Horizontal SaaS and Tech Entering Healthcare

Walmart lost almost a quarter of a billion trying to crack healthcare. You can do better. 

 

Healthcare is a high-risk vertical. Both Walmart and Amazon pulled out after they couldn’t make it work. The same goes for the B2B tech side…if you don’t have an industry-appropriate content marketing strategy. 

 

I’ve talked to multiple CEOs and marketing leaders over the years—they wasted time and money because they tried to take on healthcare without expert guidance. This is because:

 

💠Healthcare buying committees are notoriously hard to connect with.

💠Sales cycles are painfully long.

💠The same tactics that work in other industries can sabotage you in healthcare.

💠Even strong internal leadership with healthcare experience isn’t enough.

 

Since starting in 2014, I’ve worked with horizontal players including Wolters Kluwer, HP, and Samsung, and I’ve learned one thing—in a nuanced field like healthcare, content is your most powerful marketing tool. 

Why? Because, 78% of buying committee members say they use content to make informed technology purchase decisions.

To influence these decisions you need objective, native insight. That’s where I provide support. I help you: 

 

💠Reduce risk in healthcare

💠Quickly identify changes needed when engaging the healthcare vertical

💠Shorten time to positive ROI on your content marketing spend

💠Connect with industry-competent services and experts 

💠Create content in a tone and voice that your usual creation resources might not be skilled in 

 

My horizontal SaaS and tech clients use my services in three ways:

 

💠Content creation that aligns with the cultural nuances of healthcare

💠Consulting that applies the principles of Value-Based Content Marketing to identify gaps and weaknesses in content marketing strategy and make repairs

💠Custom playbooks and industry guidelines to direct and refine the work of internal writers and agencies

 

Grab some time on my calendar for a quick intro phone call. We can discuss where and how I can help…and if I can’t, I can likely refer you to another specialized resource that fits your needs. 

 

In the meantime, here are some resources and research on the healthcare buying committee to guide your content strategy and tactics. 

Healthcare Content Marketing Resources

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