Personal Branding in Healthcare SaaS Marketing – Promoting People Behind the Software

Personal branding in the context of a healthcare SaaS company involves strategically showcasing the founder’s or owner’s skills, expertise, and commitment to exceptional patient care. It’s a deliberate effort to create a distinct professional identity that aligns with the mission and values of the company, highlighting the individual’s role in delivering innovative healthcare solutions through software.

Simply put, personal branding is a tool to communicate trust and expertise. The founder’s personal brand becomes synonymous with the company’s commitment to advancing healthcare through technology. This involves emphasizing technical proficiency, a deep understanding of the healthcare industry, empathy for medical professionals, and a vision for improving healthcare outcomes.

What’s in a Name, Really?

The name of the person behind the company becomes a symbol of innovation and reliability, a face that stakeholders can trust. This concept is powerfully exemplified by notable figures in the healthcare SaaS realm, whose personal brands have played a pivotal role in their companies’ success.

One such luminary is Jonathan Bush, the CEO of Zus Health and the co-founder and former CEO of athenahealth.

As a healthcare SaaS trailblazer, Bush led athenahealth from its early startup days to the status of a public company with over $1 billion in annual revenue. His personal brand extends beyond the boardroom, encompassing roles as an author, speaker, and advocate for healthcare innovation and reform. Through his multifaceted presence, Bush established credibility for athenahealth and shaped the narrative of healthcare transformation.

Another influential figure is Halle Tecco, Co-Founder at Cofertility and the former Founder and CEO of Natalist, a healthcare online store specializing in fertility and pregnancy solutions.

Tecco’s personal journey inspired the creation of Natalist. Her personal brand is not confined to entrepreneurship; Tecco is also an angel investor, a professor, and a board member of various healthcare organizations. Her diverse roles reflect a commitment to holistic healthcare solutions and resonate with those seeking not just products but genuine understanding and support.

Zayna Khayat, the in-house health futurist at Deloitte and the co-founder and chief innovation officer of SE Health, adds another dimension to the narrative of personal branding in healthcare SaaS.

Leading the innovation strategy of SE Health, Khayat strives to transform healthcare delivery through home care and virtual care solutions. Beyond her corporate role, Khayat is a researcher, speaker, and mentor for healthcare startups, further solidifying her personal brand as a thought leader and catalyst for positive change in the industry.

The Benefits of a Strong Personal Branding

As we have already explored, personal branding offers a range of benefits because it strategically shapes and communicates an individual’s identity, values, and expertise. Literally, when you’re acquainted with someone and have confidence in their expertise in the relevant field, you’re more inclined to make a purchase from them when the need arises, especially when it comes to healthcare and technologies.
Before delving into the best practices for personal branding in healthcare SaaS marketing, let’s take a closer look at the perks it provides:

Establishing trust

Personal branding in healthcare SaaS involves showcasing the software’s technical prowess and embodying trust, reliability, and expertise. A key advantage is that a recognized individual within the organization, whether a founder, CEO, or leading expert, can become the face of the brand. This individual can effectively communicate the values, mission, and commitment to excellence, creating a human connection with healthcare professionals and decision-makers.

Building credibility

By consistently showcasing skills, knowledge, and achievements, personal branding establishes the individual as a credible authority in the field of HealthTech, reinforcing their professional reputation as a person who combines two industries, extracting synergized benefits and exploring new opportunities for healthcare businesses through innovations.

Increasing visibility

There is always a connection between the personal brand of a solution’s creator and the product’s brand. A solid personal brand enhances the product’s visibility and makes the creator and their work more prominent in their industry. Famous people aid networking and collaboration on the market, stimulating the company’s brand awareness in general.

Amplifying influence

A strong personal brand positions the individual as a thought leader, allowing them to shape discussions, influence opinions, and contribute to industry trends. Ultimately, this influence extends to impacting the market.

Effective networking

Personal branding attracts like-minded professionals, fostering meaningful connections and opening doors to new opportunities, collaborations, and partnerships.

Positive company image

For entrepreneurs and business owners, a strong personal brand positively impacts the image of the company, aligning the founder’s values and expertise with the values of the business and enhancing the overall brand reputation.

