Three Healthcare Technology Trends of the Year

HIMSS Analytics

Without staying up to date on industry trends, it can be difficult for a Chief Marketing Officer to ensure they're meeting market needs. They need to understand where the market is, where it's going, and how to stay on top of those trends to engage new audiences and stand out among competitors.

Fortunately, HIMSS Analytics can identify these trends for you. By selecting different filters and segmenting information in Logic, HIMSS can dial in on new patterns in the healthcare information technology market.

To help guide you in this complex healthcare information and technology landscape, our data analysts have pulled together three key healthcare technology trends that your brand should be following this year.

Three Healthcare IT Trends Your Brand Should Be Following This Year

1. Interest in technologies like telemedicine

Increasingly, healthcare organizations are adopting a model of value-based care to improve patient experiences, lower overall operational costs and improve the health of populations — especially hard to reach rural populations. In an effort to facilitate this shift and reach these rural populations, healthcare organizations are becoming more interested in adopting telemedicine tools.

This is a huge opportunity for marketing teams to jump on. Take advantage of this trend by reaching out to organizations about telemedicine technologies and adjust your marketing strategy according to this newfound interest.

For example, in the "Market History" dashboard in Logic, you can see charts of how the adoption of telemedicine has increased over time. In this view, you can see that the number of facilities installing telemedicine has increased from 1,648 facilities in 2014 to 2,140 facilities in 2018.

2. Shifts toward facilitating better interoperability

Interoperability is one of the biggest challenges healthcare organizations are facing, and many organizations are making shifts toward consolidating their EMR and EHR vendors. Recently, we found that more than 74 percent of hospitals are dealing with more than ten disparate outpatient vendors, meaning that their information exchange and patient satisfaction could be suffering.

What does this mean for your marketing team? Taking the time to understand the technology landscape of an organization will lead to more informed marketing decisions. If you know which vendors an organization already has installed for which solutions, then you know whether or not yours is interoperable with them — and you have a better idea of how to begin the conversation.

In the example below, you can see the number of HR/EMR vendors each organization has in 2018. If you see an organization like Ascension Health with 24 vendors, that may be an opportunity for you to market your interoperable technology.

3. Adoption of AI in differentiating prospective buyers

More and more, vendors of healthcare technology are relying on the prospective buyer score (PBS) to determine which organizations are in the market for their technologies. With an AI enabled piece of intelligence differentiating these organizations in Logic, we can discern which organizations are intending to buy based solely on their behavior.

This means that CMOs have the opportunity to understand which organizations have intentions to buy before they've announced that intent or released a Request for Proposal (RFP). You can start a conversation with these organizations while they're still quietly researching and increase the likelihood that they'll buy from you. By connecting with these organizations earlier in the buying cycle — potentially before the buying cycle even begins — you have a much higher chance of success.

For example, in the "Understanding Today's Market" dashboard in Logic, you'll find a list of organizations, their PBS ranking and the technology they're in the market for. In the following example, the Yale-New Haven Hospital has a score of five for laboratory and supply chain management tools. You can then click on one of the hospitals to see how many vendors they're working with, how many systems they have installed and other technologies they might be in the market for.

Stay on top of market trends

A successful CMO will make it their responsibility to keep up with trends within the health IT market. Doing so will guide their marketing strategies and show them where to invest their resources.

By dialing into the right data and looking for trends in the healthcare technology market, it becomes easier to identify new audiences and stand out among competitors. This year, be sure to take advantage of the increased interest in telemedicine, interoperability and the prospective buyer score. Learn more by downloading your choice from 14 FREE reports with unprecedented buyer insight into the technology categories you sell.

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