Hospitals, government offices, schools, and other institutions spend billions of dollars each year on computer hardware, software, supplies, and solutions. The most successful business-to-business IT providers develop specialized sales and marketing strategies for the institutional vertical markets.

Using the MCH business-to-institution database, you can target your sales and marketing efforts to the proper contacts at hundreds of thousands of big-buying organizations. In small institutions, the chief administrator is likely to have the bulk of the buying authority, or will direct your offer to the proper person in their office. In large organizations, target your efforts to the specific decision maker by name when possible.

For large market segments with many small organizations—like schools—target your direct mail efforts to those institutions that are the most likely to purchase. Your MCH representative can help you craft a targeted campaign. Conversely, in small segments with relatively lucrative potential—such as hospitals—market to every available institution.

In Hospitals, the Chief Information Officer is the key decision maker. With Government offices, you will want to focus your marketing to the Information Technology Director. In the K-12 school market, target the Computer Technology Coordinator and the Computer/Technology Director at the District level. MCH also recommends that you include the Superintendent and Principal for smaller schools and districts in your direct mail campaigns, and test them in your email efforts.

Special funding can create sudden pockets of extra demand in institutional markets. Your MCH representative can assist you in identifying organizations that most likely have special funding increases available for technology purchases.

Don’t get haywire in your information technology marketing. Contact MCH to help you gain access to key computer decision makers and increase your response rates today.

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