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Who buys telehealth and virtual care technology in a health system?

Also called: Telehealth Buyer Persona, VP of virtual care, telehealth director

A virtual care leader is the executive or director who runs a health system's telehealth and digital care programs, such as video visits, remote patient monitoring and virtual nursing, often with a title like VP of virtual care or director of telehealth.

By John Britton, VP of Marketing, MedicalProspects · Updated November 4, 2026 · Buyers & Committees

Why it matters for healthcare sales and marketing

Virtual care spans clinical, IT and operations teams, so ownership varies. In many systems a dedicated leader now owns the strategy and budget for telehealth platforms, remote monitoring and virtual nursing, and is the first person a vendor needs to reach.

How it works

  • Typical titles: VP or director of virtual care, telehealth medical director, director of digital health.
  • Often report to: the COO, chief digital officer or CMO.
  • Work with: IT for integration, clinical leaders for workflow, and revenue cycle for billing.
Virtual care leader at the center, working with IT, clinical leaders and revenue cycle teams.
Virtual care leaders own the program and work across IT, clinical and revenue cycle teams.

Example

Illustrative scenario. A remote patient monitoring company targets virtual care directors at health systems with heart failure programs, and brings in revenue cycle leaders to discuss billing for monitoring services.

Common mistakes

  • Pitching only IT. Virtual care leaders own the program and outcomes.
  • Ignoring billing. Revenue cycle teams decide whether programs pay for themselves.
  • Assuming one title. Search several virtual care and digital health titles.

Related terms

  • Hospital C-SuiteThe hospital C-suite is the senior executive team of a hospital or health system, typically the CEO, CFO, COO, CIO, chief medical officer (CMO) and chief nursing officer (CNO), who approve major budgets and strategy.
  • Electronic Health Record (EHR)An electronic health record (EHR) is the digital system a hospital or practice uses for patient charts, orders, documentation and billing. Products that integrate with the EHR are usually evaluated by IT, clinical informatics and the departments that use them.
  • Revenue Cycle Management (RCM)Revenue cycle management (RCM) is the process healthcare organizations use to get paid for care, from patient registration and insurance checks through coding, claims, denials and collections.
  • Technographic DataTechnographic data describes the technology an organization uses, such as a hospital's EHR, imaging, revenue cycle and ERP systems. Healthcare sales teams use it to find accounts that run a competitor's product or a platform their own product works with.

Put it to work

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