SaaS Competitive Landscape: In-Depth Analysis
Helping an international Real-World Evidence SaaS company explore market trends and identify growth opportunities through competitor analysis and market research strategies.
Picture above: Extract from Aetion's website. [Image].
Overview
In the healthcare sector, the research, analysis, and interpretation of real-world data (RWD) have become paramount. Leveraging these data sets ensures the development of more effective treatments, pharmaceuticals, and therapies, ultimately driving advancements in global health outcomes.
In collaboration with Aetion, an international company specialising in Real-world evidence (RWE) software development, I conducted a market study on SaaS companies that provide specialised solutions for processing and transforming RWD into RWE.
My role
UX Research collaborator
Company
Aetion, a Real-World Evidence SaaS Company
Duration
June 2024
Research Challenge
The main challenge of this research was to explore the landscape of Healthcare SaaS solutions tailored for data analysis, transformation, and visualization. This involved examining how these solutions are positioned in the market, identifying trends in product development and marketing strategies, and uncovering opportunities for the company to enhance its offering.
8
SaaS Competitors Assessed
+16
Analysed features
~100
Keywords Reviewed
Goals
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Understand the current landscape of healthcare and tech-enabled companies developing SaaS solutions for data analytics and visualization
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Understand the key differentiators among competitors and their added value to the market
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Identify opportunities for growth and improvement
Approach
I led a comprehensive quantitative research involving competitor analysis and market research, leveraging SEO/SEM positioning techniques and digital marketing strategies.
This in-depth research included a detailed examination of key competitor characteristics, resulting in an executive report that not only highlighted critical insights but also identified strategic opportunities for growth and innovation
Research Process
Feature Analysis and Competitor Comparison
Performed a detailed analysis of competitor websites to identify their key highlights in comparison to my client's site.
This analysis provided valuable insights into competitors' approaches and identified areas for potential improvement in the company's web presence and marketing efforts.
Competitive Benchmarking
Conducted a comprehensive keyword analysis to understand the language used by my client and its competitors on their websites.
This process highlighted key terms competitors use and revealed opportunities to refine my client website's language for better alignment with industry trends and improved market positioning.
Key Insights report
I compiled all the gathered information into a Bento report for each competitor, showcasing key website highlights.
These reports served as the cornerstone of our market research, providing a comprehensive overview of each competitor's market position and strategic approach.
In this comprehensive market research project, I embarked on a journey to answer critical questions that would guide my client’s strategic decisions and enhance their competitive edge in the SaaS landscape.
Project Takeaway
The investigation delved into understanding how key SaaS competitors present themselves in the market, articulate their software offerings, and generate leads for sales.
By reimagining their marketing messaging, enhancing product features, and refining their lead generation strategies, the company aimed to stand out as the preferred choice for discerning customers.