The Power of Coaching: Why Every Manager in Healthcare Communications Should Embrace This Essential Skill
In today’s fast-paced, competitive environment, the traditional role of a manager working in pharmaceutical marketing has evolved. For maximum engagement, it’s not enough to simply oversee tasks, manage performance, or push teams toward deadlines. Regardless of organisation or sector, the most impactful leaders today are those who know how to coach — who empower their teams to discover their potential, overcome obstacles, and achieve lasting growth. Effective management and leadership hinge on the ability to inspire and elevate others.
Let’s explore why coaching is invaluable for managers and leaders working in healthcare communications, and the core skills required to do so effectively.
Why Coaching Matters
Coaching is a fundamental approach to developing people. In an environment where employee engagement and retention are critical for organizational success, coaching provides the framework for genuine connection, motivation, and growth. Here are three reasons why coaching matters:
- Fosters Individual Growth and Empowerment: Coaching empowers employees by focusing on their unique strengths, aspirations, and challenges. Managers who adopt a coaching mindset don’t simply give instructions; they facilitate a space where employees can set goals, self-reflect, and take ownership of their growth. This focus on individual potential is game changing because it not only drives engagement but also builds a culture where continuous improvement is the norm.
- Enhances Team Performance and Innovation: Whereas the temptation, especially under time pressure, is to tell people what to do, a coaching culture encourages team members to think creatively for themselves, solve problems independently, and share ideas openly. When managers ask team members what they think and actively support them in exploring solutions, employees feel more confident and valued. This collaborative environment is conducive to innovation, as team members feel trusted to bring new ideas to the table, knowing their manager is there to support them, not micromanage or talk them down.
- Builds Resilience and Adaptability: In times of uncertainty, employees look to their leaders for support and direction. A coaching manager can guide individuals through change by building resilience and adaptability, focusing on what’s within their control, and helping them set realistic, actionable goals. This empowers teams to navigate challenges with confidence and calmness, which is invaluable when communicating with team, clients and stakeholders.
Key Skills for Effective Coaching Managers
While coaching is undeniably valuable, not every manager naturally embodies the qualities of an effective coach. Seen through the lens of the Insights Discovery colours, a predominantly Red manager will bring clarity and direction, but may come across as overly directive; a typically Blue manager will likely bring rigor and objectivity, but may appear less emotionally attuned.
A strong Green manager will create a safe, empathetic space, however may hesitate to challenge and a high Yellow manager will be comfortable motivating and inspiring their teams, but may sometimes lack focus.
Here are some essential skills required to become a coaching-oriented leader:
- Active Listening: Effective coaches practice active listening, making sure that employees feel heard and understood. This goes beyond simply hearing words; it involves observing non-verbal cues, maintaining eye contact, and acknowledging emotions. By giving employees their full attention, managers can build trust and create a safe space for open dialogue.
- Empathy and Emotional Intelligence: To connect with team members on a meaningful level, managers must demonstrate empathy and emotional intelligence. This means understanding and relating to the experiences, challenges, and aspirations of their employees. By showing genuine care, a coaching manager helps team members feel supported, creating a foundation for mutual respect and trust.
- Effective Questioning Techniques: Good coaches don’t just provide answers; they ask powerful questions that encourage reflection and self-discovery. Questions like, “What do you think could be a solution?” or “What’s holding you back from achieving your goal?” prompt employees to think critically and find solutions independently. This approach strengthens problem-solving skills and fosters a sense of ownership.
- Patience and Commitment: Coaching is not a one-time activity but an ongoing commitment to development. Managers who coach must be patient and willing to invest time and energy in the growth of their team. By showing consistent interest and dedication, managers reinforce the message that they are invested in the long-term success of their team members.
- Constructive Feedback: A coaching manager provides feedback that is specific, actionable, and focused on growth. Rather than critiquing mistakes, effective feedback centres on what can be improved and how. This helps employees view feedback as a tool for development, not judgment, encouraging them to embrace learning opportunities.
Embracing a Coaching Mindset
Adopting a coaching mindset requires a shift from a directive, top-down management style to a supportive, people-centred approach. It involves letting go of control and focusing instead on empowering others to realize their potential. This may not be easy, especially if you’ve been led by managers who use the old-school approach.
Moving into this mindset is nothing less than a way of life and will pay dividends in your home life as well as at work, because it makes you more empathetic and tuned into the people around you.
For managers, this shift can be transformative, not only for their teams but for themselves as leaders. By mastering the skills of coaching, managers can build resilient, high-performing teams equipped to thrive in the dynamic and ever-changing world of work.
Next steps
If you’re ready to take your coaching abilities to the next level and make a lasting impact as a leader, consider joining the Coaching Essentials for Managers and Leaders course I’m delivering through the PM Society. This practical course is designed to equip you with the core skills and strategies needed to become an effective coach. During the 3-hour course, you’ll learn how to listen actively, ask powerful questions, provide constructive feedback, and inspire your team members to reach their full potential.
Author: Antoinette Dale Henderson, Trainer