When Experience Turns Into Complacency, Watch Out

A few days ago I was traveling with my family, en route to South America. Having logged over 2 million miles (I am “Platinum for life” on American Airlines), I know my way around airports as much as George Clooney’s character Ryan Bingham in the movie, “Up In the Air.”

Knowing that our gate was only a few feet from the Grand Hyatt at DFW where we were staying, I told my wife and kids to take their time. The trouble was, when we finally made it to security, we discovered the entrance was closed (it was 5 am). By the time we finally found an open security entrance and made into the terminal, the departure gate had changed to the opposite side of DFW.

My wife and two school-aged daughters kept up valiantly as I led the way, vaulting up the escalator to the train, then dashing through the airport until we arrived in our seats with only a couple of minutes to spare.

So, because of my vast experience and assumptions about what to expect, we almost missed our flight.

Of course, sometimes complacency leads to far more severe consequences. The Titanic’s Captain Edward John Smith is said to have ignored warnings about icebergs in part because he had never experienced any problems before during his 40-year + career. In the book, “The Checklist Manifesto,” Dr. Atul Gawande recounts many examples of disasters and near disasters in the operating room due to stupid, avoidable mistakes.

What does all this have to do with healthcare marketing?

A lot.

We meet new healthcare clients all the time who are very confident because their business, hospital or practice is doing “fine.” The trouble is, once we look a little deeper, at least half of them turn out to be wrong.

For example, almost every day we get a call from a hospital, group or practice that has been taking its referring doctor base for granted, but now is suffering from defections due to new competitors, mergers and/or alliances.

Worse, big problems like those are typically very difficult to fix after the fact.

So today, stop and take a few minutes to identify where YOU might be overly complacent because of your past successes.

Are you taking care of doctors who refer to you? Are your new patient counts going in the right direction? Are you wasting significant portions of your marketing budget? Are serious new competitors emerging? Are you vulnerable to broader changes in healthcare reimbursement?

By doing some homework and being proactive rather than reactive, you have a much greater chance of ongoing success, now and in the future.

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