Struggling to keep up with the digital landscape in the healthcare industry?
It can be difficult to navigate the complexities of SaaS products and create an effective digital strategy. But without a strong digital strategy, your healthcare SaaS product could be left behind, losing out on potential customers and revenue.
Let us help you create a customized digital strategy for your healthcare SaaS product by discovering the dos and don’ts when creating your digital strategy.
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Table of Contents
Understanding the Digital Strategy for Healthcare Industry
Digital strategy plays a key role in the healthcare sector in changing and improving patient care, operational effectiveness, and overall healthcare delivery. A crucial component of digital marketing strategy for start-up approach includes:
- The increasing use of EHRs has made it possible for medical staff to store and retrieve patient data online safely.
- Electronic health records improve the flow of details between medical professionals, lower the number of errors, and allow for more customized and well-coordinated care.
- The use of digital technology, such as telemedicine, has increased in popularity, allowing doctors to monitor patients’ health and conduct remote consultations.
Furthermore, there isn’t a digital marketing strategy for healthcare without data analytics and artificial intelligence. Healthcare companies can obtain important insights from huge datasets by utilizing advanced analytics, which enables more informed decision-making and individualized treatment regimens.
How to Grow With Healthcare Content Marketing?
According to a collaborative study by the Content Marketing Institute, content continues to play a crucial role in the customer journey of healthcare IT buyers. As per a study, 77% of B2B participants said their company used a content marketing approach. Of them, 58% claimed that their approach has changed somewhat or moderately since the outbreak.
After viewing excellent material about healthcare technology, healthcare software buyers take action, such as researching products, sharing knowledge with colleagues, or starting a conversation about purchases. The word “high-quality” is crucial here since healthcare IT purchasers sometimes struggle to acquire the needed data.
They were turned off by jargon, sales pitches, and buzzwords and preferred content that featured industry knowledge, established authority, and illustrated the information with case studies.
It’s also critical to consider healthcare IT buyers’ content access preferences. These are the top five most productive channels:
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Components of a Digital Marketing Strategy for Healthcare SaaS
A digital marketing strategy for healthcare industry must take into account several important factors. Here are some components for your understanding.
Positioning Strategy: The healthcare SaaS solution needs a positioning plan to stand out. It entails determining the distinctive value proposition and comprehending the particular requirements and pain areas healthcare providers face.
Sales Funnel Development: The creation of a sales funnel is necessary to direct potential customers from awareness to purchase. A well-planned sales funnel is essential to accelerating the sales process in the healthcare industry, which features drawn-out procurement procedures and lengthy sales cycles.
Website Design: A key component of a digital marketing strategy for healthcare software as a service is a user-friendly, navigable and informational website. The SaaS product’s value proposition and regulatory compliance should be highlighted on the website.
Digital Channel Utilization: To market your brand, use pay-per-click (PPC) advertising, content marketing, social media, SEO, and other digital channels. Every channel should be used to reach and interact with the intended audience.
Marketing Calendar: Create a marketing calendar that details the promotional and content initiatives for various media. It includes creating original content, planning social media content, and guest posting on pertinent websites.
Targeted Content Campaigns: Healthcare Software as a Service (SaaS) organizations can leverage targeted content campaigns to provide extremely customized material that speaks to the demands of their target audience. It includes delivering content at the appropriate time by utilizing behavioral analytics.
Integrated Marketing Strategy: A comprehensive marketing plan is essential for attracting clients, fostering connections, and increasing revenue. It entails coordinating different marketing initiatives to produce a streamlined and cohesive client experience.
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Digital Strategy for Healthcare Industry-based SaaS Product
In the quick-paced world of healthcare software as a service, having a good digital strategy, including eCommerce for healthcare, is crucial to creating a strong online presence, engaging with the target audience, and generating important conversions.
Here are some ways to have a successful digital marketing strategy for SaaS products:
1. Build an Effective Blog Content Strategy
Creating long-form content is one of the best strategies for bringing in new business. A blog post of 1,000 words or more, an eBook, a white paper, or a lengthy case study are examples of long-form content. This material strengthens your brand, establishes you as an authority in healthcare software as a service, and attracts new clients.
