How digital is health distribution, really? creativestyle launches the B2B Commerce Report Health
Munich-based digital commerce agency creativestyle is bringing clarity to the digital maturity of the professional healthcare market with a new industry benchmark. More than 60 manufacturers and wholesalers – including many of the industry's largest players – are being assessed from a neutral outside perspective. Additional companies can register free of charge until August 31, 2026.
Munich, July 2026 | Buyers in hospitals, medical practices, or laboratories search online for a consumable item and land in catalogs that feel like relics from another era: no prices, no real search, ordering via PDF form. While generative artificial intelligence is redefining how people find, compare, and buy products, digital sales in large parts of the health industry still looks surprisingly analog. But is that impression accurate? And where does the industry really stand?
These are exactly the questions answered by the B2B Commerce Report Health, a new industry initiative by creativestyle. It examines the digital maturity of manufacturers and wholesalers in the healthcare market along the buyer's entire customer journey, from first contact to customer service. The pressure to act is real: according to Gartner, 67 percent of B2B buyers now prefer a purchase entirely without direct sales contact.
More than 50 criteria along the customer journey
At the heart of the report is an assessment matrix of a good 50 criteria. It follows the customer's path: from digital visibility in search engines and AI answers, to orientation on the website, product search, selection, and verification, through to ordering, service, and after sales. Two additional foundations complement the journey: usability for everyone – from mobile use to accessibility – and the technical base, covering performance, security, and data protection. Every rating is documented with a screenshot and timestamp.
The report places particular emphasis on three future dimensions: visibility in AI answers (GEO – Generative Engine Optimization), conversational commerce – from intelligent guidance to assistance in the ordering process – and AI-readable content such as structured product data that assistant systems can understand and cite. The GEO visibility tests – measuring whether providers appear in the answers of ChatGPT, Google AI Overviews, and the like – are conducted by technology partner WOXOW.
A neutral outside perspective instead of self-reporting
To create a robust picture of the industry, creativestyle is already proactively assessing more than 60 companies from a neutral outside perspective, using a standardized, vendor-neutral evaluation model and based exclusively on publicly accessible live websites. The B2B Commerce Report Health ultimately delivers a verifiable ranking and a transparent assessment of where companies stand: manufacturers and wholesalers are listed separately, every rating is documented, and users can compare providers and criteria as well as track the industry's development over time.
An interactive platform instead of a static study
The B2B Commerce Report Health is not published as a classic PDF study but as an interactive web platform. Users can filter companies, criteria, and results, compare individual chapters, and see how the industry's digital maturity is composed. The report is complemented by deep dives, best practices, innovations, and recommendations that can be put into practice directly.
"Many companies in the health industry have invested in digitalization in recent years. And yet you keep hearing the same frustration from buyers. We're not interested in which systems run in the background, but in how good digital sales actually feels from the customer's point of view. The report is a neutral check-up for the industry's digital sales. It shows honestly where the industry stands and what will be possible in the future," says Jaromir Fojcik, Managing Director of creativestyle.
Companies can register now
Beyond the proactively assessed companies, creativestyle is looking for additional participants for the first edition who would like to have their digital maturity analyzed. Participating companies receive an individual assessment of where they stand, with concrete recommendations for developing their digital sales and service platforms.
The report covers manufacturers and wholesalers in the B2B healthcare market in the German-speaking region. The health sector is deliberately defined broadly and not restricted to individual segments. Participation is free of charge: interested companies register via a landing page.
Key registration information:
Registration at: www.b2b-commerce.report – until August 31, 2026
Publication of the full report: September 2026
Going forward, the B2B Commerce Report is set to be extended to additional industries.
About the B2B Commerce Report Health
The B2B Commerce Report Health is an initiative of creativestyle GmbH. It makes the digital maturity of the health industry transparent and gives companies well-founded guidance for developing their digital sales and service processes. The report assesses the buyer's complete customer journey, including the future dimensions of visibility in AI answers (GEO), conversational commerce, and AI-readable content. The results are published as an interactive web platform and continuously expanded. The report builds on an established series by creativestyle: in B2C commerce, the agency has already benchmarked industries such as fashion, furniture, and drugstores. Health brings the benchmark to the B2B market for the first time.
About WOXOW – partner for GEO visibility
WOXOW is a technology consultancy for SEO, AI, and data based in Grünwald near Munich. The expert team around Johanna and Timon Hartung supports companies with analytical and conceptual solutions as well as with the practical implementation of their visions: from visibility in classic search engines to AI systems such as ChatGPT and Google AI Overviews. By combining technology, data, and strategic consulting, WOXOW helps companies build their digital visibility sustainably and successfully tap into the potential of the next generation of search.
As hosts of their podcast 'MARKETING MEETS TECHNOLOGY', Johanna & Timon also talk to the industry's most exciting minds every week, sharing innovative insights into the world of SEO, GEO & AI.
Website: https://woxow.com
Podcast: MARKETING MEETS TECHNOLOGY
Know-How: https://woxow.com/know-how/