Best Practices for Personal Branding in Healthcare SaaS Marketing

Identify Your target audience and niche

Understanding your target audience is the cornerstone of effective personal branding in healthcare SaaS. This involves identifying specific organizations and defining your Ideal Customer Profile (ICP). Your ICP outlines the characteristics of the organizations that would derive the most significant benefits from your product or service.

In healthcare SaaS marketing, consider honing in on specific entities such as hospitals, clinics, Durable Medical Equipment (DME) providers, pharmacies, and other relevant organizations. Tailoring your approach to these entities’ unique needs and challenges will enhance your brand’s relevance and help craft a more targeted and effective marketing strategy.

For instance, if your healthcare SaaS specializes in telehealth solutions, your ICP might include clinics aiming to expand their virtual services or rural healthcare providers seeking to bridge gaps in patient access. Understanding the distinct requirements of these organizations allows you to tailor your messaging, demonstrating how your solution addresses their specific pain points and adds value to their operations.

Find and focus on your unique value proposition and differentiation

Clearly communicate your unique strengths in the healthcare SaaS arena by emphasizing your deep expertise in the intricacies of the domain. Don’t just present your solution as a technological innovation; showcase your thorough understanding of the workflows, regulations, and the specific challenges healthcare providers face in your area of operation.

While building your personal brand identity, you need to emphasize how your expertise aligns with the technical features of your healthcare SaaS, ensuring a solution that effortlessly integrates into your client’s needs.

Define your personal brand identity and voice

Your personal brand identity encapsulates the essence of who you are and what you stand for. Consider factors like your values, principles, and the image you want to project. Your voice should be authentic and resonate with your target audience, aligning with the values of the healthcare industry.

If your personal brand identity centers around innovation and efficiency, your marketing materials and communications should reflect this through modern design, forward-thinking language, and a focus on how your healthcare SaaS can transform traditional healthcare processes.

Choose your tone, style, and personality

Consistency is key in personal branding. Choose a tone, style, and personality that align with your brand identity. Whether your brand is serious and authoritative or approachable and friendly, maintaining a consistent voice across your marketing materials, social media, and interactions reinforces your brand image.

How to Create and Share Valuable Content in Healthcare SaaS Marketing

Create and distribute content showcasing your expertise, insights, and solutions

Creating and distributing content highlighting your expertise is a powerful strategy for developing your brand. Share insights, industry trends, and solutions to position yourself as a thought leader. This can be achieved through blog posts, social media updates, and guest contributions on relevant platforms.

Imagine your healthcare SaaS focusing on innovative Electronic Health Record (EHR) solutions. Create blog posts exploring the most recent strides in EHR technology, sharing case studies highlighting successful implementations. Explicitly compare the healthcare landscape before and after the adoption of your solution, providing a clear picture of its transformative impact on operational efficiency and patient care.

Use different types of content

Diversify your content strategy to engage a broader audience by incorporating various formats such as blogs, podcasts, videos, ebooks, whitepapers, case studies, infographics, and step guides. Tailor your approach to cater to different preferences within your target audience.

For instance, if your audience includes busy healthcare professionals, consider developing podcasts to provide on-the-go learning opportunities. Simultaneously, visually oriented content like videos or infographics, along with step guides, can be particularly suitable for healthcare topics that may be challenging to understand

Publish content in popular media among your target audience

Maximize your content reach by strategically publishing in popular media outlets that resonate with your target audience. Identify and leverage widely-read channels within your audience’s sphere, such as industry publications like Modern Healthcare, Healthcare Finance, Healthcare IT News, MobiHealthNews, Healthcare Dive, and HIT Consultant.

By contributing articles to these respected platforms, you position your content in front of a captive audience, establishing credibility and gaining exposure within the healthcare community. In the following section, we’ll delve deeper into effective strategies for engaging with your audience and community to amplify the impact of your content further.

How to Engage with Your Audience and Community in Healthcare SaaS Marketing

Participate in discussions, webinars, comments, and other forms of interaction

Active engagement is vital for building a vibrant community around your personal branding. Participate in relevant discussions and webinars where your audience and peers gather. Respond to comments on your content and seek opportunities to join conversations in your industry.

For instance, Glorium Technologies has been a trailblazer in hosting successful healthcare webinars and virtual summits that resonate with both startup founders and healthcare decision-makers. Glorium Technologies’ CEO, Andrei Kasyanau, is actively involved in these initiatives, frequently participating in discussions and contributing their expertise.

