--- title: B2B marketing strategy for healthcare startups description: When we start a business many doubts arise, and the first steps we take aren’t so easy. Every euro invested counts, and we don’t want to be betting on any marketing strategy that doesn’t give us a good return on investment. image: https://zinkdo.com/hubfs/Im%C3%A1genes%20x%20p%C3%A1gina/Blogpost/Zinkdo_marketing%20b2b.png --- [Skip to content](https://zinkdo.com/en/blog/marketing-b2b-startups-salud#main-content) - [English](https://zinkdo.com/en/blog/marketing-b2b-startups-salud) - [Català](https://zinkdo.com/ca/blog/marketing-b2b-startups-salut) - [Español](https://zinkdo.com/es/blog/marketing-b2b-startups-salud) English Show submenu for translations [![positivologo-zinkdo](https://zinkdo.com/hs-fs/hubfs/Logotipo%20y%20flaticon/Logotipo/alta/positivologo-zinkdo.png?width=150&height=50&name=positivologo-zinkdo.png)](https://zinkdo.com/en?hsLang=en) - [Services](https://zinkdo.com/en/services) Show submenu for Services - [Digital strategy](https://zinkdo.com/en/services/digital-strategy) - [Content marketing](https://zinkdo.com/en/services/content-marketing) - [Community management](https://zinkdo.com/en/services/community-management) - [Online reputation management](https://zinkdo.com/en/services/online-reputation-management) - [Training for teams](https://zinkdo.com/en/services/team-training) - [Projects](https://zinkdo.com/en/projects) - [Clients](https://zinkdo.com/en/clients) - [About us](https://zinkdo.com/en/about-us) Show submenu for About us - [Team](https://zinkdo.com/en/about-us/meet-team) - [Blog](https://zinkdo.com/en/blog) Open main navigation Close main navigation - [Services](https://zinkdo.com/en/services) Show submenu for Services - [Digital strategy](https://zinkdo.com/en/services/digital-strategy) - [Content marketing](https://zinkdo.com/en/services/content-marketing) - [Community management](https://zinkdo.com/en/services/community-management) - [Online reputation management](https://zinkdo.com/en/services/online-reputation-management) - [Training for teams](https://zinkdo.com/en/services/team-training) - [Projects](https://zinkdo.com/en/projects) - [Clients](https://zinkdo.com/en/clients) - [About us](https://zinkdo.com/en/about-us) Show submenu for About us - [Team](https://zinkdo.com/en/about-us/meet-team) - [Blog](https://zinkdo.com/en/blog) - - [English](https://zinkdo.com/en/blog/marketing-b2b-startups-salud) - [Català](https://zinkdo.com/ca/blog/marketing-b2b-startups-salut) - [Español](https://zinkdo.com/es/blog/marketing-b2b-startups-salud) English Show submenu for translations - [Contacta](https://zinkdo.com/es/contacto) [Contacta](https://zinkdo.com/es/contacto?hsLang=en) [All posts](https://zinkdo.com/en/blog/all) March 27, 2023 # B2B marketing strategy for healthcare startups by  Info Zinkdo  ·  4 minute read  · Tags:  [Digital strategy](https://zinkdo.com/en/blog/tag/digital-strategy), [Startups](https://zinkdo.com/en/blog/tag/startups), [B2B](https://zinkdo.com/en/blog/tag/b2b) When we start a business many doubts arise, and the first steps we take aren’t so easy. Every euro invested counts, and we don’t want to be betting on any **marketing strategy** that doesn’t give us a good **return on investment**. In the case of a **medical or scientific start-up**, even more caution will be required, as comprehensive providers will be needed to define a **digital strategy** with the utmost rigour and seriousness. At **Zinkdo we** believe that digital media provides entrepreneurs with an arena full of **business opportunities** and a window through which to **communicate with different audiences**: **customers, investors, prescribers**... In our trajectory as an agency, we have accompanied different **health startups**,always focusing on valuable content and strategic actions that meet the needs of each client, as well as **sharing our experience and learning** from recent years: ## **Barcelona: a digital ecosystem of startups and talent** In just a few years, **Barcelona** has become one of the most attractive cities for **entrepreneurs** in all sectors. According to [Startup Heat Map Europe](https://www.viaempresa.cat/es/ranking/ranking-startups-ciudades-europa_2107926_102.html), Barcelona **is the third best city in Europe to found a startup**, with only London and Berlin above it. At **Zinkdo** we’re very aware of this, and that's because we began our journey