Four years ago, Gartner made an announcement that many of us found unbelievable. They predicted that “in five year’s time, the CMO will spend more on IT than the CIO.” Since then, we’ve seen the marketing technology (martech) landscape explode. There are now solutions to marketing problems that a few years ago we didn’t even know existed. And as the tools of our trade have become increasingly sophisticated, the costs associated with staying current have also continued to climb. So it’s no surprise that Gartner’s recent reaffirmation of their initial prediction (CMOs will spend more on tech than CIOs in 2017) passed with nary comment nor buzz.
But does the prediction hold for healthcare marketing? Are we really going to see a hospital CMO’s technology budget outpace the CIO’s technology budget?