Why do other people’s stories affect whether a patient accepts treatment?
Because emotions beat logic, and other people’s emotions beat your patient’s logic. The data is consistent. We remember things far better when there is an emotional component, when something hits the senses, than when it is dry facts and statistics. On top of that, someone else’s emotional experience, conveyed to your patient, can override that patient’s own logical thinking. That is powerful. So when I review options, I tie them to pain motivators and happiness factors, not just clinical features. And I deliberately bring in a friends, family, and others discussion, because hearing how someone like them felt after treatment moves them more than my best chart. Think of it like a restaurant. You read the menu, but you order what your friend says was incredible. Build the emotional and social proof into your presentation on purpose.
If the answers you are finding here resonate with you, my team and I work with a small group of clients each year. The next step is a complimentary Discovery Consultation and Practice Review with Dr. McAnally.