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.

Element #4 - Don't Get Bullied By Your Budget

It's the six-letter word that can feel like a four-letter word: BUDGET! Planning a marketing budget can be difficult, especially if you're just getting your feet wet. But don't let your budget bully you into making poor strategy decisions for your marketing plan. Below are a few tips to help you be boss of your budget:

1. Set a budget early in the process. Once you start spending money on marketing, it's easy for expenses to snowball. Make sure you (and your team) are on the same page about your budget. Is it annual? Quarterly? Is it solely for marketing costs? Who approves expenses?

2. Shop around. Once you have an overall budget in mind, it's important to research the cost of materials. (You may want to do with while creating your initial budget figure...) Remember that design, printing and advertising costs will vary greatly. Keep in mind that many of the vendors you work with for your marketing materials could have extra fees for revisions, design work or proofreading. Try to contact at least 3 vendors for each new project to compare pricing and services.

3. Your budget is not too small. Don't get me wrong... there will be times when your budget will limit what you can do, however, doing zero marketing because of a small budget is no excuse! From social media to online printing, technology has been great for marketing; it means you have many tools available with cost-effective solutions. Don't let your budget keep you from greatness.

4. Ask a lot of questions. Marketing is a very diverse and creative field which means there are a lot of ways to do the "right" thing for your business. If you have questions, ask. There are no dumb questions! VGM is a great resource and, as always, you can contact Anna at Laboratory Marketing.

Element #3 - Always Adapt

It's officially trade show season. The VGM Heartland conference wrapped up last week and Medtrade will be here before we know it. It's no surprise that much of the buzz is about competitive bidding, audits and technology. The home care industry, especially DME, is in a time of transition that can be enough to make your head spin... 

Change can be scary, however, it is also inevitable. Instead of finding yourself frustrated, try to see each new challenge facing your company as an opportunity to adapt - and succeed! 

For example, when Medicare dictates you communicate more with patients about refills/supplies, get your team together and start brainstorming. You will come up with an idea, that idea will become a plan, that plan will become action. If your course of action doesn't accomplish your goal or meet your expectations, it just means the formula isn't quite right yet. Use your team to help identify strengths and weaknesses of the plan, readjust your actions and move forward.

Sure, that may seem too simple but remember that "simple" and "easy" are not the same thing. Simple planning strategies are what enable you to cut through the clutter of worry and stress in order to focus on overall goals, to adapt. Besides, if it were easy everyone would do it and you aren't just anybody, right??