Positioning Strategies for Multi-Product Healthcare Tech Companies

How do you position your products around your healthcare company?

Sep 18, 2025

Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel messaging and positioning systems around B2B, so you can grow faster and smarter (and earn more green).

Work together on positioning and messaging

AI tool to help physicians with automation? Cool

A scheduling tool for clinicians? Cool.

More and more healthcare SaaS companies are selling more than one product. But doing so also creates a positioning nightmare if you don’t know how your products layer on top of each other.

Every product has value. The challenge is positioning that product in a sea of products that don’t clearly articulate value differentiation.

You don’t want to fall into the trap of picking one product story and forgetting about the rest. And you also don’t want to tell a whole bunch of stories that only confuse your buyers.

You want to layer your product positioning.

Why Is Multi-Product Positioning Super Confusing to Your Buyers?

Positioning a single product is already tricky. With multiple products, the challenge gets a bit deeper:

Different buyers: A clinical workflow tool sells to nurses and CMIOs, while analytics software attracts operations and finance leaders.
Different categories: Products may sit in entirely separate competitive landscapes (EHR add-ons, workflow automation, patient engagement).
Committee buying: Healthcare decisions require consensus. One buyer might see you as a “point solution,” another as a “platform.”

The end result? Messaging madness. If each of your products tells a disconnected, wonky story, decision-makers can’t see why they should buy into your company.

The Solution? Product Positioning vs. Company Positioning

You need to distinguish between product positioning and company positioning (or your core narrative):

Product positioning defines how a single product is the best choice in its competitive set.
Company positioning explains why your company (across all products) is the right long-term partner.

In conclusion, both are super important.

Think of it like this: A product story wins the deal. Your company story wins trust. Especially in healthcare, you need both levels working together.

A Framework for Multi-Product Positioning

I love April Dunford’s principles and Al Ries's on how to approach positioning when you sell products:

1. Start With Competitive Alternatives

For each product, ask: “What would buyers do if we didn’t exist?”

Your scheduling solution may compete with spreadsheets, call centers, or Epic modules.
Your analytics dashboard may compete with Tableau or manual SQL reports. Mapping these alternatives gives you clarity around the real competitor.

2. Identify Unique Attributes

At the product level, this refers to the features that distinguish and define each solution.

At the company level, this means the strengths that connect your offerings (a unified story).

3. Map Attributes to Value

This may be the hardest because value is everything to the buyer. It’s everything to your sales team.

For example:

Scheduling → reduces no-shows and increases patient throughput.
Analytics → identifies bottlenecks to improve resource utilization.
Company-wide → all products reduce administrative burden for clinicians.

These close the gap from individual product value to your company's story.

4. Choose the Right Market Frame

Framing is everything. You have to decide how to frame your offerings:

Point product: Best positioned when buyers budget in silos.
Platform: Stronger when executives want integration and vendor consolidation.
Hybrid: Some products lead with individual stories, others are rolled up under a unifying brand promise.

5. Align the Story Across Audiences / Personas

Product positioning wins the product category. Company positioning shows strategic fit.

Your sales team needs to tell both (super important here): “Here’s why this product solves your immediate problem” AND “Here’s why we’re the right partner across your enterprise.”

Let’s Break Down an Example

Let’s imagine a company with three products:

SmartSchedule: AI-driven patient scheduling.
CareAnalytics: real-time resource utilization dashboards.
NoteAI: clinical note summarization for physicians.

Together, the products create a unifying brand story:

“We’re the operating system for reducing administrative burden in healthcare.”

This enables sales to lead with a product (whichever pain is most urgent for the buyer) while also planting the seed for cross-sell under a single, trusted brand promise.

Cool, right?

Don’t Force the Story

Multi-product positioning is not about jamming one story on everything.

It’s about layering each story on top of the other. Then focus on the product that empowers the champion. Focus on giving your champion everything they need to make a decision.

That’s how you overcome objections in healthcare. It’s how you build trust and speed up buying decisions.

Cheers!

Ben Watkins