In changing healthcare industry, new technology and cost are top-of-mind
For Immediate Release
Contact:
Karen Albritton
919 882 1958
Amidst the intense focus on healthcare reform, recent research conducted by Capstrat found technology and managing cost are top-of-mind among hospital executives and physicians practice leaders. Healthcare leaders are looking to technology for service and operational improvements, with 52 percent of respondents reporting they are “excited about how new technology can improve patient care.”
The optimism around technology is countered by concerns. More than 45 percent of those surveyed are concerned about how healthcare reform will affect patient care. And more than half are more worried about the economy than they were a few years ago.
It’s not surprising in this environment that cost and advanced technology figure heavily in purchase decisions. The majority (60 percent) of poll respondents noted that competitive pricing was the most influential factor in helping buyers select a vendor. When asked which criteria would become more important in the future, advanced technology showed the biggest gain from 20 to 29 percent.
In spite of increased interest in advanced technology, healthcare executives cited technology (24 percent) and the buying experience (27 percent) as more important factors than product quality during a positive buying experience. Conversely, feeling overwhelmed (36 percent) and cost concerns (29 percent) were most frequently cited when describing a poor buying experience.
“Traditional product marketing may be missing the mark in today’s healthcare environment. Buyers are overwhelmed with information on product features when they really want tangible evidence that the new product or technology will be worth the investment,” said Karen Albritton, president at Capstrat, a communications agency based in Raleigh, N.C. “As a result, buyers are turning to colleagues and third parties for recommendations. Our research showed that in-person product demonstrations, recommendations from colleagues and product review websites far out-paced other sources of information in being viewed as trustworthy and helpful.”
For more insights on trends in healthcare purchasing and how new technology and marketing are playing a critical role, please visit http://capstr.at/2i to read Capstrat’s whitepaper.
About Capstrat
Capstrat, a communications agency based in Raleigh, N.C., solves the complex issues that healthcare, technology, energy/infrastructure and financial organizations face at critical moments. We blend marketing communications, interactive communications, public relations and public affairs to tell stories with power and persuasion.
