In celebration of its 25th year in business, leading healthcare SaaS brand Solutionreach stepped boldly into the spotlight with its first ever story-driven campaign, “Missing Things.” Known for its pioneering patient retention and communication platform, the brand had largely remained behind the scenes until this recent creative pivot.
Blending humor with heart, the video-led campaign explores the human dramas that Solutionreach’s revenue cycle messaging platform aims to prevent. It uses creative storytelling to shine a light on the very human reasons its technology matters, making it a fresh, unexpected move for an established brand.
The Missing Things campaign, spearheaded by a long-form video ad, zooms out from the typical focus on features and functionality to highlight the humor and drama that occurs when appointments and payments get missed by forgetful patients. The campaign’s tone marks a big shift for a company that has always led with product, making it stand out in a B2B SaaS landscape that had become increasingly dominated by generic, AI-driven content.
“We really wanted to move beyond the typical feature/benefit story to create a campaign that would resonate,” says Logan Clifford, Solutionreach’s Senior Director of Marketing. “After 6+ months of work, we created something that truly distinguishes us. It highlights our true differentiator: our deep commitment to making our customers’ days more efficient so they can focus on delivering exceptional patient care.”
In an industry that tends to focus heavily on features and functionality, a more narrative-driven approach is an unconventional and potentially risky decision. However, the risk paid off: in its first 30 days on Facebook, the campaign drove a 1.6x increase in Return on Ad Spend. Within 60 days, it reached more than 250,000 targeted viewers and delivered over 50,000 direct post engagements.
“We all know that customer experience is extremely important, but sometimes it’s helpful to step back and remember why it matters so much,” says John Lowe, VP of Customer Success at Solutionreach. “It’s something that can be easy to lose sight of in this tech-intensive industry. However, this tech exists in the first place so that it can meet our customers’ real needs, and we felt that it was important to highlight this connection.”
This more modern, interactive, and human approach to B2B SaaS marketing is indicative of a broader shift in how service-based businesses are positioning themselves within a crowded and competitive market. By centering creativity and focusing not just on how a platform works but why it matters, brands like Solutionreach are making technology more grounded, relatable, and aligned with the real needs of their clients, as well as the communities that their clients serve.
