Health IT Marketing Content Effectiveness SurveyA look at howhospital executivesuse health ITvendor-generatedcontent fordecision-making
Introduction The health IT marketplace is a unique, dynamic and highly competitive environment. Very few target audiences are as skeptical and disillusioned. Very few products have a life and death impact. Very few markets or solution offerings are as complex. Health IT companies generate a ton of content for prospects and customers along a very long sales cycle. Considering the budget and resources allocated to creating all this content, the big question is: how effective or compelling is any of it? With little room for waste in today’s marketing budgets, it’s time to take a hard look at the content we spend so much time and resources developing. That’s why Quiddity conducted a survey with 100 hospital executives on LinkedIn, through online surveys and telephone interview to better understand the perception and role of vendor- generated marketing content in decision-making, as well as identify key challenges and opportunities. The results are interesting, and the trends very strong and consistent with larger research studies in other industries. Randi Rossman Founder & Chief Marketing Officer, Quiddity Marketing
What You’ll Learn in This eBookWrite an introductory sentence and use bolding here . . Lesson 1: Something hereFinish with something like first let’s talk about the challenges facing OVERVIEW
I wish more vendors would focus less onall the marketing hype, and insteadprovide us with material that will help setpriorities, build internal champions forinitiatives and understand best practicesfor mitigating risk and successfulchange management.” Hospital CIO
What vendor generated marketing material influences your Health IT most purchasing decisions?Hospital executives do not find mostmarketing collateral useful orrelevant for making purchasing Case Studiesdecisions. The reasons why were Conversations with Sales &investigated in this survey. ExecutivesThe leading vendor-generated White Papersinfluencers for health IT purchasingdecisions are executive/sales Websiteconversations and case studies,followed by the vendor’s website andwhite papers. Note that not one Brochureshospital executive were influenced bybrochures. 0% 10% 20% 30% 40% 50%
What You’ll Learn in This eBookWrite an introductory sentence and use bolding here . . Lesson 1: Something hereFinish with something like first let’s talk about the challenges facing HEALTH IT VENDOR COLLATERAL
I don’t understand how so many vendorssay the same thing and think they are sodifferent.If you are different, then give me anexample of what I can do with yoursolution that I can’t somewhere else . . .And don’t make me work so hard to getthe picture of the value of taking on anew initiative.” Hospital CEO
Brochures “Brochures a credible source of information for purchasing decisions? Not at all. Who writes these things anyway, and why do they bother?” CIO brochures influence Why don’t your purchasing decisions?The key reason that brochures donot influence health IT purchasing They provide no valuabledecisions is that the messages and informationcontent are undifferentiated – they They make unsubstantiatedall sound the same. claimsHospital executives also believed They all sound the samethat brochures are so broad andvague that they don’t provide anyvaluable information, and They are marketing hypeparticularly called out vendors fortheir “marketing hype.” 0% 10% 20% 30% 40% 50% 60%
Case Studies “I do skim over health IT vendor case studies. Most don’t provide much useful information, but they do at least tell me who their customers are.” CMIO case studies provide you with Do meaningful information for decision-making?In spite of being considered themost influential tool in the CASE STUDIES DON’Tmarketing collateral toolbox, case PROVIDE MEANINGFULstudies don’t deliver meaningful INFORMATION CASE STUDIES SORT OFinformation for purchasing decision- PROVIDE MEANINGFULmaking. INFORMATION CASE STUDIES DO PROVIDE MEANINGFUL 66% INFORMATION 32% 2%
Case StudiesCase Studies “””If you want me to seriously consider taking on a new initiative, then I’d like to see more peer-to-peer content, like we see at conferences.” VP Patient Safety How can health IT vendors make their case studies more useful for purchasing decision-making?Hospital executives overwhelminglyagree that case studies that focus Focus on the customeron the customer and best practices instead of the productinstead of the product help themmake purchasing decisions. Veryfew found product differentiators Best practice focus instead of producthelpful.The good news? Hospital Focus on what the product does differentlyexecutives do believe vendormarketing material can be credibleand valuable. Nothing, vendor material is never credible 0 10 20 30 40 50 60
White PapersWhite Papers “I’m hungry for knowledge, but don’t expect me to plow through 20 pages of dense writing that doesn’t teach me anything new.” CMIO Vendor white papers provide information that allows me to:While many vendors create whitepapers in the hopes of generating Think about a problem in ways Idemand or leads, hospital havent beforeexecutives tend to find them moreuseful much further in the sales Understand the need for consideringcycle. a particular type of solutionHospital executives tend to view Form the strategy and/or solutionvendor white papers as long-form criteriabrochures that do a decent job ofproviding deep details of a product Understand how I can be successful implementing a solutionor solution. Understand the product better onceThey typically don’t find vendor Ive narrowed the fieldwhite papers make an effective casefor changing the status quo nor do 0 10 20 30 40 50 60 70they use them for developing theirstrategies.
