Insights | B2B Marketing for Healthcare, Engineering & IT

Bridging the gap between clinical evidence and medtech adoption

A medtech company can deliver a genuinely better clinical outcome and still struggle to achieve widespread adoption across European healthcare...

How sales enablement turns acquisitions into cross-sell growth

When a new capability moves in next door, the account manager still has to introduce it. Post-acquisition sales enablement helps life sciences...

Diagnostic innovation adoption: why evidence is not enough

Strong clinical evidence is essential, but it does not automatically lead to diagnostic adoption. Clinicians and patients must also trust the...

Turn technical advantages into stronger business cases

A stronger technical argument does not automatically create a stronger sales argument. In life science sales, a bench scientist may understand why a...

Why diagnostics companies need a separate go-to-market strategy for industrial markets

A diagnostics company can spend decades building deep, well-earned credibility with hospital laboratories. Then a difficult seasonal comparison in...

Why medtech spin-offs need one reusable product launch architecture

Medtech companies emerging from a spin-off often have to launch multiple products while still building their commercial identity, messaging and sales...

Medtech go-to-market after a product delay: proof before pitch

After a product delay, a medtech company should not lead its market entry with a broad reinvention story. It should first rebuild trust through...

Your account manager now represents products they didn't grow up with

A well-known medtech company separates from a parent company more than a century old, and within days is folded into a different global instruments...

Business Presentation in an Open, Modern Office Space

Why market discovery makes a difference in B2B demand generation

Market discovery uncovers hidden opportunities and transforms demand generation from guesswork into strategic precision.

Turning Innovation into Commercial Success

Your product is brilliant. Your technology is ahead of the curve. Does the market really grasp the value your solution brings them?

Check your international expansion readiness

Is your international expansion on track, or are hidden weaknesses already putting your growth at risk? Commercial momentum is often lost long before...

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Why tech companies need a specialised content partner

Not every B2B content agency is right for a technology company. If you sell complex solutions, you need a content partner that can combine technical...

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Sales Enablement Architecture: How to design content for sales conversations

Sales enablement architecture determines whether content helps in the moment or stays unused in the system. When an Account Manager has ten minutes...

Discover your Clarity Score

Many organizations believe their story is clear. But in practice, we often see something else: fragmented messaging, explanations that become too...

Side View And Close Up Of Laptop With Glowing Circuit Head Outline. Ai And Machine Learning

GEO for healthcare and engineering: how to become visible in AI search

Do you need to write completely differently for GEO? AI search is changing not just how people look for information, but which companies remain...

Guidelines for a winning customer reference strategy

What if your most persuasive sales tool wasn’t your product… but your customers? In today’s market, trust is currency and traditional marketing alone...

Branding & positioning in the inbound marketing age

In today’s world, buyers do not wait for your sales pitch. They research, compare, and decide long before you ever speak to them. In fact, most B2B...

Designing innovation narratives that enable adoption

Innovation is not failing because it lacks substance. It is failing because it lacks clarity. In today’s life sciences landscape, even the most...

Where had Living Stone been hiding?

Complex innovations clearly explained… for every stakeholder. After 34 years, our new strapline and visual identity feel like a kind of homecoming.

Sales enablement is not a tool. It’s a shift in how organizations sell.

In many organizations, sales enablement is still misunderstood. It is often reduced to a platform. A content library. A collection of slides and...

Commercial maturity as a growth accelerator

Many SaaS scale-ups have a strong product, but fail to gain sufficient traction because they focus too late on commercial maturity. This is not a...

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5 commercial mistakes SaaS scale-ups with international ambitions should avoid

International growth is a logical next step for many SaaS companies. The product has been developed, the home market is largely tapped, and investors...

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...

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....

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...

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...

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...

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...

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...

Young man calling after a crisis situation

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...

Professional doctor analyzing lungs and liver radiography test result

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.

A modern hospital scene with doctors or nurses interacting with digital dashboards, tablets, or medical devices.

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...

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...

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...

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,...

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....

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...

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...

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...

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...

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...

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...

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....

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...

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...

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...

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.

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),...

Who owns content created by AI tools?

Who owns content created by AI tools? In simple terms: usually, you can use it, but that does not always mean you fully own it in the traditional...

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...

5 cultural factors that can influence NPS results across international markets

NPS scores often differ across countries not only because customer experiences differ, but because cultures use rating scales, criticism, and...

Making complexity clear

...for every stakeholder.

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Complex innovations, clear messaging.

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Making complexity clear

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