How much do patient testimonials really influence a big case decision? More than your treatment plan does, and that cuts both ways. Other people's emotional experiences can override the logic running through your patient's head, good or bad. You can build the perfect plan and watch one bad story from someone else torpedo it. The flip side is the opportunity. While a patient is sitting with a good decision and turning it over, keep reinforcing it with other people who had similar treatment and are thrilled. Show testimonials in both written and video form, because hearing a real person describe how [...]