“Make Alliances”
When you Want To Make a Big Behavioral Change in Your Market
Want To Make Big Behavioral Change in Your Market ? Experience Says To Make Alliances.
When you construct the MoM ( Market Opportunity Map ) , you will identify a number of opportunities where if you interfere in you will be able impact the outcome of the journey. These opportunities would be in the form of creating behavioral change in one of the key players in the patient journey , which if achieved successfully may have a consequence on other player’s behavior and could change the outcome of the journey towards your strategy’s goals .
Making lasting changes is hard , even if you just want to change your own behavior . The statistics are depressing. Some studies show that 95% of all diets fail and only 8% of people keep their new year's resolutions. Making lasting changes in our behavior is a battle. It's difficult and most of us don't succeed at it for very long.
If it’s more than often you fail to change your own behavior towards a better one , then how it looks like to try to change other people’s behaviors ?
What does it take to change some behaviors in the market in order to improve the treatment outcome & utilize the valuable treatment options that we are responsible for ?
There are principles that successful change makers used across different domains, like politics, military and cultural changes . They are used in achieving a significant change in the long run and they are applied to our case too:
The second principle , Make Alliances .
One of the main things that most of us forget to do when we're trying to make a change is to ask other people for help. There's a study by Joseph Grenny and his team that shows if you have six or more people in your corner, you are 40% more likely to be successful in changing one’s behavior.
Now, this does not mean you have to hire six behavior coaches or have a whole team of cheerleaders for each customer to change his/her behavior
It just means that if you've got six people who know what you're doing and are generally supportive to your behavior changes and your customer are exposed to, you are far more likely to make the changes that you want.
When it comes to changing your behavior. Having the support and encouragement of other people to endorse your desired behavior can be the difference between success and failure.
