Insight May 12, 2021

B2B Healthcare Marketing: How to Spot the BS (and How to Find a Great Partner)

Marketing in any industry has its challenges — but with tight regulations, crowded markets, and distracted audiences, B2B healthcare marketing is especially tough. And when you’re managing a business that’s competing in a field with incredibly fast-paced innovations, developing a marketing strategy which helps you stand out is the key to success. That’s why it’s crucial to find a marketing partner who truly understands the industry.

But with so many agencies out there vying for your business, how do you know who would make a good partner, and who just wants a slice of your marketing budget?

Here are five red flags which should warn you that a marketing firm may not have the B2B healthcare experience you need:

1. They don’t have relevant case studies

This one’s simple, but it’s important. Healthcare marketing can cover many different areas: bringing products to market, empowering a sales force, pursuing investors, and more. You want to know that your agency has experience with the challenges which can come with any of those initiatives and that they can guide you to success.


Can show you work and (more importantly) data. They’ll know what goals you’re trying to attain, and they’ll be able to show how they’ve achieved similar results for others.

2. They talk a lot about patients

Patient care is a huge part of the healthcare industry, and it’s an important benefit in B2B marketing. But it’s not the deciding factor for your communications. Instead, your agency should be looking at everything through the lens of healthcare providers — not just as caregivers, but also as business owners.


Understands that patients aren’t your only consumer, and they can appropriately position any patient benefits as part of your overall strategy to healthcare professionals.

3. They’re selling you hard on social media

It might seem strange to shortchange a social media strategy in 2021. But the fact is that while social media is driving many industries, B2B healthcare still relies heavily on relationships and face time with customers. No doctors are turning to TikTok for the latest spinal implant, and medical professionals aren’t relying on Facebook ads to shape their business. So while that Instagram filter might look flashy, make sure there’s substance behind the pitch.


Will recognize when social media (or any channel) is worth your marketing spend. In B2B healthcare, social media can be a viable tool, but it hasn’t become as ubiquitous as it may be in other verticals.

4. They’re not listening to you

At the end of the day, no one knows your product like you do. Agencies can offer valuable takes on your audience, your standing against competitors, or strategies to make the most of the market — but they should also be incorporating your goals and insights. You’re a part of the industry, and if the strategy doesn’t speak to you, it likely won’t resonate with your audience.


Takes everything into context. Best practices aren’t “best” when your niche product needs a unique message or channel. Make sure your voice isn’t getting lost in your own marketing.

5. They’re good at only one or two things

We’re all hit with thousands of messages every day. You need to work to stand out in any environment, but especially with healthcare professionals who have limited time or space to engage with your message. Pursuing a variety of tactics (grounded by a solid strategy) can be key to actually making the impact you want. If your agency can handle only email campaigns or video (even if it’s a really good video), it’s time to find a partner who can do more.


Brings a lot to the table, in addition to an understanding of the industry. Your agency should be ready to tackle any marketing need you have — and to ensure that their efforts are always working toward your overall goals.


Is right here. Take a look at how we’ve helped other brands stand out in the industry, and talk to us to see how inferno can get better results from your marketing budget.

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