8 HealthTech Marketing Strategies

1. Identify your buyer personas

Narrowing down your target audience is a key element of your marketing strategy. For B2B SaaS companies, it's important to establish who your top potential customers are and what pain points you're claiming to solve for them. This will make your content strategy a lot easier to develop. Once you fully understand who you're trying to sell to, you can then formulate your messaging and branding to cater to that buyer persona. 

Identifying who your ideal audience is will also help your sales team when they're trying to drive conversion rates as well. Providing a full understanding of the people that benefit the most from your product/service is the best thing you can do for your whole team. 

To identify a more detailed view of who your buyer personas are, a great technique is to create forms on your website for people to fill out. A common form can be for an email newsletter. In this form, you can ask questions like what their company is, the size, and what role they are in. This gives you detailed insights into who is the most interested in the content you're creating.

Get your sales team involved and figure out who exactly they're getting the most leads from. This is solid insight since you're asking straight from the source what's working and what's not. Figure out who out of those leads is the most interested in your product and figure out how you can create a marketing strategy that will bring more of that type of persona into your business. 

2. Establish Thought Leadership

One of the best things you can do for your healthtech business is to establish yourself as a thought leader in the industry. This builds trust with your potential customers.

You can do this in various ways:

• Being active on your website and keeping it updated is a simple, yet crucial task. Your website should keep up with the times and never look like it's outdated. Giving your website a refresh every now and then keeps things new and exciting to your visitors.
• Post frequently on your blog with useful and relevant information that establishes yourself as an expert. Blog posts are a great way to engage with your audience and give them important updates on your business and the industry itself.
• Use social media and share industry insights, answer commonly asked questions, and stay overall engaged with your audience.
• Include a case study or white papers section on your website. Case studies show the results that your customers have had while using your product. It's a crystal clear way to express to your audience the problems you've helped other companies solve. White papers provide an in-depth look at your B2B SaaS product and what problems it solves.

All of this is rather simple, but utilize them to your advantage and you'll make a significant difference in where you stand in your industry. There are many B2B SaaS businesses out there so you need to prove to your target audience why they should trust you and buy your product.

3. Leverage Social Media Platforms

Social media marketing is easily one of the best ways you can build strong relationships with your audience. In fact, Statista predicts that there will be roughly 6 billion users by 2027. So, this marketing channel should be a key component of your content marketing strategy since that number is continuing to grow. Again, this is a great area to establish yourself as an industry expert, but also a strategic way to advertise your brand. There are endless possibilities for how you can use social media to your advantage: 

Influencer marketing

Affiliate and influencer marketing are useful strategy to build trust in your brand as well. Healthtech companies tend to connect with doctors, nurses, and even patients to build trust within the community.

Hashtags

Utilizing hashtags is a great way to get your name out there to people who may not be following you. If you use the best relevant hashtags, you'll put yourself right in front of the perfect target audience for your brand. 

Engaging content

Create engaging content such as live streams, polls, Q&As, etc. Consumers love to interact and get personalized experiences with content. Stagnant content is in the past. You don't want to talk to your audience but rather with them. It makes them feel cared about and more involved.

Reputation and trust

Build your reputation with online reviews. If your company has a Facebook page, people can go there to make reviews on your business. This is a great way to build trust and increase the likelihood that someone will do business with you.

4. Focus on Search Engine Optimization (SEO)

For any B2B SaaS business, SEO is at the forefront of their digital marketing strategy and it's no different for the healthtech industry. Optimizing your website toward your target market will help your business increase conversion rates. If you're not showing up in the right searches, you're missing out on potential sales. 

There's a plethora of tools to help you hone in on the key phrases your website should focus on. SEMrush is one tool that has many functions that help you understand the areas you're excelling and lacking in.

SEO has a huge impact since 53.3% of all website traffic comes from organic search.

This is why you want to make sure it's optimized well for the buyer persona you established. Otherwise, you may get a large number of random visitors that bounce quickly off of your website. 

One way you can establish high authority on your website is by acquiring strong backlinks from reputable sources. Make sure these backlinks are relevant to your industry to avoid these links creating more harm than good for you in the long run. 

5. Host Live Events

Live events are great for creating connections as well. It adds personality to your brand while also providing valuable information. This can be done through webinars, Zoom calls, or live events on social media. Of course, you can host in-person events as well. Take part in activities like a Q&A where you can answer any burning questions some people may have.

According to Bizzabo, 95% of marketers believe in-person events have a significant impact on achieving primary business goals.

Hosting live events establishes more of a human connection. Being in the B2B SaaS space, we're all behind computer screens most of the time. Utilizing this tactic adds so much more to your brand and makes you more personable. It's also another form of advertising that's not on the internet. Word of mouth goes a long way, so you don't want to ignore this traditional marketing tactic. 

6. Consider Investing in Paid Advertising

Paid advertising is a useful tactic as long as you narrow down the audience you're targeting the ads to. Ads can increase brand awareness by 80% when done correctly. Advertising to the whole world sounds great in theory, but in reality, it's the worst way you can go about PPC. If it's more related to your buyer personas, then there's a higher chance the ad will turn into a sale. If it's a vast group of people you're advertising to, they may click on the ad, but it's most likely not going to turn into anything more. 

The healthcare industry is huge, so it's extremely important to make sure you know who you want to spend your advertising money towards. You can customize ads to target certain demographics and characteristics of online users. You've probably witnessed PPC ads that seem tailored to your personal interests. That's exactly what you can accomplish in the healthcare industry for your business. Be mindful of that, and your ads should be reaching the right people. 

PPC is also only effective if you're targeting relevant keywords for your B2B healthtech company. Depending on your strategy, you can:

• Use branded keywords: These ads protect your brand from competitors' ads.
• Use non-branded keywords relevant to your industry: This technique allows you to reach other people interested in your industry who may be unfamiliar with your brand. 

7. Utilize Automation Tools

According to Zendesk, 60% of consumers say that speed is the most important aspect of good customer service.

8. Personalize Your Messaging

A key element of your B2B SaaS healthtech marketing strategy should be personalization. If you narrowed your buyer personas, it should make it easier to craft your messaging to cater directly to them. You can do this through a variety of channels:

• Email marketing is an effective way to convey what your company provides in a personalized way. You can send certain campaigns out to particular customers that have shown interest in certain products and/or features. 
• Surveys and polls are great for interacting with your audience while also receiving useful feedback about your business. 
• Providing a live chat option on your website is extremely useful for customers to get the answers they need in a timely manner. 

According to Slideshare, 80% of consumers are more likely to buy from a company that provides a tailored experience.

No matter what digital marketing channel you choose, personalization shows that you care about your customers and will go above and beyond for them. If your messaging is general and broad, it won't resonate with your audience and they will be less inclined to do business with you. Personalizing your messaging takes a little more effort, but it pays off significantly in the long run. 

Key Takeaways

Having a strong B2B SaaS marketing strategy is vital for your healthtech business to grow and scale. There are endless possibilities and marketing techniques you can experiment with. Putting the right plan in place, you'll have a clear roadmap to follow when it comes to effectively reaching more potential buyers and creating lasting relationships with them. In order to increase conversion rates, you have to focus on who you're selling to, why you're selling it to them, and how you're going to get your message across effectively. 

Once you figure out the who, why, and how, you'll be golden. It will also significantly help your marketing team narrow down their efforts and drive conversion rates. Especially for B2B SaaS businesses, it's vital that your marketing campaigns are engaging and personalized toward the target market you wish to reach. Don't be afraid to narrow down your reach! That technique will help you gain more leads than what you might think.