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Using B2B Healthcare Content Marketing to Increase Reach of Tech Demos


Content marketing is one of the most powerful tools in modern marketing, especially in the healthcare tech industry. 

Consumers are now coming to the purchasing table much more prepared. They’re spending more time across a variety of sources getting information to make the best decision.  A 2019 Demand Gen Report survey found that 41% of respondents consume 3 to 5 pieces of content before engaging with a sales rep. 

Through healthcare content marketing, your company can go from providing prospects with helpful information to getting your product in front of a customer for a demo. 

From Healthcare Content Marketing to Product Demo 

Content marketing provides your company an opportunity to not only help a prospect, but also guide them along in their buyer’s journey and down the sales funnel. 


The content you create should touch upon each stage of a prospect’s buyer’s journey. Limiting your content to just one stage, such as the consideration stage, drastically limits the amount of new leads your content can drive for you. 

Top of the Funnel: Awareness Stage

Prospects in the awareness stage know they have an issue that needs resolution. At this point, they’re on the hunt for more information. 

Your company may want to create a series of educational blogs or videos, or even an e-book, showing prospects potential solutions to their most commonly-researched problems. 

p80 Tip: B2B companies that blogged 11+ times per month had almost 3x more web traffic than those blogging 0-1 times per month.

Middle of the Funnel: Consideration Stage

At this point, a prospect has clearly defined their problem and is looking for the best solution. 

To continue nurturing that lead along, content tailored to their specific problem identifying your product as the solution is ideal. Consideration stage content can be: 

  • E-book guides
  • Whitepapers
  • One-on-one consultations
  • Webinars

    applying buyer personas in healthcare medical technology marketing - DOWNLOAD FREE E-BOOK HERE

Bottom of the Funnel: Decision Stage

A prospect in the decision stage is ready to make a purchase. They’ve done their homework and are ready for their problem(s) to be corrected. A well-placed and tactful call-to-action can give that final nudge to a prospect to purchase from you. Decision stage content may include: 

  • Free trials
  • Product demos* 
  • Case studies
  • Detailed product information 

Product demos can make all the difference to prospects when they are at the bottom of the sales funnel. Not only do demos provide you with another opportunity to engage with a prospect, but they also allow prospects to see what you have to offer in action. It helps head-off any uncertainties they may have had about your product and establish trust with them. 

Who better to hire out than someone you trust?

p80 Tip: 80% of consumers are more likely to do business with a company offering personalized experiences. 

Establishing Authority Through Content Marketing 

Content marketing done well can also serve a much broader, and beneficial purpose: establishing your company as an authority. 

With a library of the right content reaching the right audience, your company can become thought leader within its industry. Your content can help you build credibility and show off your expertise. 

Authority as a place for high-quality information can draw in new prospects who will become leads. 

Ready to learn more?

If you want to learn more about content marketing as a whole, then check out these additional resources:

Alternatively, you may be looking for practical, downloadable advice that you can reference back to whenever you're in the middle of content production. If that's the case, download our free Content Marketing Essentials Guide: 

content marketing essentials lead generation cta

This article was originally published in March 2020 and has recently been updated.