Claire Dawson
Marketing EHR software to hospitals requires a nuanced approach. Hospitals require an EHR system that can be used across multiple departments, with interoperability being a key feature. When marketing EHR software, it is important to understand the target market and tailor the product to the specific needs of hospitals. For example, hospitals may require advanced features such as integration with payment processing tools, which smaller practices might not need. A value-based pricing model is also important, with prices set based on the features offered and their benefits to the client. Marketing methods should include both digital and traditional channels, with a focus on SEO, content marketing, and social media marketing to build an online customer base. Understanding the scope of the subscriptions' data segmentation is also important, as hospital-focused EHRs will differ from small practice EHRs. EHR marketing is a relatively new space, and marketers will need to complete a medical legal review and understand measurement parameters and KPIs.
| Characteristics | Values |
|---|---|
| Marketing Channels | Digital: SEO, content marketing, social media marketing; Traditional marketing methods |
| Target Audience | Healthcare facilities that rely on visual progress to monitor patients' progress: dermatologists, plastic surgeons, oncologists, dentists |
| Pricing | Value-based pricing model; multiple pricing tiers based on features and benefits |
| Features | Interoperability, integration with payment processing tools, advanced targeting, data collection |
| Omnichannel Strategy | Combine EHR marketing with omnichannel for a comprehensive approach |
| EHR System Providers | Epic, Oracle Health (Cerner), Veradigm (Allscripts), MEDITECH, eClinicalWorks, Athenahealth, NextGen Healthcare, GE Healthcare, Greenway Health, eMDs, Modernizing Medicine Inc., Medhost, Netsmart Technologies |
| EHR System Users | General acute care and children's hospitals, long-term care facilities, hospitals in the Netherlands, the UK, Sweden, Australia, France, Germany, Canada, Switzerland |
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What You'll Learn
Understanding the market and your target audience
Market Trends and Segmentation
The EHR market has undergone significant changes, with a handful of key players like Epic, Oracle Health, and Veradigm dominating the industry. Understanding the market share and trends of these vendors is essential. As of 2025, Epic Systems Corporation holds the largest market share in the US, followed by other vendors like Allscripts, eClinicalWorks, and Athenahealth. Keep abreast of market dynamics, such as Epic's growth in the acute care market due to its integration capabilities and reputation.
Target Audience Diversity
Recognize the diversity of your target audience within the hospital ecosystem. Hospitals can vary in size, ranging from small rural hospitals to larger hospitals with advanced EHR systems. Critical access hospitals may opt for basic EHR solutions. Additionally, consider the varying adoption rates of EHR systems across different hospital service types, as general acute care and children's hospitals lead in EHR integration.
User Personas and Specialties
Identify the specific user personas within hospitals who will interact with EHR systems. These may include physicians, hospital managers, administrators, healthcare providers, and support staff. Understand their unique needs and challenges to tailor your marketing messages effectively. For example, highlight how EHR systems improve data accessibility and streamline workflows for healthcare providers.
Feature Relevance and Customization
Different hospital departments and specialties have distinct requirements. For instance, healthcare facilities focusing on visual progress monitoring, such as dermatology or oncology, may prioritize EHR features for maintaining image records. Tailor your marketing efforts to showcase how your EHR software's features align with the specific needs of each department or specialty.
Digital and Traditional Marketing Channels
To maximize reach, employ both digital and traditional marketing methods. Establish a strong online presence through search engine optimization (SEO) to boost organic traffic to your website. Utilize content marketing, including blogs, videos, and infographics, to educate your audience about your EHR product. Leverage social media platforms with short videos, reels, and paid ads to attract and convert leads. Don't underestimate the power of traditional marketing channels to reach your target audience as well.
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Using digital marketing methods, such as SEO and social media
Social media and SEO are both powerful tools for marketing your EHR to hospitals. With about 4.95 billion active social media users worldwide, social media platforms offer an excellent avenue for marketing your EHR to hospitals. Social media marketing allows you to connect with your target audience, build brand loyalty, and boost sales.
