The Coffey Blog

5 great summer reads for healthcare marketers (2016 edition)

Posted on: Tuesday, July 5, 2016

About this same time last year, we offered up some summer inspiration in the way of books worth reading.

We're back again with new recommendations. Here are 5 proven winners in our book. They've inspired us to think more deeply about our work, goals, strengths and mission. There are some great ideas here that we're happy to share.

1. The Five Most Important Questions You Will Ever Ask About Your Organization

This short but powerful book claims the way to excellence is through an honest self-assessment of your organization.

The 5 questions: What is our mission? Who is our customer? What does the customer value? What are our results? What is our plan?

In this book by the late Peter Drucker—the father of modern management theory—each question is elaborated on by a business thought leader. Each question has its own chapter. This provides good structure if you decide to read this book as a team, which the Coffey managers did last fall. It's the kind of book that will stay with you—especially the sections about results and planning—and inspire you to set meaningful goals.

2. The 4 Disciplines of Execution: Achieving Your Wildly Important Goals

We all want to get more done, right? This book has been a blueprint for organizations that want to move out of urgent day-to-day survival (the "whirlwind") and take on WIGs (Wildly Important Goals) to achieve growth and move their businesses forward.

For those who are thinking, "I'll take on as many goals as possible and move them each forward," this book will shake up that notion. You must be able to say no to good ideas to truly focus on the wildly important. This book also has good online materials to support and reinforce these ideas.

3. Thanks for the Feedback: The Science and Art of Receiving Feedback Well

Who likes to get feedback, really? We all like the good stuff—the praise and gold stars—but what about the meaningful critical feedback that will improve our performance? And how about when we need to give constructive criticism? Do we stumble and search for the words to get the point across without doing harm?

This book operates off some key assumptions: All of us need feedback—and receiving and giving it well is a skill that can be learned. With many helpful tips and takeaways, this book offers both new ideas and reminders of good practices in the workplace. Some of our favorites: Come to the table without all the answers, ask open-ended questions and listen to understand.

4. First, Break All the Rules: What the World's Greatest Managers Do Differently

If you're a healthcare marketer who also manages a team, you'll be interested in this book's insights. Based on an in-depth, long-running Gallup study of more than 80,000 managers, the book was recently re-released with updated research.

It can help you understand how to better capitalize on the unique strengths of individuals—and get the best performance out of your team. At the core of the book is Gallup's StrengthsFinder assessment, which reveals 34 natural talents. The new edition of First, Break All the Rules includes a code to access the test online, so you can discover your unique strengths too.

5. The Patient Will See You Now: The Future of Medicine Is in Your Hands

Did you attend SHSMD 2014 in San Diego? If so, you probably saw keynote speaker Eric Topol, MD, command the main ballroom's attention using fascinating statistics and predictions, generating anticipation for his book, which was later released in 2015.

Not everyone may share Dr. Topol's vision of what the future of medicine will look like. But there's no denying where we see consumers headed more and more often to manage their lives: their smartphones—where they desire a much higher level of control. At times it may seem that Dr. Topol is overstating his case or is too ahead of reality. But it is hard to argue with the underlying premise that healthcare belongs to the individual. Whatever small steps can be taken to achieve that is part of what will make the future truly patient-centric.

Related posts

5 lessons Thomas Jefferson can teach us about healthcare marketing
Put patients first: 3 ideas from the 2016 Forum for Healthcare Strategists' summit
5 great summer reads for healthcare marketers (2015 edition)