B2B Healthcare - Is There a New Way of Marketing?

In many B2B companies, they've really had a challenge in going from the old way of marketing. I call it the push marketing. If you build it, they will come text-back feature benefit to pull marketing which is creating content that is solving customer needs, customer challenges. In healthcare, as an example, first and foremost, you always want to start with the customer. What are their unmet clinical challenges? And how can we best aid and assist them in completing jobs, getting things done?