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B2B healthcare marketers have long been familiar with the traditional marketing funnel, in which a net is cast as far and wide as possible in the hopes of attracting prospects, the pool of which continually narrows throughout the sales funnel until some prospects ultimately complete a purchase. While marketers have different names for these sales stages, they are often along the lines of Awareness, Interest, Desire, and Purchase. Healthcare Software-as-a-service (SaaS) marketing is a similar process, but there are some key elements that make it unique, providing both challenges and benefits for marketers.
Healthcare SaaS marketing builds on the concept of a traditional funnel, adding such stages as onboarding, retention, and expansion. Ideally, expansion occurs when clients are so pleased with your services that they will provide a qualified referral, leading to a shorter sales cycle for the new prospect.
Still a bit confused about the traditional marketing funnel vs. a healthcare SaaS marketing funnel? Don’t worry—read on! We're here to help you understand their similarities and differences by examining the seven unique stages of healthcare SaaS marketing.
Healthcare SaaS marketing can be challenging, particularly because you are marketing software, without a tangible product to market and sell. Further, the software itself is constantly changing, with product updates and new features being released regularly, so your marketing narrative must be able to adapt to these changes and speak to the multiple decision makers on the buying team. Having a niche audience can also be challenging, as your product software might apply only to a few healthcare organizations.
Another challenge with healthcare SaaS marketing is that the sales cycle can be slow, compared to other types of businesses. HubSpot notes that the typical SaaS sales cycle can last up to three months, but for healthcare SaaS that time can be extended. Plus, the usually high cost of the SaaS subscription model translates into businesses spending ample time ensuring they've found the right option before purchasing.
HubSpot notes that there are 4 unique stages that leads follow before making a purchase and becoming a SaaS customer. These stages can also be applied to healthcare SaaS customers:
These first four stages, however, simply set up the sale, whereas healthcare SaaS marketing strategies demand three additional steps for an effective sales cycle:
If you’re looking to improve your healthcare SaaS marketing, Spot On has outlined these best practices. Our top ten recommendations will vary by customer and will be tailored to the individual strategy. However, in general, they usually include:
The main goal in all healthcare SaaS marketing is to create content and touchpoints that are highly relevant to your target audience. You want to show them you’re the expert best aligned with their needs, offering solutions, products, and services they can’t get elsewhere. And, once everything is taken into consideration, your marketing strategies need to prove themselves to the CFO and other members of the buying team, showing a solid return on investment.
It’s a lot to think about. We know. Spot On has successfully navigated the world of healthcare SaaS with other clients and understands just how overwhelming all of this might be. If you have a small marketing team or don’t have the know-how to implement these strategies in-house, consider partnering with a healthcare SaaS marketing agency.
At Spot On, our first step with any client is developing a strategic marketing campaign that will help achieve your sales goals and objectives. If you’d like to discuss how we can help you develop your healthcare SaaS marketing funnel, schedule a call.
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