Additionally, consider engaging in industry-related forums like HISTalk, Digital Health, and Keltie’s Digest, where you can address queries and contribute your expertise. Through consistent and meaningful participation, you enhance your personal brand and contribute to the success of forums and discussions that are valuable to your audience and the broader industry.

Provide value, feedback, and support

Engagement is not just about promoting your brand but also about providing genuine value to your audience. Offer valuable insights, respond to feedback promptly, and provide support where needed. Establishing a two-way communication channel fosters a sense of community and builds trust.

If your healthcare SaaS releases a new feature, create a tutorial or guide to help users make the most of it. Respond to user comments on social media and your blog, acknowledging feedback and providing solutions to any challenges they might face.

Build and nurture relationships

Establishing connections within your industry is pivotal for broadening your influence and building credibility. Identify influencers, potential partners, and contented customers who resonate with your healthcare SaaS brand values. Engage with them on social media platforms, explore collaborative projects, and foster these relationships over time.

In addition to individuals, consider forging connections with complementary businesses in the healthcare sector. Identify organizations with similar goals and values, as these partnerships can enhance your overall industry presence. Collaborate on joint ventures, share resources, and mutually promote each other’s initiatives to create a more robust and interconnected network.

If a notable healthcare influencer’s values align with your healthcare SaaS, actively participate in their online community. Share their content, comment on their posts, and consider reaching out for potential collaborations that could benefit both parties.

Simultaneously, maintain a proactive engagement strategy with your current customers, actively seeking their feedback and showcasing their success stories on your platforms. This comprehensive approach will strengthen your ties with influential individuals and solidify your standing within the broader healthcare ecosystem.

How to Showcase Your Expertise and Achievements in the HealthTech Field

Leverage Your Credentials, Awards, Testimonials, and Reviews

Demonstrating your expertise and thought leadership involves prominently featuring the distinguished name associated with your brand. Elevate your brand by showcasing key accomplishments, industry awards, and positive testimonials directly tied to your name. Leverage these achievements to fortify your brand’s reputation and expertise, cultivating trust among your audience.

Speak at conferences, events, and podcasts

Demonstrating thought leadership through public speaking engagements is a powerful way to align your name with quality and trustworthiness. Seek opportunities to speak at conferences, industry events, and podcasts where you can share your expertise, insights, and the innovative solutions your healthcare SaaS offers.

If there’s a healthcare technology conference, submit proposals to present on topics relevant to your expertise. Create engaging presentations that showcase your knowledge and the real-world impact of your healthcare SaaS. Participate in podcasts that focus on healthcare innovation and technology.

Get interviewed and featured in various publications and platforms

Increasing your exposure involves getting featured in industry publications, blogs, and other relevant platforms. Actively seek opportunities for interviews and guest articles. Share your unique perspective, success stories, and valuable insights to position yourself as an authority in HealthTech.

Effectively showcasing expertise and achievements in HealthTech involves a strategic approach to highlight one’s skills and accomplishments. Here’s a guide on how a person can do this:

Build a professional portfolio

Develop a portfolio highlighting specific projects, innovations, or solutions you’ve contributed to in the HealthTech sector. Include case studies, testimonials, and measurable outcomes to quantify your impact.

Highlight achievements in your resume

Clearly articulate your HealthTech-related achievements in your resume. Quantify your impact with metrics and data wherever possible.

Seek endorsements and recommendations

Request endorsements and recommendations from colleagues, clients, or supervisors on platforms like LinkedIn. Positive testimonials add credibility to your expertise.

Participate in open-source projects or collaborations

Contribute to open-source HealthTech projects or collaborate on initiatives within the community. Highlight your involvement and the outcomes of your contributions.

Stay updated on industry trends

Regularly update your knowledge on emerging trends, technologies, and developments in the HealthTech sector. Showcase your awareness and understanding of the industry’s evolving landscape.

Channels for Personal Branding in Healthcare SaaS Marketing

Social Media

Social networks serve as the initial personalized channel for swiftly delivering content from a specific person to the target audience. The importance here lies in strategically selecting the right social networks, each with distinct specifics and requirements.

