Kate McCarthy, Senior Analyst at Forrester Research, walks us through several key ways in which health IT vendors may be failing to market effectively, starting with her recently published brief that describes the innovation at HIMSS that was happening by newer vendors in the basement. She also details why vendors need to understand their customers better, the need to fail faster with new technologies, the benefits of getting less expensive and less complicated, and how the worst thing we can do is to keep doing everything the way we’ve done them in the past. Her viewpoint from atop the industry will keep you captivated and provide valuable lessons. See full show notes at bit.ly/hitpodcast43.