Technology purchases in the healthcare market are influenced by numerous audiences that include consumers, employers, providers, payers, the government and accrediting organizations. For providers and payers, the technology end-user guides purchasing for senior management. As in the US Government market, a committee sales cycle is the norm, and its decision is frequently based on a cost-benefit analysis. For committee leaders, the primary ROI is higher quality care and safety, greater operating efficiencies, better risk management and reduced litigation. Some of the elements that prioritize technology purchases in healthcare include:
- Consumer-driven healthcare. Today’s consumers are more savvy and involved in their well- being. They hold higher expectations for their providers and demand accessible, insightful information. Technology that improves a consumer’s access to information and services – and thus enhances his or her own well being – is a priority.
- Acceleration of information technology. From Web-based information access to electronic dashboards to electronic medical records, IT advances are booming. Providers and payers are highly interested in technology that helps their staffs complete their jobs more accurately and efficiently.
- Growth of pay-for-performance and evidence-based medicine initiatives. Regional health information networks for collaborative clinical-information sharing and for pay-for-performance initiatives are emerging. Increasingly, payers are using Evidence Based Medicine (EBM) standards to collect performance data and reward providers meeting these standards.
Who Are the Key Healthcare Buyers?
health insuranceIn the healthcare market, the key buying influencers for products involving operations and clinical systems are CIOs and other executives, physicians, clinical leaders, and IT managers. To reach these stakeholders, it is best to learn about their existing systems and the purchasing organization’s culture before advising how new technologies can deliver a return on investment. For technology used by patients and members, consider also targeting communications and public relations executives with marketing messages that convey a need for your technology and how it will enhance education and patient satisfaction levels.
Message Barriers in Selling Technology to the Healthcare Market
Keep in mind that message barriers in selling technology to the healthcare market include financial risk, lack of technical expertise and security issues. Customization and integration capabilities are additional concerns. Finally, an understanding about HIPAA compliance and accreditation standards will help your healthcare marketing succeed in the industry.
Softscribe® guides clients through the nuances of the healthcare industry. If you would like help implementing a healthcare marketing approach that speaks to the right decision-makers with a relevant message, please contact us or schedule a marketing analysis.
