Insights | B2B Marketing for Healthcare, Engineering & IT

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...

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...

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...

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....

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.

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...

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),...

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...

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...

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,...

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...

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...

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...

Multiracial business people working together inside modern office sharing ideas

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...

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...

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...

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...

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...

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...

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.

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....

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: 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...

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...

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...

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...

Making complexity clear

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