Best practices in B2B healthcare: Marketing to health plans
As a marketer, you know that the most vital part of any campaign is understanding who your target audience is and what they value. That’s no different in healthcare marketing. Of all these potential audiences, however, marketing to health plans (aka payors or payers) is perhaps the most difficult. That’s because these companies integrate two very complex concepts—finance and healthcare delivery—into their business operations. A playbook for marketing to health plans Understanding how these...
How awards can impact your health care PR strategy
As a communications professional, you understand the important role public relations (PR) plays in building your health care brand’s visibility and reputation with your audience. But what strategies should you use to ensure your health care PR strategy is effective? While many approaches to health care PR can garner attention and build trust for your brand, industry awards are a powerful tool to help you get more out of your efforts. Recognition from credible sources—like health care...
How to craft a compelling B2B healthcare case study
Case studies are powerful for showcasing the real-world impact of your product or service, no matter where you work in the B2B healthcare space. Perhaps you’re marketing a health tech solution and need to highlight how it improves clinician workflows. Or maybe you're tasked with communicating how a payer’s new insurance benefit design drives care quality and savings. A B2B healthcare case study weaves together your success stories, capabilities and client testimonials in a dynamic narrative...
From complexity to clarity: Tips for healthcare writing
Healthcare is a complex, multifaceted industry, which makes communicating clearly and effectively to different audiences challenging. As a communications professional, you’ve likely encountered the fog of acronyms, technical jargon and convoluted explanations in healthcare writing that can leave even the savviest reader scratching their head. Even though many healthcare topics are indeed complicated, how we write about them doesn’t have to be. Plain language is a writing style that...
The ultimate B2B M&A checklist: Rolling out successful rebranding, public relations and strategic communications for healthcare acquisitions
As an agency specializing in B2B healthcare marketing, we are frequently on the front lines of projects related to branding, public relations, and communications for healthcare acquisitions. To help you prepare for everything from media statements to internal campaigns, we’ve compiled a summary of our experience. For over a decade, deal-making has been reshaping the industry as big players get even bigger through merger and acquisition (M&A) activity driven by vertical integration and...
Building Credibility and Thought Leadership: Best Healthcare PR Strategies and Practices
Gallup’s January 2025 poll found that although Americans hold a historically low view of most U.S. professionals, healthcare workers still rank highly. Three in four Americans (76%) trust nurses to do what’s right, making nursing the most trusted profession according to the annual report. That same survey also favorably ranked the honesty and ethical standards of other medical professionals, including pharmacists (61%) and medical doctors (53%). However, that trust does not extend to...