Please login to the form below

Should there be a punishment?

I mean for people who use the word innovation willy-nilly.

Is it just us here at P&P, or has the word lost its meaning? Dictionaries define it as a new idea or method. Something invented.

To us, it seems the word improvement has been exchanged for the word innovation. It has become an over-promise. Only last week, we had a conversation with an organisation trying to sell us their latest innovation. We let them through the door excited to hear about something genuinely new, we listened keenly and were disappointed to be told about improvements, not innovations. Now the three of them are chained to a bench in the shopping centre here in Tunbridge Wells – punishment enough we reckon.

Robert J Gordon gave a TED talk: “The death of innovation, the end of growth” in 2013, in which he discussed the fact that real innovation is going from the motorcar to the jet engine, thereby changing the transport sector forever by creating new value.

He also makes the point that merely adding features does not ultimately do much for an economy and is, therefore, not an innovation. It results in commoditisation as market competitors out-trump one another with new features and competitive pricing. To charge a higher price and create new wealth, we must increase the value we impart.

Perhaps the toughest challenge we face as a communications agency is helping our clients who are truly innovative to assert the difference that they make. For example, allowing dentists to broaden their capabilities, accessing a larger patient population and, as a result helping a community to live their lives with a greater sense of self well-being helps to add value.

The difference is that the purpose is pure. The why they’ve done it has taken precedence over the how and the what (credit to Simon Sinek). It empowers people to buy into the values of the business; the product or service that they purchase is merely a byproduct of that.

It’s a good thing, ensuring that the value proposition behind a brand is well communicated gives us, as marketers, a purpose and something to always aim towards.

Author: Stephen Page

2nd September 2019

Share

Tags

Company Details

Page & Page and Partners

+44 (0)20 8617 8250

Contact Website

Address:
The Ministry
79-81 Borough Road
London
SE1 1DN
United Kingdom

Latest content on this profile

The power of communication: Engaging diverse groups in healthcare
Humans are diverse and communications to engage us need to be inclusive. It’s no longer about talking to a group, a cohort or an imagined section of society - especially in healthcare. Communication and the strategy behind it needs to be more personal to ensure that people – whoever they are – feel valued and respected.
Page & Page and Partners
Rediscovering the human touch in healthcare
The landscape of our healthcare system is ever evolving. But it is under threat from the diminishing time allowances our healthcare professionals have to spend with each patient. With little sign of these issues easing, we are at risk of seeing the human touch disappear from healthcare, we must find a way to empower HCPs to deliver supportive and compassionate care in an increasingly bureaucratic system.
Page & Page and Partners
Remote Patient Monitoring
The COVID-19 pandemic has brought into sharp focus the need to harness and leverage digital tools and technology for remote patient monitoring (RPM). With the onset of lockdown, and a sense of unease when visiting conventional clinical settings, we’ve seen a need for more robust disease detection and monitoring of individual and population health, which could be aided by wearable sensors and at-home devices.
Page & Page and Partners
The power of communication: Engaging diverse groups in healthcare
Humans are diverse and communications to engage us need to be inclusive. It’s no longer about talking to a group, a cohort or an imagined section of society - especially in healthcare. Communication and the strategy behind it needs to be more personal to ensure that people – whoever they are – feel valued and respected.
Page & Page and Partners
How a design mindset can lead to better medical outcomes
By adopting a design philosophy, healthcare companies can develop communications that allow healthcare professionals (HCPs) to better meet the needs of their patients. Imaginatively designed content combined with patient insights can deliver campaigns that inspire behaviour change.
Page & Page and Partners
How to design better medical outcomes: Combining patient insights and empathetic design
By adopting a design-led, solutions-based approach to communications, companies can help healthcare professionals (HCPs) to better meet the needs of their patients through their communications. While now may not feel like the right time to overhaul communication strategies, in the race for relevance healthcare companies must adapt or risk being left behind.
Page & Page and Partners