If you’re a health and life science company in the B2B space, you already know what a challenge it is to take complicated and complex messaging around your SaaS solution and transform it into core features and benefits that your target customer can use and understand.
But just explaining the features and benefits isn’t enough to move the needle when it comes to convincing your audience to take action. The good news is that with the right approach to your messaging, you can elevate your core differences and your mission in a way that makes them easy to understand by all of the key decision makers at every touchpoint.
Here’s how to do it, step-by-step:
Be Clear About Your Brand Promises
Your brand is the cornerstone of all of your marketing initiatives, but have you ever asked yourself what, exactly, your brand promises? Your brand promises aren’t the same as your mission statement or your values, rather they’re outcomes that your buyers will experience as a result of choosing your company and products.
Being able to clearly explain what your brand promises to your buyers not only creates a clear differentiator among your competitors, but it also helps you to stand out in a crowded market, especially where SaaS products are concerned.
Understand How Your Brand Ties In with Your Goals and Objectives
Explaining your brand promises to your target customers is just one step in elevating your health tech messaging. Your messaging also has to align with your overall goals and objectives.
In order to stay relevant and top of mind with your target audience, you have to start now to tap into additional markets. Always look for ways that your brand can be future-focused as you look toward new, emerging or expanded markets.
Ask yourself how your B2B SaaS health tech messaging company can position your service to better attract and retain customers from these markets and how your current values and ideals align with those of the market you’re targeting.
Integrate Customer Feedback
Your customers are on the front lines of your industry. By conducting focus groups, in-depth interviews and surveys, you can better understand how they use your product or service and what features would make things even easier.
Remember, although we’ve talked a lot about your brand and your messaging and your goals, at the end of the day, success in B2B SaaS for health tech is all about understanding what resonates with your ideal customer.
Sales cycles in the B2B world can often last several months. In that time it can seem like the buyers you’re looking to attract are nameless, faceless entities. Remember the human in all of your interactions and know that you’re asking them to make a considerable investment in your technology for their betterment and the betterment of healthcare as a whole
Gain Clarity on Your Strategic Messaging and Positioning
In an ultra-crowded market, it can be difficult for health tech brands to stand out with clear, concise messaging that gets results. The secret to gaining clarity on your strategic messaging and positioning is to work alongside a B2B health tech marketing agency that understands the challenges of working in the B2B SaaS space and can help you take steps to solidify and showcase your expertise to your clients with powerful messaging that sets you apart from the crowd.
To learn more, contact the advertising and marketing experts at Workdom today!