B2B Healthcare Marketing

AHA Report on the State of Hospital and Business Solution Provider Relationships

As we head into the new year, we’re all trying to figure out what’s next.  A lot of questions are looming as omicron is spreading across the country.  The AHA recently shared the results of their Survey on the State of Hospital and Business Partner Relationships where they got a feel for what changed in 2021 and some areas we may need to look at in 2022.

One clear message from the report is that 2021 was better than 2020, but it’s still not back to normal levels for most healthcare organizations.  Many organizations are still overwhelmed with COVID issues and so they aren’t making decisions as quickly as they were prior to COVID.  As I mentioned, this got better in 2021, but still has a ways to go.  Plus, the survey didn’t really assess the impact that omicron will have on organizations.

Worth noting is that many healthcare organizations are still dealing with the loss of revenues associated with COVID.  This has wide ranging implications as you look to market your product to organizations.  Plus, the report highlights that most organizations now have experience with the new solutions and technology that they implemented in their organization to deal with COVID.  In 2022, we can expect healthcare organizations to evaluate which solved a real and ongoing problem and which fell short of their promised results.  The marketing insight here is you may need to help your customers understand the value you helped create for their organization.

You can download the full report to get all the details, but here’s a list of some of the other areas it addresses:

  • The Rise in Workforce Concerns
  • Slower Decision Making Process
  • Budget Challenges
  • The Importance of Education in Marketing Efforts
  • Looking at New Partnerships

One other not surprising finding from the report is that most people have turned to online webinars and events during COVID, but the report notes that most of those events have fallen short when it comes to the value they provide.  For me this begs the question of whether we’ll have find a virtual model that provides value and we just haven’t found it yet or if we’ll be heading back to in-person as soon as possible because the most valuable things are hard to replicate online?

Thanks to the AHA for gathering this information and be sure to go and download the full report:  Survey on the State of Hospital and Business Partner Relationships.

About the author

John Lynn

John Lynn is the Editor and Founder of the nationally renowned blog network HealthcareScene.com. The Healthcare Scene network currently consists of 15 blogs containing almost 7000 articles. These EMR and Healthcare IT related articles have been viewed over 13 million times. Plus, Healthcare Scene recently added Health IT focused career resources HealthcareITCentral.com and HealthcareITToday.com to the network.
 
John also co-founded two companies: InfluentialNetworks.com and Physia.com. Plus, John is the Founder of 10 other blogs including the Pure TV Network and Vegas Startups. John’s 25+ blogs have published over 15,000 blog posts, garnered over 30 million views and had over 122,000 comments. John is highly involved in social media, and in addition to his blogs can be found on Twitter: @techguy and @ehrandhit and LinkedIn.

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