In September of 1997 Apple Computer began their “Think Different” ad campaign that celebrated historical and contemporary persons who had dared to think differently and because they were willing to do so, they had a major impact on the world. Apple’s “Think Different” slogan imbued their culture and resulted in entirely new consumer oriented products like iPods, iPads and iPhones. Thinking different enabled Apple to change from a company that was narrowly focused on building computers to a much broader product line that has made it a great financial success and one of the world’s most admired companies.
Apple’s “Think Different” slogan is especially applicable to our field where we need to assess our role within the healthcare community. The field of medical technology is changing rapidly and the question each of us has to ask is; will we be a part of that change, or will we be left behind? We have already seen the impact of interconnectivity and the changing relationship between in-house biomedical programs and their Information Technology departments. Throughout that transition, we have seen an increase in the status of Information Technology while the status of Biomedical Programs has either declined or remain unchanged. On the consumer level, companies like Google and Apple are developing products and applications that will enable patients to stream vital signs and other data directly to physicians and hospitals. Most biomedical departments will not be involved in implementing these changes. With each increase in technology, in-house departments seem to be less relevant because rather than “Think Different”, they remain steadfast in their thinking and continue talking about PM completion rates, the number of devices they service and how much money they have saved their hospital.
We just do not seem to want to change. Year after year, we make the same old complaints about not being involved in equipment purchasing decisions, or how companies refuse to provide us with service data and parts. We argue endlessly about how much money we could save our hospitals by servicing MRI, or CT-Scanners. We are stuck in a mental rut that suggests that the only way to improve our recognition in the C-Suite is to demonstrate out financial value in terms of dollar savings.
While some departments do not seem to want change, others have been acting as if they are waiting for organizations like the Joint Commission or the FDA to make a magical decree that we must be declared relevant and that C-Suites and Medical staffs must include us in all deliberations and decisions relating to medical devices and technology. While we have been waiting for this magical decree, we are watching new technologies evolve and leave us further behind. With each change in technology, we are becoming less relevant. If this continues we will eventually be consigned to the role of a forgotten minor repair shop somewhere in the basement.
Apple’s “Think Different” ad saluted the crazy ones, misfits, rebels and round pegs in square holes that had no respect for the status quo. They paid tribute to the people who were crazy enough to think they could change things. If we want our profession to continue playing an important role in hospitals, we need some of those crazy people to step forward, “Think Different” and lead us in new directions.
