Healthcare Software Marketing Strategies: Bringing the Patient to You

November 29, 2021

Healthtech requires a specialized marketing strategy to penetrate complex purchasing systems in the healthcare industry.

Marketing in the healthcare industry is complex. It is a heavily regulated industry with many deeply entrenched standards and ways of doing things. But if you're going to reach potential customers like patients and healthcare professionals, having a high-quality marketing strategy is a must. Healthcare marketers have a lot of obstacles on their path to reaching target groups, but nothing is insurmountable with the right plan in place.

According to a 2018 Deloitte report, healthcare software spending was projected to reach $8.7 trillion by 2020, and that number has steadily increased every year. This is a massive and growing industry with endless potential for healthcare software companies.

Developing an industry-specific marketing strategy is never easy. Healthcare software companies have to market to multiple groups in the healthcare sector, typically with a product that isn’t tangible. This is a difficulty across the SaaS industry, and digital marketing is the logical solution.

For this, finding the right partner makes all the difference in the world. Insivia, a healthtech and healthcare marketing agency with a team of experienced workers dedicated to helping businesses develop growth plans that work for them. Insivia combines market research with decades of combined digital marketing experience to help brands create and implement industry-specific, actionable advertising and growth strategies.

Even though there are many different pathways towards creating an effective healthcare marketing strategy, there is no one way to reach prospective patients or healthcare workers. Utilizing a diverse and targeted strategy is a great way to bring in business and reach your target audience. Let’s look at some of the top strategies a marketing team can utilize to reach customers in the healthcare industry.


Top Strategies for Successful Healthcare Software Marketing

Reaching organizations and potential patients in the healthcare community requires a comprehensive plan that pulls across channels to bring in leads. There is no single way to reach your target market, but having a strategy that relies on established consumer behavior trends is critical to reach consumers the way they want to be contacted.

One strategy you need to consider is optimizing your content for search engines. SEO is a crucial driver across industries and is critical to focus on in the healthcare market. According to Levo, 88% of those searching for health information start with search engines. Doing what you can to make your website high ranking on algorithms will give you an advantage over competitors; 0.78% of searchers click on results from the second page. 

From implementing keywords to linking to other websites, there are various ways to rank higher on search algorithms using Google. When considering SEO in the health industry for your digital strategy, it's important to review what is most relevant to your ideal customer.

What would the typical patient or healthcare professional be Googling for them to stumble across your website? Finding out the search phrases you think will be most relevant to your business is the most critical part of the SEO process, and this requires thinking like a customer.

Beyond using keywords and links for SEO, another tactic that helps with search engines while also serving as a pivotal part of your marketing efforts is content marketing. A content strategy helps connect with consumers while also providing necessary information. Relevant content can include anything from  posting on social media channels to blogs and videos. The component of a content strategy that all healthcare marketing professionals need to focus on is blogging.

Content marketing with blogs is an effective strategy that has multiple practical uses for marketers. Firstly, it is critical for SEO. Research from Tech Client showed that having a blog that is updated regularly makes businesses 434% more likely to rank highly in a search.  Creating consistent valuable content that is tailored to your audience will help drive traffic to your website. It also helps connect you with your customer base.

Articles targeted towards your clients that are personal, engaging, and informative provide value to them. That is the benefit of content marketing. Businesses offer something of value and interest to a content-hungry population, and it begins a relationship with a client. It brings organic traffic to companies and helps dramatically with the awareness phase of the sales cycle.  

There are several vital things you should note for your health blog strategy. Long articles are the highest converting forms of content. Articles over 3,000 words get 3x more traffic, 4x more shares, and 3.5x more backlinks than shorter articles. The type of content that performs the best is listicles, which provide information in short lists with breakdowns. These article types receive 2x more shares than other blog posts.

Another component of a comprehensive health marketing strategy is email marketing. Email allows you to reach out more directly than other forms of marketing. It is also a way to re-target previous or current patients. An email strategy will enable you to connect with leads and current or former clients to communicate key messages.

Email marketing is something just about every brand focuses on, and for good reason. A successful email campaign can help with a software product launch, a service change, or just maintain open lines of communication with your target audience. A significant percentage of companies prioritize email marketing, some at a very large scale.

According to a HubSpot report, 35% of marketers said they send their customers 3-5 emails every week. It is considered a form of marketing outreach even more significant than some aspects of content marketing; 4 out of 5 marketers consider email marketing more important than marketing on social media platforms. 

One way to drastically improve your email marketing results is to personalize your content through the use of audience segmentation. Audience segmentation is when you divide your outreach into different groups of people based on their previous purchases, demographic traits, or other considerations that you can use to target.

Sending separate emails to different types of customers makes marketing and sales teams’ outreach much more personal and increases conversions. According to data from Campaign Monitor, marketers that use a segmented campaign note up to a 760% increase in revenue generated.

The key to a successful email campaign through segmentation is personalization, and it is also essential in your digital marketing strategy and across health software advertising as a whole. Personalization is how you create a marketing strategy that connects to the reality of your target customer. Whether your product is intended for a healthcare provider or the everyday consumer needing medical software, understanding the people you want to reach is essential.

Because of HIPAA, there is a lot of data on the health behaviors of the typical consumer that won't be available. However, there is still a massive amount of information available that can shape your outreach. One of the most critical resources to mine when developing a marketing strategy is your previous customers. Getting information from them through surveys or questionnaires and analyzing their use of your product and demographics will help you better understand the pain points that led them to your service.

Marketing your product based on how it solves your target customers' problems is a personal way to have an outreach that converts. Data from Forbes showed that 80% of customers are more likely to purchase with a brand if they provide a personal experience, and 90% of U.S consumers find marketing personalization very or somewhat appealing.  Whether your team is utilizing social platforms, through email, or with written content, it is vital to the success of your healthcare software strategy that what you create is relevant and personal to the problems your ideal audience faces. 


Launching Your Marketing Plan

A healthcare software marketing strategy will help your business find its space in a crowded market that is constantly growing. The healthcare software industry is a multi-trillion-dollar industry with endless growth potential and hugely important applications. Regardless of how high-quality your product is, nothing sells itself, and having a marketing strategy that brings leads to you is a must.

There are many  critical components of a successful healthcare software marketing strategy. Some are using SEO to attract organic leads, utilizing inbound content marketing to connect with your audience, having large-scale email campaigns, and personalizing your outreach to address buyer pain points.

About Insivia

We're a SaaS Growth Agency scaling SaaS & technology companies through brand positioning, integrated marketing, web design, sales and retention.