The open mindedness and disciplined creativity required to visit parallel worlds is critical to your ability to deliver new and greater value to better customers lives beyond the reach of competitors. It allows you to consider that Nike (for example) might now be a competitor to your healthcare system or hospital, given that you’re both in the business of promoting better health outcomes.
Nike, by way of its FuelBand, lets you track your daily running, walking, dancing and dozens of other everyday activities. It tracks each step taken and calories burned. It then helps you set goals, see progress, stay motivated and share with others.
As a healthcare marketing professional, your industry focus means understanding its specific challenges, creating actionable initiatives based on knowing operational realities, living the nuances of your category on a daily basis. But exclusive industry focus also means that you’re not viewing the world through the lens of your customers life. And that means missed opportunities.
Thinking holistically about your healthcare patient (as a customer) and how you can better their lives beyond the reach of competitors, requires you to look beyond your category. Clearly, an understanding of direct competitor practices is important. But then venture out to examine the parallel world of other national healthcare players. And then most important to being able to see new value-creating opportunities is the examination of parallel organizations with similar characteristics and who face similar challenges to yours in completely different markets.
How can you truly better the lives of your customers, beyond just satisfying their most obvious needs? Only by seeing their (parallel) world(s) through their eyes. Asking the right set of brand, customer and company questions can help you determine where to look – to get you to that magical combination of intelligent focus and imaginative stretch.
What’s your opinion about the value of visiting parallel worlds?