Read Dr. Izzhar Putra’s life-transforming words in the conclusion of this article!
Marketing and medicine are both an art and a science Just as medicine is scientific in its approach, so is marketing. “Marketing has been studied and taught for many years. It contains a clear structure and rationale behind it as to what works and what doesn’t and must therefore, be respected for being scientific in its approach” says Dr. Izzhar.
They are both an art as well. “There are diseases that have existed for years with proven methods of treatment. These treatment methods have been tried and tested and there is research evidence to support them. But every once in a while, we have a patient with the exact symptoms who is not responding to these tried and tested methods of treatment. This is due to an underlying issue which neither the patient nor the doctor is aware of. Here is where a little bit of creativity needs to take place and some thinking out of the box for the attending physician” adds Dr. Izzhar. Marketing is no different, he says, and requires a serious thinking out of the box mentality.
Marketing requires continuous planning and creativity and is not to be undermined It is understandable that many doctors would view a career in sales and marketing as being a step down compared to the noble profession of being a doctor. “The truth is, there’s no greater satisfaction than actually treating a patient and receiving praise or gratitude from the patient or the next of kin”, notes Dr. Izzhar. Admittedly such satisfaction is difficult to find in other professions.
But to summarily dismiss marketing or other professions for this reason is premature, he says. Besides, the world has evolved and careers are no longer limited to professions such as doctors, engineers, architects and lawyers to be deemed a success. In fact, marketing is a field that requires a great deal of creative thinking, even more than medicine, as well as good planning. In addition, a successful marketer is often well rewarded.
As an example, what may appeal to consumers today may be unappealing to them tomorrow. Moreover, technological innovation and growth is responsible for much of the information overload on products and services in the market. In order to keep abreast of the changes and trends regarding products and services, marketers must be aware of developments in the market.
Such awareness serves to broaden the horizon of the marketer and with this broadening of horizon comes the ability and the creativity to upgrade and improve one’s product and services. “This is how a marketer ensures that his/her product stays relevant” says Dr. Izzhar.
In other words, a marketer must be proactive and preemptive in his/her marketing strategies. This is very challenging and different from what doctors are used to in the clinical world. A great deal of monitoring of the market comes into play in the field of marketing.
Citing his own experience, changes were needed at his laboratory services to cater for safety concerns during the pandemic. The pandemic also presented business opportunities that needed to be taken advantage of so that his laboratory services could be marketed and promoted in innovative ways.
“There is a saying that marketing drives the business and it really does” notes Dr. Izzhar. Certainly without marketing, a product’s market share cannot grow nor does a company experience real growth, profit-wise. Marketing is therefore not to be trifled with as irrelevant and unimportant, he adds.
These are some of the similarities between medicine and marketing that has enabled Dr. Izzhar to prove his mettle in his chosen field of work.
Transitioning can be an enriching experience In his parting words Dr Izzhar says, “For me at least, transitioning has been an enriching experience”. While a certain amount of fear among doctors about succeeding outside of the clinical field is to be expected, opportunities abound for those who are willing to take the plunge. Doctors do possess many transferable skills.
As far as thinking that one’s medical education and experience might go to waste as a result of leaving clinical medicine, Dr. Izzhar points out that it is a doctor’s choice how he/she chooses to see his/her life – as a glass half full or as a glass half empty.
Own your life Dr. Izzhar strongly urges doctors to be keenly aware that this is their life! While familial obligations and expectations have their place in the Asian society, it ought not to rob someone of his/her choices in life and in the long run, their happiness.
Whether in professional or personal life, when someone has been in an unhappy situation for a prolonged period of time and things don’t seem to be changing for the better, there are only two options available: 1) to continue in misery or 2) to arise and make a change for oneself, emphasizes Dr, Izzhar. “Living your life to meet someone else’s expectations would only lead to regrets in the long run” he notes with a serious look.
Disruptive Doctors sincerely hopes that this article has enlightened you and given you the confidence needed for your career move. If you’re interested in learning more about it and other learning and development opportunities, please visit us at https://disruptive-doctors.com/academy/
Disclaimer: The views expressed here are those of the doctors Disruptive Doctors (DD) has interviewed and are based entirely upon the information provided to us by them. Disruptive Doctors (DD) is not responsible for any inaccuracy of the information conveyed to us.