What You’ll Learn in This eBookWrite an introductory sentence and use bolding here . . Lesson 1: Something hereFinish with something like first let’s talk about the challenges facing HEALTH IT VENDOR WEBSITES
I would think that vendors have anincredible opportunity to build a valuablesource of online information. After all,they seem to spend a lot of money ontheir websites, and they should have agood view of what’s needed and how toaddress challenges from their customerbase.But it’s all the same stuff. And I oftenhave to hunt to understand what theyoffer.” Hospital CIO
“I am well aware that any content on a vendor website is biased. Still, IWebsites would imagine they could be a valuable source of information. Yet most vendor websites all sound alike, and provide very little thoughtful insight. VP Operations Maybe Would you be more likely 17%Hospital executives believe theywould show preference for a vendor to engage a vendor that’s Nowho delivered quality online provided quality online 21% Yes 62%information. information? How valuable is the online information vendors provide for the following purposes:But are not often finding quality online Define a previously unrecognized need Not Veryinformation from vendors. Just as Valuable 1 2 3 4 5 valuablewith vendor white papers, most Identify the right type of solution to Not Verywebsites are too product focused. Valuable valuable meet that need 1 2 3 4 5 Determine the criteria for choosing the Not Very Valuable valuable solution 1 2 3 4 5 Research which vendors offer the Not Very solution we decided to invest in Valuable valuable 1 2 3 4 5 Determine which vendors will be Not Very Valuable valuable considered for RFP 1 2 3 4 5
“Most vendor websites are overwhelming and do not tend to provide any relevant information. I’m not going to hunt for the information I need. ItWebsites makes me wonder – if the usability of their site is so bad, how could the technology they are selling be much better?” CIO What challenges do you find with health IT vendor websites?Health IT vendor websites present a Often seems more focused on being clever than providing me withconfusing array of content that is not informationmeeting the information needs ofhospital executives. Does not provide me with tools to champion solution in my organization Overwhelming amount of information that is not put in context Hard to get the big picture of the solution 0% 10% 20% 30% 40% 50% 60% 70% 80%
Websites “Vendors don’t seem to understand what it takes to start an initiative internally. I need help championing solutions. CNO vendors to do with their What would you like websites to provide more value?Executive prospects would like to seevendor content on their websitesorganized better. Organize the information betterAn additional opportunity for vendorsis to provide tools that allowprospects to champion change and Provide tools that help me make thenew solutions within their case within my own organizationorganizations.Focusing on how existing customers Showcase how they mitigate riskhave addressed the risk and obstacles and overcome obstaclesinherent in implementing the solutionis top on the requested content list, 0% 20% 40% 60% 80% 100%yet very rarely provided.
What You’ll Learn in This eBookWrite an introductory sentence and use bolding here . . Lesson 1: Something hereFinish with something like first let’s talk about the challenges facing HEALTH IT VENDOR SALES ENGAGEMENT
The best vendor salespeople fight forme, and bring together all the peopleand information required to help usmove forward with a decision.That said, those folks are few and farbetween. Too often the people thatcontact me from vendors are really offthe mark. I don’t need someone who soobviously doesn’t understand my needsin my face pushing products.” Hospital CMIO
Sales “In all honestly, vendor salespeople would be better off putting down theEngagement PowerPoint and just talk to me.” CMIO Do you feel vendorsalespeople meet your needs during your buying process?The perception of sales effectivenesswas inconsistent among hospitalexecutives – it depended on the SALESPEOPLE OFTENvendor and the particular salesperson. DON’T MEET OUR NEEDS IT DEPENDS, SOMEThe chief complaints about vendor SALESPEOPLE DO ANDsalespeople were lack of knowledge SOME DON’Tabout the prospect’s needs, and often SALESPEOPLEa lack of knowledge about their own OFTEN DO MEETcompany’s products. 53% OUR NEEDS 31%A key complaint was the inconsistency 16%across different vendorrepresentatives – they could getmultiple stories, facts and advice,depending on who they talked towithin the vendor. That raised redflags with the executive prospects.
What You’ll Learn in This eBookWrite an introductory sentence and use bolding here . . Lesson 1: Something hereFinish with something like first let’s talk about the challenges facing CONCLUSION
Conclusion Most vendors are falling short on providing relevant, meaningful content to their prospects. Chief complaints include: • Too much marketing hype • Information that was too vague • Loss of credibility due to so many vendors making the same claims of “uniqueness” • Lack of relevance • Lack of truly educational and informative content • Not meeting the informational needs of all the members of the buying team • Information is too longHealth IT vendors currently have • Content does not address the questions they need answered toa huge opportunity to make effective purchasing decisions.differentiate themselves by fillingthe gap between the information NEXT STEPS:healthcare executives would like Want to know what you can do about addressing these challenges?to receive during the buying Quiddity Marketing will be releasing a series of PLAYBOOKS that willprocess vs. what they are improve your Health IT marketing effectiveness. Subscribe to thereceiving. Story to Sale blog to be kept informed about the release.
What You’ll Learn in This eBookWrite an introductory sentence and use bolding here . . Lesson 1: Something hereFinish with something like first let’s talk about the challenges facing ABOUT QUIDDITY MARKETING