Merritt group

2023 Healthcare Technology
Marketing Guide:

Marketing and Selling to the Health System CIO

Technology buyers and decision-makers at health systems and hospitals are craving vendor partners that not only bring a trusted solution, but truly understand their unique, critical challenges. They are bombarded daily by vendors aggressively selling their products, and by administration and medical staff who have dire technology needs to better serve patients.

90%

of healthcare CIOs say the endorsements of key opinion leaders and industry influencers impact on purchasing decisions

How can marketers not just break through to this audience but create long lasting customer engagements? The answer: by deeply understanding where and how they prefer to learn about new technologies, what they want from a vendor, and what influences their buying decisions.

We asked. CIOs answered.

Merritt Group’s Healthcare Practice went straight to the people healthcare technology marketers want to reach — health system CIOs. Specifically, we conducted a survey of 20 CIOs to gain both qualitative and quantitative insights on the often complex factors that influence their buying decisions.
75%

get product/vendor information from events

75%
80%

get health care news from trade pubs, medical journals/professional organizations, national/business press

20%
20% listen to podcasts
40%
40% look at social media

Top market influences:

Forces Impacting Buying Decisions

media 70% 70%
pressure from health system’s network 50% 50%
competitor advancements 45% 45%
buzz around new diseases 35% 35%
pressure from consumers/patients 25% 25%
line
90%
90% are very or somewhat influenced by KOLs and industry influencers when making purchasing decisions

Vendor content that clicks

75% videos
65% case studies
60% vendor websites
60% webinars

Least Interesting Sources

chart with values: 40% whitepaper 30% social media
30% whitepaper 40% social media

Methodology: The 9 question survey was developed in partnership with 72Point and administered from July 11-15, 2022 via SWNS Media Services’s OnePoll platform.

Merritt Group’s
Strategies for Breaking Through

Revisit your messaging

Knowing how health system CIOs prefer to learn about products (i.e. events, videos, press, influencers, etc.), take a fresh look at your messaging foundation to ensure that it’s grounded in value. This is also the time to rebalance your mix of marketing channels based on these insights.

Build external validation

The best marketing and PR teams are not effective without external voices to validate their claims. Working with key opinion leaders not only expands your audience, but serves as important validation and entry points to the CIO.

Project a roadmap

The best marketing and PR teams are not effective without external voices to validate their claims. Working with key opinion leaders not only expands your audience, but serves as important validation and entry points to the CIO.

Play bigger with public relations

Media relations is no longer the be-all-end-all of PR. An effective PR strategy is diverse and dynamic, includes analyst relations and speaking and awards, integrates with digital marketing and is as much about market education as it is brand awareness.

More insights for upping your healthcare technology marketing game

How to use (and not use) key opinion leaders in healthcare technology marketing

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For many healthcare technology marketing and PR practitioners, their number one goal is to capture the attention of chief information officers (CIOs) at healthcare...

Ready to reach more CIOs?

We’re applying these marketing communications strategies for healthcare technology leaders today. Contact us to hear how Merritt Group’s dedicated Healthcare Practice can amplify your awareness and help you reach and exceed your marketing and sales goals.