Ninety percent of health system chief information officers say endorsements from influential industry leaders impact their purchasing decisions, according to a new report from marketing agency Merritt Group.
The report surveyed 20 CIOs in July 2022 to analyze how top market influences affected their purchasing decisions and recommended the following marketing tactics to health IT vendors:
- Revisit your messaging: Know how health system CIOs prefer to learn about products and take a fresh look at your messaging foundation to ensure that it's grounded in value.
- Marketing channels: Rebalance your mix of marketing channels based on a CIO's preferred method.
- External voices: Make sure to include external voices when marketing to CIOs as they serve as important validation and entry points to the CIO.
- Diverse strategy: According to the report, an effective PR strategy must be diverse and dynamic.