While there are similarities to enterprise technology purchasing, healthcare tech purchasing decisions are driven by distinct factors, involving different key players. Healthcare technology purchases are often centered around improving physician workflow and patient experience, focusing on overall care quality. This influences a wide range of solutions, from cloud storage to telehealth. Unlike smaller practices with a single decision-maker, larger healthcare systems involve numerous stakeholders, including both clinical and administrative personnel, in the decision-making process.
In these environments, buying teams for healthcare tech are not just made up of IT professionals, but also include doctors, department heads, financial officers, and regulatory experts. Quality of care concerns, regulatory compliance, and government requirements play significant roles in these decisions. A major challenge for vendors is identifying the right influencers and decision-makers, as 84% of healthcare tech buyers are outside of IT roles. This makes targeting the right people crucial to sales and marketing success.
For effective engagement, understanding the nuances of healthcare tech purchasing is key. Traditional intent data often falls short in providing actionable insights, which is why Marketing Vogue has introduced a more sophisticated intent data platform. This platform integrates real-time data from over 400,000 healthcare decision-makers, giving vendors better visibility into buying teams and helping them engage more effectively across the healthcare ecosystem.
By using this data, vendors can reach the right buyers in healthcare organizations, including hospitals, insurers, and pharmaceutical companies, with tailored, timely outreach. This personalized approach helps accelerate opportunities by focusing on real-time interactions and insights. Marketing Vogue’s expertise in healthcare tech, combined with advanced intent data, offers vendors the tools to navigate this complex market and engage healthcare tech buyers effectively.
