InsightsTop 4 B2B Healthcare Marketing Trends 2022


For healthcare startups and service organizations, 2022 has brought some new B2B healthcare marketing trends. According to CB Insights, there are 12,000+ health IT firms serving the healthcare business globally, and that figure is continuously growing. Deloitte predicted that the worth of the global healthcare technology industry is $300 billion which will reach 12% a year concluding that healthcare technology, SaaS, and services firms are going to have a much more probability that they would take benefit from those budgets. Though offering only cutting-edge healthcare products is not enough B2B medical marketing partners must have advanced marketing strategies for the outcome of connection with the influence of healthcare leaders, decision-makers, and purchasers.


Top 4 B2B Healthcare Marketing Trends 2022
  • Account-Based Marketing in Healthcare 

When asked, most B2B salespeople can name 5-10 organizations they’d love to work with. But what is the limit of such understanding? Do they, for example, have the names or contact information of the important decision-makers? Do they have a good understanding of the company’s budget cycles and when they’re most likely to sign a proposal?

Account-based marketing in healthcare is all about selling to real individuals in real jobs at real organizations, rather than “personas” and “target audiences.” Making a list of desirable organizations and ideal job titles is a smart place to start with ABM for B2B healthcare companies. The intersections of those lists then produce a wonderful first ABM list.

3 Tools used for ABM strategy

  1. ZoomInfo

The existing B2B lists can be updated via this tool as it can help in filling out the attendee lists from the healthcare conferences seminars, webinars, etc with ZoomInfo’s database of names, job titles, and phone no., emails, etc.

  1. Definitive Healthcare

Via this tool, healthcare payer networks, provider systems, and ACOs can be targeted by B2B healthcare professionals because of their robust filtering system.

  1. LinkedIn

Although the primary search feature can assist in the creation of a basic ABM list, B2B marketers and salespeople can also benefit from LinkedIn Sales Navigator. This will enable you to add more filters to your search in order to narrow down to the top B2B prospects and contact them directly.


  • Capturing Demand vs. Creating Demand

Even after ABM is known as a buzzword but chasing only leads is not all that needs to be done. Brand building is also important. Hence, Healthcare B2B buyers’ decision is manipulated on the basis of the following structure-

1. Demand Capturing

This is associated with accessing the existing small no. of potential healthcare buyers who are already looking for the related solutions and are ready to buy purchasers and can be searching for the potential brands. Tactics used for demand capturing are-

  1. SEO-Search Engine Optimization
  2. Google Ads
  3. Remarketing Ads
  4. Webinars

2. Demand Creation

This targets the 97% of the target market that is not active because of any reason such as – they are not looking for a change, contract with another vendor, and may not be aware of the problem that needs to be resolved. The demand creation strategy revolves around developing brand awareness and education among the target audience that can keep the respective brand on the top of mind while making a purchasing decision.

This can be done by applying –

  1. Thought Leadership on social media
  2. On LinkedIn and Facebook, ads for brand awareness and education
  3. Event sponsorships.


  • Healthcare Social Media Marketing

For B2b healthcare targeting, LinkedIn is overlooked more often as a social media opportunity research suggests that healthcare employees use social media over 3 hours a day other than this, Healthcare professionals use Facebook for professional agenda. Therefore to be on the top of social media trends, B2B healthcare organizations are reaching the right audience with their right marketing campaigns.

The COVID-19 outbreak has bombarded healthcare professionals with email marketing and advertising and social media become a platform that can connect people with real connections in the digital space if done correctly.

B2B Social Media Strategies

  1. People, Not Brands

The faceless brands are not more appealing to the healthcare leaders as the legitimate person profile on Facebook or LinkedIn. Medical professionals are more preferred by the healthcare leaders and may respond to them with more enthusiasm and credibility.

  1. Less is more

Relevant content in the form of whitepapers and webinars is more helpful in thought leadership than the daily posts about irrelevant, fictional holidays.

  1. Stay on Target

Target people and listed companies by crafting content specifically for them. Act with more caution while engaging with prospects that are listed in ABM.

  • Client Relationships Building and Revenue with Video

Video is more than a tool for marketing. It’s an effective way to keep and grow relationships between your brands and the healthcare decision-makers you want to reach.

Many B2B healthcare firms perceived the transition from in-person events to digital as stifling in 2020. However, we recognize that in 2021 and 2022, this shift will be critical in engaging with, selling to, and serving our consumers.

B2B Medical Video Strategies

  1. Explainer Videos

As B2B buyers prefer some research beforehand while reaching any purchasing decision explainer videos give them the relevant basic information about what a particular company does, and how it can help them with the value proposition to convert them into prospective buyers.

  1. Thought Leadership

Webinars and short instructive videos are still popular in the digital marketing world. However, in 2021, they will be more visible than ever before. There are two basic reasons behind this. First, new algorithmic preferences are being used to serve videos on social and search platforms. Second, after a year of Zoom meetings, clinicians and healthcare leaders have grown more comfortable with video as a medium.

  1. Selling via Video

Hopping on web conference links has become the second nature for most of the B2B healthcare professional prospects which were assumed to be a hassle before the covid hit the world.

  1. Personalized Video

For better sales outreach serving clients with personalized video is an easy and effective key in the B2b healthcare industry that may have a small target market. Personalized messages for each prospect will end up well in entertaining prospects. Cold email outreach, cold LinkedIn outreach, and follow-up prospects for the people who have downloaded a whitepaper.

  1. Product Onboarding

The client’s success becomes more crucial while dealing with B2B healthcare-based SaaS products as happy customers can become the advocates of the customer services that will lead to referrals and more sales. Tools can be used for drafting onboarding and training videos to place new consumers on the right path to success.



While following the above-mentioned strategies and trends being focused on ROI and efficiency is vital. To be at the no. 1 position in the B2B Healthcare companies race, keep your strategies flexible to get molded whenever needed.

Nisha Sharma

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