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Is your healthcare SaaS marketing helping you achieve your conversion goals?
An industry survey found that B2B SaaS companies spend 20-25% of their revenue on marketing. With so much of your resources invested in marketing strategies and activities, you must know if you're spending money on the right tactics and channels.
But how do you know if your healthcare SaaS marketing strategy needs a makeover? We asked Spot On team members to share their from-the-trenches insights.
This guide shows you healthcare SaaS marketing mistakes to avoid and signs that indicate your strategy may be in trouble. We'll discuss how to set a solid foundation with a sound approach and align your content with this overarching direction to amplify your results. You'll also get an insider view of healthcare digital advertising and learn how to leverage data to refine your approach.
B2B SaaS marketing in healthcare is particularly challenging because of the complex buying group dynamics and long sales cycles. A well-crafted healthcare marketing strategy will help you allocate your resources effectively to achieve your goals.
But even with a solid strategy, it can be easy to make a marketing misstep. Let's look at how to navigate this complicated process.
How can you tell your marketing strategy is in trouble? Sarah Loeffler, Spot On’s former Content Director, explains how strategy missteps can affect your success and how to course-correct.
Now that we know how to spot a troubled SaaS marketing strategy, let's look at how you can fix these mistakes.
There's no cookie-cutter approach to creating a healthcare SaaS marketing plan. But if you are constantly spinning out one-off attention-grabbing activities that don't support your business objectives — you're likely putting tactics before strategy (or the cart before the horse).
Rebecca Graves, co-founder of The Spot On Agency, shares her experience helping SaaS companies identify and correct healthcare digital marketing mistakes.
An effective strategy gives you the foundation to navigate the competitive SaaS healthcare marketing landscape. Let's look at how to adopt a strategy-first approach in your organization.
How do you make sense of a complex SaaS healthcare marketing plan with numerous moving parts? How do you ensure the components work together seamlessly to achieve your business goals?
You must focus only on activities that align with your goals. Here's how to set a robust foundation to ensure your marketing strategy hits the bull's eye.
Uncovering your most critical goals helps inform your strategy — but it takes more effort than simply identifying what you want to achieve. So, what are the nuances, and how do you get to the bottom of it?
Rigorous inquiry and competitive research are key to creating a solid strategy. Madison Rivera, Spot On’s Account Manager, shares how she helps clients dig deeper to articulate their goals to inform their SaaS healthcare marketing strategy.
Use benchmarks to help you set goals and assess your performance. “We perform quarterly reporting for clients to ensure we hit the metrics, which we defined at the beginning of our relationship or as we continue to work together. We use the insights to inform proactive actions,” says Rivera.
SaaS marketing moves fast, but you don’t have to do everything all at once. It’s essential to weigh the cost of any initiative that isn’t part of a plan that supports your goals
A SaaS healthcare branding strategy is the foundation for effective communications. Kendra Rainey, brand strategist and Spot On consultant, discusses how to make your brand identity and persona stand out.
With a strong marketing and branding strategy, you can now create content to support its execution and bring it to life.
Why is choosing the right topic for your blog important?
For health IT solutions, buying cycles are long, and people on the buying team research at different speeds and have different needs. You need a variety of topics not only to attract—but also maintain—their engagement over time and speak to multiple concerns.
Videos are highly effective for B2B SaaS marketing. They help you build engagement with influential buying team members and reach new buyers by delivering content in a format they prefer. In fact, a survey of health system CIOs found that 75% of respondents prefer information video content from tech vendors.
Identify which type of video to create based on your goals. These may include branding and educational videos, explainer videos, testimonials, and training videos.
The explainer video is ideal for concisely illustrating complicated processes to spark initial interest. “They allow our clients to provide their customers with in-depth information about the software and demonstrate how the features address various pain points," says Igcasenza.
Don't underestimate the complexity of creating explainer videos. Igcasenza shares her top tips for getting them right:
Healthcare digital advertising is integral to supporting your overarching healthcare SaaS marketing strategy. But many find it the most challenging to master. Let's look at how to navigate its nuances.
Brian Cauble, co-owner and the head of SEM/SEO strategy at Spot On Agency, shares the key questions to consider at every stage of a PPC campaign.
Google Ads is great for targeting the right audience and driving traffic to your website. It should be an essential component of any SaaS marketing strategy. But the platform's ad restrictions can be frustrating for healthcare tech companies. We asked Cauble about his first-hand experience navigating Google ad restrictions.
Restrictions around privacy and protected health information (PHI) create the most impact for the healthcare industry. For instance, brands can't use PHI to inform healthcare remarketing campaigns. Google has also implemented various controls to prevent users' health data from inadvertently being shown on ads that can compromise their privacy.
Unfortunately, Google groups everything related to healthcare into the same bucket — often lumping consumer and B2B marketing together and applying broad-stroke restrictions. It also uses artificial intelligence (AI) to identify terms that suggest healthcare-related ads and block them.
The restrictions occasionally cause problems, even for digital advertising veterans like Cauble. Moreover, Google updates its restrictions frequently, so it's hard to predict when complications may occur. You may run a campaign for a long time without any issues, and suddenly, it stops working.
"You don't get any notifications — you just look at the analytics and realize that the campaign has stopped working, and you are left to figure out why without guidance or clear notifications," says Cauble.
It's best to work with a Google Ad expert who can help you set up your campaigns correctly. Also, track your analytics and look for messages that indicate potential issues.
"You may appeal, but the process often takes a week or two. Get familiar with contacting support and be persistent," says Cauble, "You'll be making a lot of calls. You'll have to work up the chain of command until you find someone who understands the issue."
Refine the target keywords and ad copy to prevent Google from blocking your ads. For example, be explicit that you're advertising technology for healthcare providers. Google's AI is more likely to block an ad with photos of patients and doctors. As such, it's best to use images related to software and technology.
