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3 Tips for Effective B2B Marketing in the Health Technology Industry


Health technology is critical. Hospitals, long-term care, and research centers must run efficiently to help combat the pandemic. But even in less uncertain times, health tech is an essential component of a smoothly-running healthcare organization.

Many B2B companies focus their outreach on calling prospects, but with the current state of hospitals and healthcare, many executives don’t have time to field cold calls. Digital marketing can be a more subtle play to help market your technology and build your pipeline.

1. Optimize Your Website

Your website is the epicenter of all of your digital marketing activities. Social media posts, emails, search queries, and digital advertisements should be crafted to drive visitors to your website where they can find helpful information about your technology solutions and your company.


Use search engine optimization (SEO) best practices to help individuals find your website on the first page of SERPs. Due to ever-changing algorithms, it’s important to do monthly or quarterly website health checks to ensure your site remains optimized. This may entail fixing broken links, adding redirect links, updating meta descriptions, or adding additional internal linking.


Creating a blog is another way to keep your website fresh and updated with helpful content, all while improving your SEO. Search engines favor websites that continuously update their content, as they know it is an active website with new information.

ADA Compliance

ADA compliance is an especially important feature to have in the health tech industry. Your website should be inclusive and able to be viewed clearly by anyone. While you can build your website to be ADA compliant from the start, there are also apps, like accessiBe, which make it easy to add automated ADA compliant features post-build.

2. Build Your Audience

While B2C companies market to individuals’ needs, B2B marketing addresses the interests and challenges of an organization. More specifically, it addresses those purchasing and making key decisions on the organization’s behalf.

You can begin building your audience of decision-makers through organic social media by posting content, utilizing relevant hashtags, and engaging with industry leaders and publications via sharing, liking, and commenting.

As you continuously build your organic audience, you’ll want to use social media advertising and Google Ads to help create brand awareness and drive traffic to your website. LinkedIn advertising allows you to target users based on specific traits about their professional career: from broad targeting, (such as job responsibilities and expertise level) to highly specific job titles and companies. These targeting options make LinkedIn the best social advertising option for many B2B companies.

3. Provide Helpful Resources And Compelling Content

Content is king when it comes to showcasing your products and solutions, company, and industry knowledge. Create different forms of content, like blog posts, videos, and social media posts. Well-curated and varied content engages your audience at various stages of the marketing funnel and can be adapted to fit many different platforms.

Long-Form Content

Health tech companies can benefit from long-form content. Blogs are perfect for writing longer pieces about the healthcare and health tech industry. Whether it’s addressing problems the industry faces, or a write-up about the latest conference your company attended, there are plenty of topics to choose from! You can have multiple people within your organization write blogs to hone a variety of perspectives. This also adds authenticity and personality to your blog and its authors.


Educational videos are a valuable tool for complex products or solutions, as is common in B2B industries. Videos allow you to showcase complicated products and solutions through visual demonstrations and tutorials. This helps communicate the real value of your product to potential customers at the top of the marketing funnel. You can speak to your potential customers about how your solution can make an organization run more efficiently.

Live videos on social media with thought leaders in your company can showcase the expertise your company holds. AMA (“Ask Me Anything”) interviews are a popular form of live video. The AMA format allows viewers to ask casual questions in real-time by sending them to the host online. Answering questions live gives your company an authentic and personable side, while also providing value to your watchers.

Social Media

Social media is the perfect platform for sharing the content you’ve created. Doing so will help your blogs and videos garner higher views. You can also use social media to educate your users about industry news and the products and solutions your company offers.

Digital marketing is a great way to continuously speak to your audience and potential customers through social media, digital advertising, and your website. Many people vet their potential partners and companies online before ever reaching out to them via email or phone call. Ensuring you are putting out helpful and updated content will help your company stay top of mind.

Thanks for stopping by,


Editor’s note: This blog was originally published in August 2020 and has been edited and updated in November 2021.

Laura Hill

Owner / CSO
With over twenty years experience in sales and marketing, Laura Hill is an accomplished marketing and business development strategist.

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