The Healthcare SaaS business-to-business space continues to evolve rapidly, driven by technological advancements, changing customer expectations, and market dynamics. As a result, marketing continues to be a more strategic pillar within businesses. Businesses that are not investing in marketing or elevating its influence over strategic direction and product development stand to risk their position and relevancy. The right guidance and marketing strategies are the key to achieving success in this space. Just like how Lizzy Feliciano, CMO, H1, is creating a difference in the company’s marketing perspective. As Lizzy extols, “Our teams are responsible for constructing the narratives and multi-faceted experiences that encourage meaningful conversations to take place with our prospective customers almost always before other functions like product and sales engage.”

Over her 25+ years of experience, consistently one of the first obstacles that Lizzy addresses in her roles is educating other leaders in the business in the strategic value of marketing and guiding them confidently towards greater investment and trust. “My undergrad is in organizational communication so that has played a major role in my ability to translate strategic goals and objectives into tactical execution plans and building out frameworks and metrics that tie marketing results back to topline results that an entire organization can stand behind,” points Lizzy.

The healthcare industry is interesting. It always seems to lag behind other industries in terms of technology adoption but yet generates more than 30% of the world’s data. “I’ve always said the healthcare industry is data rich and insights poor. The good news is we are seeing an acceleration in analytics and innovation in our space. Our customers are rallying around ways to facilitate access to and increase the understanding of not only the data they generate but data that lives outside of their four walls to improve how they operate. Our clients are leading pharmaceutical and biotech companies – so these investments they are making are imperative to accelerating the development and availability of life saving therapies,” adds Lizzy. “I view marketing not only as a strategic pillar to H1 but also to our clients because it serves as a vehicle through which we can inform their approach to building data and analytics strategies,” she added.

For H1, this has created incredible opportunities. As a team, they’ve aggregated the industry’s largest unified repository of information pertaining to healthcare providers, clinical trials, diversity and healthcare institutions for the purpose of advancing medicine. As a trusted partner to these leading organizations, the company’s platforms help them build data-driven strategies, tie together multiple initiatives across functions like Medical, Clinical and Commercial and enable them to get their drugs and therapies to market faster.

“The healthcare SaaS market has become increasingly more crowded in the last 10 years. Having clear value propositions and the ability to pick up on buying signals and pivot marketing programs accordingly is crucial to standing out,” said Lizzy.  “At H1, the marketing team is tasked with not only adopting digital marketing strategies but also ensuring our product messaging is aligned and resonates with the goals and objectives of our customers,” Lizzy explains.

As a pioneer in the marketing space, Lizzy spends a lot of time digging into the psychology of marketing and applying that to messaging and branding exercises – helping to humanize technology by bringing the faces impacted by its use to the front (i.e., patients). “From a marketing perspective the key to the success has been our willingness to experiment, modify and measure. This is the era of flexibility in marketing because there are so many factors influencing how our buyers research, evaluate, and make decisions – if you are not paying attention, opportunity can quickly pass you by.  No two buyers take the same journey so staying ahead of the competition requires our team to constantly evaluate if the engagement we are getting across our content and channels are yielding both the quantitative and qualitative results expected and needed,” Lizzy concludes.

Lizzy is a 27 year veteran leading marketing AND sales for B2B SaaS and data companies in early, growth and expansion stages where she has built high-performing teams to lead go-to-market efforts. Her experience expands across branding, communications, demand generation, customer experience, sales, and more.