By: Kriss Barlow, RN, MBA
Writing anything with birds in the description is very out of character for me. Truth be told, I am sort of afraid of them. But the Magpie Syndrome aptly describes a propensity that afflicts many of us who proudly wear the “Can-Do” title.
Magpies like shiny things. They are drawn to new shiny things; that next shiny object might be better than the last one I collected that’s for sure. They fill their nests with all sorts of shiny scraps and pieces and parts. Let’s consider the metaphor for physician relations. Some professionals take on more and more jobs that may be physician related, but not always aligned with the core needs of the role. The result is their nests/days are full or more likely over-full. The desire to be needed and to respond to that immediate “fix” overtakes much of the strategic and less energizing elements of the role. There are also times when the rep avoids the tasks felt to be more commonplace or more uncomfortable and replaces them with the new shiny thing (is your head nodding???).
Let me share a few examples:
- Replacing pre-call planning routines with stopping to buy the doctor a latte, hoping she’ll like it enough to have a meaningful conversation
- Instead of digging into the data tool to learn another way to measure impact, the rep offers to do tours to help out the physician recruiter. It is justified as getting a jump on onboarding.
The truth is that “shiny things” are not bad, actually they are good. The crux of this is when they take the place of those important but mundane tasks that may be essential to meeting the program’s ultimate goal.
And let’s be honest, often it is not the liaison’s idea to chase the shiny objects, rather a leader can be the momentum behind it. In this situation, it is important to give choice and ask for the significance. In essence asking the question, “Is this a priority over the results report on surgical volume that we wanted done on Friday?”
Manage Your Magpie
We all have days when we are tempted by shiny things. I believe those “magpie moments” are little escape valves for people who are flat out trying to meet the needs of others. The issue is when it becomes a pattern or when the goals of the program are compromised or diluted or ignored because there are so many other activities that are used to take their place. So what’s the solution?
- Assess
- Look at the #1 priority for you in the role and then objectively look at how much time is spent with that priority.
- Consider direct vs. indirect impact and if there are too many things that are shiny and indirect, maybe they can go away.
- Write a plan
- Detail the goal
- List those things that would be optimal to achieve the goal
- Now list those activities that do not directly contribute to the goal. Get rid of those you can. Some may need to stay, but looking at them on a list will help the brain filter time and attention.
- Implement
Over time you will become more aware of your inner pull and you will begin to sense where you get that baby burst of energy- the shiny thing in your work day.
Enthusiasm is absolutely essential for the field role, just make sure you are spending energy in the right direction. And if it is time for a full program assessment, just ask us, we can help with ideas to get that rolling for you too.