer relationship management by supporting the post-purchase customer experience with step-by-step guides, videos, tutorials, and educational materials. |
A SaaS marketing agency that understands your business, audience, and industry helps you connect all the critical B2B digital marketing elements to reach your ideal customers, nurture relationships, and drive revenues. But how to determine if one is a good fit?
After reviewing the benefits of working with an experienced healthcare B2B marketing agency and learning the strategies it uses to achieve results, you may wonder how to find one that can support your business. We share some insights for getting the resources and expertise you need to propel your business forward.
An experienced healthcare digital marketing agency combines expertise in the healthcare sector, B2B marketing, and SaaS industry to help you achieve success. Look for these eight characteristics when selecting a partner.
Your B2B marketing agency should demonstrate deep knowledge of the healthcare sector, industrywide trends, and how technological developments impact your business and customers. It should provide testimonials and case studies to show how it achieves results for other healthcare SaaS companies.
SaaS companies face a different landscape when working within the healthcare sector than their counterparts in typical B2B marketing. Companies must understand PHI, HIPAA, value-based care, and other concepts. Additionally, sales cycles are generally longer because prospects are often skeptical about the promises of new technology and how a new solution may or may not interact with their current EHR.
— Rebecca Graves, Co-founder at Spot On
The healthcare software sales cycle is long and complex, and your B2B marketing agency must be committed to your long-term success. It should serve as an extension of your in-house marketing team, with a clear understanding of your solution, unique selling proposition (USP), buyer personas, brand position, and market opportunities.
While some marketing agencies specialize in a specific marketing area or technique like SEO or social media, top B2B marketing agencies build a holistic marketing strategy that pulls all your marketing activities into a cohesive plan to drive omnichannel customer engagement.
Nine out of 10 customers expect a seamless brand experience across all channels. As such, you should work with a B2B marketing agency that offers expertise and hands-on delivery on everything from SEO, web design, and online advertising to content marketing, social media strategy, and video marketing.
A healthcare digital marketing agency understands the importance of trust in the industry. Seek a partner who can help you deliver a reliable, consistent pre-and post-sale experience while establishing authority through content marketing, case studies, client testimonials, and thought leadership content.
An experienced B2B marketing agency “in the know” about the latest healthcare developments and how they impact your target market helps you leverage healthcare content marketing to build credibility and position your solution strategically to address your audience’s shifting priorities.
Healthcare SaaS marketing is a long game. Your agency partner should help you take the long view. For example, they may help you set up a marketing automation solution to increase cost efficiency as you grow, produce evergreen content to attract leads over time, and implement a sound SEO strategy to maintain your search engine ranking.
Your B2B marketing agency should first and foremost deliver real-world results that will move your business forward. Beware of vanity metrics that may look good on paper but have no impact on your growth.
Your partner should be able to demonstrate how improvements in key marketing metrics support your business goals.
What a healthcare digital marketing agency asks you during your initial meeting is a good indicator of whether it takes the time to understand your business and marketing goals. Providing thoughtful answers will also help you set the stage for a successful partnership.
Here are some questions you may expect from an agency with intentions of becoming an informed, long-term partner:
Before talking to any software marketing agency, arm yourself with answers to these questions and prepare some of your own so you can evaluate which partner is the ideal fit.
Working with a healthcare B2B marketing agency offers many benefits to propel your business forward. It can help you put all the essential elements together, such as implementing a robust inbound strategy, supporting data-driven decision-making, or improving SaaS customer relationship management to increase profitability.
The proof is in the pudding. Here’s what our clients say about working with us:
With an internal marketing team of four, it is impossible to focus on everything involved in executing a successful inbound strategy. This is where Spot On has really helped; they are incredibly responsive to any request. Whether it is helping set up a workflow or campaign, making minor changes to our website, or developing new web pages, Spot On is on it. They are also very good at taking our input about design and executing our vision.
Dan Tashnek from Prevounce, a platform focused on preventive care, chronic care management and remote patient monitoring, says:
We spent a long time looking at different inbound marketing firms prior to Spot On. With each we talked to, we felt like they were either too big to give us the personalized attention our startup needed, or else too small to have the experience required to guide sales in our niche of the health IT/software industry. Spot On strikes a great balance having extensive experience and knowledge while still being agile enough to give in-depth and personalized service.
Not long after partnering with Spot On, Prevounce saw their website increase from zero organic search results to ranking for several high-volume keywords on the first page of Google, which ultimately led to a 1,600% increase in deals.
Ready to reap the benefits of a fruitful partnership with an expert team? Schedule a chat to see how we can help you accelerate your growth.