Regular blog updates increase your chances of ranking well in searches. Posting often should be your goal because there is a strong correlation between quantity and outcomes. The bulk of prosperous bloggers publish multiple times a month. Make careful not to compromise quality in the name of frequency; relevant, shareable material significantly benefits your company.
Keep yourself on track by using your content marketing calendar. Planning your material will ensure that you publish regularly. If you find it difficult to keep to your schedule, consider hiring a professional. A skilled healthcare marketing business may write excellent, focused blog entries for you.
2. Build a Winning Social Media Strategy
Use social media to target your audience with long-form content. You must establish a strong brand presence on a few relevant social media channels to connect with purchasers of healthcare software. The most well-liked platforms for B2B marketing are LinkedIn, Twitter, Facebook, and Instagram.
Here are some ways to build a successful social media and digital marketing strategy for healthcare:
- Clearly define your success criteria and primary goals to develop a social media plan that will yield a significant return on investment.
- People on social media have specific tastes for the content they find interesting. Steer clear of anything that seems sales, and don’t bore them with feature lists.
- Refrain from talking excessively about yourself. Consider your target market’s interests, even if they have nothing to do with your product.
- Social media is a fantastic tool for talking and listening to customers. The “social listening” technique is monitoring internet comments made about your company, goods, sector, and rivals.
- Making the most of social media to showcase your company’s knowledge is essential to gaining the attention of healthcare decision-makers.
3. Develop Engaging Email Marketing for Healthcare Software
Email marketing is widely used with the three most successful digital marketing strategies for start-ups: segmentation, automation, and personalization. You are responsible for when and how you communicate with your target audience through an email marketing campaign.
Customizing your contacts with prospects is a successful way to start creating a relationship, especially in healthcare, where trust-building is crucial.
Email can assist you in staying in front of several stakeholders during the weeks or months it may take to attain final sales closing in the lengthy buying cycles associated with healthcare purchases.
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Healthcare SEO Tips for Software Solutions
Without a well-thought-out SEO strategy, no digital marketing guide can be called complete. You must ensure that the correct individuals see your material at the right moment in a crowded industry like healthcare software. It’s crucial to obtain search engine optimization now more than ever because it’s been drastically changing.
Here are some tips to help you get started:
1. Utilize Topic Clusters
Select a few topics most pertinent to your brand of healthcare software, such as “healthcare IT,” to raise your search engine ranks. Next, write several blog entries relevant to that main subject that will interest your intended readership.
These could include “How to choose healthcare IT solutions,” “Managing a healthcare IT department,” and so on. Last but not least, develop a pillar page, a main page on your website that combines all of your blog entries into a single, lengthy, precious resource.
2, Responsive Design
A website that adjusts to the user’s screen size—desktop, tablet, or smartphone—is known as a responsive healthcare SaaS website. Responsiveness has become increasingly crucial since over 79% of internet traffic is mobile.
You risk losing a lot of people if your website is not mobile-friendly, loads slowly, and contains content that is difficult to navigate and is disorganized. When a website takes too long to load on their chosen device, 80% of consumers will leave.
3. Keyword Research
Although keyword research is still crucial, healthcare SEO is changing. Ensure the long-tail keywords you’ve chosen are the most pertinent to your niche. Long-tail keywords are three to four-word terms corresponding to what people would type into a search bar or voice search field, such as “medical data software” or “healthcare software solutions.”
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Steps to Develop a Healthcare SaaS Application
Developing a Healthcare Software as a Service (SaaS) application involves several key steps. Let’s further understand how to build a healthcare SaaS application for your business:
1. Planning
To begin the planning process, you must determine what you need. You must be clear about the issue you’re attempting to resolve and what you need from the SaaS solution.
To make the program user-friendly for the end user, you need to determine who will be the end user and what features you want to add. Hiring a healthcare technology consulting firm is beneficial since they can assist you with carefully outlining your needs.
The architectural specifications and feature set of the SaaS application can be more precisely finalized with the help of your target audience identification.
We examined the following architectural specifications for our client’s SaaS application throughout the planning phase:
- Business Services
- Cloud SaaS Platform for Business with OSS, BSS, and Portals for Service Providers and Consumers, etc.