at [**Barcelona Activa**](https://www.barcelonactiva.cat/barcelonactiva/es/index.jsp), an important startup hub in the city. Moreover, we were lucky enough to get to know this ecosystem of talent and entrepreneurship from the inside and, in a short time, we discovered most of the real needs of entrepreneurs. ![](https://zinkdo.com/hubfs/Imported_Blog_Media/barcelona-838716_1920-1024x683.jpg) ## **Digital strategy for medical startups ** An online presence is essential to **grow your business**. To do this, you must have a **B2B marketing strategy** that is adapted to your business model and needs. Defining this **digital strategy** and planning a new **editorial calendar** will allow you to approach your objectives in the most effective way, gain **visibility** and provide **greater rigour and credibility with your investors and clients**. The use of different platforms or social media allows you to connect with **very segmented audiences.** At each stage of a startup's strategy we can target different audiences: medical professionals who validate our model in the first phase, prescribers and disseminators in the second phase, perhaps the final audience in the third phase. We are all on social media, including professionals in almost every sector. Taking into account the information we can obtain from the audience of each platform, we must **adapt our content to each one**, which in turns allows us to achieve better results. To protect this informative and rigorous aspect in all channels, we recommend **developing informative content** and focusing on that which provides more information about the service or product we offer. In addition, **we can share news from third parties** that are related to our project. In this way, we also become a **highly specialised information channel** of interest to the user we want to target. ## **Medical devicestartups managed by Zinkdo** At **Zinkdo** we have experience with **healthcare technology startups** and therefore, we’ve developed various **B2B marketing strategies** adapted to each project, taking into account the target audience and the investor audience. We adapt our [services](https://zinkdo.com/servicios/?hsLang=en) by observing the needs of each client and, after an analysis of the starting point, we develop the strategy (**Zink**) and carry out the most appropriate digital actions for each case (**Do**). For example, some of them are: - **SEO optimisation** - **Community Management** - **Web development** - **Attendance and coverage of events and presentations** - **Launching and execution of SEM or Social Ads campaigns** - **Writing of scientific and informative articles for blogs** - **Monitoring and social listening** - **Newsletter layout and mailings** Here are some **success stories** of a few of the **health startups** we continue to work with today: #### *Kiversal* [Kiversal](https://www.kiversal.com/) is a European startup, specialised in the design, manufacturing and certification of **IoT (Internet of Things) smart medical devices**. Kiversal provides **ENT and electromedical solutions** for hospitals, clinics, preventive services and hearing centres worldwide, and already has distributors in countries such as Germany, Italy, France, India and Malaysia. For this reason, in its **B2B digital marketing strategy** we rely on interactive and informative content to achieve the desired traffic in a sector as specialised as **audiology**. To do this, we developed a [blog with news and tips on hearing health](https://blog.kiversal.com/) that allows us to position the content organically in search engines. In three years, their blog has reported more than **118,000 individual users, more than 100 comments and queries,** and **organic traffic has accounted for 77% of visits to their website**. ![Blog de audiología y salud auditiva de Kiversal](https://zinkdo.com/hubfs/Imported_Blog_Media/Blog-de-audiolog%C3%ADa-y-salud-auditiva-de-Kiversal-1024x728.png) Social media management offers Kiversal a **very powerful channel for customer service and an opportunity to reach different target audiences**: clinics, hospitals, distributors, etc. **Live coverage of international events and trade fairs** has increased their visibility. It has also brought **new subscribers** to the database who have taken advantage of the **launch of two regular newsletters** in Spanish and English. Finally, the **design of ad-hoc content** for each social media platform and the **launch of advertising campaigns** has improved the reach of publications aimed at **increasing traffic to Kiversal's blog and website**. In this case, it has had a positive influence, as **social traffic represents 11%** of total traffic and has quickly moved ahead of director referral traffic.  ![Contenido de kiversal para el día de la audición](https://zinkdo.com/hubfs/Imported_Blog_Media/contenido-de-kiversal-para-el-d%C3%ADa-de-la-audici%C3%B3n.png) #### *DyCare* [DyCare](https://www.dycare.com/es/) is a startup that provides **wearable solutions for medical rehabilitation**, collaborating with hospitals, clinics and universities. As it is a startup with international investors, we have alternated publications in English and Spanish from the beginning. In any **B2B marketing strategy**, **LinkedIn is of great importance** and therefore, we curate content on this platform, following the concepts outlined in the previous section. ![LinkedIn DyCare - Estrategia digital Startups de Salud](https://zinkdo.com/hubfs/Imported_Blog_Media/WhatsApp-Image-2020-03-30-at-13_16_18-1.jpeg) By covering live events and interacting with the scientific community and that of the industry, we capture **the attention of journalists** to achieve **increased PR clipping**. ![Clipping Dycare](https://zinkdo.com/hubfs/Imported_Blog_Media/Clipping-Dycare-1024x390.png) Thanks to the work done on Facebook (adapting content, amplifying the target and promoting testimonial posts), **visibility has increased by 557% over the last 3 months.** Consequently, it has led to an **increase in requests for information** through the website form and social media as **another channel for customer service**. Finally, we also have a [**blog**](https://www.dycare.com/es/blog/) where we publish informative and corporate articles to create greater visibility and draw in organic traffic interested in the medical rehabilitation sector: ![Blog Dycare](https://zinkdo.com/hubfs/Imported_Blog_Media/Blog-Dycare-1024x582.png) #### *MOWOOT* [MOWOOT](https://www.mowoot.com/en/) is a **medical device to treat chronic constipation** that has been developed and tested by the company **usMIMA** in collaboration with doctors and physiotherapists at the neuro-rehabilitation centre **Institut Guttmann**. At Zinkdo we have had the privilege of accompanying MOWOOT since the beginning, **participating in website development and working on its online presence.** ![Mowoot desarrollo web - Estrategia digital Startups de Salud](https://zinkdo.com/hubfs/Imported_Blog_Media/WhatsApp-Image-2020-03-30-at-13_16_18-2-1024x603.jpeg) We have also worked with **Google Ads and Social Ads** to promote a campaign based on [e-books](https://www.mowoot.com/ebook/) (written and laid out at Zinkdo) and we have collaborated with **influencers in the field in which the company works**: patients from five different target audiences, specialised health media and physiotherapists. In addition to increasing visibility, we have also disseminated events and talks in social media. **A broad brand reputation** and an **increase in leads and potential customers** has been achieved, which is essential in this case, as MOWOOT is in the process of entering the **German public health system**. #### *Sysmex Iberia* One of our oldest customers is [Sysmex Iberia](https://www.sysmex.es/), a subsidiary of Sysmex Corporation, a leading developer of diagnostic products and solutions for medical laboratories. In their case, although it is not a startup as such, they also needed a **B2B marketing strategy** and **SEO optimisation of their website**. Currently, through the **management of social media and Social Ads campaigns** we have helped to create a **scientific community of more than 6,300 followers and an increase in organic traffic to the website of +244%** when compared to figures from 2017 and 2019. ![página de inicio de la web de Sysmex Iberia](https://zinkdo.com/hubfs/Imported_Blog_Media/p%C3%A1gina-de-inicio-de-la-web-de-Sysmex-Iberia-1024x595.png) If you need help with your **marketing strategy for your startup** don't hesitate to contact us. We know that proximity is also an important factor, so if you are near **Barcelona** we can talk about your digital project, your needs and budget. At Zinkdo we will be happy to advise you and offer training. 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