Getting patients “back-to-normal” faster seems to be a trendy marketing message these days.
A competitor in one of my client’s markets has seemingly blasted this message on every airwave, outdoor board and print ad available.
At first blush, it seems like a great strategy. After all, isn’t that what we’re all trying to do? Help people regain the ability to live “normal” lives again?
If I’m a provider with data to back up that claim, why wouldn’t I want to capitalize on it?
Maybe because “faster” isn’t always really better in the long term.
A recent news report says that two weeks after having a mild heart attack following an overtime victory, Michigan State Coach Mark Dantonio coached the Spartans’ game against Wisconsin from the hospital.
“Coach D was with me the entire game,” the defensive coordinator Pat Narduzzi said. “I won’t show you any of the texts, but he was texting and calling the entire game. I’ve never been on the phone so much during a game, so he was with us the entire game.”
Seriously, Narduzzi was asked, Dantonio was calling plays?
“Good God, yes!” said Narduzzi
Really? Those of you who know me personally understand that I am a huge sports fan. I get that the duties of a head coach are incredibly serious. However, I have to say that I was taken aback by this report.
Shouldn’t this coach be resting? The guy had a heart attack while coaching a game. Now he’s doing the same high-stress activity while he’s still in the hospital?
Clearly, I do not have a detailed understanding of Coach Dantonio’s case, and I am not medically qualified to judge his actions.
However, I do think I’m qualified to question the wisdom of certain messaging strategies. And Coach Dantonio’s story definitely makes me cringe a little at focusing a strategy on getting people back to normal faster.
By the way, Michigan State won the game 34-24, in case you’re wondering.
