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Great Ideas: The Systematic Road from Inspiration to Reward for Healthcare Marketing & Advertising

By Stewart Gandolf, Chief Executive Officer

idea bulb inspirationCreative new ideas are the fuel of healthcare marketing success, and in all modesty, we come up with new ideas all the time. It’s our business. What’s more, our clients—physicians, hospitals, dentists, medical groups, pharma/device executives, surgeons and healthcare providers and organizations—tend to be leaders in their field and pretty smart people.

Typical of these “idea people” are doctors who are inventors, communications professionals who are futurists and thinkers, and we know many group practice executives who are exceptional entrepreneurs.

But inspiration does not assure success. Translating a breakthrough-marketing concept, for example, into tactics that successfully deliver new business do not happen automatically.

Some “idea people”—doctors are a good example—are exceptionally busy, and still others are creative souls who dart to the next great idea before the original idea takes root. And then there are the great ideas that require nurturing before selling the new concept to the boss.

In short, getting from “idea” to “reward” requires a systematic process. Business Coach Marla Tabaka wrapped this problem and solution into a great article recently titled, How to Execute Great Ideas.

Whether an entrepreneur, provider, inventor, futurist-thinker or healthcare marketing executive, we can all use this practical formula. Here’s a quick summary of Coach Marla’s six-step advice about great ideas:

- Get them out of your head and onto paper. Sort them out, prioritize and work through one idea.

- Examine and Expand. Ask “what if” questions to develop the concept and what’s needed to make it work.

- Compare your idea or strategy to your vision and mission statements. Does this idea take you where you want to go, or is it a detour?

- Apply the S.W.O.T analysis steps. What are the Strengths, Weaknesses, Opportunities and Threats?

- Look at latest trends. Where does the new idea fit as different and/or better?

- Brainstorm with friends and peers. Ask creative and strategic people to work with you.

You’ll want to read the full article at INC.com. And on that last point about brainstorming…our creative and strategic people would love to hear from you. Let’s think together.

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