Working with a healthcare software digital marketing agency is a big step that can propel your business forward. Finding the right fit for your business takes some investigation, though.
When you evaluate a digital marketing agency specializing in healthcare, consider whether they take the time to understand your business and marketing goals. A telltale sign is what they ask about your business during the initial meeting. Meanwhile, your answers can make a significant difference in achieving successful outcomes in this partnership.
Here's a list of questions that an agency should ask you. Knowing what you can expect will give you a double advantage: You’ll be prepared to answer them constructively, and you’ll know if the agency is invested in understanding what’s most important for your business.
1. How would you describe your business?
This question gives an agency high-level insight into what your business does, who your target audience is, and most importantly, why you do what you do. Your answer can also reveal if your branding and messaging are succinct. If these elements need refining, you can begin the partnership by sharpening the focus of your business to lay a solid foundation for the work ahead.
2. Who are your competitors?
Understanding your competition will help the healthcare software marketing agency conduct competitive analysis and discover how your audience perceives your brand vs. your competitors. The agency should also ask you these questions: Where do your competitors get their traffic? How do they drive organic traffic? What keywords do they rank for? What does their content strategy look like?
3. Who is your target market?
This question will help an agency determine whether your branding, messaging, and product offerings align with the needs of your target audience. Your answer also reveals if you have a solid understanding of your ideal buyer's business profile and persona. If not, your first step will be to get clear on your target customers so that your healthcare software marketing agency can create campaigns that resonate with these customers.
4. What makes your healthcare software different or unique?
It's a good sign if an agency asks this question! It shows that they're willing to take the time to dig deeper and discover the specifics of your products. What they learn from your answer will help them craft marketing messages that communicate your unique selling proposition so you can stand out from your competitors.
The healthcare software market is highly competitive. If you can't articulate how you differentiate your value in the marketplace, it will be challenging to convert leads into sales. An agency specializing in healthcare digital marketing can help you strategize how to set your brand apart and create marketing assets that communicate your distinct positioning.
5. How is your software purchased?
An agency must understand your buyer's journey to deliver a seamless customer experience. Is your product purchased solely online? If so, how do customers find you? A strong inbound marketing strategy is critical to bringing prospects to your website.
If you have a sales team, your agency should follow up with these questions: Do they make cold calls, use purchased lists, or rely on leads from the website? The answers can help the agency align sales and marketing to optimize your results.
6. How much does your software cost?
Understanding how your pricing strategy fits with the ideal buyer profile will help your agency strengthen its market positioning. They can then develop a strategy to generate the highest number of high-quality leads so you can meet your sales and profit goals.
7. What role does your website play in your sales strategy?
It’s a given that having a website that converts visitors into leads is important for your sales team's success, but what’s much less clear is how to achieve that. Your website should be much more than an online brochure. A good healthcare software marketing agency can make sure your site is presented in a way that encourages conversions. Be prepared to discuss your timeline and budget so the agency can help you design an optimal solution.
8. Are you currently using a marketing automation tool? If so, which one?
Marketing automation is essential to scaling up your campaigns cost-effectively. If your current software isn't designed to automate functions, you may have to factor in the time and resources to migrate your platform to ensure that you have the right tools to achieve your campaign goals.
At Spot On, our marketing platform preference is HubSpot. It’s the most complete and robust CRM platform for B2B inbound marketing. Our clients use HubSpot, and our expertise in the platform allows us to become an extension of their marketing team.
9. What are your goals for the next six months, one year, and two years? Are you on track to achieving those goals? What happens if you don’t hit the goals?
These questions will enable the agency to design a customized plan to help you achieve your marketing objectives — and help you know when adjustments are needed. An agency can set milestones and a realistic standard for what needs to be accomplished each month. Understanding the scope of work involved and having a realistic plan to tackle the deliverables is one of the biggest predictions of success.
10. How much do you plan to invest to reach your goals within your timeline?
Digital healthcare software marketing is an investment in your current and future sales. You should budget for it, just like you do for other spending categories. Before your meeting, work out your budget and share with the agency the amount you plan to invest in digital marketing for a specific timeline. A good agency can adjust to develop a plan that fits your budget and maximizes your ROI using the resources you have.
Build a Successful Digital Healthcare Software Marketing Strategy
Before you talk to any agency, arm yourself with the right knowledge. You'll know what to look for in an agency and be prepared to answer the questions they may ask, so you can find the right fit and get the most out of your partnership.
Most importantly, seek an agency that asks you the right questions. Here at Spot On, we take the time to understand your target market in order to deliver tangible results that move your business forward. With an established track record of marketing specifically to healthcare software customers, we bring the kind of insight that helps our clients create long-term success.
Schedule a time for a chat to see how we can help you market your healthcare software company.