No matter what industry you work in, you have likely heard the old business cliché, “underpromise and overdeliver.” Speaking from the perspective of a new business development executive, I know it can be quite challenging to grow new business by underselling a product or company. I understand the notion of overdelivering, for it is essential for repeat business from current clients and customers. But I question the concept of underpromising. Especially when it comes to healthcare marketing: How will underpromising attract new patients?
Instead of underpromising and overdelivering, why don’t we just promise and deliver? Let’s do exactly what we say we’re going to do. In a world where trust and credibility are becoming increasingly difficult to come by, simply delivering what one promises should be more than sufficient. And trust is such an important part of the healthcare decision-making process that we can’t afford to risk losing even one drop of it. Logically, if we are going to err on one side, let’s give more than what we said we would. But let’s not sell ourselves short by underpromising.
Business and healthcare are both about keeping promises. A promise is a personal assurance that you will do what you say you will, and it is backed up by your word and trustworthiness. A promise is only as credible as the person giving it. Keep your word. Promise and deliver.