Well, I have to say one of the biggest recent lifts to my ego was our companies’ (Brandkarma and Core-Create) nominations for two Manny Awards. And while some may be jaded to all the fanfare and hoopla (including myself), I recognize how darn good it felt to receive that first notification. And if I could feel good after so many years of the jade build, just think how others less callous than I could feel when told they are at the top of their games!  Or if they are told something like: you are doing a really great job reducing your blood pressure, losing that weight, changing your diet, clearing that acne.

Why do we undervalue the power that patient relationship marketing can have? In many instances we still make it a “nice to have” rather than a “must have.”  Granted, the big brands are doing it.  But it is often more about sell, sell, sell and less about support, support, support.

My dog, Barney, reminded me about the power of positive reinforcement of behavior the other day. He was giving me a hard time and not behaving like the human I would like him to act like. But, remembering the teachings of the dog trainer, I reached deep down inside and kept up with the reinforcement to just past the point where I might often give up. Eventually, he remembered to act like a gentleman in the outdoor café and while walking through the shopping center.

Relationship management, CRM, adherence programs, obedience training—no matter what you call it—it does work. Let’s all invest a bit more.

(And please keep those awards coming. I likey.)