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It’s an exciting time for healthcare technology vendors, as most U.S. hospital and health system leaders anticipate digital and technology spending increases.
However, more opportunities also mean increased competition. Even the best healthcare SaaS solution won’t sell itself. Healthcare technology is a complex and dynamic sector — your digital marketing plan must combine a strategic approach with deep industry expertise to reach your target audience and attract buyers.
That’s why more healthcare tech companies work with a SaaS marketing agency specializing in healthcare technology. The right partnership can help you maximize your SaaS marketing budget and stand out in the competitive marketplace.
However, hiring a SaaS marketing agency is just the first step. Healthcare tech vendors must foster a collaborative and fruitful partnership to gain the most benefits. Rebecca Graves, Co-founder and Chief Digital Strategist at Spot On, shares over a decade of experience in the healthcare SaaS space and shows how to maximize your investment.
1. Lean on Your SaaS Marketing Agency’s Collective Knowledge
Most companies don’t have the SaaS marketing budget to hire an internal team that can cover every aspect of digital healthcare marketing. Even if they do, they’re still operating from a limited perspective. On the other hand, a SaaS marketing agency applies lessons learned from multiple clients with similar audiences to your marketing plan.
“None of our clients compete with each other, but they’re often going after the same audience or same market,” explains Graves. “The more we work with our clients, the more we can leverage that collective knowledge. Everyone benefits.”
A healthcare SaaS marketing agency works with many clients in the sector, allowing them to develop a well-rounded perspective and stay current with the latest trends. For example, they have unique insights into the various personas in a buying committee and understand how to navigate the complex buying group dynamics.
To maximize the benefits of working with a SaaS marketing agency, lean on your partner’s deep market expertise to craft nuanced messaging and deliver the right content to the right people at the right time to navigate the complex healthcare B2B sales cycle.
Moreover, a SaaS marketing agency has experts in various disciplines, including user experience (UX), content marketing, design, SEO, and online advertising. The team offers collective industry knowledge to help you design a holistic strategy that covers all the bases.
While you’re the authority in your technology, your healthcare marketing agency is the expert in your audience. So, don’t reinvent the wheel — lean into their insights to position your solution strategically to reach healthcare buyers and accelerate your pipeline.
2. Don’t Rush Your SaaS Marketing Agency into Executing Campaigns
A reputable healthcare SaaS marketing agency understands that long-term success starts with a robust strategy. It won’t burn through your SaaS marketing budget until you have discussed and agreed upon the right strategy to ensure its tactics are adding substantial revenue to your business.
However, many companies make the mistake of jumping into execution — pressuring their agencies into executing tactics and launching campaigns without a solid foundation.
“Whenever we start working with a client, we establish a baseline from the beginning,” says Graves. “We first ask: Do you have a brand strategy? Do you have messaging? People often come in with ambitious sales or traffic goals. However, they're setting themselves up for failure without a solid foundation.”
A robust strategy goes beyond the kind of content you create or the channel you use to reach prospects. It sets the stage by defining what success looks like for you. So, take the time, follow the process, and work with your SaaS marketing agency to build the foundation for long-term, sustainable outcomes.
Most Spot On clients aim to add substantial revenue to their business and achieve a healthy ROI on their SaaS marketing budget. They first work with our marketing strategists to craft unique brand positioning. The strategy guides the cohesive execution of marketing campaigns to deliver a consistent and converting brand experience across channels.
“Our brand strategist conducts interviews with our healthcare SaaS clients. She comes back with, ‘Here’s your story, what you do, what you represent, and the message around it,’” Graves says. “Often, it’s the first time the company has even thought about its brand story in such detail, and it’s a lightbulb moment.”
From there, we build your marketing content, sales materials, and website with on-point messaging. We help you attract ideal customers with a robust SaaS inbound marketing strategy. “We don’t drive traffic for traffic’s sake. It’s much better to have 1,000 relevant visits than 100,000 people who come to your site and bounce,” Graves says.
Additionally, a SaaS content marketing agency knows how to track metrics and use the data insights to make targeted improvements. “Your healthcare marketing strategy must evolve. Don’t push your agency to keep executing campaigns without revisiting the foundation. It's critical to iterate as you go to improve results,” Graves adds.
3. Foster a Collaborative Relationship With Your SaaS Marketing Agency
Many companies make the mistake of thinking that hiring an internal team or partnering with a SaaS marketing agency is a binary choice. Yet, organizations that achieve the most success leverage their agency partnerships to amplify their internal capabilities.
Instead of replacing the internal team, use your SaaS marketing agency as an accelerator. “Treat your agency as an extension of your internal team to fill skill and resource gaps,” says Graves. For example, SaaS inbound marketing requires specialized knowledge, and a SaaS content marketing agency can provide the expertise to optimize your outcomes.
The best healthcare SaaS marketing agencies help their clients identify top areas of need and provide the resources to form a seamless partnership that benefits both parties. Build trust and rely on your agency to provide deep expertise in healthcare SaaS marketing.
“While we have the healthcare software industry and marketing expertise, you have deep knowledge of your specific product or service. We combine these strengths to create a powerful team,” Graves says.
Maximize Your SaaS Marketing Budget With a SaaS Marketing Agency
To maximize your SaaS marketing budget, partner with an agency that understands the latest approach to healthcare software and SaaS inbound marketing. Lean on the agency team for industry and marketing expertise, follow their guidance to set a solid foundation, and leverage the partnership to amplify your internal capabilities.
At Spot On, we build long-term partnerships with our clients to help them maximize their marketing ROI. Schedule a time to chat and see how we can help you capture more opportunities in the fast-growing healthcare industry.
