Strategic Planning In B2b Marketing For The Medtech Industry: A Literature-Based Analysis

The MedTech industry operates in a highly regulated, innovation-driven, and competitive environment, where effective strategic planning in B2B marketing is critical for organizational performance and long-term sustaina-bility. This paper presents a literature-based analysis of strategic planning in B2B marketing within the MedTech context, synthesizing academic con-tributions that address market dynamics, performance orientation, competi-tive intelligence, and regulatory constraints. Rather than adopting a descrip-tive perspective, the paper integrates strategic and analytical viewpoints to examine how B2B marketing planning supports value creation, market posi-tioning, and decision-making in MedTech organizations. The analysis high-lights the distinctive characteristics of the MedTech B2B environment, in-cluding complex stakeholder structures, extended decision cycles, and compliance requirements, while identifying key challenges and emerging re-search directions. By consolidating fragmented literature streams, the paper contributes to a clearer understanding of strategic B2B marketing planning as a critical managerial capability in the MedTech industry.