Prepared for Janssen M. | Delivered November 19, 2020
SaaS Marketing to Plastic Surgeons
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To identify case studies where SaaS brands have run successful digital or traditional media campaigns to plastic surgeons. The case studies should identify when the campaign ran and how it performed.
SaaS Marketing to Plsastic Surgeons
Several challenges need to be overcome when marketing SaaS solutions to the
. They are content marketing, SEO, social media, product demos and trials, email lead nurturing, and follow-up.
Several experts suggest that the first thing that should be undertaken when marketing to the medical profession is developing a buyer persona.
of B2B marketing has been shown to now take place before the buyer ever speaks to a sales representative.
By leveraging the information
provides, marketing teams are able to identify and make contact with potential buyers earlier in the marketing process. One marketing expert in this area, James Miller has said, "If you’re not incorporating the richest data sets for hyper targeting and
, you’ll be dust. Stop wasting time and money hoping you’re found. Your spend can have greater impact when you market to people you know are an ideal fit and interested, or even ready to buy!"
The importance of content marketing should not be
. It should target the precontact time when the potential prospect is ñearning about the solutions a company can offer to their problems.
of healthcare buyers have stated they had difficulty finding the information they needed about a particular product.
Articles suggest that if a
is to be successful, it must leverage the information-seeking elements of engagement with data about how the product will assist.
For new players in the space, half the marketing should relate to increasing brand awareness. SEO is key in this process. A
of content peppered with keywords makes the company website more visible.
The second major feature of marketing to the medical industry should involve getting the product into the hands of the potential user to evaluate it properly. This is usually done through demos and trials. One expert suggests, "Offer a
demo in exchange
for an email address -- not only does this get your product in front of a prospect, but you also now have an avenue to continue a conversation."
In the medial profession, inbound marketing typically costs
less than traditional marekting for three times the leads.
Our initial hour of research was spent scoping the information available in the public domain to answer the research questions. Unfortunately, we could locate only one potential case study involving plastic surgeons. The information available was extremely limited. It could not be followed up as the relevant parties' names had been anonymized.
We expanded our search to consider SaaS case studies relating to marketing to the medical profession as a whole; again, there was a lacuna of available and relevant case studies. However, we did observe there was a reasonable amount of information relating to marketing SaaS products to the medical profession.
Given the lack of information available to develop meaningful case studies, we suggest changing tack and developing a profile around marketing SaaS products to the medical profession. We would prioritize research into plastic surgeons, but the likely reality is this is a niche market, and there is very little data relating to it.
We do, however, suggest developing a buyer persona of the typical plastic surgeon client.