Why B2B Health Writing Is a Hidden Goldmine

b2b business clients

By Elizabeth Hanes BSN RN
Freelance health journalist and founder of RN2writer

Elizabeth is a nurse turned six-figure freelance writer. Her work has appeared in WebMD, Verywell Health, Cardinal Health, and many other major healthcare brands and publications. She now helps nurses transition to freelance writing through RN2writer - an accredited provider of Continuing Nursing Education.

Welcome to our Behind the Curtain blog series! Today we’re shining a light on one of the most underrated and lucrative niches in freelance writing: B2B (business-to-business) health writing.

If you're a nurse or health professional looking to start a freelance career, you might be familiar with writing for consumer health sites. But B2B writing? It’s a whole different world—and one that can seriously boost your income.

What Is B2B Health Writing?

B2B stands for business-to-business. In this niche, you’re writing content for companies that sell products or services to other businesses (not consumers).

Examples include:

A telehealth platform writing a case study to attract hospital clients

A medical device company creating white papers for health system administrators

A software company explaining EHR integration to clinic managers

These businesses hire writers to create educational, persuasive, and technically accurate content to support their marketing and sales goals.

Why It’s So Lucrative

Let’s be blunt: B2B clients often have bigger budgets. They’re not limited by consumer ad rates or tight editorial budgets. They see content as a critical part of their lead generation and brand authority.

That means they can afford to pay top-dollar for great writing.

Typical rates for B2B health content:

Blog posts: $400–$1,200

Case studies: $750–$1,500

White papers: $1,500–$5,000+

Compare that to many consumer sites that pay $100–$300 per article, and you start to see the appeal.

Who Hires B2B Health Writers?

Here are some of the major types of clients in this space:

Health IT companies (e.g., EHR vendors, analytics platforms)

Medical device and equipment manufacturers

Healthcare staffing and recruiting firms

Hospital and health system vendors

Healthcare marketing agencies

And don’t forget professional associations, B2B publishers, and trade magazines.

They all need:

Blog posts

White papers

Case studies

Product brochures

Email sequences

If you can speak the language of both clinicians and administrators, you’re golden.

Do You Need a Background in Sales or Tech?

Not at all. What you do need is the ability to:

Understand the pain points of B2B audiences (e.g., cost control, efficiency, patient outcomes)

Translate complex health topics into clear, persuasive messaging

Show how products or services solve real-world problems

If you're a nurse or clinician, you probably already have these skills—you just haven’t applied them to writing yet.

What Makes a Great B2B Writer?

B2B health clients value:

Clarity

Structure

Authority

Accuracy

They love writers who can:

Interview subject matter experts

Research technical topics

Write in a professional yet engaging tone

If that sounds like you, you’re in demand.

How to Break In

Start by identifying a few health tech or B2B companies you admire. Then:

Study their content

Note what formats they use (blogs, white papers, etc.)

Reach out with a cold pitch tailored to their audience

You can also build your skills by writing:

Sample case studies

LinkedIn posts about B2B trends

Thought leadership articles

Want help building your foundation? This blog post on niches is a great place to begin.

B2B Writing = Sustainable Income

B2B clients often work on retainer, meaning predictable monthly work. Many writers build an entire business on 2–5 anchor clients who send steady assignments.

It’s less about one-off articles and more about long-term relationships—ideal if you want stability.

Start Tapping Into the Goldmine

If you’re curious about freelance writing but don’t know where to begin, our ebook, Design Your Dream Career as a Nurse Writer, is the perfect starting point.

Inside, you’ll learn: