Best Practice Report

Buyer Insights: Implications for Marketing to the Healthcare Industry

January 1st, 2018


The 2015 B2B Buying Study examined buyer behaviors and buying scenarios throughout the purchasing process. Although the ubiquity of digital content and formats has influenced the healthcare industry, this does not mean human interactions are no longer needed. Compared to buyers in other industries, healthcare buyers engage in more complex buying processes and prefer a higher level of reciprocity in buying interactions.

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