The Top 5 Mistakes to Avoid When Marketing a Healthcare SaaS Startup

Our parent company, Glorium Technologies, has been actively engaged with healthcare startups since 2010. Over the years, we’ve observed the bottlenecks they encounter in their marketing strategies. With the inception of Glorium Marketing Agency, we took these challenges head-on, collecting and analyzing the data along the way and identifying recurring patterns of mistakes. This article is based on our own experience and some crises that our colleagues’ from the industry have faced. While some of these pitfalls apply to various startup domains, most are notably frequent among healthcare startups. 

Read on and discover what mistakes to avoid to ensure you efficiently market your healthcare SaaS product and get your brand noticed by the right consumers.

Mistake #1: Addressing Compliance and Data Security After Building the Product

In the healthcare industry, where patient information confidentiality is paramount, robust data security measures cannot be overstated. Data and privacy breaches have become increasingly prevalent, posing significant risks to patient trust and the credibility of healthcare SaaS solutions. To avoid the violations, compliance with regulations, namely the General Data Protection Regulation (GDPR) and the Health Insurance Portability and Accountability Act (HIPAA), comes into the spotlight.
Based on Glorium Technologies’ experience, on average, HIPAA compliance adds 20-30% of efforts to the development process compared with less-secured applications. So when working with healthcare Saas, the biggest mistake is to skim on compliance at the start and add it “later.” It leads to significant rework down the road affecting scalability and performance. Usually, it results in spending more time on the development process than if “starting properly from the beginning.”

Mistake #2: Doing Market Fit on the Stage of MVP

You can make two mistakes here. One is creating your MVP without doing full market research beforehand. Proceeding to development without understanding your target market and figuring out the key features and benefits for future users is a sure way to miss the mark and lose the money. This is why to all our new clients who come up with the ideas for the apps, we recommend figuring out the future market for their product and basing the MVP features on what their potential customers are looking for.  

Another mistake is fully addressing market fit at the early MVP stage and prioritizing iterative development based on initial user interactions. Since market fit involves meticulously aligning a product with the target audience, it requires a more mature and refined approach based on rich data gathered over few months of the app usage. 

Mistake #3: Rushing to Scale

While rapid growth is enticing, scaling too quickly without a solid foundation can lead to operational challenges and compromised service quality. Focus on building a solid user base, refining your product, and optimizing your processes before aggressively pursuing rapid expansion. When you decide to scale, do so strategically with a clear plan. Make sure to streamline your operations, automate where possible, and have your systems capable of efficiently supporting a more extensive user base.

Mistake #4: Using Complex Jargon

Non-technical and non-medical decision-makers, such as executives, managers, and healthcare business owners, play a vital role in the purchasing process for healthcare SaaS solutions. However, they may not have a deep understanding of the technical intricacies of your product. If you base your marketing materials on complex jargon and highly scientific language, these decision-makers may miss your SaaS’s key advantages. Ensure you have your prime benefits and functionalities explained in simple, straightforward language.

Feel free to use these tips for clear communication when creating content for your Healthcare SaaS:

1. Don’t assume things you understand are easy for other people. 
2. Use simple word substitutions; say “quit smoking” instead of “smoking cessation.” 
3. Explain medical terms in a friendly manner, but avoid using confusing euphemisms (such as “the change” instead of “menopause”).
4. Utilize visual aids, such as pictures, graphics, or video content. 
5. Include actual voices – real people explaining their experiences. 
6. Be positive, people-focused, inclusive, and accessible.
7. Avoid any judgment, stereotyping, or negativity. 
8. Understand your target audience, how they communicate, and what is most suitable for them.
9. Test your content with your audience and welcome feedback.

Mistake #5: Using an Exploitative or Insensitive Marketing Approach

Healthcare involves a lot of sensitive information regarding patient care. You’d want to have all your marketing materials and strategies upholding ethical standards and prioritizing patient well-being. Ethical considerations are crucial since any marketing approach that appears exploitative or insensitive can harm your reputation.

When developing your marketing strategy, avoid using the tactics below.

Fear-based messaging

Implying that patients are at risk of life-threatening complications without your solution.

Misleading claims

Claims like “100% Error-Free Documentation” and “Guaranteed Elimination of Medical Mistakes.”

Celebrity endorsements

Like celebrities sharing a personal anecdote about overcoming mental health challenges, attributing their recovery solely to the promoted app.

Guilt-tripping language

Do not use guilt-inducing phrases like “Don’t Let Your Loved Ones Down” and “Lose Weight for Your Family’s Sake.”

Exaggerated success stories

Featuring case studies or success stories with patients experiencing miraculous recoveries or extreme weight loss, attributing these results solely to the app.

Unverified medical claims

Marketing with sweeping allegations (e.g., “This dietary app will eliminate your need for insulin”) while the app has not undergone medical testing or regulatory approval.

How to Avoid Mistakes and Build a Solid Marketing Strategy for Your Healthcare SaaS Startup?

With a well-executed marketing approach, healthcare SaaS startups can significantly impact healthcare delivery, benefiting providers and patients. As you are on it, don’t waste your chances of winning customer loyalty and growing beyond your expectations. Mixing up the crucial steps of developing and marketing your product, or taking confusing and unethical approaches to marketing, can mess up even the most beneficial idea.

If you are not confident in your marketing strategy and want to avoid the pitfalls when taking your product to the market, consider partnering with professionals in healthcare SaaS marketing and growth — such as Glorium Marketing. Contact us today, and we’ll be happy to lay out the winning marketing strategy for your business.

AboutOleh Puhach

Head of Growth Marketing