Most healthcare events waste their audience's time with ego-driven presentations and product pitches. Learn how to transform your event strategy with customer-centric messaging, strategic storytelling, and metrics that actually drive demand creation. Discover why respecting audience time isn't just courtesy—it's competitive advantage.

Your distribution partner has "strong market relationships" and promised results. Twelve months later, you've spent €150K supporting them and generated €40K in revenue. The problem isn't the partner—it's handing them responsibility for strategic demand creation they were never equipped to do. Strategic market entry requires identifying key opinion leaders yourself, building direct relationships through VIP engagement, then handing qualified opportunities to partners.

Marketing in healthcare is often criticised for being hard to measure. The truth is its value is not in finding customers, but in advancing them along the journey. With customer journey mapping, CRM tracking, and targeted outreach, marketing can prove its role as a growth engine.

Healthcare manufacturers remain trapped in primitive lead generation tactics while B2B software companies have evolved sophisticated demand creation ecosystems. Cold emails to procurement teams, product-focused white papers, and generic conference strategies represent demand generation from 2005, applied to the most risk-averse, compliance-heavy market in the world. Healthcare professionals don't need more product information—they need de-risked strategies for medical advance

"Healthcare thought leadership already exists in your organization - it's embedded in your product design rationale. Are you deploying it effectively?"

Discover the Power of Strategic Events in Healthcare In our latest episode of Agency Fireside Chats, we dive deep into the world of...

I was once a marketing manager in a healthcare role thinking exactly what some of you might be thinking right now: 'HCPs don't engage online' and 'digital leads are poor quality.' Now I think the opposite - not because I've abandoned the fundamentals, but because I've witnessed the healthcare attention economy developing over twenty years across five continents. Your HCPs are online right now. They're checking emails at 6 AM before rounds, scrolling LinkedIn during lunch brea

Most healthcare companies invest heavily in spectacular booth displays and celebrity speakers, then wonder why their pipeline remains thin. The uncomfortable truth? An event isn't a moment in time—it's a campaign phase. Using a paediatric sports medicine conference story as the foundation, this piece reveals why treating trade shows as standalone activities rather than strategic demand creation phases kills ROI, and provides a practical three-phase framework that transforms e

Market entry in healthcare isn't about chasing every opportunity—it's about strategic alignment and thorough preparation. Join our latest Fireside Chat as we explore why market assessment beats opportunism, how to localise value propositions, and the framework for building distributor relationships that actually drive sustainable growth.