The Next Normal
2021 Health Trends
Leadership teams around the world are placing their best bets on what’s next. The recency and level of disruption caused by the novel coronavirus varies country by country, region by region, even city by city. Mitigation and empathy are the two primary strategies being readied across the industry.
Organizations learned what mitigation looked like when they had to change channels and strategies in hours and days. Now, they’re working to have those shifts at the ready with electronic source and data capture in use and ready to scale on the clinical side, and digital engagement in use and ready to scale in commercial. Empathy, though, leverages newer capabilities, built on proven behavioral science to understand how best to connect with people in every stage of change.
Critical Question
How do we best ready our teams to be effective and efficient within whatever change — good or bad — stands to be the next normal?
Sparks for The Next Normal
75%: As countries and regions look at the possibilities of second (or even third) shutdowns, 75% of Canadians say they’re in favor of quick decisions on those actions. The potential for dramatic resurgence in disease and long lines for testing have leaders in companies and countries looking hard at all options.
— Ipsos, 2020
30 years: Three decades of social psychology have shown us that people and professionals are motivated in very predictable ways: as promoters (goals, hopes, aspirations) or preventers (security, duty, certainty). That wiring is greatly impacted in moments of change and uncertainty. Mapping the amount of change and uncertainty in a particular area or region can give us incredible cues into how to communicate most effectively there.
— Why We Resist, 2019
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