B2B healthcare marketers are outpacing their peers, with 37% posting significant revenue growth against 28% across the wider market. So why were they the least likely group of all to land a budget increase? In her byline for the ANA, Amanda Joyner draws on Anteriad's 2026 Healthcare Marketing Edge Report to show how engagement metrics, patchy cross-channel visibility and narrow audience data keep marketing's real revenue contribution hidden from the CFO, and what it takes to change that.