Enquirer Consulting Group

Alloy Digital Buyer Map

Christopher Story | Alloy Digital | October 2026

As of 16 Oct 2026

Alloy Digital designs and builds custom digital products with a behavioral design approach: digital strategy, websites, apps, custom software, AI and machine learning, and search.

This page maps the kinds of organizations that buy that work, how many of them there are, and who usually signs off inside each one.

Where the buyers sit

Organizations that commission custom websites, apps and software, grouped the way your own work pages group them. Counts are firms, banded on purpose.

GroupOrganizations in the USUnder 20 staff20 to 99100 to 499500 or more
Insurance carriersabout 6,100about 4,900about 470about 310about 420
Colleges and universitiesabout 2,500about 890about 380about 480about 740
Hospitals and health systemsabout 3,100about 360about 250about 1,200about 1,300
Food and beverage manufacturersabout 37,000about 28,000about 6,500about 1,700about 770
Electric utilitiesabout 2,400about 1,300about 690about 270about 140
Tourism boards, airports and public agenciesno clean public count

US firm counts by industry code, banded deliberately.

Who usually signs off

The person who signs and the people who shape the brief before it reaches them.

GroupUsually signsShapes the brief
Insurance carriersChief Marketing Officer or VP of DigitalDirector of Digital Experience, Head of Product
Colleges and universitiesVice President of Marketing and Communications, CIODirector of Web Services, Enrollment Marketing Director
Hospitals and health systemsChief Marketing Officer, CIODirector of Digital Strategy, Patient Experience Director
Food and beverage manufacturersVP of MarketingBrand Director, E-commerce Manager, IT Director
Electric utilitiesVP of Customer Experience, CIODirector of Digital Channels, Communications Director
Tourism boards, airports and public agenciesExecutive Director or Director of MarketingCommunications Manager, procurement office

What each group tends to buy first

GroupCommon first project
Insurance carriersPolicyholder portal or quote journey redesign, accessible design for older users
Colleges and universitiesMain site rebuild on a modern content platform, enrollment journeys
Hospitals and health systemsPatient-facing site and app, find-a-doctor and scheduling flows
Food and beverage manufacturersBrand site, product finder, direct ordering
Electric utilitiesCustomer self-service app, outage and billing journeys
Tourism boards, airports and public agenciesVisitor content and search strategy, traveler information apps

How the decision usually runs

In most of these groups marketing owns the brief and the budget for a website or content program, while IT signs off on anything that touches customer data, security or existing systems. Custom software and apps usually need both.

Insurers, health systems and utilities add a compliance or security review before contract. Universities often run a committee across marketing, admissions and IT.

Public agencies, airports and tourism boards usually buy through a published request for proposal, so being known to the marketing director before the bid opens matters more than the pitch itself.

Ten people to start with

The people who usually sign at the groups above, one a company. Work emails and phone numbers checked on Oct 16, 2026.

NameRoleCompanyWhereEmailPhone
Karsten Russell-WoodChief Marketing OfficerEquum MedicalNew Yorkkarsten.russell-wood@equummedical.com+1 410 409 7376
Pinkesh ShahChief Marketing OfficerInstitute of Product LeadershipHouston, TX+1 248 390 7263
Laura WakelamChief Marketing OfficerDaniels HealthChicago, ILlwakelam@danielshealth.com+1 312 965 8149
Lisa PerryFractional Chief Marketing OfficerYosi HealthLos Angeles, CA+1 310 230 7807
Randy ClunanChief Marketing OfficerAltior HealthcareScottsdale, AZrclunan@altiorhealthcare.com+1 228 238 4059
Christina FlemingChief Marketing OfficerNational Health Care AssociatesNew York+1 901 262 1562
Lisa TreatChief Marketing OfficerNational Registry of Emergency Medical TechniciansAnn Arbor, MIltreat@nremt.org+1 734 358 1450
Chris LaneChief Marketing OfficerAR KitchenSan Francisco, CAchris@arkitchen.com+1 408 458 6100
Patrick TrinseyChief Marketing OfficerReliance MatrixPhiladelphia, PApatrick.trinsey@reliancematrix.com+1 267 566 9174
Jennifer HertzogVice President of Marketing and Business Development MidatlanticMarquis Health Consulting ServicesBrick, NJjhertzog@mqshealth.com+1 215 219 6427

Where to start

Send each group the matching case study

Your work pages already show tourism content and search strategy, an inclusive redesign for an insurer, and an app for aircraft owners. Each one speaks directly to a group above, so outreach to that group can open with the story that already fits it.

Lead marketing leaders with behavioral design

Your site puts behavioral science at the center of every product. For a marketing leader measured on conversions, a short read of where their own site or app loses people is a stronger first touch than a capabilities list.

Use your published thinking as the door opener

Your articles on the shift away from traditional content platforms and on how AI is changing search land with web and digital directors at universities and health systems facing a platform refresh. Sharing the relevant piece starts a conversation without a hard ask.

Built from public federal registries and the company's own website, counts banded deliberately.

If a walk-through is useful, pick a time at cal.com/ecg.

Prepared by Ben Beattie, ben@enquirerconsulting.com.