By Jessica Raymond
“Change is inevitable, change will always happen, but you have to apply direction to change, and that’s when it’s progress.”
No matter the industry, global changes challenge us daily. Whether it is the next economic collapse or a new international health crisis, society needs to be prepared for these changes and react accordingly. When it comes to the complexity of healthcare marketing, this could not be truer and this is when marketing and change management become vital. The field of healthcare marketing is forever dynamic, changing as easily as the breeze, but when major events occur in our lives (whether they be positive or negative), sufficient and thoughtful action must take place immediately.
Although change is constant in every field, healthcare marketers have the duty to address the challenge of any changes in markets and consumers’ behaviors, because healthcare marketing supports the changes needed for healthier populations. Healthcare marketers are the ones that have the (albeit difficult) flexibility to truly think on their feet and make changes as deemed necessary, as lives can be at stake.
When faced with a problem, healthcare professionals have the difficult task of having to personally distance themselves from these emergencies while still working to serve and protect the greater public. Healthcare marketers on the other hand also have a difficult although different challenge of having to take an immensely personal approach, taking a step back and addressing any issues that may arise within the audience that they cater to. Again, this is true for both positive and negative changes in the daily environment: sometimes reacting to a positive event can be more difficult than a negative one. However, considering the current times that we are living in, addressing these changes appropriately and timely is important as ever.
Of course, there are an infinite number of moving pieces in a healthcare business’s success, but marketing is the seesaw that truly leverages a company’s ultimate success. Ensuring a company’s success through an economic boom is “easy”, but it’s when the ground is collapsing, and sweaty brows appear that is when marketing efforts matter most. When there is a downturn in the economy, a company may decide to, for example, lower spending on certain aspects or rearrange investments. Marketers must react to these cadences, taking the role of fortune teller to decide whether these patterns will continue or not.
There are many reasons why change management is the top skill when it comes to marketing. At the end of the day, when it comes to healthcare, the future will always be challenging to navigate but being able to have a proactive marketing department in your corner that holds that crystal ball can make all the difference when the sky turns a tumultuous gray.