To effectively market your EHR to hospitals using social media, you should:
- Define your ideal customer: Understand the hospitals and healthcare providers you want to reach with your EHR product. Research existing customers, gather data such as customer feedback and purchase history, and conduct market research and audience analysis.
- Choose the right platforms: Select social media platforms that attract your target audience. For example, Facebook is used by 73% of adults aged 50 to 64, while Snapchat is more popular among 18- to 29-year-olds.
- Create engaging content: Develop relatable, authentic, and high-quality content that resonates with your target audience. Use a variety of content formats, such as short videos, reels, and posts, to attract leads.
- Leverage influencers: Collaborate with social media influencers in the healthcare industry who can promote your EHR brand.
- Utilize analytics: Employ social media analytics tools like Facebook Insights and Google Analytics to track metrics and analyze your performance. Use these insights to make data-driven decisions and improve your social media strategy.
Additionally, SEO can significantly enhance your EHR marketing efforts by increasing your website's visibility and attracting organic traffic. To incorporate SEO into your marketing strategy:
- Optimize your website: Focus on improving your website's loading speed and overall user experience. A fast and user-friendly website will keep leads engaged and improve your search engine rankings.
- Conduct keyword research: Identify relevant keywords that your target audience is likely to search for when looking for EHR solutions. Integrate these keywords into your website content, including blog posts, articles, and web page copy.
- Create high-quality content: Ensure your website content is informative, relevant, and matches the user's search intent. Regularly post valuable content that addresses the needs and questions of your target audience.
- Build backlinks: Focus on acquiring backlinks from credible websites that link back to your site. This will improve your website's authority and credibility in the eyes of search engines.
- Utilize content marketing: Create blogs, videos, and infographics to educate your audience about your EHR product and its benefits. Share this content on your website and social media channels to attract and convert leads.
By combining effective social media strategies and implementing a robust SEO plan, you can successfully market your EHR to hospitals and increase your brand's visibility and reach in the healthcare industry.
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Offering an integrated payment processing tool
Marketing an EHR to hospitals can be challenging, as the market is already quite saturated. However, there are strategies that can help expand an EHR software's user base. One such strategy is offering an integrated payment processing tool. This creates an all-in-one EHR solution, allowing users to keep track of billing history, pending payments, and reimbursements through the same software used to track patient records. This simplifies workflow management and improves patient satisfaction.
When choosing a payment processing tool to integrate, it is essential to consider security measures such as encryption, restricted accessibility, and compliance, which are crucial in processing medical payments. Additionally, the platform should offer seamless integration with existing systems, automating tasks like syncing patient records, updating balances, and sending out billing reminders. This reduces manual work for staff and ensures a smooth payment and billing process.
To market this integrated payment processing tool to hospitals effectively, it is essential to employ both digital and traditional marketing methods. Having a dedicated website and a strong social media presence can help build an online customer base. Search engine optimization (SEO) can boost organic traffic to the website, while content marketing, through blogs, videos, and infographics, can inform the audience about the product. Social media platforms can also be utilized through short videos, reels, posts, and paid ads to attract and convert leads.
Furthermore, understanding the target market is vital. While hospitals and clinics use EHR software, the features and capacity of the software might be better suited for a particular group. For example, if the EHR software has advanced image record capabilities, it can be marketed to healthcare facilities that rely on visual progress, such as dermatologists, plastic surgeons, oncologists, and dentists. Collaborating with other ventures in the healthcare technology market can also boost sales and expand the network of potential customers.
Overall, by offering an integrated payment processing tool, creating an all-in-one EHR solution, and employing effective marketing strategies, you can successfully market an EHR to hospitals and expand your user base.
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Knowing the scope of your subscriptions' data segmentation
Marketing an EHR to a hospital requires a good understanding of the market and the ability to provide advanced features that cater to the hospital's needs. Before you begin, it is crucial to know the scope of your subscriptions' data segmentation. This involves understanding the characteristics of your target audience, such as their demographics, interests, profession, and geography.
