The basis of the most successful strategies is not outcompeting rivals, but rather creating your own game, your own market space. This approach is especially important during turbulent times, when traditional market definitions and standards disappear.
These are the words of Gabor George Burt, over at Creating Blue Oceans – in his blog post Re-engage your childhood creativity. He reminds us of when we were kids, when we invented our own games and there was virtually no limit to what we could play and where. What if we could reignite our childhood creativity and deconstruct our realm of acquired assumptions in the process?
I think this is a particularly relevant idea in the context of healthcare. A category in which players tend to communicate product-based facts and figures (really reinforcing their points of sameness) rather than more meaningful emotional points of connection (and differentiation) that speak to audiences real interests, desires and lifestyles. Creating healthcare marketing that they actually want to consume instead of being interrupted by or completely passing by.
What George is talking about is a different kind of marketing. Which requires a different approach and a different attitude. Thinking beyond our own categories, to create our own game. Like we did when we were kids.