Doctors Don’t “Communicate” About Medications

Check this out. What you will see is a simple but important thought. Our old friend, The Country Doctor, suggesting that while businesses spend a disproportionately large percentage of their time and effort focused on how to sell something rather than on how to produce it, physicians take the opposite approach. Especially given the increasingly tight limitations on their time, doctors simply cut to the chase, tersely telling patients what medications they need to take and how, and failing to “sell” the drugs and their benefits with anywhere near the same level of intensity that the drugs had been sold to them.  

Bottom Line. So what? So plenty! Consider the impact of all of this on patient adherence. And, perforce, on the doctor-patient relationship.  

Maybe we, as an industry, need to help doctors to become better salespeople. I am thinking that this could result in a triple win. For the doctor, for the patient, and for us!

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