I had the opportunity to watch a heated debate between a client and a supplier as to whether the adherence CRM program should go 18 months versus 24 months. It’s the beginning of the relationship that requires the attention, not the latter months.
Numerous studies in behavioral marketing have shown that if you don’t change your behavior within the first 3 months of a new routine, you never change. It’s been published in numerous categories from HIV to Oncology. The focus needs to be on effectively addressing the factors at the outset in order to provoke change and set people on a path within the first 3 months.
After this introductory period, you’re likely preaching to either the choir or the folks that want to consume your resources but are not going to change their behavior.
