I n his book The Tipping Point, Malcolm Gladwell (1) investigates factors necessary to create sustained change in people’s beliefs and behaviors. One of the 3 key elements he emphasizes is “stickiness”—or the degree to which a message or idea “sticks” with individuals over time. Stickiness is what makes children return to Sesame Street over and over again, or why their parents instinctively buy the same brand of cereal every time. Marketers understand that stickiness is critical to their success—and spend great efforts to ensure that their messaging is more impactful, memorable, and thus more sticky. Health care professionals, similarly, need to facilitate sustained behavioral change in their patients. However, unlike marketers, clinicians do not traditionally think about whether their messages are sufficiently sticky or compelling to their patients. As a result, medication adherence represents one of medicine’s greatest unsolved challenges. In this issue of the Journal, Korhonen et al. (2) used national Medicare claims data to assess

中文翻译：

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二级预防依从性的“粘性”问题*

马尔科姆·格拉德威尔 (Malcolm Gladwell) (1) 在他的著作《引爆点》(The Tipping Point) 中调查了在人们的信仰和行为中产生持续变化的必要因素。他强调的 3 个关键要素之一是“粘性”——或者信息或想法随着时间的推移与个人“粘”在一起的程度。粘性是让孩子一遍又一遍地回到芝麻街的原因，或者为什么他们的父母每次都会本能地购买相同品牌的麦片。营销人员明白粘性对他们的成功至关重要——并付出巨大努力确保他们的信息更具影响力、更令人难忘，从而更具粘性。同样，卫生保健专业人员需要促进患者的持续行为改变。然而，与营销人员不同的是，传统上，临床医生不会考虑他们的信息对患者是否具有足够的粘性或吸引力。因此，药物依从性是医学上尚未解决的最大挑战之一。在本期杂志中，Korhonen 等人。(2) 使用国家医疗保险索赔数据进行评估