Anticipating the Future: Surviving Seismic Shift and Healthcare Reformation

seismic shiftI had to look up the provenance for: “Life is what happens to you while you’re busy making other plans.” The attribution—so says GoodReads.com—is Allen Saunders, American writer, journalist and cartoonist…from 1957.

And, while the reformation of healthcare continues at a lightening pace, it’s a timely planning reminder for medical marketing to consider how things are changing. Specifically, you need to create a business and marketing plan that takes into account both national trends and the players in your marketplace.

Here’s a real-world reminder that, like healthcare, the nation’s economy continues to shift seismically. You probably saw one of many news reports when the venerable Chicago Sun-Times dismissed its staff of two-dozen photographers…and began iPhone photo training for reporters.

It was a painful story of change on many fronts. For one, it was a reminder that the recession was not just about the housing market crash. As many businesses struggle to survive, they pull back on expenses. And in this example, technology was helping make many jobs and industries obsolete. And, looking deeper, the shift appears to be supporting their online presence, with more video and less print.

For the Chicago Sun-Times, being venerable is no insulation to how the Internet has relentlessly been eroding the ink-on-paper newspaper biz. (An inevitable transformation that the industry ignored or denied until it was well underway.)

When I was an undergrad at Ohio State, I happened to work at a newspaper. At the time, I wrote an extra credit paper for my Marketing 101 professor on the eventual demise of newspapers. It was predictable even many years ago.

For marketing planners, anticipating the future isn’t easy, in fact, you might be wrong about some things. But nevertheless, change is certain, and making plans without looking ahead will be fatal to some. And even if your predictions aren’t 100 percent accurate, looking over the immediate horizon will put you among the few survivors…and ahead of the competition.

Stewart Gandolf, MBA

Stewart Gandolf
Chief Executive Officer & Creative Director at Healthcare Success
Over the years Stewart has personally marketed and consulted for over 1,457 healthcare clients, ranging from private practices to multi-billion dollar corporations. Additionally, he has marketed a variety of America’s leading companies, including Citicorp, J. Walter Thompson, Grubb & Ellis, Bally Total Fitness, Wells Fargo and Chase Manhattan. Stewart co-founded our company, and today acts as Chief Executive Officer and Creative Director. He is also a frequent author and speaker on the topic of healthcare marketing. His personal accomplishments are supported by a loving wife and two beautiful daughters.

Comments

Continue

Your proposal will include:



Competitor Intel

Recommendations

Our Pricing

...and much more!

“Despite practicing in a hyper-competitive market, our new-patient counts are double what they were for the same time period last year. Hiring Healthcare Success was one of the best business decisions I have ever made.”


– Jonathan Calure, MD