If you’re marketing into healthcare or life sciences, the standard B2B playbook doesn’t really apply. At least not in the typical sense. That’s because your buyer is buying more than just software. They’re also buying risk reduction and a faster route to the outcomes their particular department or function is tasked with. Take the clinical development group in pharma for example. Nobody in ClinOps is as excited about that new widget or a cleaner UI as you are. What they care