So I’ve been captivated by the ad industry (all encompassing) for some time now. I suppose it all started last summer when I finally got into Mad Men. Then some serendipitous happenstances occurred at work which allowed me to spend a good bit of my time with our in-house agency. They produce amazing stuff. It’s been awesome.

Mostly because it allowed demanded creativity in an industry that doesn’t always support creativity–which was good for me because I consider myself creative. It’s also exposed me to new thinking–which is good for anyone, anywhere.

Healthcare people may not believe this, but ad agencies have big problems, too. Payment models are antiquating. Creating ads today is nothing like it was ten years ago, let alone yesterday. There are upstart, nimble competitors willing to do the work for less. The skill-mix of their workforce does not match the work output being demanded.

And it’s inspiring because these people are trying to figure it out. They’re going to work every day and just trying to find what works. From what I can tell I don’t think anyone is particularly pompous about it. It’s just what they do. The world of advertising has changed drastically. And they are adjusting.

It reminds me of healthcare (except the adjustment is on a much slower pace). Especially the lesson Edward Boches shares here: today’s “creative” must understand the capabilities of the technology. One needs to understand what technology can do before one can imagine how best to leverage that technology in a creative format. The idea without the technology is no good. Neither is the technology without the idea.

The complexity of healthcare, medicine, and its delivery means that one who wishes to bring creative solutions to healthcare delivery problems needs to understand the technology. 

All this to say that healthcare needs creativity now more than ever. I’m convinced of it more so with every ACO, meaningful use, and clinical integration article I read. For the kindred souls out there: the opportunities are waiting. Stop waiting on them. Understand the technology. Get yourself into a role where you can make a difference. Do it.

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