The power of relationship building in B2B healthcare

A brand is more than colors, logos, and taglines. While it may contain those aspects, more than anything, a brand is an avenue to show that you clearly know your customers and their needs and can address them in a way that only you and your product or services can. 

In healthcare marketing, specifically B2B healthcare marketing, the customer is often a highly trained and highly skilled specialist, who knows their work inside and out. That means in order to reach them, you must meet them where they are by communicating in a way that works for them. You have to prove you’re trustworthy about their specific areas of expertise.

And because healthcare is busy, ever-changing, and complicated, crafting a brand and selling a product in this space takes patience, perseverance, and personal relationships to go from ideation to creation.

Let’s look at how Lunne, the Agency of Relationships, handles branding in the B2B healthcare marketing space.

Cultivate relationships: The key to success

You can’t establish an effective brand without first establishing an effective relationship with your client, the product, and the audience—how will you know how to communicate your product or service if you don’t know to whom you’re selling? 

In our work helping Cardinal Health launch a new, first-of-its-kind product, we started by establishing the value of the product and the intended audience and identifying any barriers to embracing something new. 

We brainstormed, threw ideas over the wall, and collaborated throughout the entire process. It was important to stay close to the experts to make sure our ideas were hitting the right value propositions, were concise enough to be understood, and were compliant so they could go to market.

Craft the message: Sharing the right product to the right audience in the right way

From this research and relationship-building, we established our message of sustainability—“Caring for patients and the planet”—and crafted visuals that were familiar enough for the audience to know it was from a trusted brand but pushed the boundaries enough to create intrigue, break through the noise, and capture attention.

And because we knew we were engaging with busy healthcare workers, our message was short and snappy and spread across many channels to make sure it caught the eyes of decision-makers.

Ultimately, we developed a suite of sales tools that highlighted the monumental nature of this product as well as the sustainability features that make it truly unique to the surgical glove market—an outcome that was only possible because of the trust we built with our client, the trust our client had in its product, and the trust our client had with its audience.

The power of relationships in your marketing

“People don’t care how much you know until they know how much you care.” –Theodore Roosevelt

In B2B healthcare marketing, a close relationship with your client and their services means everything. It means you get the right:

• Legally approved and compliant language
• Value proposition and selling points for the audience
• Channels and messages that are effective for the audience

And maybe most importantly, you gain the trust that you can deliver eye-catching creative, impactful messages, and the results your clients are after. 

Ready to take your branding to the next level? Contact Lunne, the Agency of Relationships.