The study says healthcare marketers are outperforming the broader B2B market on goal attainment, even as data quality, compliance demands and tighter budgets continue to constrain campaign performance.
Anteriad unveiled “The 2026 B2B Healthcare Marketing Edge Report,” a companion to its fifth annual 2026 B2B Marketing Edge research series with Ascend2, drawing on responses from 127 B2B marketers in healthcare, healthcare technology, and health, wellness and fitness for business buyers across the United States, United Kingdom and APAC. The report says B2B healthcare marketers are exceeding the broader market in hitting goals, with 33% meeting targets versus 28% for marketers overall, while investment plans are shifting toward paid search and digital audio, where 45% and 38% respectively expect significant spending increases over the next 12 months. It also finds that buying groups (cross-functional purchasing teams) are more established in healthcare, with 43% fully implementing them and 52% citing higher win rates as the main benefit. At the same time, the report highlights persistent operational strain: 31% saw budgets decline in 2026 from 2025, 48% identified a lack of high-quality or reliable data sources as their top challenge, and 44% pointed to meeting data privacy and compliance requirements. Anteriad says the report offers tactical guidance on data practices, measurement and campaign optimization, and aligning company leadership with marketing goals.