Accordingly to a report from HIMSS Analytics and O’Keeffe & Company, a marketing consulting agency, there exist a disconnect between healthcare IT marketing executives and their customers – healthcare IT purchasing decision makers.
The study mentions the following points
The study showed that functionality is the most important criteria for healthcare IT execs in their decision process (77 percent) versus only 57 percent of marketing execs.
Marketing execs consider price to be of more concern (57 percent) compared to 44 percent of healthcare IT execs who consider price the most important criteria.
Marketing execs commit only five percent of their budgets to facilitating peer-to-peer communication which is at odds with 72 percent of healthcare IT execs who think their peers are the most influential information sources.
70 percent of healthcare IT executives consult with four or more sources when researching a new technology investment, while approximately one-half of marketing executives report that less than 50 percent of their tactics are part of multi-channel programs.
Having work on both side of the fences (hospital and vendors, well actually, also on the consulting side, so thats the middle of the fence) I find this article rather amusing but very true.