The business landscape thrives on change. But not all change is created equal. We can categorize progress into two main types: disruptive and incremental. Disruptive change fundamentally alters the way things are done, creating entirely new markets and value networks. Incremental change, on the other hand, refines existing products, services, or processes. During the pandemic, COVID-19 forced the medical field to re-evaluate how medicine was performed and care was given to protect first responders. A prime example is the rise of telemedicine. Traditionally, doctor visits required physically going to a clinic or hospital. Telemedicine, however, allows for virtual consultations via video chat or phone calls. This innovation has demonstrably altered the healthcare landscape. According to Amenduni and colleagues, “Disruptive changes require employees to self-regulate their learning by reflecting before performing a new task” (Amenduni et al., 2022). This disruption forced established players to adapt or risk obsolescence. The effects of disruptive change on organizations can be dramatic. Here’s how:
- Restructuring: An entire industry can be reshaped by disruption. During this time, we saw a rise in digital sharing, uploading documents, making appointments, and information sharing to electronic health records (EHRs) forcing them to re-evaluate customer service and accessible health care. Technology companies and startups are entering the healthcare space with telemedicine platforms, challenging the dominance of established healthcare institutions.
- New Skillsets: Disruption often demands new skillsets within organizations. Companies that embraced telehealth had to develop digital expertise, a skillset not necessarily required previously to maintain health records. Telemedicine fosters a more convenient and patient-centered approach to healthcare. However, it also raises questions about the quality of doctor-patient interaction in a virtual setting.
- Uncertainty and Risk: Disruption thrives on uncharted territory. Organizations navigating such change face a high degree of uncertainty and risk. Adapting to new technologies and customer needs can be a complex and expensive undertaking.
