Forth Insight Brief
The Role of Brand in Medical SaaS Valuation
Executive Summary
The Untapped Value of Brand in Medical SaaS
The medical SaaS sector is booming, with startups and enterprise providers alike racing to deliver smarter EHRs, integrated care coordination, and better virtual services. But while the technology arms race continues, one critical asset is being consistently undervalued: brand.
A growing body of evidence shows that brand can account for 10% to 20% of company valuation in the B2B tech sector (Forrester, 2023; McKinsey, 2022). In healthcare software, where feature parity is common and trust is paramount, strong branding is not just cosmetic—it's a strategic multiplier. It shortens sales cycles, increases deal sizes, builds long-term equity, and improves user experience across platforms.
This report reviews public-facing branding indicators across a sample of leading and emerging companies in the medical SaaS space. We identify shared strengths, common gaps, and opportunities for differentiation—all with the goal of helping these companies increase value and market share through more intentional brand strategy.
Category Review
& Brand Health Signals
Companies Reviewed
Athenahealth, NextGen Healthcare, AdvancedMD, CareCloud, Teladoc Health, Lyra Health, Strive Health, Gallion Health
Shared Strengths
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Professional tone and trustworthy visuals
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Consistent industry-aligned color palettes and typography
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Clear UX across platforms
Common Gaps
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Homogenous branding: heavy reliance on clinical blues and stock visuals
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Limited emotional storytelling or human-centered messaging
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Lack of distinct, memorable positioning statements
Emerging Brand Leaders
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Lyra Health: Distinct brand personality, inclusive design, mission-forward messaging
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Strive Health: Niche narrative ownership (kidney care), patient-first tone, strong brand clarity
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Gallion Health: Early indicators of brand coherence across channels, but opportunity exists to sharpen differentiation and elevate emotional resonance
1. Humanize the Tech
Put patients, outcomes, and emotional benefits at the center of your story. Lead with impact, not interface.
2. Clarify the Why
Move beyond features to a clear, ownable value proposition. Avoid buzzwords. Tell a focused story that aligns with your users' values.
3. Break the Blue
Visually stand out. Explore color, typography, and layout conventions that signal innovation without losing trust.
4. Own a Category
Stake a claim in a specific vertical or underserved need (e.g., kidney care, mental wellness, rural medicine). Become the obvious leader for that audience.
5. Build a Brand System
Extend your identity into tone, imagery, interaction design, and internal culture. Make sure the brand lives everywhere.
Ready to See Where
Your Brand Stands?
Forth offers custom Brand Assessments for emerging and established medical SaaS providers.
In 30 minutes, we can:
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Benchmark your brand health against competitors
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Uncover missed opportunities to improve conversion and valuation
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Recommend high-impact next steps tailored to your team
Schedule Your Complimentary Session: