Living Stone blog 3

 

 

All Posts

Are you doing everything you can to showcase your company’s thought leadership?

In business and in our personal lives, we turn to the experts to help us make important decisions. It’s human nature to seek out the best sources of insight and information.

This is especially so in the healthcare world, with its emphasis on evidence-based research. From choosing the best treatment paths to developing a new product, we turn to the experts for their knowledge and guidance.

This represents a key opportunity for healthcare marketers. As a healthcare company, your organization possesses a wealth of expertise and specialized knowledge. By introducing a structured thought leadership program, you can effectively position your company as a thought leader, and highlight your experts as key influencers in your areas of specialization.

Your experts (scientists, quality assurance and regulatory professionals, R&D personnel, and others), are likely already sharing their expertise, via their involvement in industry associations, publishing research results, speaking at conferences, etc. To reap the marketing benefits of these activities, and strengthen your position as the trusted information source in your area of specialization, try these suggestions:

Find out what thought leadership activities your colleagues are currently participating in.

Make a list of all activities, such as delivering keynotes at conferences, being part of panel discussions, blog posts, involvement with professional associations, etc.

Amplify your thought leadership activities.

Are you highlighting these events and activities on your website, in emails, and on your social media platforms? Talk to your audiences about how and why you are sharing your expertise, and why you are the best and most trusted source on the topic, using these activities as the springboard.

Fill in the gaps.

It’s possible that when you list all of your current thought leadership activities, you’ll see that your organization hasn’t been all that active. Or maybe no one is talking about a key area of expertise. Identify the topics and type of knowledge that our organization should be sharing more widely, and develop a plan to address any gaps.

» Download your free e-book on healthcare marketing «

Join the discussion.

Participating in online discussions is an easy way to showcase your experts and build your profile. As a marketer, LinkedIn is a good place to start. Start commenting on relevant posts, and make some posts of your own. Find out what other platforms are important for your organization. Many companies offer tips and training for employees, to encourage them to share knowledge and insights effectively on social media platforms, and even become “brand ambassadors” for their organization and products.

Create new content that highlights your expertise.

From patients to purchasing groups, your audiences want information that is detailed, verified and tailored specifically to their needs. Why not create a central source of information for your key audience groups? If you develop mammography equipment, for example, help your customers (the purchasers of your equipment) support their customers with information on the mammography process, breast health, etc. Be the trusted information source in your area of expertise.

If you’d like to learn more about strengthening your thought leadership positioning and programs, contact Anne-Mie.

Living-Stone-CTA-Blog (002)

 

Anne-Mie Vansteelant
Anne-Mie Vansteelant
COO | Managing Partner at Living Stone

Related Posts

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 in their size, but in their cooperation, resilience and the value they add. 🐝 That idea is encapsulated in the name The Bee Academy. This organisation helps IT professionals who, after burnout, stroke or other setbacks, want to find their place in the labour market again. Like bees, they play an invisible but indispensable role in our society. With the right opportunities, they can contribute, grow and flourish again – for themselves and for the organisations they end up working for.

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. 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.

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 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.