Strategic Pete · Selling into healthcare
B2B Healthcare Marketing Agency
for Companies Selling to Providers, Operators & Payers
Your buyer is a clinical or operations leader with no time, a committee behind them, and a healthy suspicion of marketing. Generalist demand-gen tactics bounce off that person. This is the practice built for them.
We know the buyer because we have filmed inside their world. Strategic Pete produced People Worth Caring About, a documentary series filmed across 21 long-term care stories in 7 communities, funded by a state healthcare association and distributed nationally on Roku, Apple TV, Samsung TV and Amazon Fire. Facility leaders, caregivers and association executives are the people on camera — and the people you are trying to sell to.
That is unusual credibility for an agency, and it is why healthcare vendors hire us to build demand rather than just to run campaigns.
Book a call with PeterSee the case studiesThe distinction that decides whether this page is for you
This page is for companies that sell into healthcare organizations — software, staffing, devices, supplies, revenue-cycle, clinical services, consultancies. If you are the provider — a community, a facility, an operator marketing to families and recruiting caregivers — you want the senior living marketing agency page instead. Same firm, different buyer, different playbook. Getting this wrong is the most common reason a healthcare marketing engagement produces nothing.
What we run for healthcare vendors
Eight capabilities, sequenced. The first three are where most healthcare B2B marketing is actually broken.
Strategic Pete is listed as a solution partner in the HubSpot Solution Directory, and the practice carries 20 years of operating experience and the trust of 100+ CEOs.
Why healthcare B2B marketing underperforms
We have yet to meet a healthcare vendor whose problem was volume of activity. The problem is almost always that the activity is aimed at a buyer who does not exist.
The buying committee is real, and it is not one person
A director of nursing feels the pain, a CFO signs, an IT or compliance reviewer can veto, and a corporate office may standardize the decision across every site. Marketing written for one of those four reads as noise to the other three. The first thing we build is a message architecture that gives each of them their own reason to say yes without contradicting the others.
Your buyers do not trust marketing, and they are right not to
Healthcare operators are sold to constantly, usually with the same three claims. What earns their attention is specificity: a named outcome, a peer they recognize, a number they can check. That is why our first production job on a new engagement is usually a case study, not a campaign.
The workforce crisis is the context for every conversation
The U.S. Bureau of Labor Statistics projects roughly 211,800 openings a year for nursing assistants through 2034. If your product touches staffing, retention, throughput or documentation burden, that is the frame your buyer already lives in — and most vendor marketing never names it.
If you want this run as one commercial program rather than a set of tactics, the parent practice is our B2B marketing agency page.
How the work runs
Five moves. The order is the method.
Position against the committee, not the persona
Interviews with your won and lost deals, plus a read of how every competitor on your category SERP describes itself. Out of it comes one sentence per decision-maker and a category claim you can defend.
Build the proof before the pipeline
Published case studies with real numbers, reference stories your sales team can send, and the assets a committee circulates internally. One healthcare-adjacent SaaS engagement is published on our site at a 100X increase in leads over twelve months.
Earn the trade press
McKnight’s, Becker’s, Provider Magazine and Sanford Health are among the outlets that have carried our clients’ work. Trade coverage is the cheapest credibility available in healthcare, and almost nobody works for it systematically.
Put the founder or clinical lead in front of the audience
Podcasts, panels and expert commentary. Across the practice that has meant 39 podcast appearances and 99 earned PR quotes with zero ad spend, and 42 podcast bookings in six months reaching roughly 500,000 listeners.
Then, and only then, spend on demand
Search, paid and outbound against a message that has already been proven to land. Running this first is what produces expensive pipeline that never closes.
Who we work with
Five kinds of healthcare vendor. The common thread is a long, committee-led sale into an organization under staffing and margin pressure.
Healthcare & senior care software
Long sales cycles, IT and compliance gates, and a category page that reads exactly like every competitor’s. Positioning is usually the constraint, not lead volume.