Which marketing tactics drive the highest-quality leads for complex B2B offerings in healthcare, health tech, biotech, and life sciences?

Bridget Saroff, Account Director

Generating high-quality leads in complex B2B markets — especially in healthcare, health tech, biotech, and life sciences — has changed dramatically. Gone are the days when launching a cost-per-click (CPC) campaign meant your sales team’s phone would ring off the hook. Today’s buyers are more informed than ever, less impressed by flashy advertising, and equipped with countless alternatives at their fingertips.

For organizations in healthcare, health tech, biotech, and life sciences with specialized, high-consideration offerings, this creates both a challenge and an opportunity. The tough news: there’s no one-size-fits-all formula. You can’t simply replicate what worked for another company. Every tactic must be tailored to your specific audience, buying cycle, and offering.

The good news? Creating the right ecosystem — one that’s unique to your buyers and aligned with how they make decisions — is often the key to unlocking higher-quality leads.

Here’s how to build that ecosystem step by step.

01.

Top-of-funnel marketing for healthcare, health tech, biotech, and life sciences buyers

Where do healthcare, health tech, biotech, and life sciences buyers begin their buying journey?

Before you choose any tactic, you need to understand where your audience learns, explores, and builds initial awareness. For complex B2B offerings, this varies widely. In regulated industries like healthcare, health tech, biotech, and life sciences, this variation is even more pronounced.

Example:
If your target buyer is a C-level executive, chances are they’re not spending hours searching Google for solutions. Their time is limited, and they rely heavily on trusted sources. For them, top-of-funnel efforts like:

• Earned media in trade publications
• Thought leadership interviews
• Paid placements in niche industry outlets
• Speaking opportunities at relevant conferences

…are far more effective than PPC alone.

On the other hand, if your buyers are directors or managers in operational roles, SEO, educational blogs, or AI-driven search optimization may be their entry point.

Understanding these patterns sets the foundation for everything that follows.

02.

Middle-of-funnel marketing for complex healthcare and life sciences buying cycles

How do healthcare, health tech, biotech and life sciences buyers evaluate complex B2B solutions?

Once prospects are aware of you, the question shifts from “Who are you?” to “Why should I choose you?”

This is where many complex B2B organizations — particularly in healthcare, health tech, biotech, and life sciences — lose momentum.

Your buyers are busy — often traveling, managing teams, or juggling multiple priorities. They don’t have time for 60-minute demos or dense sales decks. Instead, they want:

• Short, value-packed videos
• Landing pages that speak to their pain points
• Clear product walkthroughs or short demos
• Case studies tailored to their healthcare, biotech, or life sciences vertical
  

If your audience is frequently on the road, a mobile-optimized experience is non-negotiable. If they rely on internal reports, downloadable one-page summaries may resonate more.

Middle-of-funnel content should help prospects quickly understand your differentiators while making it easy to compare you against alternatives.

03.

B2B nurture and retargeting in healthcare, health tech, biotech, and life sciences

How do you nurture healthcare, health tech, biotech and life sciences buyers through long sales cycles?

High-quality B2B leads rarely appear after a single interaction. In long sales cycles common in healthcare, health tech, biotech, and life sciences, frequency is critical, When multiple stakeholders are involved, decisions take weeks or months.

As prospects near a purchasing decision, prioritize tactics that keep you top of mind without overwhelming them:

• Direct outreach on LinkedIn to key decision-makers
• Nurture emails with credible, relevant insights
• Website retargeting campaigns reminding prospects of the value you offer
• Account-based awareness campaigns focused on your highest-priority accounts

Think of this stage as maintaining presence rather than pressure. The goal is to remind prospects who you are and why you’re the best fit — right when they’re evaluating options.

04.

The B2B purchase decision in regulated healthcare, health tech, biotech and life sciences markets

How are B2B purchase decisions made in regulated healthcare and life sciences markets, and who influences those decisions?

High-quality B2B leads close faster when your marketing supports the actual purchasing process in regulated environments like healthcare, health tech, biotech, and life sciences.

Ask yourself:

• Does my buyer answer to a board or group of stakeholders?
• Do they need to make a financial case to leadership?
• Are they soliciting multiple proposals?
• Are they comparing vendors side by side?

Your materials should anticipate these realities.

If board approval is required, your pitch must be board-ready — concise, data-backed, easy to present, and aligned with broader organizational goals.

If your prospect is reviewing multiple proposals, yours must be:

• Custom to their needs
  
• Personalized to their industry
• Clear about ROI and timeline
• Visually clean and compelling

The closer you can align your assets to the internal decision-making dynamics, the higher your close rate will be.

There is no universal blueprint for generating high-quality leads in complex B2B markets — especially in healthcare, health tech, biotech, and life sciences. What works depends entirely on your audience, their environment, and how they evaluate solutions.

But there is a pattern: high-quality leads come from marketing ecosystems that meet prospects exactly where they are — at every stage of the journey. By aligning tactics with how your buyers discover, compare, revisit, and ultimately choose solutions, you’ll attract leads who are not just interested… but ready to buy.

Are you ready?

Build a smarter B2B marketing ecosystem for healthcare, health tech, biotech and life sciences

Turn complex buying journeys into high-quality leads with a strategy built for regulated markets

Generating high-quality leads in healthcare, health tech, biotech, and life sciences requires more than isolated tactics — it requires a marketing ecosystem designed for long sales cycles, multiple stakeholders, and high-consideration decisions. At KNB Communications, we specialize in building integrated PR and marketing programs that align with how complex B2B buyers actually discover, evaluate, and choose solutions. If you’re ready to attract leads who are not just interested, but ready to buy, we’d love to talk.