While everyone possesses similar capabilities in terms of reactions and communication, the key is to leverage platforms that align with the unique characteristics of your personal brand. In our pursuit of promoting people behind the software, we have chosen the four most effective social networks.

• LinkedIn
  LinkedIn emerges as an unparalleled tool for elevating the individual behind the brand, providing a holistic display of personal development components like education, experience, follower counts, and notable contributions. In the context of HealthTech and healthcare SaaS, LinkedIn’s rich landscape includes numerous groups centered around these subjects.
  The crucial strategy involves not only joining these groups but actively participating. Engaging in meaningful discussions, sharing insights, and contributing thought leadership within these specialized communities enhances the visibility and impact of the name behind the brand.
• X
  Leverage X (formerly Twitter) to elevate your authority as a news commenter, distributor, or, which is even better – maker with concise, impactful tweets. Share timely updates, industry insights, and personal views to showcase expertise and foster engagement. Emphasize reaction speed, ensuring swift responses to industry news or discussions. Use relevant hashtags to enhance visibility and actively participate in ongoing conversations.
• Facebook
  Create a professional Facebook page to authentically showcase the people behind your healthcare SaaS brand. Beyond thought leadership and industry events, leverage the platform’s more informal nature to offer glimpses into the individual’s personal life—family moments, pets, and daily experiences. This humanizes the brand and dispels any perception of it being impersonal or artificial.
• YouTube
  Create and share video content demonstrating your expertise, showcasing your healthcare SaaS solutions, and providing educational material. Utilize YouTube as a platform for webinars, tutorials, and interviews.

Optimize social media profiles, posts, and stories

Keep in mind that the right marketing team is crucial for healthcare SaaS personal branding on social media. They ensure optimal profile, post, and story optimization, maximizing visibility, engagement, and conveying a compelling narrative, ultimately shaping a positive and impactful brand image.

Ensure your profiles are meticulously optimized, embodying professionalism and seamlessly aligning with your distinctive personal brand in the healthcare SaaS industry. Maintain consistency using a uniform profile picture and cover photo across all platforms to enhance recognizability.

Create compelling and relevant content that resonates with your target audience in the healthcare SaaS sector. Elevate your posts with visually appealing infographics and images specifically tailored to showcase innovations within the industry. These visuals should be thematic, meeting the heightened expectations of your audience and effectively conveying the advancements in healthcare SaaS technology. Your content strategy should seamlessly integrate with your brand narrative and contribute to the overall engagement of your audience.

Use Social Media Tools and Analytics

Effective use of social media tools and analytics is crucial for personal branding because it provides insights into audience engagement, helps refine content strategies, and ensures a data-driven approach.

Monitoring analytics allows for real-time adjustments, maximizing the impact of your personal brand in a dynamic online landscape.

• Tools like Hootsuite, Buffer, or TweetDeck can help schedule and manage social media posts efficiently.
• Analyze platform-specific analytics to understand engagement metrics, demographics, and popular content. Adjust your strategy based on the data to improve performance.

Personal blog

Establishing a well-organized personal blog is a pivotal step in cultivating authority and showcasing expertise within the realm of healthcare SaaS. Consistent delivery of insightful content positions oneself as a thought leader enhances credibility, and fosters audience engagement.

Artificial intelligence is widely used to create content in HealthTech, reducing the information’s originality and specificity. To show your expertise in HealthTech, you need to provide unique and specific information and analysis. You can make your blog a source of genuine specified knowledge, explaining complex terms and exploring the details of medical innovations.

• Choose a platform like WordPress or Medium to host your blog. Regularly publish articles, case studies, and insights related to the healthcare SaaS industry.
• Use a consistent tone and style to reflect your personal brand. Encourage audience interaction through comments and discussions.

Optimize blog design, layout, and navigation

• Ensure a clean and user-friendly design. Optimize for mobile responsiveness.
• Use clear headings, subheadings, and visuals to enhance readability. Implement intuitive navigation to guide visitors through your content.

Use blog tools and analytics

• Leverage tools like Google Analytics 4 to track website traffic, user behavior, and popular content.
• Monitor reader engagement through comments, social shares, and time spent on pages. Use insights to refine your content strategy.

Showcase expertise

• Regularly publish insightful content related to innovations in healthcare.
• Dive into specific aspects of HealthTech, demonstrating a deep understanding.
• Incorporate personal experiences, case studies, or success stories to showcase expertise.

