The HIT Buyer Journey Is Not Getting Any Easier. New Research from HIMSS

Understanding the modern healthcare technology buyer’s journey is essential yet increasingly complex for marketing teams today.

To bring clarity to the current dynamics, the Healthtech Marketing Podcast invited HIMSS’s Matt Carollo to present proprietary research around the shifting dynamics of healthcare IT buying teams, cycles, content needs, and more. 

Download the research to read along

Joining Carollo to discuss the findings were two executives bringing extensive B2B healthtech marketing experience:   

• Kaycee Kalpin, Chief Marketing and Brand Officer of Premier Inc.  
• Karsten Russell-Wood, Chief Marketing and Experience Officer at Equum Medical

In this wide-ranging episode, the group covers everything from the expanding size and variety of buying groups to the extension of typical decision cycles and surging importance of relationships and in-person events for driving technology selection.

Notable statistics shared include:

• 27% of organizations have 10+ people involved in healthcare IT buying now
• 50%+ report investment cycles exceeding 19 months (with many over 2 years)
• 86% want product demos when researching vendors
• 80% see in-person events as extremely or very trustworthy  

This complexity now requires orchestrating an integrated combination of personalized content, digital campaigns, peer engagements, immersive experiences, and sales interactions across elongated buyer journeys. 

Kalpin and Russell-Wood further expand on imperatives around showcasing value, promoting customer success, supplying relevant materials, coordinating initiatives, and concentrating on establishing authentic connections.

For an in-depth exploration of the data and perspectives shaping the modern healthcare IT buyer experience, join us for this dynamic Healthtech Marketing Podcast episode.