At HIMSS, there were several discussions on Next Generation Interoperability for a Smart Healing Environment. While the title may have been a mouthful, the insights from the panelists were crystal clear: if you’re marketing to IDNs and hospitals, it’s time to rethink your messaging.
The Shift in Healthcare Audience Mindsets
The healthcare ecosystem is changing, and with it, so are the audience expectations on how technology integrates into clinical and operational workflows. Here’s what it means for marketers:
- It’s about outcomes, not specs. Clinicians want seamless, integrated solutions that help them do their jobs better.
- True interoperability isn’t additive—it’s integrative. Hospitals don’t need more tools; they need systems that work together to improve decision-making.
- Closed ecosystems won’t cut it. The future of interoperability is the open flow of data between different platforms.
- One-size-fits-all solutions don’t work. In healthcare, adaptability is everything. Solutions must flex to each system’s unique workflows—not force providers to conform.
What This Means?
Winning campaigns are built on deep audience insights. Here’s what needs to be prioritized to those marketing to audiences in healthcare:
- Shift from features to outcomes. Generic messaging won’t cut it—persona-informed, value-based messaging will. Your audience wants to know how your solution makes their lives easier.
- Meet buyers where they are. Omni-channel activations drive results. Perform an audience addressability analysis to map out when and where to engage the right decision-makers in their journey.
- Get precise with targeting. Broad targeting wastes resources. Instead of vague personas, focus on addressable niche segments that matter most to your business.
- Upgrade your measurement game. As marketers are under pressure to show the impact of their initiatives, AI-powered attribution can give your executive teams real-time insights into what’s actually working—so you’re not stuck justifying spend with vanity metrics.
Brands That Adapt Will Win
Companies that embrace these shifts will be ready to grow their bottom line, building trust, driving revenue and delivering real value to their customers.
