Digital marketing in healthcare is a tough nut to crack. It has become increasingly challenging for healthcare SaaS or software companies to stand out in the crowded marketplace — especially considering the growth-fueled era of health tech following the pandemic.
The truth is that almost every business uses similar marketing tactics and healthcare customer acquisition channels. So what makes one SaaS or software business more memorable than another? How can you get prospects to develop a positive impression of your company?
The secret lies in your branding strategy and value proposition. Here are some questions to consider when developing your brand presence within the healthcare digital marketing context and creating a value proposition for your healthcare tech brand.
What is a branding strategy, and why is it important in digital marketing for healthcare?
A branding strategy guides how your brand shows up in the market, outlining how your company will build rapport and favorability. It helps you translate your company's vision and core values into how it presents itself through written content, visual elements, and more.
A well-designed branding strategy isn't just about an amazing logo or slick branding materials. Communicating your brand's value and projecting a consistent image can help you build credibility in the marketplace — critical in digital marketing for healthcare where you must gain the trust of buying teams with multiple decision-makers.
A robust brand strategy includes a brand story, brand voice, brand design, brand value, and brand vibe. Here's how it supports digital healthcare marketing:
Build trust and emotional connections with your audience, which can increase customer lifetime (LTV) value by over 300%.
Communicate a unique brand personality to distinguish your company and offerings from your competitors.
Stand out in the marketplace to attract high-quality leads and stay top of mind during the lengthy B2B sales cycle.
Reinforce emotional connection with your customers to increase loyalty and encourage word-of-mouth marketing.
Strengthen relationships with users and increase customer retention, which is key to profitability in the healthcare SaaS market.
What is a value proposition, and why is it a competitive advantage in digital healthcare marketing?
So, where to start when building a brand strategy?
You need a value proposition — a concise statement that tells prospects why they should choose your products instead of your competitors. It must convey why your solution is unique, what value it creates, and how it can meet your customers' needs.
A value proposition is essential to digital marketing in healthcare. It aligns your sales and marketing teams, so they can communicate a unified message at various touchpoints to amplify your brand presence and influence multiple decision-makers throughout the complex buying cycle.
Creating your value proposition involves understanding your customers' needs and mapping your products to their pain points and desired outcomes. It can help you strengthen your health tech brand by showing why it's relevant to your ideal audience.
Ultimately, a value proposition helps you improve customers' understanding of your product and show them why it's the best option for their organizations. It also makes it easy for stakeholders to advocate for your brand by giving them a unique and memorable message they can share with the buying committee.
How can I convey my unique value proposition using healthcare digital marketing services?
A strong and consistent digital presence can help reinforce your brand message and value proposition along the customer journey. Before jumping into the digital part, you must build a solid foundation by crafting an appealing brand message.
First, clarify how you differentiate your brand and products in the marketplace. What sets you apart from other healthcare tech competitors, and what's your unique story? Then, research your target audience, create buyer personas, and understand what resonates with them.
Next, determine how your brand identity maps to the buyer personas. Your brand message and value proposition should highlight how your offerings align with what your audience needs to solve. Lastly, use market insights to craft a concise and memorable brand message.
Now you can apply the brand message to your digital marketing strategy to convey your unique value proposition via digital channels (e.g., website, social media, email, etc.) Consistency is key to reinforcing your digital presence, so ensure that you project a cohesive brand image across all customer touchpoints.
What role should content play in my digital healthcare marketing brand strategy?
Since inbound marketing is essential for digital marketing in healthcare, it should align with your brand strategy. Here's how to use content to augment your brand message:
Website: Incorporate your value proposition into your homepage's hero image and/or website header to let visitors know how you can help them right off the bat.
Success stories: Use case studies, customer interviews, testimonials, and other storytelling techniques to highlight how your unique offerings help your customers solve their challenges and achieve their goals.
Social media posts and paid online ads: Convey your brand message through engaging copy and catchy visuals to make your unique value proposition memorable while attracting more clicks to your site.
Sales collaterals: Apply your value proposition and brand message to your sales materials to create a seamless customer experience as you transition sales-qualified leads (SQL) to your sales teams.
Blog posts: The content you publish on your website, including blog articles, should align with your business objectives, reinforce your brand voice, and communicate your value proposition. When writing blog posts, position the content to support your overarching brand message.
Videos: Videos play an increasingly critical role in digital healthcare marketing. They help you connect with the audience, reinforce brand familiarity, showcase your product, and make your brand memorable.
Digital marketing in healthcare: How do I navigate the complexities of the healthcare tech market?
A well-crafted digital healthcare marketing strategy starts with a solid brand message and a unique value proposition. Then, it should amplify your brand image via a consistent digital presence to get in front of the right audience and keep prospects engaged as they move through the lengthy sales cycle.
But it's not easy to navigate such a complex web of buyer personas, customer journeys, and marketing channels. Partnering with an experienced healthcare digital marketing services provider is the best way to cut through the clutter and achieve your marketing goals.
Spot On specializes in digital healthcare marketing for software and SaaS companies. We can help you design an effective marketing strategy, apply the latest technologies, and create engaging content to stand out in the marketplace.
Schedule a time to chat with us to see how we can help.