Selling Software to Hospitals: Mastering the Art of SaaS Marketing

Published on: | Updated on: | Daniel Laloggia

The healthcare industry is increasingly recognizing the need for innovative technology solutions. Health tech companies are stepping up to the plate, driving innovation like never before. In fact the healthcare SaaS market is expected to grow over 18.5% from 2022 to 2030.  

With a plethora of SaaS solutions available to hospitals, how can you set yourself apart from the competition? With healthcare organizations’ inclination to invest in life sciences before software, how can you convince your audience that they need your solution? 

In this article, we'll explore tested and proven marketing strategies healthcare SaaS companies can utilize to sell software to hospitals. 


How to Sell Software to Hospitals

1. Market Segmentation

Identify the specific market segments within the hospital industry that will derive the greatest benefit from your software’s features and capabilities. Think about segmenting your audience based on: 

  • Specialty departments 
  • Organizations using the same electronic health record systems 
  • Location 
  • Size 

... and more.  

Market segments could be broken down into departments like administration, billing, patient management, or specialized areas such as radiology or pharmacy. Through market segmentation, your software company can better address segment-specific pain points and deliver personalized experiences. This granular targeting can increase customer engagement and thus, the likelihood of successful adoption of your software.  

You should also be aware of hospital segments utilizing the same electronic health records (EHR) system. Most SaaS software in the healthcare industry requires seamless integration with EHRs, making it essential to establish strong compatibility.  

Moreover, leveraging success stories from hospitals using the same EHR can significantly facilitate expansion to other healthcare facilities using the same system, as EHRs often have user conferences and groups where positive experiences can be shared and trusted. 

From here, you can customize marketing campaigns and initiatives to effectively reach and engage the identified segments. The trick is to identify where your audience spends the majority of their time and determine the type of content that resonates with them the most.  

2. Identify Unique Selling Points to Drive High ROI

Once you’ve indentified your ideal customer profile, it’s time to establish the selling points of your product that is most relevant to their pain points and challenges. 

It's a common challenge for tech companies to effectively communicate their key value propositions. To successfully market your software, focus on highlighting the features that make it stand out from the rest.  

Can you set yourself apart by highlighting your user-friendly interface? Healthcare facilities often experience frequent employee changes. By offering a user-friendly experience, you are addressing the need for streamlined onboarding and a more efficient training process that will save them money in the long run. 

Does your software offer customization and seamless integration? How about advanced analytics? When selling SaaS to a hospital, it is crucial to emphasize that the absence of these features can result in inefficient workflows, data silos, and missed opportunities for improved patient care and operational efficiency.  

Your approach must focus on reinforcing the value you bring to the table and how your solution is different – and better – than your competitors’ solutions. Otherwise, your software runs the risk of going unnoticed and being overshadowed by similar solutions in the market.  

Another angle to consider is to showcase your commitment to exceptional customer support and service. Demonstrate how your team provides prompt assistance, comprehensive training resources, and ongoing support to ensure a smooth experience for users. Provide concrete examples, case studies, and testimonials to support your claims and demonstrate the unique benefits and advantages your software offers compared to the competition. 

By illustrating your long-term commitment, you demonstrate that your focus extends beyond making a quick sale. This will set you apart from companies that may not prioritize their long-term dedication to customer satisfaction.   

3. Leverage a Multi-Channel Strategy

No matter how exceptional your product may be, without effective marketing, its potential for success remains untapped. Content creation is what drives SaaS software sales by building awareness, establishing credibility, educating prospects about software features, and generating leads. 

Creating great content is only half the battle. To ensure your content gets the visibility it deserves, you need to optimize your website and content for search engines by implementing effective search engine optimization (SEO) techniques. Conducting in-depth keyword research gives you insight as to what prospects are looking for and can drastically improve search rankings!  

Pro Tip: Always avoid keyword stuffing in your content! It may be tempting to include as many of the keywords from your research as possible to try to achieve better rankings, but it’s more important to write content that is easy to consume for your readers, not just search engines. 

Email marketing is also a highly effective strategy in B2B marketing campaigns for healthcare SaaS companies. Segment your database into lists of prospects and existing clients, and regularly send them targeted emails with relevant thought leadership content, product updates, and exclusive offers. Personalize the emails based on the recipient's segment and stage in the buying cycle to increase engagement and conversions. 

In the realm of B2B marketing campaigns for hospitals, LinkedIn is often considered the most effective social media platform. With LinkedIn Ads, you are able to create highly-targeted audiences to ensure your ad dollars are only being spent on the right people. Consider posting thought leadership content organically, creating LinkedIn Events for any webinars or in-person events, and running ads promoting downloadable assets or appealing offers. 

It's crucial to assess your target audience's social media behavior and preferences to determine the most effective platform. Investing in targeted advertising campaigns, such as pay-per-click (PPC) ads, can drive immediate visibility, generate leads, and increase conversions. Plenty of opportunities exist in both the organic and paid spaces!  

4. Build Relationships Outside of Sales Transactions

While there are countless opportunities to market your product via digital channels, more traditional marketing activities can also yield new business opportunities. 

Expand your software's reach by showcasing it across multiple venues. Participate in industry trade shows, exhibitions, and conferences like ViVe and Medical Users Software Exchange (MUSE). Set up a booth during these events and interact with potential clients directly.  

You should also consider hosting webinars and workshops or speaking at healthcare conferences to further showcase your software's value. By actively participating at these events, you position yourself as an industry expert, bolstering your credibility and turbocharging your sales!

5. Health Digital Marketing Agency

In the world of B2B software sales, there isn't a one-size-fits-all marketing strategy that guarantees success. You need people on your team who understand how to navigate the complex landscape of the healthcare industry and implement the strategies that are right for your business.  

When it comes to selling software to hospitals, partnering with a B2B digital marketing agency can be a game-changer. Agencies specializing in healthcare SaaS or software possess in-depth knowledge of the healthcare industry and understand the unique challenges hospitals face. !  

Looking to level up your software sales? Focus on what you do best and let our team of digital marketing experts do the heavy work! Count on us to deliver results by attracting qualified leads, generating interest, and ultimately boosting your software sales to new heights. 


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