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.)
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Ken is a great deal more than just the president of a medical communications company. He is something of a hybrid. He’s part marketing manager, part creative director, and part copywriter. To the chagrin of his peers—but to the delight of his clients—Ken is a consummate perfectionist. As a former creative director for a high-end consumer agency, he challenged his creative teams to go beyond the mundane to produce work with real creative impact, something he’s just as fervent about today. From producing and directing TV commercials, to launching DTC and Rx-to-OTC switches, Ken brings his clients a world of experience in OTC pharmaceuticals as well as business, lifestyle, and high-end consumer products and services. Whether huddled with clients behind a mirror in a market research center in Houston, facilitating a strategic workshop in Madrid, or developing a global campaign either in the New Jersey or California office, Ken is always fully engaged, bringing “bestness” to all areas of his hectic but full life.