The psychology of adherence

Getting patients to take medical advice may require a special approach.

Why don't patients do what they say they will do? Don't they understand how important this medication is?

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These are both very good questions and the answer is simple enough. It's not that people set out to mislead, lie or be deceitful. People don't do things because they are just not important enough. Not important to them, that is.

In my many years working with leaders and sales professionals, we have focused on a common challenge: persuading people to do something. And all too often the real starting point is trying to persuade someone of the importance of

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