Why innovation fails
Why innovation is getting harder, even when the technology gets better. And why the story that it tells is not marketing decoration, but part of the...
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Why the story you tell will save your innovation in life sciences
Innovation in life sciences — from medtech devices to biotech platforms and B2B pharma solutions — has never been more technically advanced....
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Why We Changed Our Positioning (And What It Means for Our Clients)
For three decades, we've helped companies in healthcare and engineering clarify their positioning and accelerate market adoption. We've sharpened...
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Sales Enablement in Healthcare & Engineering: What's Working Right Now
Something's shifted in B2B sales over the past couple of years, and if you're in healthcare or engineering, you're probably feeling it more than...
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More Than Words: Why Language Barriers Are Intersectional
By KadijaBouyzourn In public health, language is often treated as a technical issue. Translate the leaflet, subtitle the video, tick the compliance...
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The Frankenstein Approach to Marketing
Imagine a marketing team gathered around a table, piecing together a campaign from unrelated elements—a social media post here, a Google ad there, a...
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Customers don’t buy features
You and your team worked hard and long on your innovative product. You want the world to know and understand why your product is revolutionary. It’s...
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Bees: small wings, big impact
Bees are small and vulnerable. And yet they are indispensable: they pollinate, keep ecosystems in balance and enable growth. Their strength lies not...
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Plain Language: Why Clear Words Matter
We allknowthe feeling: a letter fromthe bank, a hospitalinstruction sheet, or a phonebill lands in your hands—andyoucan’t make sense of it. The words...
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From Vendor to Partner: Strategies for Healthcare Partnerships (Part 2)
Building on the shift from transactional vendors to strategic partners, the second part of our series dives into how collaboration works in practice.
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From Vendor to Partner: Why Healthcare Relationships Are Changing (Part 1)
Healthcare is changing faster than ever. By 2025, hospitals face rising costs, staffing challenges, and increasing pressure to deliver better...
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AI in B2B marketing: fixing the friction (part 2)
AI is everywhere and your agency is likely using it already. Whether it’s drafting content, refining audience segments, or optimizing campaign...
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Von Willebrand Disease: a common but overlooked condition
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...
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From cat videos to conversions: why B2B marketers should embrace video
What are the most popular types of videos worldwide? According to the data-gathering organisation Statista, music videos hold the number one spot,...
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How Marketing Automation Transforms the B2B Buyer's Journey
The B2B sales journey is often characterized by its complexity, involving a diverse array of stakeholders with varying perspectives and timelines....
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AI in B2B marketing: a goldmine in a landmine field
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...
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KPIs for B2B healthcare agencies: insights from a client business review (Clone)
At Living Stone, we recently conducted a comprehensive business review with one of our multinational healthcare clients, reflecting on a robust...
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Video: A powerful tool for patient communication
Clear communication is essential in the relationship between healthcare professionals and patients. Medical treatments can be complex, and patients...
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Is the Netherlands ready for a prehospital innovation?
Dedalus, a long-time client of Living Stone, turned to us once again for our healthcare expertise to explore the Dutch market for their...
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Breaking the stigma around diabetes with a podcast
Despite the growing number of people living with diabetes, awareness and understanding of the condition remain limited. Even in 2025, many...
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The word is out! Living Stone is moving to Ghent
That's right: next spring, Living Stone will pack its bags and head to the vibrant city of Ghent. But we’re not moving to just any location—we’re...
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Accelerating success: how we fuel growth for startups and scale-ups
Why do startups and scale-ups frequently turn to Living Stone? It'sdue to our open-mindedness, flexibility, and extensive experience in healthcare....
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Strengthen your brand through rock-solid branding and positioning
In today'sdynamicworld, it’sessentialfor companies tonotonlybuild a strong brand, but alsomaintain a clear positioning in the market. Our...
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World rare diseases day
As a B2B marketing agency that focuses on healthcare marketing alongside engineering and IT, we put a lot of effort into content marketing. Strong...
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Should you add an influencer to your B2B marketing mix?
Do you need an influencer to promote your B2B product or service? If you’re thinking of celebrity influencers like Lewis Hamilton or one of the...
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War and turmoil: navigating global challenges in B2B marketing
How to be successful as a medium-sized B2B company in a troubled world. Strategies and the role of a B2B marketing agency in facing global challenges.
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The future looks good for (AI) chatbots
If you visited a website recently, you likely interacted with a chatbot. Whether they’re ‘smart’ (powered by generative AI), ‘simple’ (rule-based),...
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Who owns content created by ChatGPT?
The introduction of the ChatGPT chatbot by OpenAI (and its subsequent popularity) has triggered a host of questions about intellectual property and...
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The importance of value in B2B marketing: looking beyond price
In the current economic context, with prices and inflation rising, it is essential for B2B companies to look beyond price alone. Value has become a...
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Making complexity clear
...for every stakeholder.
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