Surgimate — Cutting Through Surgery SaaS
It’s surprising how “traditional” some of the most trusted surgical practices coordinate your paperwork and pre-surgery tasks. Surgimate, unlike EHRs or other healthcare SaaS helps bring that to the 21st century.
Building A Community
In less than a year, I created and promoted our CEO’s dream come true. We developed a petition to celebrate the users of the Surgimate platform. Our niche audience of Surgical Coordinators (aka miracle workers) are truly amazing, and the holiday is supported by over 300 industry workers who I kept updated monthly with new surgical coordinator-specific news and events.
LinkedIn, For The Pros
With long-term initial success on LinkedIn, I doubled down on content shared on the platform. Engagement was ok, but, perhaps for our audience of professionals who are frequently on the go or don’t have time for long-form content, I emphasized short video clips, event-based content, and easy-to-read carousel posts to drive LinkedIn engagement by 184.38% in less than one year.
Reaching The Unreachable
With a busy and niche audience of users and decision makers plus the oncoming drop in organic traffic with the rise of AI Overviews, Surgimate was challenged with reaching its audience. Many customers never knew the SaaS solution existed, much less to search for one.
My strategy was two-fold:
Use AI to drive high-level awareness content pillars to drive organic traffic and build a newsletter.
Contact our audience directly by getting internal thought leaders on podcasts with overlapping audiences to inform the industry of the hidden problem of surgical coordination.
Podcast opportunities ranged from general surgical podcasts to female founder podcasts to business consulting.