Letter from the Editor
New Directions I am confounded by the reactions of my fellow citizens to the results of changes, whether those changes are in their own industries, their communities or in the country at large. I’m not saying changes aren’t important, just that we tend to react in an emotional rather than a logical way. Okay, we can’t all be Mr. Spock. NEIL GREENBERG
But consider the angst over such events as the patent cliff, the ACA, the move from traditional to biopharmaceutical products, the shift in access to HCPs, and other upheavals in our industry.
Did you think everything would always stay the same? Then you weren’t paying attention. Didn’t you enter this industry hoping that we would continue to get better at what we do, providing improved outcomes and promoting a greater focus on the patient? Well, those things demand change, and change is never exactly what you expect it to be. It also demands adaptation. The same is true of events in our political realm. The recent election produced a great deal of excitement and dismay—as it would have if it had turned out differently. But people are both excited and dismayed for many of the wrong reasons. We don’t yet know what the future holds. Let’s reserve our opinions and actions for the real results—the policies put in place, the laws proposed and passed, the facts rather than the expectations. What we try to do in every issue of Healthcare Sales & Marketing is put a lens to some of these changes in our industry. We want you to learn from the experts we recruit how to handle the scientific, regulatory and cultural restructuring of our landscape. With a logical eye and mind rather than trepidation or confusion. We hope that you approach each issue with the anticipation of more education, and finish each one with greater strength and inner peace. No, we can’t all be Mr. Spock. But we can borrow a little of his logic, captain. As always, we continue to look for the value of your contributions. Let us know if you have an idea for an article—the people we write for are the people who write for us.
Neil Greenberg, Editor To become an HS&M contributing author or provide feedback, please email me at ngreenberg@hsandm.com.
5 | HS&M DECEMBER 2016/JANUARY 2017
