Business Strategy: Line-of-Business Funding and Shadow IT in the CEMA Health Vertical: Making a Blurry Picture ClearLine-of-business managers across the CEMA region increasingly often help to lead the deployment of IT solutions and dedicate part of their internal budgets to IT. However, the pace of this development is not uniform across all verticals. IT vendors must understand the differences between healthcare and other verticals in the region in order to push their offerings successfully to this vertical. This study examines the trend of LoB funding in healthcare, points out the difference between healthcare and overall market trends, and explains the key differences. It concludes with actionable guidance, which should help sales and marketing vendor managers to understand their audience better and structure their message accordingly.