M2 Research: Marketing to Health Care
The first proprietary research series that maps how health care buyers actually discover, evaluate, and choose vendors—giving you the intelligence to stop guessing and start winning.
The B2B health care buying journey is non-linear and chaotic. Vendors face a “black box” of decision-making with multiple touchpoints happening in unpredictable order. Most are flying blind. They need a map. M2 Research is that map.
Built on a Proven Model. Designed for Health Care.
M2 Research has its roots in Marketing to Engineers (M2E), a benchmark research series I built from the ground up at CFE Media. I saw firsthand how proprietary market intelligence drove valuable client conversations, increased revenue, and positioned our company as a uniquely trusted resource for how best to market to engineers.
With M2 Research in Health Care, we're bringing that same proven model to WTWH Health Care—creating an ongoing benchmark series that gives vendors actionable insights into how our audiences want to be marketed to, engaged with, and sold to.
This isn't just another research product. It's a way to strengthen our Tier 1 and Tier 2 relationships, differentiate WTWH Health Care as a thought leader, and give every sales conversation a data-driven foundation.
Patrick Lynch
Senior Vice President, Healthcare Sales & Head of Content Studio, WTWH Media
What Is M2 Research?
M2 (Marketing to Health Care) is a proprietary benchmark research program from WTWH Health Care. We surveyed 900+ health care professionals to understand how buyers actually make purchasing decisions: what content they consume, how they evaluate vendors, what drives them to act, and what makes them walk away.
The result is a data set that gives vendors something they've never had before: a clear, evidence-based picture of the buyer's journey in health care.
Proprietary Data
This isn't syndicated research. These are original findings from WTWH Health Care's audience.
Buyer-Side Perspective
We asked the buyers, not the sellers. The insights reflect what your prospects actually think and do.
Actionable Intelligence
Every finding maps to a strategic recommendation. This isn't data for data's sake—it's a playbook.
Ongoing Series
M2 is not a one-time report. It's a living benchmark that evolves with the market.
Who Is M2 Research For?
B2B Health Care Vendors
If you sell products or services into the health care industry, M2 tells you how your buyers actually make decisions so you can align your go-to-market strategy with reality, not assumptions.
Sales Leaders
Equip your team with data-backed talking points that shift conversations from product pitches to strategic consultations. Lead with insight, not inventory.
Marketing Leaders
Understand which content types, channels, and messages actually influence buyer decisions—then allocate your budget with confidence instead of guesswork.
Health Care Operators
See how your peers evaluate and select vendors. Benchmark your own buying process against industry data.
Investors & Business Development
Identify the macro trends shaping health care vendor selection. Use M2 data to inform partnership, acquisition, and investment strategies.
Want to see how these insights apply to your specific market position?
Our team will walk you through the full findings and help you build a data-driven plan.
Your competitors are already asking about this data. Get your briefing.
What the Data Reveals
Here's what the data is telling us. These are just the headlines. The full story is in the briefing.
of buyers evaluate new providers every time
Incumbency is not guaranteed. The majority of health care buyers are actively shopping, even when they have an existing vendor relationship. The opportunity is open—but only if you're in the consideration set.
require evidence of ROI or cost savings before moving forward
Proof is table stakes. Nearly three-quarters of buyers won't advance a purchase decision without concrete evidence that your solution delivers measurable results.
likelihood to buy from an unknown brand
Brand awareness isn't optional—it's a gatekeeper. That means 63% of the market is effectively closed to vendors who haven't invested in building recognition and trust.
prioritize case studies over generic content
Buyers want proof from peers, not marketing brochures. Case studies outperform white papers, infographics, and product sheets as the single most valued content type.
of buyers prefer live content experiences
Live events, webinars, and interactive sessions outperform on-demand content for driving both engagement and purchase intent. Live content isn't just engagement—it's a conversion lever.
“The market is open, but only for brands that are known and can prove ROI.”
These are just the headlines. The full M2 Research briefing maps every finding to a strategy you can act on.
Speak with an M2 Research Expert
Schedule a private briefing to see how M2 data can transform your health care go-to-market strategy.
What You'll Get:
- Private walkthrough of key M2 findings
- Custom insights relevant to your specific market segment
- Strategic recommendations for your sales and marketing approach
- First look at the upcoming "Chart of the Week" data series