Why More Healthcare Sales and Marketing Leaders Are Turning to ABM

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Account-based marketing has gained traction among B2B marketers for years, but healthcare has been slower to adopt it. Several realities make the approach increasingly compelling: the number of viable providers and payers is finite, so broad marketing is inefficient; most organizations already know which accounts represent their greatest revenue opportunity; and operational events create moments when outreach can align with a genuine trigger.

ABM works best when sales and marketing are co-authors, not just collaborators — and the model works across health systems, hospitals, group practices, health plans and payers. One Red House program helped a client engage 60% of their priority accounts and confirm buying-stage status for 35% of them.