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This research aims to examine the relationship between brand orientation and brand performance in B2B firms in Indonesia, especially for healthcare industry. This research highlights the role of brand-oriented strategy in transforming internal organizational resources into brand performance through customer value co-creation and brand credibility. A questionnaire-based survey was conducted to collect data from 145 B2B healthcare firms in Indonesia. The results indicate that the brand orientation strategy is significantly related to brand performance through customer value co-creation and brand credibility. The results also show that the brand orientation strategy supported by the organizational resources, which is entrepreneurial orientation, but it is proved otherwise by the marketing capability. It could be concluded that the B2B healthcare firms in Indonesia are fully understand about the benefit of B2B branding for their brand performance, but they consider external factors when they decide to allocate their resource to develop brand orientation.