Introduction

Healthcare marketers are under increasing pressure to prove ROI while navigating tighter budgets and more complex data environments. Recent 2026 research surveying 200 healthcare marketing leaders found that teams are facing tightening budgets, greater leadership pressure to demonstrate marketing ROI, and increasing constraints around data use. The same research found that only 1% of respondents could connect more than half of their marketing spend to patient outcomes.

But better measurement alone cannot fix a marketing strategy built on assumptions. Before investing in campaigns, messaging or demand generation, healthcare market research can help companies understand what their market actually needs.

How Healthcare Market Research Helps You Understand Your Market ?

On The Healthcare GTM Show, Ashley Boyd highlights a simple but important starting point:

” Put Assumptions Aside. “

She explains why companies should understand the people they want to serve before jumping into execution. Through quantitative and qualitative research, healthcare market research can help marketers uncover customer needs, pain points, decision drivers and market opportunities before building a marketing strategy.

From Market Insights to Better Healthcare Marketing

The conversation goes beyond healthcare market research. Ashley also shares perspectives on healthcare messaging, customer insights, data, demand generation, AI and trust. These areas become more effective when marketing teams start with a clearer understanding of the people and market they are trying to reach.

Watch the full Healthcare GTM Show conversation with Ashley Boyd to explore the insights shaping healthcare marketing today.

Shuvasmita Nanda is a Growth Partner at Ampliz, specializing in healthcare data, healthcare marketing, and B2B go-to-market strategy. She writes research-backed articles on physician databases, hospitals, healthcare organizations, sales intelligence, and healthcare market trends. Her goal is to help healthcare businesses, marketers, and sales teams make informed decisions using accurate data and actionable insights.