Introduction
Hospital leaders have more on their plates than ever before. Every day they manage a flood of information and competing priorities in order to make informed decisions that affect patient care, workforce stability and the success of their organizations.
The AHA has gathered insights about trusted sources for information from more than 40 leaders including CEOs, other C-suite executives, senior leaders and board members from hospitals and health systems such as CommonSpirit Health, SSM Health, Lee Health, Allina Health and Englewood Health. We explored how these leaders prefer to stay informed, the issues that are most important to them and how solutions providers can connect with them in ways that truly matter.
Trusted Sources Hospital Executives Rely On
In addition to consulting their peers at other hospitals and health systems, many executives consistently turn to industry associations and conferences as their most trusted sources of information. These venues give leaders opportunities to share best practices, exchange ideas and discover solutions that have been proven to work in similar organizations.
Industry associations and conferences give me chances to meet peers face-to-face and share what actually works.
What this means for solutions providers
Align with industry organizations and participate in key conferences that reach your target audiences. Position your solutions within these trusted environments to build credibility and reach decision-makers where they are already looking for insights and innovations.
Formats That Engage Executives
Executives gravitate toward interactive high-value learning experiences. They are especially drawn to formats that allow live dialogue such as webinars or in-person meetings. Tools like email newsletters and white papers are most effective when used as follow-up resources to deepen engagement.
Webinars that feature real customer stories and discussion get my attention more than generic emails.
From small roundtables to large national conferences, hospital executives consistently emphasize how important face-to-face networking is for exploring and validating potential solutions.
Implication for solutions providers
Prioritize interactive formats like webinars and live events to create opportunities for two-way conversations. Use newsletters and reports as a way to reinforce messages, share case studies and continue the dialogue between live touchpoints.
How and When Leaders Consume Information
Executives often rely on email as their primary channel for staying informed, checking it regularly throughout the day. They split their time between computers and smartphones, meaning content must be optimized for both. Many prefer to focus on reading and learning early in the day before competing demands take over.
I get a lot of emails every day, so I need clear subject lines and summaries that help me decide what to read.
Email continues to be a vital way to reach hospital leaders, but you need to be thoughtful about both content and timing to break through the clutter.
What Executives Want from Health Care Solutions Providers
Executives want communications that cut through the noise and provide information that is relevant to their specific challenges, backed by data, peer case studies and clear value propositions. What frustrates them most are generic sales pitches, a lack of pricing transparency and messages that do not show evidence of real outcomes.
Too many messages feel like sales pitches. I want price comparisons and lessons from hospitals like mine.
There is too much outreach. Health care solutions providers should send less and focus on what I really need to know.
Suggestions for Solutions Providers
- Be transparent about pricing and value
- Share case studies and results from similar hospitals
- Focus on quality over quantity in outreach efforts
- Deliver actionable insights that show how your solution addresses their top challenges
Partner with the American Hospital Association
Hospital and health system leaders consistently turn to the AHA for the latest insights and solutions to drive better outcomes across the care continuum. Partner with the AHA to engage this audience through the peer connections they value most.
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