December 20, 2023

DHI FAVORITE: What Digital Health Innovators Need to Know About Selling to Hospital and Health System CIOs with Merritt Group EVP Tom Rice and Director of Healthcare Practice Erin Erban (Part 1)

18 minutes

In this episode you will discover:

What surprising channels influence health system CIOs most
What KOLs are and why they should matter to you
How to apply trends and statistics from this report to your marketing efforts

Key Takeaways:

75% of buyers get their product info from events, and that’s why it’s important to show up. When choosing which to attend, keep in mind where you’re going to get the most ROI for what you’re going to spend.
65% of buyers say a product’s regulatory status is only somewhat important to the purchasing decision. Don’t throw out the importance of compliance but invest in figuring out creative pathways to reimbursement. (For more on this, visit NixonGwiltLaw.com—that’s our special sauce!)
According to statistics, CIOs trust media more than online media. Key opinion leaders are very important in reaching out to CIOs as they amplify the science associated with a company solution and lend a company a lot of credibility.
The best way you can apply these statistics is not by focusing on one and abandoning the rest of the media but by keeping balance and diversification in your marketing strategy. Lean more into what works and less on the ones that don’t, but don’t completely abandon a channel just because it’s not the best.

“What we learned from the survey is that just because something isn't reimbursable, or in this regulatory framework, yet doesn't mean that buyers don't see its potential to make an impact.” - Erin Erban

“Our current recommendations to our clients, it's still about having a balance, and not going all-in on one or two channels - there needs to be diversification.” - Tom Rice

Resources:

Tom Rice on LinkedIn: https://www.linkedin.com/in/tom-rice-626717/

Erin Erban on LinkedIn: https://www.linkedin.com/in/erindixonmedia/

Get the 2023 Healthcare Technology Marketing Guide: Marketing and Selling to the Health System CIO : https://www.merrittgrp.com/2023-healthtech-marketing-guide/

Episode 36: Understanding Digital Health's ROI with Charm Economics Founder Adam Block, PhD

Learn more from Carrie and Rebecca:

Healthcare Insights (a monthly deep dive into specific topics for innovators): https://nixongwiltlaw.com/healthcare-insights

Telehealth/Virtual Care Mgmt Update (a biweekly LinkedIn newsletter tracking legal and policy changes across the nation): https://www.linkedin.com/newsletters/telehealth-virtual-care-update-6901900767960068096/

Website: https://nixongwiltlaw.com/

Carrie on LinkedIn: https://www.linkedin.com/in/carrienixon/

Rebecca on LinkedIn: https://www.linkedin.com/in/rebeccagwilt/

NGL on LinkedIn: https://www.linkedin.com/company/nixon-gwilt-law/

Decoding Healthcare Innovation on LinkedIn: https://www.linkedin.com/company/78064103/

...more

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By Carrie Nixon and Rebecca Gwilt

99 ratings

December 20, 2023

DHI FAVORITE: What Digital Health Innovators Need to Know About Selling to Hospital and Health System CIOs with Merritt Group EVP Tom Rice and Director of Healthcare Practice Erin Erban (Part 1)

18 minutes

In this episode you will discover:

What surprising channels influence health system CIOs most
What KOLs are and why they should matter to you
How to apply trends and statistics from this report to your marketing efforts

Key Takeaways:

75% of buyers get their product info from events, and that’s why it’s important to show up. When choosing which to attend, keep in mind where you’re going to get the most ROI for what you’re going to spend.
65% of buyers say a product’s regulatory status is only somewhat important to the purchasing decision. Don’t throw out the importance of compliance but invest in figuring out creative pathways to reimbursement. (For more on this, visit NixonGwiltLaw.com—that’s our special sauce!)
According to statistics, CIOs trust media more than online media. Key opinion leaders are very important in reaching out to CIOs as they amplify the science associated with a company solution and lend a company a lot of credibility.
The best way you can apply these statistics is not by focusing on one and abandoning the rest of the media but by keeping balance and diversification in your marketing strategy. Lean more into what works and less on the ones that don’t, but don’t completely abandon a channel just because it’s not the best.

“Our current recommendations to our clients, it's still about having a balance, and not going all-in on one or two channels - there needs to be diversification.” - Tom Rice

Resources:

Tom Rice on LinkedIn: https://www.linkedin.com/in/tom-rice-626717/

Erin Erban on LinkedIn: https://www.linkedin.com/in/erindixonmedia/

Get the 2023 Healthcare Technology Marketing Guide: Marketing and Selling to the Health System CIO : https://www.merrittgrp.com/2023-healthtech-marketing-guide/

Episode 36: Understanding Digital Health's ROI with Charm Economics Founder Adam Block, PhD

Learn more from Carrie and Rebecca:

Healthcare Insights (a monthly deep dive into specific topics for innovators): https://nixongwiltlaw.com/healthcare-insights

Website: https://nixongwiltlaw.com/

Carrie on LinkedIn: https://www.linkedin.com/in/carrienixon/

Rebecca on LinkedIn: https://www.linkedin.com/in/rebeccagwilt/

NGL on LinkedIn: https://www.linkedin.com/company/nixon-gwilt-law/

Decoding Healthcare Innovation on LinkedIn: https://www.linkedin.com/company/78064103/

...more

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DHI FAVORITE: What Digital Health Innovators Need to Know About Selling to Hospital and Health System CIOs with Merritt Group EVP Tom Rice and Director of Healthcare Practice Erin Erban (Part 1)

DHI FAVORITE: What Digital Health Innovators Need to Know About Selling to Hospital and Health System CIOs with Merritt Group EVP Tom Rice and Director of Healthcare Practice Erin Erban (Part 1)