Seven Important Healthcare Software Marketing Tactics That Will Help In Lead Wins

Over the years, quality, outcomes, and value have become the watchwords of the healthcare sector. Owing to these watchwords, the healthcare industry is all out seeking innovative, cost-effective tech-enabled solutions. Healthcare software implies the use of technology to make things better and safer for both users and caregivers, i.e., it is all about making healthcare smarter, faster, and personalized. From helping medical professionals diagnose diseases quickly to ensuring that each user has access to a personalized treatment regimen, medical software is at the forefront of enhancing and optimizing operational efficiencies within the healthcare facilities. By harnessing the potential of AI, machine learning, and other technologies, health tech companies are formulating software solutions that are empowering healthcare facilities to fast-track medical and clinical research and hassle-free operation cycles for positive outcomes.

With around 119,569 health tech companies offering healthcare software worldwide, competition is rife. If you are company offering medical software, without an effective marketing strategy, you will be left in a lurch. The global healthcare software market is witnessing exponential growth, with its value surging from USD 28.66 to USD 77.43 billion by 2032, growing at a CAGR of 10.5%. The sheer numbers indicate the vast scope health tech companies have for marketing their healthcare software and gain desired financial outcomes.

Best Hacks for Successful Healthcare Software Marketing

Despite a burgeoning demand for innovative tech solutions, healthcare software marketing is not easy. If navigating through immensely competitive turf is a challenge, securing a business and product outreach amidst stringent regulatory frameworks is a daunting task at hand for the health tech firms. At the core of these challenges lie the diverse array of audience with distinct needs, priorities, decision making protocols, complicating medical software marketing in the healthcare ecosystem. Over and above these aspects, the long sales cycles interspersed with prolonged procurement processes and meager budgets emphasize a massive need for a well-strategized marketing approach.

So, how do you ensure that your healthcare software is the one that buyers turn to?

It all comes down to creating a compelling marketing strategy that will bolster the sales of your healthcare software.

1.  Showcase a robust compliance posture

Navigating the intricacies of regulatory compliance is more than a legal requisite for the health tech companies initiating healthcare software marketing. As a health tech company, you can capitalize on compliance adherence and make it a cornerstone for fostering trust and credibility among your users. While marketing your products to healthcare facilities, you must focus on gaining profound understanding of the regulatory frameworks. With stringent adherence to compliance norms that govern the sanctity and security of user data, including the Health Insurance Portability and Accountability Act (HIPAA in the US), and the General Data Protection Regulation (GDPR in Europe), and more empowers you to instill confidence among potential buyers. Besides legal adherence, ingeniously leveraging your compliance posture in your marketing strategy allows you to exhibit credibility and nudge more prospects to buy your services or products.

2.   Formulate a strategic stakeholder engagement

To formulate an effective healthcare software marketing strategy, an astute understanding of the healthcare turf’s complex tapestry is crucial. A nuanced understanding of varied stakeholders, their distinct roles and prerogatives concerned with decision-making gives you a good perception of your target audience’s needs and issues affecting them. Such deep understanding empowers you to create compelling value propositions and messaging that are imperative for a strategic engagement and will drive sales growth. Carrying out a prospect mapping to identify the decision-makers within an organization and garnering their role-specific insights allows you to pitch products or services that fit them the best and acquire them as users. By thoroughly understanding the different stakeholders in the healthcare ecosystem you can create audience centered endeavors to boost engagement and increase sales.

3.   Tap into the potential of educational content marketing

If you are striving to gain a strong foothold in the healthcare software market, adding educational content marketing in your arsenal will work wonders for your sales growth. You can elucidate the tangible benefits and value proportions of your offering to your prospects through insightful, value-driven content. With such an approach, you can ditch the hard sell concept and delve deeply into educating your audience about your offering’s transforming power, and how it can clear the hurdles negatively affecting them. To suffice the diverse learning styles of your target audience, you can utilize blogs, blog posts, infographics, explainer videos, and more. Besides this, showcasing your healthcare software through interactive webinars featuring industry experts discussing the challenges in the healthcare and how your product can address it, will significantly impact your sales. Besides this, publishing white papers with a deep-dive analysis of problem plaguing the healthcare sector and your products role in mitigating it enables you to don the role of a subject matter expert and enhance your brand’s popularity. Additionally, showcasing your customer’s success stories and illustrating the challenges your software resolved on your website and social media helps you build a legacy of trust and gain more users.

4.   Take the digital advertising route

Digital advertising is a powerful conduit for targeting specific demographics in the healthcare domain. Taking the digital route in medical software marketing allows you to pitch your services to the audience via numerous ad platforms. Besides staying on top of the minds of potential buyers, through digital advertising you can nurture them through the sales funnel and seize deals swiftly. Marketing on professional B2B platforms like LinkedIn, allows you to access specific prospects based on particular roles, organizations, and professional interests, and initiate hyper-personalized targeting endeavors for quick lead wins.

5.   Make your presence felt among the healthcare professionals

In the realm of healthcare software marketing making the right collaborations and gaining visibility among the professional community is paramount. To establish connections with stakeholders, you can engage in discussions at trade shows, conferences, and more. These events are invaluable platforms to showcase your products and demonstrate how they can meet their needs, grab their attention, and secure deals. Additionally, via event marketing, you can initiate a direct dialogue with the industry’s stakeholders, understand their evolving needs, and modify your offerings accordingly to attract appropriate users and overshoot your sales targets.

6.   Transition to a value-based selling

Healthcare software marketing has transitioned from selling products merely by enumerating features towards the value products offered. As healthcare software consists of numerous innovative features, conveying the tangible benefits users will gain from them will help you nudge them to take the final call to purchase your product. The strategic shift towards value-based selling allows you to accentuate your offering’s unique features to prospects, and establish that your product resonates perfectly with their pressing needs and seize deals.

7.   Leverage CRM capabilities for targeted outreach

Leveraging CRM turbocharges your healthcare software marketing efforts. Several CRM software available in the market allow you to segment your audience based on their online behavior, purchase pattern and content preference. Owing to this information, you can craft audience-centered marketing endeavors for specific prospect segments, establish connections with them and win deals.

Wrapping Up

Getting ahead in the healthcare industry, which is tough, crowded, slow and conservative requires a great deal of effort. To emerge victorious in the rat race, as a health tech company it is imperative to make an offer your audience cannot refuse. By defining, analyzing, and segmenting the buyer persona, pitching your product’s high-value proposition changes the sales trajectory of your enterprise. To stay ahead of the competitive curve, you can build long lasting relationships with users by precisely understanding their needs, targeting their buyer journeys with personalized content, and establishing your authority in the health tech space with valuable content.