The Zeigarnik Effect - What Does That Mean Anyway?
George Limen, PharmD, ACCA
2023 MSL Rookie of the Year (USA) | Senior Medical Liaison @ Novo Nordisk, Facilitating Scientific Exchange on the Disease of Obesity | Les Avis Sont Les Miens
Ever wonder why unfinished tasks stick in your mind? Ever wonder why our brains tend to remember incomplete tasks better than completed ones? The Zeigarnik Effect #ZeigarnikEffect, named after psychologist Bluma Zeigarnik, might explain this phenomenon.
Unfinished tasks create a nagging reminder in our minds, urging us to finish them even when we do not want to think of them, and most times interrupting our trend of thought.
Understanding how the #ZeigarnikEffect presents in your life/work can be a powerful tool. #MSLs we work daily to build and maintain trusting relationships with their peers, the scientific community, and KOLs. In the #MSL role, there are always papers to read, expense reports to work on, meetings to schedule, restaurants to call, and emails to follow up on… 15 minutes into reading an important paper, you realize you have switched lanes and are now trying to complete an email you had drafted. While trying to complete that email, you recall there was a KOL you needed to call to confirm the meeting schedule. Because our brains remind us of unfinished tasks all the time #ZeigarnikEffect, we often fall prey to multitasking, and at the end of each day, we still have thoughts lingering on our minds and things undone.
#MSLs need to understand that KOLs (like everyone else) always have several open tabs/incomplete tasks in their brain thanks to the #ZeigarnikEffect. By being aware of this challenge, #MSLs can run meetings in an efficient and engaging way. Externalizing memory by writing things down and developing an agenda can be a great tool to ensure all parties work/walk in sync.
If you write it down, the brain does not need to remember it.
By strategically planning meetings, developing/verbalizing an agenda for each meeting, using open-ended questions, and highlighting knowledge gaps, you can mitigate the #ZeigarnikEffect in HCPs. Implementing these strategies can pique HCP/KOL curiosity and motivate them to probe for the information they need, ultimately leading to a more impactful exchange.
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Remember, the key is not to leave your HCPs/KOLs hanging. Always make sure to provide them with the resources and support in a way that helps them connect the dots instead of creating more dots by jumping from topic to topic or slide to slide.
How do you attenuate the #ZeigarnikEffect in your role? Share your experiences in the comments below! #MSL #MedicalScienceLiaison #Psychology #PatientCare
Want to learn more about the Zeigarnik Effect? Listen to this "No Stupid Questions" podcast episode titled?"Do You Need Closure?"
Pharma Informatics Specialist | KOL Insights Specialist | Thought Leader Engagement ?? | Supporting Medical Action Plans and RWE generations with AI Tools ??
5 个月Even with tools like task managers and workflows, the essence of the Zeigarnik Effect lies in the persistent feeling of 'pending' tasks. This can't always be fully managed just by writing things down or using software. Our brains prioritize tasks based on perceived importance, much like a computer's time-sliced multitasking, but with an inherent understanding of priority and outcomes. What's needed is a system that not only helps plan and organize but also integrates decision-making processes seamlessly. Often, planning consumes more time than execution itself. If we had a system that could handle the prep work on an ad hoc basis—like drafting discussion points with a KOL, preparing questions, and summarizing insights—this could truly optimize how we manage our time and tasks, allowing for more strategic use of our cognitive resources.
Director, Generative AI Medical Content Lead at Pfizer | ??Author ??"Diamond at Your Rock Bottom" Out NOW! | Professional Speaker | Relationship Builder | Serial Entrepreneur | LinkedIn Top Voice | Career Coach
7 个月What a great article! I’ve noticed this as well, no idea there was a name for it. I always try to close open loops, especially for items that can be handled quickly.
PhD Candidate @ University of Houston | Health Economics and Outcomes Research | RWE | Clinical Pharmacist
7 个月My goodness, George Limen, PharmD, ACCA. The Zeigarnik Effect is an absolutely fascinating concept that's entirely new to me. Your newsletters never cease to amaze with their intriguing and educational content. Thank you for continually bringing unique perspectives to our attention. Your contributions are truly appreciated!
RDN Market Development Specialist @Medtronic | Physician Assistant | Symplicity Blood Pressure Procedure | Hypertension Awareness | Stroke Prevention | Prevent a Heart Attack | Radiofrequency Renal Denervation
7 个月Managing this with #mombrain is quite the uphill battle for me! Lots of lists and timeblocks on the calendar save me
Senior Diabetes Care Specialist at Novo Nordisk | Pharmacist
7 个月Thanks for sharing George! There’s no question about it, #ZeigarnikEffect is something we deal with on a day to day basis and understanding how to prioritize is the key to managing the abundant tasks we each have. I especially enjoyed how you highlighted the strategies that can pique an HCP’s engagement and allow for meaningful scientific exchange.