By Michelle Breen • March 15, 2023 • Updated August 2026
From our Strategic Copy Manager, Michelle Breen, who specializes in turning complex B2B offerings into clear, credible content built to reach high-stakes buyers and support pipeline growth.
TL;DR
- Hospital executives already field more vendor pitches than they can handle, over half report getting 11+ vendor calls and emails a week, so reaching the people who actually make buying decisions takes more than volume.
- With the global digital health market on track to hit $1.5 trillion by 2032, competition for buyer attention isn’t slowing down. The brands that break through aren’t running flashier campaigns, they’re nailing three fundamentals most competitors skip entirely.
- One personalization shift lets you turn a single content asset into something that feels custom-built for every specialty, without starting from scratch each time.
Healthcare is evolving fast and the stakes for marketers have never been higher.
The global digital health market is projected to expand from $427.24 billion in 2025 to $1.5 trillion by 2032 (Fortune Business Insights), driven by advancements in artificial intelligence, telemedicine and personalized care solutions.
The U.S. telemedicine market alone is projected to hit $395.6 billion by 2034, Per Global Market Insights, while Towards Healthcare Research puts hospitals outsourcing services on pace to top $1 trillion. Meanwhile, Rock Health found that digital health investments surged, with $4 billion raised by startups in the first quarter of 2026 alone, signaling strong confidence in the future of health innovation.
Of course, no discussion of healthtech in any industry would be complete without mentioning AI. AI technologies are increasingly being integrated into healthcare systems, enhancing diagnostics, personalizing treatment plans and streamlining administrative tasks.
As healthcare systems adapt to these rapid changes, the demand for innovative, efficient and patient-centered technology solutions is at an all-time high.
In this dynamic environment, healthtech companies must not only innovate but also effectively communicate their value propositions to stand out in a crowded market.
Keep reading for insights from healthtech marketers who know how to market your product to your ideal audience and deliver results.
Why it’s getting harder for healthtech companies to reach their ideal customers.
It’s noisy out there. Between new players entering the market and an influx of sales outreach, today’s healthcare buyers are overwhelmed and more skeptical than ever.
If you’re marketing to this audience, you’re not just competing against similar solutions. You’re competing against packed schedules, tight budgets and inboxes full of noise.
Physicians aren’t always your best bet.
Physicians might seem like the logical buyer. However, physicians generate $2.3 trillion in economic activity annually and support 12.6 million jobs, or 17.1 jobs per physician, according to a 2018 American Medical Association study conducted by IQVIA. But getting in front of them (and earning their attention) isn’t easy.
Here’s what you’re up against:
- They’re rarely sitting at a desk. Most of their time is spent with patients, not browsing emails.
- Their time is limited and highly valuable. If it’s not immediately useful, it’s out.
- They’re trained to be skeptical and prefer data over marketing spin.
- A flashy or overly casual message can come off as out of touch.
Admins and execs are just as inundated.
You might assume decision-makers higher up the ladder are more accessible. In reality? They’re just as hard to reach and just as pressed for time.
According to a survey of 100 hospital execs by Panda Health and Sage Growth Partners, 55% receive more than 11 calls and emails from digital health vendors per week (and that’s just the tech marketers!). Nearly all (95%) said narrowing down potential partners is a major challenge. That’s not just a marketing problem, it’s a positioning problem.
And even if you break through? The decision cycle is long. Two-thirds of hospital execs say it takes six months or more to go from evaluation to contract. 20% percent say it takes over a year.
And once you do break through, don’t expect instant results either. Multi-channel healthtech marketing needs a running start: pipeline impact takes time to show up, and full deal cycles in this space move slower than almost any other B2B vertical. In other words, the campaign you launch this quarter is really building next year’s pipeline, not this one’s.
In a space where attention is scarce and sales cycles stretch long, your marketing can’t afford to be forgettable.
Good news: none of this is unsolvable. The healthcare brands that break through aren’t doing something magical, they’re just doing a few specific things well. Here’s where to start.
“We are a repeat customer, and with our brand-new company, we’re giving you our business all over again. Accelity was one of the first phone calls I made.”
– Andy | Groupware Technologies
3 foundational healthtech marketing strategies that buyers can’t ignore
1. Enter the minds of your buyers
If your messaging feels off, it’s probably because you’re guessing. And even the best marketers miss the mark when they don’t start with real-world insight.
You spend every day immersed in your offering. Your audience doesn’t. They might not even know your solution exists, let alone how it fits into their day-to-day. That’s why it’s so important to get out of your own head and into theirs.
Start by talking to them. Not in a survey, but in real, open-ended conversations.
Here’s how to dig in and get the insights that fuel better marketing:
- Talk to your customers. Ask them what’s working, what’s not and why they chose (or passed on) your solution.
