1. Identify Your Target Audience with Precision
Marketing your SaaS product the right way begins with identifying your specific niche within the healthcare industry and understanding your target audience's pain points and needs.
That means figuring out who you’re selling to, such as mobile number data private practices, hospitals, or healthcare systems, and understanding their market size. A large hospital will have different needs than a small practice, and understanding those needs early on will help you figure out your niche from the outset.
At this stage, you’ll also want to identify the buyer, the budget approver and the “champion” or user. The decision-maker who has final say over whether an organization will buy your product often has vastly different pain points and motivations than the end user who will deal with the product frequently, so tailoring your marketing and sales messages accordingly to address their unique challenges effectively is critical.
2. Conduct Competitive Analysis
The next step in healthcare SaaS marketing is identifying your main competitors, how they describe their products, who, exactly, they’re targeting, and what value propositions they highlight throughout their messaging.
Because of the large scale of the healthcare SaaS market, understanding and analyzing competitors is crucial for carving out a place in the market. Find out:
What audience do your competitors target
What advertisements do they run on which platforms
What content do they promote via email and social media (Subscribing to their marketing email is a great way of keeping tabs on the content they produce)
By strategically paying attention to your competitors, you can find out what works for them and what doesn’t, see what resonates with their audience, learn from their successes and missteps, and develop ways to look and sound better than they do.
You can gather all the information you need to do this by thoroughly auditing competitor websites and marketing channels. Take the time to dive deep into what both direct and non-direct competitors say and do to gain a complete picture of the market and what you need to do to enter and become a thought leader and innovator in the space.
