“ The general who wins the battle makes many calculations in his temple before the battle is fought. The general who loses makes but few calculations beforehand.” – Sun Tzu, The Art of War
In the healthcare IT battle, the prepared general understands his business, his Big Idea, and value he has to offer. The strategy isn’t static, it’s dynamic. In the battle the wise leader knows how to adapt to changing battle conditions and improve his odds for victory. The smart leader knows where he’s going, knows what he’s doing based upon a solid footing.
The wise marketing leader also knows how to follow. He knows how to follow the signals and clues from the data of what his prospects and buyers are doing. Based upon this data, he adapts his marketing game plan.
If you, the wise healthcare IT marketing leader, wish to grow your business, you must follow your potential buyer’s decision journey. Your clients will show you the way. They will tell you what they want.
When you understand your buyer personas and the decision making journey they are on, your marketing connects to what the client truly wants.
The marketing leader possesses a powerful vision and a will to adapt and follow.
Both are necessary for success in marketing healthcare IT today.
Will you both lead with a compelling vision and have the wisdom to follow your clients?