The Evolving Healthcare IT Buyer Journey

Key Insights from HIMSS Research

We were lucky to get a sneak peek at the recently released 2025 Healthcare IT Buyer Survey from HIMSS. This offers a glimpse into how these dynamics are shifting.

And they are shifting!

We had the honor of presenting the 2024 research. The 2025 study exceeded our expectations. With 211 responses from key healthcare decision-makers, this annual research provides important data for healthcare technology marketers. Most importantly, 91% of the respondents are either primary decision-makers or significantly influence the tech buying process, making this data particularly valuable.

Watch Matt Carolo from HIMSS and I Review The Findings

In the latest episode of the Healthtech Marketing Show, long-time HIMSS executive, Matt Carollo and I review the data.

Listen on Spotify

The Notable Acceleration of Healthcare IT Buying Decisions

What surprised me the most is the shift in buying cycle length. While the 2024 survey showed over 50% of companies reporting buying cycles of 19+ months (with 41% saying 2+ years), the 2025 data reveals that two-thirds of organizations now report their technology buying cycle is within a year.

This acceleration represents a significant departure from trends observed since 2018, when 51% of respondents reported cycles of 12+ months. Though a third of organizations still report cycles of 13+ months (with 13% at 2+ years), the overall trend points to faster decision-making across the board.

What may be driving this shift?

We reviewed this data with 40 members of the Healthtech Marketing Network. They speculated that several factors could be at play:

• The increasing shift to cloud solutions, streamlining implementation
• The maturation of post-COVID purchasing processes
• Commoditization of certain AI technologies enabling faster deployment
• Completion of major EHR implementations, freeing up resources for other initiatives

As one participant noted, the findings align with recent McKinsey and Vizient studies, suggesting this is part of a broader industry trend toward agility in healthcare technology acquisition.

One of the most helpful analysis was the breakdown by organization size. Not surprisingly, the length of the buying cycle is relative to the organization size.

Inside the Complex Web of Healthcare IT Decision-Makers

While buying cycles may be shortening, the complexity of buying groups is still a major barrier.

Nearly 60% of organizations report five or more people are involved in the decision-making process, with 23% indicating that 10+ stakeholders participate in technology purchase decisions.

The cross-functional nature of these buying committees is consistent with prior years. While IT departments lead (95% inclusion rate), executive leadership, finance, clinicians, and operations all play roles in the process. The need for marketers to address concerns and requirements across multiple domains, not just technical considerations, is as essential as ever.

Organization size predictably impacts committee composition. Smaller businesses (under 100 employees) typically have more streamlined buying groups, with 71% reporting committees of fewer than five people. Larger enterprises and healthcare systems tend toward more complex decision-making structures involving many stakeholders across departments.

Product Demos Are The Most Highly Valued Content

The research included a great deal of data on what types of content buyers value.

When it comes to evaluating vendors, 78% of respondents say that product demos are important when researching potential technology vendors—making them the most valued content type at this stage in the buyer journey.

It was especially interesting that both live and video demos have high value. As one Healthtech Marketing Network member shared, their company now sees strongest conversions from prospects who request a full demo after taking a mini-tour from their website.

Case studies and white papers still score highly (56%), showing that buyers increasingly value educational content from vendors—a notable shift from 2018 when over 50% of respondents complained that content was too product-oriented or sales-focused.

Now it seems that vendors value and trust educational content from vendors early in the buying journey.

There is also interesting data in the survey on webinars which suggests that early in the buying journey buyers value educational webinars but few rated more conversion-oriented webinars that are more solution-oriented.

What Information Sources Do Healthcare IT Buyers Trust Most?

The research shows that industry peers and networks are the most trusted sources for healthcare technology buyers, with 74% of respondents rating them as extremely or very trustworthy. Professional associations (71%) like HIMSS and in-person events (67%) follow closely behind.

This emphasis on peer validation may be even more significant in an increasingly AI-driven content landscape. As one session participant insightfully observed:

In the age of Gen AI, there is going to be so much content that’s Gen AI created… I believe that in the buying cycle, because the buyer knows so much content is machine created, the human connection of whether it’s a review site, whether it’s a peer, whether it’s a person at a trade show is going to be a necessary tipping point in the buying decision.

This perspective was echoed by others who noted increased interest in intimate executive engagements, focus groups, and peer-to-peer discussions. The human element remains irreplaceable for building the trust necessary to complete significant healthcare technology investments.

Vendor and industry websites still serve as primary research channels (60% and 61% respectively), but their value is enhanced when they feature authentic peer voices and real success stories.

How to Align Your Marketing Strategy with Today’s Healthcare IT Buyer

The 2025 HIMSS research has several implications for healthcare technology marketers that should be considered to be the foundations of any program designed to attract and engage stakeholders in their purchase journey:

1. Prioritize your digital channels: As vendor websites (60%) and industry websites (61%) among the top research channels, ensuring your online presence effectively showcases your solutions and thought leadership is foundational.
2. Invest in compelling product demonstrations: With 78% of buyers valuing demos, develop both scheduled live demos and on-demand options to meet buyers where they are in their journey. How can you showcase your solution in a more compelling way in 2025?
3. Harness the power of case studies: 74% of buyers prioritize proven success, and case studies demonstrating measurable outcomes for similar organizations are a must-have. Notably, 26% of respondents report including this content in internal documentation to justify purchase decisions. They are using case studies to sell internal stakeholders on your behalf.
4. Balance the need for technical information with the need to show business value: While technical specs matter, buyers increasingly care about cost (which jumped to the third most important factor this year), high-quality customer support (64%), and alignment with organizational goals (66%). You must have content and messaging that address both technical needs and business issues.
5. Create content that drives action: 83% of respondents took action after discovering valuable content in the past six months. The top actions included registering for gated content (51%), conducting further research on a vendor (48%), and sharing with colleagues (45%). Gating content is acceptable but only later in the buyer journey.
6. Recognize the increased cost sensitivity: Cost considerations jumped significantly in importance, moving from near the bottom of last year’s priority list to the 3rd most important factor this year. Ensure your value proposition clearly articulates ROI.

The research also reveals shifts in how different content types serve the buyer journey. While webinars might not be the most valued evaluation tool, they remain effective for awareness and education—particularly when they feature peer voices rather than sales pitches.

The Healthcare IT Buyer’s Journey Is Evolving—Are You?

The 2025 HIMSS Healthcare IT Buyer Survey depicts a more agile, collaborative, yet complex buying process. While decision timelines are shortening for many organizations, the number of stakeholders involved and the variety of concerns they bring to the table remain significant challenges. The buyer journey is still highly complex.

Successful marketers will adapt, balancing product-focused content with thought leadership, leveraging the power of peer validation, and creating digital experiences that build trust at every buyer journey stage.

And trust is key.

In a world of AI-generated content and digital saturation, the human element—authentic peer connections, demonstrated expertise, and genuine customer success—may well be the differentiator that tips the scale in your favor.

If you liked this post and want to learn more…

1. Check out more posts like this in the Healthtech MarketingLearning Center. It is chock-full of articles, use cases, how-to’s, and ideas. Check out our resource center dedicated to the Buyer Journey.
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