It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” – Charles Darwin

Change in our lifetimes is inevitable. With three children going in three different directions – I experience change everyday.  Generation Y, the generation of my children, accepts change very easily. They are multitaskers and they adapt and move on.  The baby boomer generation does not.  What about change when it comes to health care and technology?

My son sprained his wrist a few months back.  We went to see an orthopedic surgeon who had some xrays performed, Within minutes the films were sent to the physician’s ipad and we were able to view them on his screen!  What a change from 5 years ago.

I read an article the other morning that commented in the fact that less and less patients are going to see their doctors when they need to.  Rising costs in health care, lower income levels and reduced spending rates can all attribute to this change in attitude. This means lower revenues for physicians, and hospitals.

What can you do to combat these reduced dollars? Collaboration and strategy are the key words.   In order to meet the changing environment, hospitals and practices must learn to collaborate with marketing departments, combining resources when they can.  A unified approach and combined effort makes a marketing message more powerful and more concise.  Make the website the hub of your marketing efforts, and drive your patients back to your website for more information. The physician needs to be the expert.  Develop a communications strategy with someone who understands change, knows what changes will be happening in the next 12 months and can develop a plan to best drive your message to the right people in this ever changing environment.

Most importantly, embrace change and understand the benefits it can bring to you.

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