Lessons from the Field – 3 Why Questions for Clarifying Healthcare Provider & Vendor Business Decisions

 

Image by Tumisu from Pixabay

I think a critical set of questions is left out of most healthcare provider and vendor business and marketing decisions. We all do our business, marketing, and strategic plans, trying our best to divine where the healthcare business environment is headed. Providers and vendors attempt to account for technological, care, regulatory, reimbursement, patient choice decisions, and unexpected innovation that disrupts an industry segment. We eye our competitors for weakness or emulate in some way.

Sometimes we take a strategic decision or take a marketing action simply because Modern Healthcare says so, attended a conference, seminar, or webinar, or a competitor took an unexpected direction and decided you needed to do that too. It could very well be because the CEO said so.

Often, we overlook asking the most basic of questions in all of our thinking and analysis, missing answers of strategic importance. While on paper and in our minds, it is all achievable, often, when things go off the rails in one or two parts of the plan, we scratch our heads in wonder with a perplexed look.

Why?

Because during the development of our strategies and plans, we didn't ask the fundamental question. The place for those questions is at the very beginning, not the middle, or the end of the process.

The 3 Whys Thinking Routine.

Image by Ross Mann from Pixabay

From what I have seen, I think it behooves us to begin using the three why's techniques before we embark on a new program or service.

Simply put, the three whys are an approach in clarifying the reasons for proceeding. The point is to quickly and efficiently vet the idea, program, or service before engaging organizational resources- time, staff, and budget developing a full-speed-ahead plan.

Speed kills.

It's one thing to have a clear and concise rationale for committing organizational resources in a rapidly evolving healthcare ecosystem. It is irrational to go full-speed-ahead when the stakes of survival are high without understanding the why.

Simplicity today can pay off big tomorrow.

It's not a coincidence that "why?" is a very simple question. It's an essential realization of the need to go a few layers deeper before doing important things. Whether it's expanding a service, adding new features, or creating a future business, clarity of thought is mission-critical. In case you're thinking, "cool, I can just ask why three times," you've got it wrong.   It does require some effort, consideration, and thought on your part. Honesty in answering doesn't hurt either—the first why question leads to a clarifying second why, then to the third clarifying why.

Image by Free-Photos from Pixabay

The three whys you should always ask.

·         Why do the program or service? 

·         Why might it matter to the market? 

·         Why your provider or vendor enterprise now?

Try the 3 Whys the next time you're thinking of making a big decision taking the time to explore a little deeper to see if you should continue moving forward or if you need to start from scratch. It may save you a lot of time, money, and headaches in the future.

Michael is a healthcare business, marketing, communications strategist, and thought leader. As an internationally followed healthcare strategy blogger, his blog, Healthcare Marketing Matters, is read in 52 countries and is listed on the 100 Top Healthcare Marketing Blogs & Websites ranked at No. 3 on the list by Feedspot.com. Michael is a Life Fellow American College of Healthcare Executives. An influencer in healthcare marketing strategy, communications, digital marketing, and social media, Michael is in the top 10 percent of social media experts nationwide. For inquiries regarding strategic consulting engagements, you can email me at michael@themichaeljgroup.com. 

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The opinions expressed are my own.