How Do Hospital Administrators Shop for Health IT Services?

When hospital executives are looking for health IT solutions, what’s their buying process?

Where do they begin their research? Who do the listen to? What information is important?

Google surveyed over 700 hospital administrators, and also conducted 60 in-depth interviews with hospital CFOs, CEOs, CIOs, physicians, OR and radiology directors and other key influencers to understand how medical devices and EHR systems are purchased.

Here’s a summary of how hospitals shop for health IT services.

1. Hospitals have lots of choices in purchasing health IT.

2. Hospital administrators use digital resources- mobile, websites, and video- throughout the buying process.

3. More than half of the buying process research is completed before a contact with a sales representative.

4. EVERY phase of the buying process is changing thanks to digital information, from the initial pre-sale research to post-sale customer service, training, and follow-up.

5. Search plays a heavy role in filtering options. “More than 90% of hospital administrators rely on search engines to identify vendor and product options and to research features.”

6. Clinical data, product reviews, and comparisons provide deeper education and help narrow the options under consideration.

7. Why do they research? So they are able to ask the right questions of vendors.

8. 50% of hospital administrators use smart phone. They access the Internet using multiple devices.

9. Mobile search is expected to pass desktop search for medical devices in mid-2014.

10. Show rather than Tell. Hospital administrators consume video to see medical devices or EHR systems in action.

11. Keep videos under 5 minutes. Quick is best.

12. Videos drive researchers to act.

13. Only 1 in 3 potential buyers are inclined to fill out an online form.

14. Make it easy to contact you on a mobile device. Prospects hesitate filling out forms on mobile.

15. Use digital after the sale for training and updates. This cements the relationship and leads to additional, future sales.

The takeaway from these 15 points?

Create digital marketing content that adds value throughout the buying process. The content MUST be mobile friendly. Search engine rankings are important. Introduce video, clinical case studies, product reviews and comparisons at the middle to the bottom of the buying process funnel. Lastly, keep delivering digital content after the sale to cement the relationship and earn add-on sales and referrals.