Know Thy Buyer: The Hospital C-Suite

Selling a product or service into health systems has never been so complex. With changing responsibilities in legacy roles, and new roles that span across previously established departments, it can be tough to know who makes what buying decisions within the health system.

We’ve developed a full suite of personas that detail the preferences and buying authority of the hospital and health system C-suite. Beyond sharing some sneak-peeks of the personas themselves, we’ll discuss the four top findings from our research:

  • Buyers make decisions based on whether it will work in their unique system and please their unique people.
  • While buyers consistently rank their peers most credible, most are receptive to information shared via marketing channels.
  • Decision-by-committee is real.
  • There were six pain points that showed up time and time again across roles, with regulatory change and cybersecurity among the top.