- Qualitative characteristics such as effectiveness, accessibility, adaptability, etc.
- Security and Privacy
After reviewing the requirements, we concluded that the following elements would have an impact on the system’s quality and performance: it must be simple to use, have a reliable service environment, support numerous users, allow authorized access, share resources on the cloud, and guard against system faults.
Completing all documentation is the next stage after finishing the planning.
2. Documentation
Before beginning any development procedure, you must complete the second phase, documentation, which calls for documenting your needs.
Your project scope, user requirements documents, contracts, BAA and HIPAA contracts, and so on are documentation examples.
The documentation step is crucial because this is where you complete all of the SaaS application-related tasks. To ensure smooth progress in later development stages, you should have everything properly documented, whether it concerns functionality or legal standard compliances.
Delivering a high-quality MVP also depends on accurate and clear documentation. Vague demand requirements or disorganized paperwork might seriously hinder the delivery of your MVP.
During the Documentation Phase, we concluded the following user requirements:
- Clinical Decision Support services
- Immunization Management
- Patient Information Management
- Appointments/Admission Scheduling, etc.
In addition, we executed and recorded all agreements about HIPAA and other legal requirements.
Working on the MVP comes next after finishing the documentation.
3. MVP
Minimum Viable Product is referred to as MVP. The essential components needed to function at a basic level are included in the MVP. To determine whether this is the ideal answer for the issue you’re trying to solve, it serves as a proposal. The MVP won’t be moved on to the next phases of development if it doesn’t show success.
To guarantee that we provide our customers with a high-quality, solution-focused MVP at this point, we experimented with several ways and employed a variety of technologies.
After deciding on the ideal programming language and technological stack for our client’s SaaS application, we proceeded to the development phase.
4. Development
After planning, documenting and finalizing, proceed to SaaS application development. Consider working with a healthcare tech consulting agency or recruiting experienced developers for a SaaS in the healthcare industry. Seek experience with SaaS apps, javascript libraries, database queries, and front-end and back-end programming.
It is imperative to maintain efficient communication and ongoing progress tracking when collaborating with the development team. At this phase, prioritize technical and visual design, run frequent sprints, and set up security controls like data backup, access control, encryption, and authentication.
Create the software as a service (SaaS) application and incorporate features like databases, blob storage, and queue storage using Microsoft Azure cloud computing. To enable safe access to medical data, develop mobile apps for iOS, Window and Android Mobile while adhering to government security and privacy regulations.
Let’s move to the final step.
5. Deployment and Maintenance
The next stage after development is meant to be deploying the program. But you have to make sure of the following before deploying the application:
- The SaaS application has been put through numerous testing processes.
- The final version’s quality has been examined.
For example, we carried out several tests before deployment to ensure the quality of our finished product was excellent. After delivery, our quality assurance team also tested the production server.
It was simple to provision web servers that could be utilized to deploy and scale our SaaS application company services on-demand when we used Microsoft Azure. Azure allows for auto-migration between virtual machine instances, which is highly useful for upgrading or disaster recovery.
Additionally, our staff improves the SaaS application and updates our customers regularly.
How can PixelCrayons Help in Building Healthcare SaaS Applications?
We help build Healthcare SaaS applications by leveraging our expertise in digital transformation services.
With a focus on healthcare solutions, we offer a comprehensive range of services, including custom application development, user interface design, integration of healthcare APIs, and ensuring compliance with industry regulations.
Our talented development team can develop SaaS apps that are safe and easy to use by understanding the particular difficulties and demands faced by the healthcare industry.
Connect with us to help your healthcare organizations streamline processes, enhance patient care, and improve operational efficiency by developing robust and innovative Healthcare SaaS solutions.
The Bottom Line
Developing a robust digital strategy for healthcare industry-based SaaS products is beneficial and necessary in our tech-savvy era. It enhances user engagement, increases business scalability, and supports healthcare objectives.
We can create effective strategies that promote improved healthcare service delivery by considering market needs, analyzing customer behavior, integrating technology advancements, and ensuring security and privacy measures.
Ultimately, these efforts can drive transformative changes within the healthcare sector, redefining patient care and pushing the boundaries of digital healthcare solutions with our digital marketing services.
