Building on the shift from transactional vendors to strategic partners, the second part of our series dives into how collaboration works in practice. We explore strategies for effective supplier-provider partnerships, key European initiatives, procurement considerations, and the inspiring example of Maria Middelares hospital. Learn how startups and suppliers co-create solutions that improve patient outcomes, streamline operations, and generate lasting value.

Healthcare is changing faster than ever. By 2025, hospitals face rising costs, staffing challenges, and increasing pressure to deliver better outcomes with tighter budgets. In this new reality, suppliers can no longer rely on transactional sales they must become true partners. In this first part of our series, we explore why hospitals are seeking strategic collaborations, how partnerships are evolving, and real-world examples from Europe that show efficiency and shared outcomes are now the “new currency” of healthcare supplier relationships.

AI is everywhere and your agency is likely using it already. Whether it’s drafting content, refining audience segments, or optimizing campaign visuals, AI has become the elephant in the room. As a marketing or communications leader in a European B2B company, you’re accountable not only for the messages your agency produces—but increasingly, how they’re produced. And with the EU AI Act now in play, it’s time to ask tougher questions. You don’t need to micromanage your agency’s tools—but you do need clear agreements, transparency, and responsible practices. Let’s explore how to get there.

What are the most popular types of videos worldwide? According to the data-gathering organisation Statista, music videos hold the number one spot, followed by comedy/meme/viral videos at spot number two. How-to videos, product reviews, and tutorials do make it on the list, but they’re a little less popular.

The B2B sales journey is often characterized by its complexity, involving a diverse array of stakeholders with varying perspectives and timelines. Guiding a prospect through this intricate path to becoming a valued customer can feel like a significant undertaking. Fortunately, B2B marketers and sales professionals excel at navigating these complexities, providing valuable insights and maintaining engagement throughout the buyer's journey.

AI is the new intern everyone’s using—but no one’s quite sure who pays their salary, who owns their work, or what secrets they might leak. In B2B marketing, agencies love AI for what it promises: speed, scale, and smarts. But their clients—especially the big enterprise ones—are starting to worry. Not just about brand tone or creative quality, but about intellectual property, confidential data, and regulatory risk.

At Living Stone, we recently conducted a comprehensive business review with one of our multinational healthcare clients, reflecting on a robust partnership throughout 2024. After successfully completing 25 diverse projects, we received exceptional feedback: quality of work (9/10), collaboration (8.5/10), and price competitiveness (8/10). These impressive ratings validate our strengths and highlight key factors that foster successful agency-client relationships, particularly within the international B2B healthcare market. The adequate use of AI has always been a driver of change and flexibility with our customers.

Heavy periods are often dismissed as ‘normal’ or just something women have to deal with. But what if there’s an underlying medical cause? One in five women with excessive menstrual bleeding may actually have a bleeding disorder, such as Von Willebrand Disease. Yet, this connection is rarely made, leaving many women undiagnosed and without the right treatment for years. To change this, Living Stone developed the website She Bleeds for CSL Behring, a platform that provides accessible, reliable information and helps bring this issue out of the shadows.

Clear communication is essential in the relationship between healthcare professionals and patients. Medical treatments can be complex, and patients often receive a lot of information in a short amount of time. That’s why it’s crucial to present healthcare information in an accessible and understandable way. Video is a powerful tool in this process—it lowers barriers, makes complex treatments easier to grasp, and helps patients and their families better prepare for their care journey.