WHITE PAPER
Who Actually Buys Digital Health — And How to Reach Them
This report is for digital health teams navigating complex health system sales: long cycles, unclear entry points, and decision makers that don’t act like other buyers. We map the internal logic of U.S. health systems so you can align your go-to-market plan with how buyers actually buy.
Download the report to learn:
- What actually triggers buyer interest — and what falls flat
- How system complexity shapes the sale across hospitals, IDNs, and ACOs
- What roles actually matter (and who has real authority vs. veto power)
- What buyer risk really looks like inside the system
- Why IT lift and reputational risk kill deals — and how to avoid both
- What to say to a CMIO vs. a VP of Care Management
Most teams aren’t aligned with how health systems buy.
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Digital health sales still average 12 to 24 months in health systems
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Nearly half of pilots don’t convert to enterprise contracts
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3 out of 4 buyers say the #1 reason for rejecting vendors is “unclear value”
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Risk-bearing providers are more open to net-new categories — but harder to map
Selling into health systems isn’t about flashy demos. It’s about matching how the buyer sees risk, trust, and effort. This report helps you position around that buyer logic, not just market hype.
What's inside:
A practical guide to the health system sales process — written for founders and commercial leaders, not just marketers or strategy teams. It’s based on interviews, deal debriefs, and firsthand advisory work with buyers and vendors across the space.
Key questions we answer:
- Who actually controls budget — and who just makes noise?
- What steps really happen between demo and decision?
- Why do good vendors get stuck in pilot purgatory?
- What messaging actually resonates with system leaders?
- How do you navigate internal VAC review and security gates?
This is for you if you’ve ever asked:
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How do we sell to IDNs vs. ACOs — what changes?
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What do we say to a CMIO or a CQO that’s different from a CFO?
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When should we go bottom-up vs. top-down in our outreach?
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Why do buyers keep saying “come back when you have more traction”?
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Is it worth doing a pilot — and how do we structure it right?
