Content Marketing Best Practices in B2B Health Technology

Content marketing best practices

Honing target audience and crafting solid messaging is not easy. For instance, your target audience could have multiple buyers and none of them are are trying to solve the same problem.

To reach all of them at the same time, you need to be able to create messaging that speaks to the problem they are trying to solve and highlights the value they need from your product. This gets really complex!

As I’ve helped other B2B health tech companies, I’ve learned several important best practices when it comes to reaching multiple buyers with your content.

First and foremost, have a strategic marketing plan

Reaching multiple buyers doesn’t happen by accident. It takes forethought to effectively communicate your message. Often this involves a content strategy that answers potential buyers’ most important questions and resolves those issues for them.

Here’s what you need to remember: your customers don’t care about what your tech can do UNLESS it actually helps relieve their problem. That’s why your health tech marketing plan needs to center around your them.

What this means is that you can’t assume that you know what issues your customers are facing. To know their struggles, you need to talk with them. By this I mean get on the phone with them, set up a meeting, email them a question… you get the point. You need to talk with them directly.

In short, nothing will inform your marketing strategy more than hearing your customer directly speak about the pain points they experience.

Diversify your content

Different people educate themselves differently. Some prefer written content. Others learn best through video content. And still others may educate themselves through podcasts during their daily commute. This is why you should diversify your content stream.

However, you don’t necessarily have to create new content for each output. Your content stream should reuse topics, presenting them through different forms of media.

A case study

Say, for instance, you have a great tech solution that helps promote care coordination and communication between care team members. How could you best present your breakthrough technology so that it reaches the most people.

Let’s say you turn your content into blog material. That’s a good start. However, if you’re not using other forms of media to present this same content, you could be missing some great marketing potential.

The secret is to take the same topic or material and present it in several useful ways. For instance, you could create an infographic that concisely communicates your blog content. Or you could turn it into a brief video.

Beyond that, you could create an audio version (such as a podcast) that informs and answers the problems facing clinicians with care coordination.

In presenting your content in different ways, you make it that much easier for your audience to learn about you while solving their problem.

Written content and SEO

As a side note, written content should still be a major priority in your content strategy. Google searches don’t index other content like videos, visuals, or podcasts. But they do index written content.

This means that improving your SEO relies primarily on the written word. Over the long run, this type of media has great potential to keep contributing to your marketing efforts.

Use multiple channels

In general, digital health marketing needs to be pinpointed. Spray and pray methods are not reliable ways to drive inbound leads. However, if you want to reach all tiers of your B2B healthcare audience, then you need to be on the channels they’re on.

So here are a few examples of how you could diversify to reach more people.

Digital ads

Often, ads just aren’t being used effectively. You can spend tons of money on digital ads and still never reach your target audience.

But used in correctly, you can actually pinpoint your audience through keywords and audience targeting. In addition, you may reach people who otherwise wouldn’t ever have known about you through ad channels.


SEO still matters, and it will continue to matter for the foreseeable future. If you want to be seen, you need good search engine optimization. Your website and written content needs to target specific keywords that will boost your results in potential buyers’ searches.

Content marketing

Right up there with SEO is content marketing. With the right keywords in your written content, you can upgrade your SEO rankings while also helping alleviate your customers’ problem.

By focusing content on buyer needs, you help build brand awareness that potential buyers will remember when they’re ready to purchase a solution.

Social media

Most people are on some sort of social media platform. And many of these people use these platforms to either network or educate themselves in their field.

That’s why your content marketing should be promoted via social media outlets in a way that encourages feedback and interaction. Through this approach, you can build brand awareness while also establishing relationships with potential buyers.


If you’re like me, your inbox is overflowing with ignored emails. So sometimes it seems like we shouldn’t invest in email marketing. However, even if your target audience doesn’t ever open your emails, you can still build brand awareness through regular email outreach.

Think of emails more like a bookmark than a selling point. They help potential buyers remember the good interactions they’ve had with you in the past AND bring you to mind when they face future problems.

Earned media

PR opportunities have several benefits. For one, they help you build networking opportunities with other influential people in your field. Plus, you can also use the trust that your connections have already established to promote yourself as a reliable source of information.

In addition, earned media let’s you establish yourself as an expert in your field and reach specialized groups in your target audience.

Learn from other industries

Some marketing best practices are learned from other industries. B2C industries know (better than most) how to humanize marketing. And while health tech is often B2B, you can’t get away from the fact that the end buyer is a human.

So take a cue from customer-centric industries such as shopping or food corporations who know how to connect with the human side of the buyer. By reaching into human emotion, they create strong connections with their product and service.

In B2B we can benefit from these models. Sure, they may need to be slightly altered for our purposes, but many of the creative marketing ideas that come from B2C industries could be repurposed in health tech. All it takes is a little creativity and “can do”spirit.

By embracing non traditional marketing methods in your field, you can potentially cut through all the noise of your competition and drive more inbound leads.

Ready to get your content on track? Schedule a call with me to discover actionable strategies you can use today.

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Whitney is a consultant, speaker, and writer on a mission to help life-saving, life-changing technology break through the noise and achieve mass user adoption. Learn more about her here.