Rule #9 is to value patience. Because buying cycles are so long in tech and services, client education and industry relationships are more valuable for B2B organizations. Often the tech evolves more quickly than hospital leaders' ability to understand its value, so it's even more important to see yourself as a resource to help the evangelists influence decision makers, rather than forcing them down a funnel. 

The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #18) 

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