Specialty:
Knowing the specialty of the hospital is essential for delivering messaging based on medical specialty. For example, if your EHR software has a dedicated feature for maintaining image records, you can market it to hospitals with specialties that rely on visual progress, such as dermatology, plastic surgery, oncology, or dentistry.
Location:
Consider the location of the hospital to deliver localized messages or coverage. Understanding the local market, including any seasonal changes or holidays that may impact buying habits and behaviour, can help you tailor your marketing strategies accordingly.
Patient Volume:
Determine the patient volume of the hospital to deliver messages effectively. Whether the hospital serves a small, medium, or large number of patients will impact how you structure your marketing approach and the specific needs of the hospital.
Medication Prescribing Patterns:
Understanding the medication prescribing patterns of the hospital allows you to align your marketing messages with the prescribing habits and clinical interests of the healthcare professionals. This includes considering what information they may want when prescribing medications and how your EHR can support their decision-making process.
By knowing the scope of your subscriptions' data segmentation and utilizing the information effectively, you can create targeted marketing campaigns that resonate with the hospital's needs and increase the likelihood of a successful EHR implementation.
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Focusing on rural and community hospitals
Marketing an EHR to hospitals requires an understanding of the market, the ability to provide advanced features, and collaboration with other ventures in the healthcare technology market. To market an EHR to rural and community hospitals, there are several strategies that can be employed:
Brand Building and Community Engagement
Rural hospitals can position themselves as community champions to build local market share. This involves building relationships or partnerships with local media, businesses, and organizations to support community outreach. Community engagement is a cost-effective strategy for rural and community hospitals, as it establishes the hospital as a trusted and familiar place for patients.
Social Media Marketing
Social media platforms offer a cost-effective way to connect with the community and share valuable information. Rural hospitals can use social media to establish themselves as trusted authorities, showcase their expertise, and share content such as blog posts, videos, and patient and staff stories. Social media also allows for targeted advertising, enabling hospitals to focus their marketing efforts on specific demographics, interests, and behaviours.
Point of Care (POC) Advertising
POC advertising involves delivering relevant messages directly to healthcare providers (HCPs) when they are working in a patient's EHR before, during, and after an appointment. As HCPs spend a significant amount of time on EHR platforms, POC advertising can be an effective way to reach them at the points of intake, diagnosis, and prescription.
Understanding the Market and Target Audience
It is important to understand the specific needs and constraints of rural and community hospitals. These hospitals may have limited resources and smaller teams, so it is crucial to tailor your EHR to their specific requirements. Additionally, consider the unique characteristics of the target audience in these communities, such as their demographics and behaviours.
Integration with Other Systems
Rural and community hospitals may have limited resources, so offering an integrated solution can be appealing. In addition to EHR software, hospitals may use medical billing tools, patient data management systems, and payment processing tools. By integrating these functions into your EHR platform, you can provide a simplified, all-in-one solution that streamlines workflow management.
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Frequently asked questions
Electronic Health Record (EHR) marketing is the practice of delivering relevant messaging directly to healthcare providers (HCPs) when they are working in a patient’s Electronic Health Record before, during, and after the appointment. EHR marketing is a relatively new practice, with EHR platforms only recently opening their doors to marketers.
To market your EHR product, you should employ both digital and traditional marketing methods. This can include SEO, content marketing, and social media marketing. You should also understand the market and provide advanced features to boost sales. Additionally, you should price your product according to market value.
EHR systems have been shown to improve healthcare delivery quality and efficiency. They automate access to information, streamline the clinician's workflow, and improve the accuracy of medical records. EHR systems also enhance medication accuracy, improve chronic disease management, and reduce hospital readmissions. They are also used in countries outside of the US, such as the UK, the Netherlands, and Australia. Additionally, EHR systems can be used to target specific healthcare providers based on factors such as specialty, location, and patient volume.