"Consider how your words can be construed. Are they too generic? Can you add the word software to make it more explicit? Make the copy as obvious as possible for the AI program. But also strike a balance so a human audience can understand who the product is for and what it's about," says Cauble.
Tracking your analytics can help you identify potential problems with your ad campaigns early. But that's not the only reason you should pay attention to data. Let's look at how to use data to inform your digital marketing strategy.
How do you know if your healthcare technology marketing strategy is working? Where should you focus your resources? The data you collect may reveal critical insights.
Websites are built on initial assumptions, even if you have the best strategy. To know if yours indeed supports your healthcare marketing strategy, you must monitor its performance after launch. But what should you measure to ensure you focus on the right things? We asked Spot On partner and creative director Erica Pierce how she analyzes our clients' SaaS marketing metrics.
UX design is the process of creating products that deliver meaningful and relevant experiences to users. Website UX design focuses on more than just functionality. It considers all potential user interactions to address branding, design, usability, and function.
A UX audit examines these considerations to answer these key questions:
Pierce recommends analyzing various website performance metrics to support a UX audit to see what works and what doesn't. She looks into these key metrics to understand how visitors use a site to guide her design decisions:
She then uses the insights to decide if the design and content work as intended to entice visitors to take the desired actions.
Technical SEO optimizes a website for search engines. These tactics can also help improve user experience. To master technical SEO, you must first understand what search engines need to crawl and index your site, including sitemaps, indexing, tagging, and more. After all, the best content in the world won’t rank if it’s not accessible to search engines.
"We use a host of tools, like Semrush, Google Search Console, and Google Page Speed Insights, to perform monthly site health checks for our clients to maintain and improve their rankings," says Pierce. Here are a few examples of how we use data to optimize technical SEO:
It's almost impossible to get a perfect score in technical SEO — even if you work with an expert. However, you can continuously monitor your technical SEO health to inform incremental adjustments. “The small changes add up over time,” Pierce says.
But how do you know the changes are making a positive impact? You guessed it — data analytics!
Data insights enable you to test your theories, validate your instincts, and make informed decisions. Rebecca Graves shares her experience on how a healthcare SaaS marketing agency uses data to inform strategy.
You're putting the cart before the horse if you focus on conversions before having enough website traffic. After all, you can't possibly get conversions until you have potential customers in the door. Moreover, you need a statistically significant sample size to test your theories. So, how do you drive the right web traffic?
You need a website with an optimized UI/UX design, supported by relevant content and an SEO strategy to attract your target audience. Then, measure the right metrics and make ongoing improvements to turn visitors into leads. Let's look at how.
What gets measured gets done. But what metrics should you track to build a robust funnel?
A comprehensive SEO strategy is essential for producing content that addresses all stages of the marketing funnel — awareness, consideration, decision, and loyalty/advocacy. If you only have top-of-the-funnel pieces without content to address buyer consideration, you may grow your visitor numbers but fail to drive conversions.
Also, avoid going straight into demos without first helping a lead understand how your solution solves their pain points and why it's better than your competition. Especially in healthcare, warming up a prospect is critical because broad-scale change often happens with multiple decision-makers and only when a new solution's benefits clearly outweigh the cost of replacing an old one.
Don't overlook the role of mid-funnel content in nurturing leads to convert. Use content formats like case studies to illustrate how your solution addresses specific challenges. “This shows your audience how you have helped companies like theirs solve challenges, building both trust and credibility,” Graves says.
Track the number of unique visits, time on page, and bounce and exit rates for each content type. You'll see patterns to show which topic and format resonate and what could be improved, optimized, or discarded.
Driving traffic and engaging visitors with content is just the beginning. You must also ensure they take the next steps. A healthcare SaaS marketing agency uses behavioral analytics tools like Hotjar to see how visitors interact with a website's content.
The resulting heat maps give you insights into user behaviors — capturing how far down visitors scroll, what links they click, where they leave the page, and how they move their mouse. Your agency can analyze the data and help you make targeted improvements to drive conversions.
Using the appropriate marketing channels to distribute your content is just as important as your messaging. “We use metrics to see which traffic sources bring in the highest quality prospects and identify the right channels for our clients," says Graves.
Email and social media marketing may not drive sales on their own but can play a pivotal role in supporting other channels and content types. For example, an email can help promote a webinar, build anticipation for a product launch, or get leads to download a white paper.
Focus your social media resources on LinkedIn instead of Facebook, Instagram, or TikTok. This channel can be an ideal tool for building a brand presence but is less effective for driving conversions.
After gathering metrics from your website and campaigns, analyze them in isolation and with a big-picture lens. A healthcare SaaS marketing agency uses tools to quickly slice and dice the data to inform accurate and timely decisions.
"We use Databox to pull data from multiple sources, such as Google Analytics, Search Console, HubSpot, Google Ads, Facebook, LinkedIn, etc. With every data point in a consolidated dashboard, we can see the big picture view, identify trends, and turn insights into action to create content that progresses prospects down the funnel," says Graves.
Effective B2B healthcare marketing is complex. The various components must work together synergistically to help you achieve your objectives. From overall branding and content marketing to PPC and SEO, nothing can be left to chance. Plus, you must know what metrics to track and how to leverage data-driven insights to improve your results.
Is your marketing strategy achieving your goals?
At Spot On, we help healthcare SaaS companies proactively prevent and avoid costly mistakes by designing healthcare marketing strategies to reach their conversion goals. Schedule a call to learn how we can help you create an approach that best reflects your business’s goals, strengths, and opportunities.
SaaS Marketing Agency Insights: A Guide to Healthcare Marketing Strategy