B2B Healthcare Tech Marketing: Content Inspiration from a “Cooler” Industry

I’m a career-long veteran of the admin side of healthcare, so as far as I’m concerned, no industry is as cool as this one.

…But even I have to admit that there are some verticals that are a few steps ahead of us in using content to connect with key decision-makers and potential users.

Do we need to play catchup? Not really. But there is an opportunity to take inspiration and strategic guidance from industries that might be a bit more mature in how they leverage content to build real connections.

Since we’re just coming off Black Friday, let’s take a look at IBMs’s retail content presence.

It’s not surprising that IBM houses a pretty sophisticated content presence. I especially love their solutions guides, which, for the array of offerings IBM has, is mandatory, but even smaller healthcare solutions providers can leverage the same concept to help your prospects make the best choice between just two or three options.

I take a very “it depends” approach to blogs. While they can do amazing work in fostering awareness (especially when repurposed on platforms like LinkedIn), if they aren’t properly targeted and aligned with an existing strategy, they can be a waste of time and money. IBM though, gets it right. Their blog is full of vivid stories about how their IoT solutions are being used and they make great use of images and professionally edited video to enhance the experience.

Their Digital Transformation Evaluation is also fun to play with (especially from a customer engagement perspective, if patient engagement is at all a concern of yours.)

Big Blue has a healthy content ecosystem that’s ripe for study and even a little emulation in the healthcare space, so keep them in mind — and if you’d like help with a few ideas, I’m always available to hop on a call.