- Tap into your network. Internal teams, past clients and even friendly connections in the field can all offer helpful perspectives.
- Make it easy and worthwhile. A quick coffee chat or short survey can go a long way (and yes, offering actual coffee helps!).
- Be prepared. Keep your questions structured but flexible. Know what you’re trying to learn, and be ready to pivot based on what you hear.
- Document everything. These insights don’t just power your messaging, they can guide product strategy, sales enablement and more.
Pro tip: With permission, turn strong quotes into testimonials or repurpose them for thought leadership content. It’s marketing gold straight from the source.
Don’t guess what your audience wants. Ask. Then use those findings to build buyer personas that inform content and thought leadership.
2. Make sure your benefits are clear and the ROI is immediately evident.
If your audience has to work to understand your value, you’ve already lost them.
Most healthcare professionals are short on time and even shorter on patience for marketing jargon. They want clarity, not complexity. They want to know right away why your solution matters.
Start by getting super clear on your value proposition. Not just what you do, but why it matters. The “WHY” behind your brand is what makes it resonate and builds lasting trust.
Use the Golden Circle approach to guide your message:
- WHAT do you offer?
- HOW does it work?
- WHY should anyone care?
And then prove it. Real stories and real results make all the difference:
- Use measurable outcomes (not fluffy claims).
- Highlight testimonials from real people in similar roles.
- Show impact with quick-hit stats, quotes or case study snapshots.
When in doubt, simplify. The faster someone gets the value, the faster they start to care.
3. Stop flooding physicians and providers with generic content
Let’s be honest: no one wants to read something that wasn’t written with them in mind. Especially not healthcare professionals who’ve spent years building expertise in a specific field.
A FiercePharma Report found that 70% of healthcare professionals don’t feel vendor representatives understand their needs. The fix? Personalization. Real, thoughtful, strategic personalization that feels like, “Hey, this was made for me.”
What that looks like:
- An ebook for “medical professionals”? Snooze.
- An ebook for orthopedists on increasing efficiency in their specialty? Much better.
When you market to everyone, you connect with no one.
Here’s how to personalize without reinventing the wheel:
- Start with a core piece of content that solves a broad pain point.
- Swap in role-specific references (e.g., physician → orthopedist, administrator → nursing director).
- Update stats, examples and tone to reflect each audience.
Personalization doesn’t mean writing from scratch every time. A few smart tweaks can turn one solid asset into many that feel tailored and that’s how you get noticed in a noisy space.
It’s not just what you say, but where you say it.
A personalized message falls flat if it lands in the wrong place. The right channel matters just as much as the content itself.
Where you show up depends on what you already know about your audience:
Got a warm email list? Use it. Healthcare pros still spend a good chunk of time managing their inboxes (just make sure your email is thoughtful and relevant).
Still building brand awareness? Try LinkedIn. It’s a cost-effective way to reach providers, admins and execs across specialties.
Need to go deep? Consider platforms like Doximity for hyper-targeted outreach to physicians. More investment, more precision.
No single channel will do the trick. You need a multi-channel strategy to meet your audience where they are, when they’re ready. If you’ve only got five seconds of their attention, you want to make every one count.
What B2B agencies have a proven track record in highly regulated industries like healthtech?
B2B agencies with a proven track record in highly regulated industries like healthtech understand that credibility matters just as much as conversion.
Healthtech buyers are skeptical, sales cycles are long and generic claims can quickly erode trust. B2B agencies with proven healthtech experience understand those realities and know how to communicate complex solutions clearly, support claims with evidence and build campaigns that reach physicians, administrators and executives without adding to the noise.
Accelity has spent more than a decade helping healthtech and other B2B companies reach difficult, high-stakes buyers. Our approach connects positioning, content and multi-channel execution so the strategy builds trust while still supporting pipeline goals.
How long before a healthtech marketing strategy starts driving measurable pipeline?
Most healthtech companies see measurable pipeline impact within three to six months of launching a focused, multi-channel strategy, but expect leading indicators (engagement from named target accounts, content downloads from the right titles, sales team pull-through) well before any deals close, since the evaluation-to-contract cycle we covered earlier runs longer than that.
That’s why the right agency partner tracks contribution against those earlier-stage signals, not just closed revenue in month one. If a marketing partner can only point to last quarter’s lead count, they’re not built for a sales cycle this long.
Ready to stand out in a crowded market?
Healthtech is different from every other B2B category. Your buyers—physicians, admins, executives—are trained to demand evidence over claims. Generic marketing doesn’t just underperform here; it actively erodes trust. Personalization, data-backed messaging and a long view on relationship-building aren’t nice-to-haves. They’re the price of entry.
Let’s build a strategy that actually gets you noticed.
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