It is difficult to master digital marketing in healthcare. It is becoming increasingly difficult for software and healthcare SaaS companies to stand out in a crowded market, especially after the pandemic.
In reality, almost all businesses use the same marketing strategies and channels for acquiring healthcare customers. What makes one SaaS business or software more memorable than the others? How can prospects form a positive impression about your company?
Your branding strategy and value proposition are key to unlocking the secret of your brand. These are the questions you should ask when creating your brand identity in the context of healthcare digital marketing and creating a value proposition to your healthcare tech brand.
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What is a branding strategy and why is it so important for digital marketing in healthcare?
The branding strategy outlines how your company will be perceived in the marketplace and how it will gain favorability. It allows you to translate your company’s vision, core values, into the way it presents itself via written content, visual elements and other means.
A branding strategy that is well-designed goes beyond a great logo and slick materials. Your brand’s value can be communicated and projected in a consistent manner. This is especially important in digital marketing for healthcare, where you need to gain trust from multiple decision-makers.
A strong brand strategy should include a brand story and brand voice, brand design, brand values, brand vibe, and brand voice. This is how it supports digital marketing in healthcare:
- Your audience can build trust and emotional bonds, which can help increase their lifetime value (LTV) by more than 300%.
- To distinguish your company from its competitors, communicate a distinctive brand personality.
- To stand out in the market and attract quality leads, you must be a leader during the long B2B sales cycle.
- To increase customer loyalty and encourage word of mouth marketing, strengthen your emotional connection with them.
- To increase profitability in the healthcare SaaS industry, it is important to build relationships with customers and retain them.
What isa value proposition and how can it be used to your advantage in digital marketing for healthcare?
How do you start a brand strategy?
A value proposition is a short statement that explains to prospects why they should choose your products over your competitors. It should explain why your solution is different, how it creates value, and what it can do for your customers.
Digital marketing in healthcare requires a value proposition. This aligns your marketing and sales teams so that they can communicate a single message at different touchpoints. This will increase your brand presence and influence multiple decision makers throughout the complex buying cycle.
Your value proposition is created by understanding your customers and mapping out your products to their needs. This can help you build your brand in health tech by demonstrating why your products are relevant to your target audience.
A value proposition is a way to improve customer understanding and demonstrate why your product is the best choice for them. Stakeholders can also use a value proposition to promote your brand. They can send a memorable and unique message to the buying committee.
How can I use digital marketing to communicate my unique value proposition in healthcare?
Your brand’s message and value proposition can be reinforced by a consistent digital presence. You must first create a compelling brand message before you jump into the digital world.
- First, define how your brand and products are different in the market. What makes you different from other healthcare tech companies? And what is your unique story? Next, you need to research your target audience and create buyer personas. Then, find out what resonates with them.
- Next, consider how your brand identity relates to buyer personas. Your brand message and value proposition must highlight the ways your offerings are compatible with the needs of your audience. Finally, you can use market insights to create a memorable and concise brand message.
- You can now apply your brand message to your digital marketing strategy and communicate your unique value proposition via digital channels (e.g. website, social media, emails, etc.). To reinforce your digital presence, consistency is essential. Make sure you project a consistent brand image across all touchpoints.
What role should content play within my digital marketing strategy for healthcare?
Inbound marketing is crucial for digital marketing in healthcare. It should be aligned with your brand strategy. Here are some ways to add content to your brand message.
- Website: Include your value proposition in your homepage’s header and/or hero image to show visitors how you can help.
- Success stories: You can use testimonials, interviews with customers, case studies and other storytelling techniques in order to show how your unique offerings helped your customers overcome their problems and reach their goals.
- Social media posts and paid ads on the internet: Communicate your brand message with engaging copy and catchy images to make your unique value proposition stand out and attract more visitors to your website.
- Sales collaterals: Use your brand message and value proposition to your sales materials in order to create seamless customer experiences as you transfer qualified leads (SQL), to your sales team.
- Blog posts: Your website content, including blog articles should be aligned with your business objectives. It should reinforce your brand voice and communicate your value proposition. Blog posts should be written to support your brand message.
- Videos: Videos are an important part of digital healthcare marketing. They allow you to connect with your audience, strengthen brand familiarity, show your product and make your brand memorable.
How can digital marketing be used in healthcare?
A solid brand message and unique value proposition are the foundation of a digital marketing strategy for healthcare. It should then be consistent in digital presence, to enhance your brand image and keep prospects engaged throughout the long sales cycle.
It’s difficult to navigate the complex web of customer journeys and buyer personas. It is a great way to get your marketing goals accomplished by partnering with an expert healthcare digital marketing service provider.
Spot On specializes digital healthcare marketing for SaaS and software companies. Spot On can help you create a compelling marketing strategy and use the most recent technologies to make your company stand out in the market.