Health IT marketing is complex — you must deliver the right message at the right time to the right people to get results. You probably know that a SaaS healthcare branding strategy is the foundation for crafting effective communications. But what should it entail?
Kendra Rainey, brand strategist and Spot On consultant, shares the critical questions that you should consider in order to make your brand identity and persona stand out.
Do you really have a brand strategy?
A brand strategy is a holistic approach to how your company represents itself in every activity. It's not your visual identity like logo, color palette, font choice, or illustration style — these things are the execution of your brand strategy. “A brand strategy takes a broader perspective, providing a set of well-researched, well-thought-out guardrails to determine how your company behaves in the world,” Rainey says.
Is your brand strategy connecting with your customers?
A healthcare branding strategy is a living and breathing entity. It's mutable and changes over time to connect your company to your ideal audience, making them want to become part of what you stand for by using your products. It's an ongoing conversation with your audience to build brand affinity. Rainy points out that “companies must take a step back from what they sell. They must first understand why they sell it and what it means to their customers.”
Have you codified your healthcare branding strategies into language?
Next, you must turn a series of concepts and ideas about your brand into something tangible, sharable, and executable. Codifying your healthcare branding strategy into language will help inform your health IT marketing tactics, such as website design and content creation, to appeal to the right audience.
Are you held back by these branding misconceptions?
Two common misconceptions often derail healthcare branding efforts: The first one we have mentioned — a brand isn't a logo or visual application. Secondly, keep in mind that branding doesn't have to be a long, scary process. With the guidance of experienced SaaS marketing strategy advisors, you can gain solid insights and then quickly turn them into actionable steps to avoid common issues with marketing that can result from a lack of brand awareness.
What are the first steps in developing a healthcare SaaS branding strategy?
Take the time to talk to different people in your company (e.g., executives, marketers, customer service reps) to understand the "why" that drives your target audience to action. Gain insights by asking questions and analyzing internal conversations. “While the CEO may have the vision, the sales rep or customer service employee knows the nitty-gritty, so it's important to get input from different sources. Interviews and workshops with stakeholders can help you learn about your audience from various perspectives,” Rainey says.
What should you focus on when creating your strategy?
Rainey shares her explanation of the three main areas any solid branding strategy should address:
Your strategic positioning differentiates your brand and answers the question, "why would your customers buy from you instead of your competitors or other alternatives?" It signals to an audience that you have what they want and can solve a problem they have in a specific way.
Your story shapes how your audience and the world perceive your brand. It should go deeper than the products and services you offer to create an emotional connection with your prospects and customers — the secret sauce behind brand loyalty.
Your vibe is the alchemy of your brand personality, ethos, and voice. It's the swagger you add to your position and story to make your brand come to life. It's reflected in every detail, down to the word choice and the tone of your communications.
What goes into creating a strong value proposition?
Your value proposition is a clear statement of what will make your product or company attractive to your buyers. It's audience-specific, and typically goes beyond an external problem to understand the mindset and triggers that motivate your prospects — like the need to avoid a stressor or align with a compelling philosophy. Connect your prospects' challenges with your vision and mission to form the foundation of your value proposition. “When done right, your value proposition is a key piece of information to help you bridge your brand's big picture with the execution of your health IT marketing tactics,” Rainey says.
How do you create strong messaging to support your value proposition?
Messaging is the external expression of a brand, so it should stem from your healthcare branding strategy and embody your healthcare SaaS brand's position, story, and vibe. A brand can have multiple messages to appeal to different audiences at different stages of the buyer's journey. Consistency and appropriateness are key to creating a brand message that generates positive awareness and makes an impression on the audience. Take a step back to consider your brand holistically and strategically. “Shift your mindset and put yourself in your audience's shoes to craft messaging that resonates,” Rainey advises.
Build a Solid Foundation with Healthcare SaaS Marketing Strategy Advisors
A healthcare branding strategy helps you tap into the emotional triggers that connect your products and services with your audience. It’s the foundation of all your marketing efforts, so effective healthcare IT marketing starts with a sound strategy.
Working with an experienced healthcare SaaS marketing agency is the key to building a solid foundation to support creative execution. At Spot On, we help healthcare software companies develop branding strategies that set them up for success and maximize their marketing ROI. We can help you turn your vision, mission, and passion into a unique story that appeals to your target market and speaks to their mindset and worldview. Schedule a time to chat with us to see how we can help your company build a brand that stands out from the rest.