How to write content for a healthcare B2B or health tech website

Healthcare technology is making patient care more efficient, convenient and connected than ever. But too often, healthcare B2B and health tech websites don’t reflect that same convenience and connectivity. In fact, they sometimes do the opposite.

We talk a lot about the importance of health literacy and plain language in healthcare content. These principles are just as vital for healthcare B2B and health tech web content — especially when your audience includes executives, CIOs and clinical leaders who are busy, skeptical and decisive.
When they arrive on your website, will your buyers understand your message quickly? Their decision to engage — or not — could depend on it.

Setting the content stage: Know your audience, competitive advantage and value proposition

Whether you’re promoting a healthcare SaaS or clinical decisions support tool, the starting point for great health B2B content is the same: understand who you’re selling to and what sets you apart.

Know your audience and their pain points

It’s always smart to start with buyer personas. And for most B2Bs selling into healthcare, you’re selling into a group. According to Gartner’s B2B Buying Report, the average B2B buying committee comprises 6-10 people across the organization. Appealing to an entire buying team can be overwhelming, but it’s doable — especially if you think about what roles they have:

• Champion: Advocates for change and adoption.
• Economic buyer: Controls the budget, often the CFO or COO.
• Technical buyer: Evaluates compatibility with IT and infrastructure, often in IT, engineering or marketing ops.
• End user: The people who will ultimately use your product or service.

“Don’t assume B2B buyers are coming to your website at one particular stage of the sales funnel,” advises Christina Noll, project manager at WG Content. “Many times, multiple stakeholders are involved in the decision and they return to your website at different stages of the buying process. You need a variety of assets, including demos, case studies and use cases that support clinical, operational and IT perspectives.”

Each stakeholder does their own research, so your web content must address their needs clearly and simply.

Your content needs to answer key questions and guide site visitors seamlessly through the customer journey. Or your B2B buyer won’t make it to a sales call, reminds Christina. Discovery content, including buyer guides and detailed Q&As, can help your customer move from problem-aware to solution-ready.

Know your competitive advantage

Spend time analyzing your competitors. Look at their features, pricing, customer reviews and brand voice. Where do you stand out? Where can you deliver a better experience or stronger outcomes?

“Technical solutions often sound similar,” says Christina. “Defining your differentiators ensures that your content stands out and lets your audience know why they need your solutions and services over your competitors. I recommend interviewing the product marketing team to truly understand the customer benefits. Then, you can lead with value, not features, and create content that resonates with potential buyers.”

Know your value proposition

With audience and competitor insights in hand, build a clear value proposition. This isn’t your mission or your tagline — it’s a specific statement about the product or service you’re selling.

Need help? Semrush has a great guide on how to create a unique value proposition.

6 proven tips for writing better healthcare B2B website content

Writing for healthcare leaders means being sharp, clear and human. Here’s how:

Tip 1: Avoid tech jargon

Words like “agnostic” mean one thing in tech — and potentially another to everyone else. If your website is full of insider language, you risk alienating key decision-makers.

Speak plainly. Avoid acronyms, buzzwords and complex explanations unless they’re absolutely necessary.

Tip 2: Use plain language

As highlighted in the above example, healthcare IT is a different language, with many easily misused terms. Plain language means using words anyone can understand — from the most tech-savvy person to the least.

For example:

• Instead of interoperable, say able to work across different systems.
• Instead of agnostic, say works with multiple systems.

“My number one tip is to keep web content simple,” says Christina. “Sure, your B2B audience has a greater understanding of the technical details, but they are also busy. Use plain language that is clear, approachable and direct to build trust. This makes it easier for your buyer to get the information they need and make an informed decision more quickly.”

Tip 3: Get to the point

Communication works best when it is concise and direct. Instead of going on and on about your (very exciting) technology, get to the point by focusing on results, not features.

“Concentrating more on features than customer benefits is the biggest mistake I see. And it’s the biggest challenge content creators face with internal stakeholders,” says Christina. “Your company is proud of its products and solutions, but a list of technical features and ‘why we’re the best’ statements doesn’t tell your buyer how you can help them solve problems and succeed. Focus on your customers’ pain points and provide answers, whether streamlining processes or improving patient safety. And, give real examples of how you helped other customers achieve similar goals.”

Healthcare leaders want to know:

• How will this save us time or money?
• How will it improve patient care?
• How will it reduce administrative burden?

Answer those questions upfront and you’ll be well on your way.

Tip 4: Be human

We know computers aren’t people. But that doesn’t mean your healthcare technology website can’t sound like a person. Business-to-business (B2B) communication sounds like one organization talking to another one. But in reality, a person (not a business) is reading your website. So, your content should speak to the individual who’s reading it.

Your content should speak to the individual who’s reading it. More “you” and less “we” can keep your potential buyer engaged longer to consider your message.

For example, try this:
The platform gives you the power to connect with patients quickly, saving you time and improving care delivery.

Instead of this:
We can help providers create efficiencies and optimize patient care by giving them tools to easily connect with patients.

Tip 5: Make the next steps clear

Don’t assume readers will know what to do next. Offer clear CTAs like:

• “Schedule a demo.”
• “Request a consultation.”
• “Contact our team.”

Also, give easy ways to reach you — email, phone or chat.

Tip 6: Use proof points and data

Healthcare leaders trust data and results, not marketing fluff. Strengthen your claims with:

• ROI numbers
• Case study highlights
• Client testimonials
• Peer benchmarking

Trust is earned. Show evidence.

Need healthcare B2B or health IT web content writing?

Writing content for healthcare B2B and health tech websites isn’t just about explaining features. It’s about building trust, inspiring confidence and making it easy for decision-makers to say “yes.”

WG Content’s team of healthcare writing experts provide custom content solutions for healthcare technology websites. Drop us a line to learn more about turning your B2B web content into a business development powerhouse.

Editor’s note: This blog was updated on May 7, 2025. It was originally published in August 2022.

Follow-up questions about writing healthcare technology website content:

Christina Noll

Nothing falls through the cracks on Christina’s watch. Resourceful and…

Heather Stanley

A born storyteller, Heather has 20 years of experience managing…

Want more insights on all things content?

Sign up for WG Content’s newsletter, Content Counts.

Subscribe