Updated: Oct 25
The dramatic increase in cyber attacks in the healthcare sector has fueled the demand for cybersecurity services around the globe. In 2021, 45 million users were affected due to healthcare cyber attacks, compared to 14 million in 2018. The number tripled in just three years, implying that the cybersecurity industry is bound to soar. The rise in healthcare security breaches calls for firms selling cybersecurity software to up their marketing game for reaching out to potential clients.
No doubt the healthcare cybersecurity market is poised for tremendous growth. In fact, healthcare leaders are expected to invest $125 billion in cybersecurity by the year 2025. Despite the increasing demand, companies selling cyber security software are still wondering how to compel healthcare leaders to open their wallets. They want to know what works and what doesn’t.
Here, we have shared tried & tested marketing tips for selling cyber security software successfully to both large and small businesses in the healthcare sector.
Why the Healthcare Cybersecurity Industry Is On Rise?
Here are some facts to help you understand the growing demand for healthcare cybersecurity solutions:
The cost of ransomware attacks in US healthcare centers was $20.8 billion in 2021.
The security breaches cost healthcare companies $6 trillion by the end of 2020.
There has been a 55% increase in healthcare breaches from 2019 to 2022.
The compliance of 37% of healthcare centers was compromised due to cyberattacks.
There is a 75% chance of a breach in every 5 million records in the coming years.
The stats prove that healthcare is among the industries vulnerable to cyber attacks. There is a need for cybersecurity solutions in this sector more than ever. The growing demand will lead to exponential growth in the cybersecurity market. It will be propelled by:
Growing disruptive digital technologies in the healthcare industry
Higher demand for ultramodern cybersecurity solutions
Growing frequency and complexity of cyber threats
The urgency for cloud-based cybersecurity solutions.
These growth prospects offer a great opportunity to companies selling cyber security software. But where to begin? Let’s delve into some ways that will help you get more clients in the healthcare industry.
TIP #1. Understand Healthcare Security Market Structure
Given the many players in the healthcare market, making a cybersecurity sale is tough! Successful cybersecurity marketing demands a thorough understanding of the industry you’re targeting. If you lack a proper market blueprint, you won’t be able to stand on top of the competition. To sell your cybersecurity solutions to the healthcare sector, you need to narrow down the niche you’re most capable of handling. Polish your portfolio to show them what your cybersecurity services are for:
Do you provide solutions for security breaches?
Do you provide cyberattack detection systems?
Are your cybersecurity solutions capable of combating the latest cyber-attacks?
What cybersecurity services do you offer to combat ransomware?
Your portfolio must give them a clear picture of your services. Check out the latest healthcare cyber attack stories & news, and collect data about the types of breaches and threats they are facing. Only then will you be able to reinvent your portfolio in a manner that addresses healthcare cybersecurity problems.
"Successful cybersecurity marketing demands a thorough understanding of the industry you’re targeting. If you lack a proper market blueprint, you won’t be able to stand on top of the competition."
TIP #2. Begin With the Basics
For marketers selling cyber security software, it is essential to educate your clients that cybersecurity is basic risk management. Although thousands of healthcare centers have been affected by cybercrimes, many of them are not ready to get cybersecurity solutions. Many consider it an expensive investment; others just don’t realize the risks it is posing to their businesses. (No one realizes it unless they are attacked). It’s the job of cybersecurity professionals to explain to them that the cost of cybersecurity solutions is much less than cleaning up the mess after data breaches. It will not just be the cost of a cyber attack but hiring cybersecurity services, recovering the data, and most importantly, regaining the trust of customers.
Moreover, cybersecurity marketers should never annoy their clients by talking about technology. Healthcare business executives do not know about technology as much as you do. Don’t use technical jargon and complex technical terms. Instead, talk in business language. Tell more about the expenditure, regulatory compliance, and security measures that they need to avoid future monetary losses.
TIP #3. Talk about innovation in your cybersecurity solutions
Never ignore innovation. With new threats uncovering every day, businesses are looking for innovative cybersecurity services that can handle the latest cyber threats.
Cybersecurity is expensive and healthcare businesses can’t afford to invest in new solutions whenever there is a new threat. When evaluating vendors, they would be better off investing in the one that offers advanced cybersecurity services. Thus, for companies selling cyber security software, it’s important that you offer solutions that meet their latest security demands. It will give you an edge over your competiton.
Tip #4 - Use Incidents of Cybersecurity Breach in Healthcare Sector
Two years ago, a cyber attack on a small healthcare center in Wyoming made it to the headlines. Attackers locked up the organization's information system. They had to shut down all the services, shift their patients and doctors had to resort to paper for the documentation of medical data. The whole system was shut down for about two weeks before the hospital management paid a $1700 ransom to the attackers.
Companies selling cyber security software can use such incidents to trigger urgency among healthcare businesses. However, make sure you don’t panic them with fear stories. The goal is to educate them about the incoming problem that might put their entire data at risk.
Tell them how cybersecurity solutions can save them millions of dollars in the future. It’s an investment that will pay them off in the future.
Are you selling cyber security software to the healthcare industry?
The more the demand for cybersecurity healthcare services is, the harder it is to make a sale. It’s because healthcare data is highly sensitive and businesses want to partner with companies that are reliable, trustworthy and have up-to-date cybersecurity solutions.
If you’re looking for a target audience for selling cyber security software, the healthcare industry should be at the top of your list. Moreover, if you want access to tech officers or CISO executive networks that need cybersecurity services, partner with Execweb. We facilitate cybersecurity professionals to have a virtual meeting with security practitioners to form long-term business relationships.