Stay informed and analyze trends

• In addition to Google Trends and TechCrunch, consider other reputable sources like healthcare conferences, academic journals, or industry reports.
• Leverage social media platforms for real-time updates and discussions.

Simplify complex terminology

• Break down complex medical innovations into easily digestible content.
• Create a glossary section on your blog for quick reference to technical terms.

Provide educational content

• Develop in-depth educational content on methodologies and functionalities in healthcare SaaS.
• Use visuals, infographics, or video content to enhance understanding.

Be an ambassador for your healthcare SaaS product

• Integrate your healthcare SaaS solution naturally into your content.
• Showcase how your product addresses specific pain points or challenges in the healthcare industry.

Newsletter subscription and engagement

• Encourage readers to subscribe to your newsletter for regular updates.
• Motivate them to share their thoughts in the comments section, fostering a sense of community.

Benefit from cross-promotion

• Explore partnerships with other influencers or organizations in the HealthTech space for cross-promotion.
• Guest posts on relevant platforms to expand your reach.

Advertising

Advertising is a powerful tool that facilitates the direct delivery of an author’s content and name to their target audience. When it comes to non-commercial or informational inquiries, the cost is often more affordable, making it an efficient way to reach a broader audience.

Display ads, in particular, offer a dynamic platform to distribute content, including photos and videos featuring individuals, across various channels and devices. This versatility ensures the message resonates with a diverse audience, maximizing impact.

Display Ads

• Create visually appealing banner ads combining your solution and the people behind it
• Utilize platforms like Google Display Network or other industry-specific networks to target professionals and decision-makers in the healthcare sector.
• Incorporate your name and a professional photo or video in the ad to make your personal brand recognizable and foster familiarity.

Social Ads

• Develop targeted ads on platforms like Facebook, LinkedIn, or Twitter to reach specific demographics within the healthcare industry.
• Utilize detailed targeting options to focus on professionals, organizations, or individuals relevant to your healthcare SaaS marketing goals.
• Including your name and a distinctive photo or video is as relevant here as for the display ads.

Native Ads

• Craft content that seamlessly integrates with the platform it’s on, providing value while subtly promoting your personal brand or healthcare SaaS offerings.
• Opt for native advertising on industry blogs, news websites, or relevant online publications.
• Ensure your name and a recognizable photo as the author are integrated into the native content, enhancing the audience’s familiarity with your personal brand.

In a Nutshell

In our exploration of the role of personal branding in healthcare SaaS marketing, we’ve recognized the strategic significance of showcasing your skills, expertise, and commitment to exceptional patient care. Personal branding is a deliberate effort to craft a distinct professional identity aligned with your company’s mission and values, underscoring your role in delivering innovative healthcare digital products through software.

Successful promotion of personal branding is reflected in adherence to best practices, such as identifying your target audience, focusing on your unique value proposition, defining personal brand identity and voice, and choosing a tone, style, and personality that resonates with your audience. We have also examined the importance of creating and sharing valuable content, engaging with the audience and community, and showcasing your achievements and expertise.

The diverse channels for personal branding include social media platforms (LinkedIn, Twitter, Facebook, YouTube), personal blogs, and advertising. In your advertising endeavors, prioritize display, social, and native ads, ensuring visually appealing content that integrates our name and a recognizable image or video.

In essence, personal branding is a powerful tool that enhances your credibility, increases visibility, and positively impacts your overall image as a healthcare SaaS professional. Through strategic personal branding, people behind the software position themselves as synonymous with their company’s values, furthering their commitment to driving innovation and excellence in healthcare solutions.

Let’s stay in touch

If you want to boost your reputation in healthcare technology, Glorium SaaS Marketing Agency can help you with customized, proven, and ready-to-use personal brand marketing strategies. Our unique approach focuses on showcasing the people driving the innovation — the ones behind the software they create. By offering a personal touch, we aim to increase your recognition as a HealthTech authority and make you famous in your chosen market niche.

Let’s connect and explore how Glorium Technologies can collaborate with you to make your name stand out prominently within your target audience. We can amplify your impact through strategic digital marketing initiatives and ensure that your contributions to the healthcare technology sector receive the attention they deserve!

AboutOleh Puhach

Head of Growth Marketing