Monday Motivation | 3

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The Marriage of Art & Science

"Stop thinking about what you want and start thinking about what people need."
  [design by ilovedust]

During my junior year of college, it was an advertising professor who first told me that marketing was both a science and an art — and those words have proven to be true in each new project I encounter. Combining linear scientific logic with creatively analytic brainstorming is the formula for a marketing sweet spot.

The science aspect of marketing is about the quantifiable process. It involves analyzing the measurable details to draw logical conclusions: 

• What is your marketing goal?
• Who are you trying to reach with your message?
• What is your budget and/or timeline?
• What tools are available to you?
• Does my plan conform to Medicare guidelines?

The art aspect is about the intangible, gut feelings in marketing. Being able to understand how your customers think and feel is important for motivating a call-to-action:

• What does your patient want?
• What does your referral source want?
• How can you make your company "easy to use?"
• Who do you need on your marketing team?
• Can I get my staff to participate?

Are You Going to Medtrade?

Summer may just be get started but, believe it or not, early registration for Medtrade 2012 opened yesterday! Medtrade is a great place to connect with the entire HME community and, every year I attend, I leave feeling re-energized about the work that we do. 

This year I am particularly excited because I am a presenter and will be speaking about marketing during the educational conference!

So make your plans early... and come meet me at Medtrade in October. Don't forget to let me know if you're planning to be there or be square.

Monday Motivation | 2

#mondaymotivation

Good Design Principles Meet Durable Medical Equipment

Today I was reading about Dieter Rams: a legendary industrial designer who has inspired countless creative professionals. Though his body of work focuses mainly on consumer electronics, his messages of functionality, organization and simplicity certainly apply to modern day branding and customer service in the HME world.  Take a look at Dieter's 10 Principles for Good Design above. Now replace the words "good design" with "a successful DME provider." Kind of makes sense doesn't it? Get more inspiration from Dieter; read his speech here.

Monday Motivation | 1

#mondaymotivation

Why 'Playing It Safe' Isn't So Safe

Though this was a guest post on a blog about "life after college," I read an article this morning that I couldn't help but share: Why Successful People Are Crazy — and You Should Be Too — by Eric Lunsford

The HME world isn't exactly the target audience, this is exactly the kind of energy we can benefit from. Here's an excerpt:

Crazy is different. Crazy makes a difference.

And that’s exactly why the people who truly succeed in life choose to be crazy. Those that don’t take chances are stuck. Stuck in a life they don’t enjoy – waiting for the day their dreams magically come true.

Not. Going. To. Happen.

Not without crazy choices at least.

Take a minute to think:

• If Ben Franklin didn’t have the “crazy” idea for Night Riders to deliver mail between colonies at night, the mail system we have now may not exist. In fact, the entire fate of the American Revolution may have been different.

• If Richard Branson didn’t make the “crazy” choice to sign the (at the time) unwanted band the Sex Pistols, he may have never grown to the position he is at now with over 400 Virgin companies affecting the entire globe in more industries than you can count.

• If Yvon Chouinard didn’t go on the “crazy” 6 month trip to Patagonia his friend recommended, we likely would not have the brand Patagonia or any of the environmental initiatives we have today created by him and his employees.

Think about what "crazy" might mean for home health care: Not waiting around to see what may or may not happen with competitive bidding. Taking control of the way we communicate with patients and partners in care. Doing the right thing. Trying new marketing strategies. Embracing new technology. Incorporating fun into the day-to-day routines. 

There isn't any good reason I can think of to leave this kind of motivation to the recent college grads of the world. It is easy – especially when it comes to marketing and branding – to get stuck in a rut or be wary of not following the pack. Today, challenge yourself to be a little crazy, to think outside the box. What did you come up with? Did you solve a problem? Have a new idea? Let me know! Leave a comment or shoot me an email.