Is Internal Design Ideation the Key to Answering Today’s Healthcare Challenges?

John Marzano

For decades, hospital leaders have struggled with the question: “How does the industry do better on behalf of its customers?” For one health system CEO, the answer might lie in a bold new approach to bridge healthcare strategy and operations. John Marzano, in a new article, describes the scenario like this:

“As a former chief marketing officer of a large health system, I am cornered by the chair of neurosurgery, who is a god in the eyes of many.

“He has a complaint. While busy doing brain surgery every day and driving big revenue for the organization, he says the marketing department refuses to provide additional marketing support to him and the practice.

“So my first question anytime a physician asks for marketing support is, ‘Doctor, what’s your office capacity to take on more business?’

“’Well,’ he says, while buffing the proverbial badge of honor, ‘I have a four-month waiting list. Patients are lined up to see me because of who I am.’

“My quick retort is: ‘Not anymore. If your competitors match your quality, patients in need of brain surgery will not and should not be expected to wait. You don’t have any capacity, doctor. If I provide more marketing support, I will hurt your practice. You need to fix your office.’

“Welcome to the Twilight Zone of healthcare strategy and clinical operations.

“For as long as I can remember, marketing healthcare services has been at the mercy of operations delivering on the promise. A terrible experience will ruin a good marketing strategy. Conversely, good marketing will destroy that poor service.

“Why not open new doors and take another perspective from business and industry?”

In our newest article, you’ll discover insights from a health system CEO who believes internal design ideation can help break open the silos of strategy and operations and address the most pressing challenges facing the industry today.

Read the full article here: Internal Design Ideation Can Finally Break Open the Silos of Strategy and Operations

Best regards,
Matt Humphrey
President