Empathy is defined as the intellectual identification with the thoughts, feelings and attitudes of another.  Isn’t that really what the art of marketing is all about?  In many ways, isn’t that what life is all about?  Take a minute and really think about how much you build the thoughts, feelings and attitudes of payers, providers and patients into the mix as you develop your new strategies and tactics.  There could be a growth opportunity here.

Clayton Christensen released his new book, How Will You Measure Your Life, this week and it is an incredible read.  You will remember, Christensen has already given us in the pharmaceutical industry much to consider with his two foundational works, The Innovator’s Dilemma and The Innovator’s Prescription.  His theory on disruptive innovation is widely viewed as a model for change by most business leaders today.  In his new book, Christensen takes many of the principles from his earlier books and transfers them to the personal and professional lives of business leaders.  Empathy is one of the centerpieces of his theories.  Take a look at this blog by James Allworth, one of his co-authors, on the importance of empathy in the business world.  He calls empathy the most important lesson taught at the Harvard Business School. Continue reading →