How Hospitals Buy Tech: New HFMA Survey Reveals Deep Insights into CFO Persona

Got CFOs on your list of buyer personas? This study was built for you.?

Last year I shared a report from HFMA that covered what hospitals want from case studies (among…a lot of other great info)...and we’re up and running in 2024 with another hugely informative report.?

If you’ve followed me for a while, you know I’m a big believer in the value of bespoke market studies . There’s incredibly powerful in reduce content spend while getting even more impact from what you do create—but studies like this are a great alternative if you aren’t ready to sit down with custom work yet.?

This most recent report from HFMA (conducted by healthcare tech market research firm, Eliciting Insights) can be extremely valuable as you build out 2024 content marketing plans, sales strategy, product roadmaps, and beyond. On the pure content front, it will probably be most useful for fine tuning your messaging and identifying the topics that will get CFO (and other finance influencer) attention over the next 12-24 months. (I’m definitely incorporating into my content road mapping services through 2026.)

Some of the key topics include:

• Actionable advice on building out a robust, targeted, and timely CFO persona
• Percentage of CFOs planning on increasing automation budget and budgeting for technology
• Vendor opportunities in AI, cybersecurity, labor costs, payer reimbursement, and supply chain
• How CFOs want to be approached (in terms of types of training and vendor insights)
• Sources of margin pressure
• The conference topics and sessions hospital and health system CFOs plan on attending in 2024
• The metrics they’re concerned about moving
• How involved CFOs are in vendor selection

There’s enough info here to build a full year’s editorial calendar, and the cost of the full report is less that you’d invest in a couple of blogs, so in my opinion, it’s beyond worth the investment.??

If you want a sample, you can grab a preview here .

Keep an eye out in coming months. I'll be putting together some actionable tips for translating the report into content strategy. (If you'd like to check out tips from last year's report, start here .)

And as always, if you want to work with me directly, grab some time on my calendar .

Megan Williams

Hospital Technology Content Strategist/Writer/MBA

LocutusHealth.com