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B2B marketing in the healthcare industry is not easy bait. There are endless steps, strategies, and ways to adapt as a B2B healthcare marketer. No matter how hard you scratch your heads or conduct brainstorming sessions, concluding is tough.

Apart from quickly adapting, there are few challenges that every healthcare marketer faces at some point in their career

Here are some of the recent challenges:

1. Lack of Internal management

Marketing in the healthcare industry has its limits and restrictions. Imagine there are 500 B2B healthcare marketers for a single hospital. Do you think it would be easy to manage, share the data and coordinate internally?

2. The advent of big data

Ever since big data analytics, machine language, and artificial intelligence have taken birth, it has become a fight whether to apply these tech-savvy tools in business or not. Not every B2B healthcare marketer is comfortable with this tech- integration.

3. Terms and conditions of data security

When it comes to B2B marketing, there are specific terms and conditions that need to be followed and protected. Research shows that during the first lockdown, almost 34% of the healthcare sectors were attacked maliciously. Hence, it’s not hard to imagine that B2B healthcare marketers are facing a lot of pressure since 2020.

4. Changes in technology

There are healthcare sectors that are decades old, plus there are healthcare sectors at the newborn stage. When you consider the age group of B2B healthcare marketers, you can find most of them are middle-aged. Moreover, not every B2B healthcare marketer is open to tech changes. Millennials who are B2B marketers find it more accessible in comparison to last-generation marketers. The rest of the B2B healthcare marketer’s crowd is still coping up with the tech changes.

5. High competitions

The recent pandemic has caused many new healthcare centers to grow. On average, for every B2B healthcare owner, there are 100s of B2B healthcare marketers waiting to sell their products and services. You can imagine the amount of high competition all the healthcare marketers might be facing when combined. Finding an x-factor to lure the B2B healthcare owners to choose their services is like climbing a mountain without any warm clothes.

6. Decrease in service charges

Due to the enormous amount of competition, many B2B healthcare marketers consistently need to represent their business attractively and at the same time decrease their service charges. If they do not adapt to the competitive pricing structure, approaching healthcare owners could be demanding.

7. The telehealth story

The pandemic has hit various citizens in different ways. It has become tough to predict and understand the impact. With the advent of telehealth, many B2B healthcare owners are choosing to opt for virtual care. Imagine the amount of pressure on a B2B healthcare marketer if he had to represent telehealth services (demo) to his clients.

8. Increase in digital marketing

In this world where everything is running online, digital marketing has gained a significant position. The traditional B2B healthcare marketers find it quite challenging to compete against the digital marketing strategy. When everything is online, marketing offline at times could be pathetic.


Many B2B healthcare marketers find it impossible to maintain their client database and chase B2B healthcare owners in this technology-based world. That’s why many B2B healthcare marketers have chosen to opt for B2B database providers who can provide them with genuine B2B clients. Additionally, maintaining the existing database would become less tedious.

FountMedia is a genuine B2B database providing company. It has a fan base of many happy clients who found the data accurate and straightforward.

Even though it’s not easy to deal with the changing scenario in the B2B marketing healthcare industries, marketers are trying their best to move forth.