Just Because You Are Moving Doesn’t Mean You Are Going Anywhere

In today’s rapidly evolving healthcare landscape, it’s easy for hospitals and health systems to get swept up in the constant momentum, juggling an overwhelming workload while racing to meet the latest demands. With the ongoing pressures of healthcare—from navigating post-pandemic recovery to responding to technological and regulatory changes—there’s always urgent information to share with patients, staff, and communities. And with healthcare consumerism on the rise, we must also adapt to ever-changing patient expectations and the digital transformation that’s reshaping how care is delivered.

In this environment, speed is rewarded. We’re encouraged to get more done, faster. It feels like an invisible clock is always ticking, urging us to churn out communications, respond to issues, and keep pace with the increasing complexity of information flowing from multiple (and often conflicting) sources. This constant drive for speed and efficiency, while essential, often leaves us feeling like we’re treading water—busily moving, but not always making real progress.

I’m not suggesting that we slow down or neglect our important work. In fact, it’s the critical nature of what we do that keeps us going. Every day, we create communications that guide patients to the right care, provide timely medical updates, or highlight the heroic efforts of frontline staff. This is the core of why many of us work in healthcare. But while we continue to meet the immediate demands of our roles, it’s important not to lose sight of the bigger picture.

The truth is, we need to ensure that our tactical efforts—no matter how fast or how necessary—are still aligned with our long-term strategic goals. Without that alignment, we risk becoming stuck in a cycle of reactive work, losing sight of the strategic vision that ultimately drives the mission of our organizations.

As John Kotter said, “A vision is something that clarifies the direction in which an organization needs to move.” In healthcare, where the stakes are high and the pace is relentless, it’s crucial to keep this in mind. We must continue to respond swiftly to the daily challenges we face, but also stay grounded in the broader strategies that move us toward a future of better patient care, operational efficiency, and organizational growth.

As we navigate the challenges ahead—whether it’s integrating new technologies, managing financial pressures, or enhancing patient experiences—remember that true progress is about more than just movement. It’s about thoughtful, strategic action that aligns with our vision for the future.

Alfred Armand Montapert said it best: “Don’t confuse motion with progress. A rocking horse keeps moving but doesn’t make any progress.” Let’s make sure that as we move, we’re heading in the right direction.