In this episode, I had the pleasure of speaking with John Lynn, founder of Healthcare IT Today and Swaay Health, and Brittany Quemby, who leads their marketing effort. We discussed the evolving landscape of healthcare technology buyers and the marketing strategies that are most effective in today's increasingly challenging environment.
John provides insights into how the healthcare technology buyer is changing and how the committee-driven decision-making process has become even more complex. Buyers are only investing in solutions with clear ROI or AI connections. Without these elements, vendors find themselves in an education mode, preparing for when budgets eventually open up.
We also discussed the three major pain points keeping healthcare leaders awake at night: security threats (the 3 AM breach call), AI strategy challenges (navigating the current "best of breed" landscape while waiting for all-in-one solutions), and EHR optimization (maximizing the massive investments already made).
Key Topics:
“(00:00:00) Introduction”
“(00:01:00) - The Origin Story of Swaay Health”
“(00:04:00) - The Evolving Healthcare Technology Buyer”
“(00:07:00) - Major Pain Points for Healthcare Leaders”
“(00:11:00) - Sources of Trust and Influence”
“(00:17:00) - The Access Problem”
“(00:19:00) - What's Working in Marketing”
“(00:25:00) - Video Content Strategy at HIMSS”
“(00:28:00) - Content Formats and Trends”
“(00:33:00) - Future Marketing Trends”
“(00:37:00) - Go-to-Market Strategy Recommendations”
If you are interested in discussing this or any other topic, let's have a chat. Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.
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Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.