2023 Healthcare Technology
Marketing Guide:
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.
of healthcare CIOs say the endorsements of key opinion leaders and industry influencers impact 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.
get product/vendor information from events
get health care news from trade pubs, medical journals/professional organizations, national/business press
Top market influences:
Forces Impacting Buying Decisions
70%
50%
45%
35%
25%
Vendor content that clicks
Least Interesting Sources
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.
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“I think overall most marketers are still marketing to CIOs in a traditional sense, because much of the community is still digesting a lot of that content… but I do see it shifting a little bit and I think that there are going to be some new avenues and channels that healthcare marketers and technologies specifically use to start to elevate their message to some of those C-suite executives.”
Merritt Group’s
Strategies for Breaking Through
Revisit your messaging
Build external validation
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
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