Describing the Broadway play Hamilton as a smash hit is a huge understatement. Nonstop media coverage, standing room only, tickets being scalped for thousands of dollars — demand vastly outstrips supply.
If you happened to see the Tony Awards the other night, you saw Hamilton front and center, sweeping the night with 11 awards. Even the President and First Lady did a pitch about Hamilton during the awards show, with Obama touting, “a civics lesson kids can’t get enough of!”
Hamilton is a great example of how popular entertainment can get people engaged and excited about what otherwise may seem uninteresting. How popular entertainment call sell powerful ideas.
Hamilton is selling a great history lesson about the founding of America. As Obama put it, “in this telling, rap is the language of revolution. Hip-hop is the backbeat.” Who would have thought it??
Well, why not?! And why not apply that same open-minded thinking to selling healthcare, insurance, medical devices, and health IT?
Bottom line, your products and services exist to restore and promote health – that’s really important. Some promise small improvements, others revolutionary changes. Challenge your marketing minds to think outside-the-box (even if Legal makes you reign things in later!) and create a Hamilton level of buzz and demand about the improvements your offerings make.
Whether your campaign is powered by rap or rock, whether it uses humor or tragedy, whether it looks backwards or far into the future, you can stand out. You can get people excited about a technology or product that may otherwise seem uninteresting. Harness your creativity and imagination to deeply engage your customers and patients. Use research to make sure it works.
As Barbra Streisand put it when introducing the final Tony Award for the best musical: “Celebrate the beauty that artistry can bring into the world.”
Help your customers and the world see the beauty and artistry in the value your company provides.