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Marketing Change
Why?
The process of quality improvement requires a willingness to change on the part of the service provider. It is normal to encounter resistance to change from one or more of the parties involved. Reasons for this resistance may include fear of the unknown, loss of power or loss of advantages, or, simply, lack of motivation to change habits. To obtain support for the quality improvement process, the advantages of the change have to be conveyed in a coherent and convincing manner.
In other words, the "change" has to be "marketed."
What?
Marketing, in the context of quality improvement, consists of activities and strategies that are used within the organization to overcome resistance to a planned change. You can promote the change by
communicating clearly to the users as well as to providers of the service. By using a well thought-out and executed marketing plan, both users and providers can be educated regarding the benefits of the change.
How?
The tools that can be used for the process of Marketing Change include creating a marketing plan, conducting a stakeholder analysis, and developing a program matrix.
Other useful skills you may want to learn more about include
brainstorming,
negotiation techniques, and presentation techniques.
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Case Study
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