Top Resources for Understanding the Healthcare Buying Committee
The complexities of the healthcare buying process trip up even veterans of this industry. New entrants or vendors not specialized in healthcare are left navigating what can seem like layers of mazes and questions.
When I’m rehabbing a content marketing program, sorting out a vendor’s understanding of exactly who in an organization they should be talking (and listening) to is half the battle of turning that program into a high-value business asset. (Learn more about Value-Based Content Marketing)
Your content should directly address the needs of multiple roles in the buying committee’s journey by:
- Anticipating and addressing cross-functional challenges and conversations
- Asking how your content can empower champions and support the buying committees journey
- Equip readers and champions to have smart and informed conversations with their colleagues
- Providing vendor insights and thought leadership from a hyper-personalized, role-based perspective
Everyone from your sales team, to your content marketers, to your product people can benefit from a better understanding of healthcare buying committees.
This is why I maintain this page. It’s a list of my favorite resources that provide insights into how large organizations like hospitals, health systems, IDNs, and payers navigate their vendor relationships and tech buying decisions.
The Healthcare Org Chart Explained-Tulane University
A comprehensive overview of different types of healthcare organizations, professional teams, and organizational structures.
Market Studies-Eliciting Insights
A wide range of studies based on surveys of hundreds of hospital and health system leaders. Reports are available for purchase but the overviews are highly useful too.
Hospital Org Chart-BYU
Every hospital is different, but a general knowledge of the organizational structure can save you a lot of pain and heartache in your product development, marketing, and sales.
The Healthcare IT Buyer Journey-Health Launchpad
A look at how the buyer journey has evolved through the lens of HIMSS research.
Got questions on how to approach a healthcare buying committee to built trust and respect through content? Grab some time on my calendar for a short, no-pressure phone call today.
Example Hospital Org Chart
A look at the functional reporting structure of a San Francisco hospital
Revenue Cycle Department Leadership Chart
Reporting structure of a revenue cycle department from HFMA
