Like every other blog worth its salt out there, I feel compelled to put together a list of New Year’s resolutions I think you all should follow. So, if you’re a healthcare marketer (marketeer?), feel free to borrow any of these for your own and encourage your colleagues to join in as well. Nothing helps keep tough resolutions going than the support of your peers. Of course, if you ever need a bit more encouragement and to be set back on the right path as I see it, feel free to drop me a line.
There are only five resolutions here, but if I put them all in one post, your eyes would glaze over, so I’m going to break this up into one resolution per day over the next week or so. This will give you chance to think about and try to figure out how to actually follow each resolution. I hope these will be more lasting than your resolution to start working out/take more time off/quit smoking/start a hobby/write a blog/volunteer your time/go to bed earlier/be more “green”/stop saying “you know”.
Here we go…
1. Give Up on Compliance
Surprised to hear me say this based on my rant from a few weeks ago (and this one too)? Well, after many years personally fighting the compliance battle working in pharma (and my new role) and studying it a great deal, I’ve come to the conclusion that it’s impossible to affect compliance in a meaningful way. Many will disagree, but for those of you out there who do: where’s your program? Where’s the program that works? Right now, you can only impact a handful of people to a very small degree and what did that cost you? Did you even measure it? Assuming you did and got a positive ROI, have you considered the opportunity cost? What if you put that money elsewhere, might you have gotten a better return? Are you tired of answering rhetorical questions? I’ll stop.
Point is, until you really invest the time to understand why EACH SPECIFIC PATIENTS (not patients in general) are non-compliant, please stop wasting your money on compliance. Spend it elsewhere, donate it to charity (don’t buy a TV spot), do some research. It doesn’t matter, just don’t throw it into the compliance black hole. Do your homework first and develop a sound strategy, THEN do something.
Resolution #2 tomorrow.
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