In this episode of The HealthTech Marketing Show, host Adam Turinas sits down with Matt Carollo from HIMSS Media to discuss the findings of the latest Healthcare IT (HIT) Buyer Study. They explore how healthcare technology buyers make purchasing decisions, the role of content in influencing these decisions, and the evolving dynamics of the buyer collective. With fresh insights from an expanded respondent pool, this year’s study sheds light on shifting buying cycles, the critical importance of product demos, and the most trusted sources of industry information.
Adam and Matt break down the data to provide practical takeaways for health tech marketers looking to improve their strategy, align content with buyer needs, and navigate the complex purchasing landscape in healthcare IT.
Key Topics:
[02:51] Background of the HIT Buyer Study and its evolution since 2018
[05:24] The buyer collective: Who is involved in healthcare IT purchasing decisions?
[10:16] Changes in the buying cycle: Are healthcare organizations making faster decisions?
[12:55] The most influential content types for healthcare technology buyers
[20:21] Where do buyers go to research vendors?
[23:36] How buyers take action after engaging with valuable content
[27:11] Key takeaways for healthcare technology marketers
This episode is packed with valuable insights for healthcare tech marketers looking to refine their approach and better align with buyer needs. Don’t miss it!
Check out our detailed blog post, where you can download the report.
Connect with me: https://www.linkedin.com/in/adamturinas/
Connect with Matt: https://www.linkedin.com/in/matthewcarollo/
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