Insights | B2B Marketing for Healthcare, Engineering & IT

Anne-Mie Vansteelant

COO | Managing Partner at Living Stone

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...

technology and equipment in a blue laboratory

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.

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...

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....

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.