How Osteopaths Can Unleash the Power of Influence
- Alan Zaia M.Ost
- May 28, 2023
- Book Lessons
Influence is not manipulation
Harnessing the art of persuasion is an invaluable skill for any osteopath, whether you own your own clinic or work as an associate in a practice. Before reading, remember that influence is not about manipulation but about understanding the psychological triggers that can help patients make informed decisions that align with their best interests.
Let’s explore the profound insights from Robert B. Cialdini’s influential book, “Influence: The Psychology of Persuasion,” and examine how you can apply its principles to enhance your patient interactions, grow your practice and advance your career.
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Reciprocity: giving to receive
One of the key principles of influence is reciprocity. As an osteopath, offering a helping hand to your patients can create a powerful sense of obligation.
Consider providing first-time patients with something for free like a welcome pack, resistance band or hot/cold pack. By giving something of value upfront, you increase the likelihood of receiving something in return, in the form of dedication to treatment.
The act of generosity sets the stage for a mutually beneficial relationship, fostering trust and goodwill between you and your patients.
Commitment and consistency: the power of staying true
People naturally strive to be consistent with their previous actions and commitments. As an osteopath, you can leverage this principle to enhance ethical patient outcomes.
Encourage patients to make a commitment to their treatment plan and/or exercise programme. Once they have committed, their consistency in following through is more likely.
By highlighting the importance of sticking to the plan and helping patients understand the long-term benefits, you promote accountability and increase the likelihood of successful patient-orientated outcomes.
Social proof: guiding through example
Human beings often look to others for guidance on how to behave and this is where social proof comes into play. Osteopaths can harness the power of social proof by showcasing patient testimonials.
Highlight success stories and positive experiences to demonstrate the value of your work. When potential patients see that others have benefited from your expertise, they are motivated to follow suit. Sharing compelling stories and testimonials creates a powerful influence, inspiring others to make positive choices for their health.
If you’re wondering which platform you should be ‘collecting’ reviews, it’s Google Business Profile.
Top Tip
AHPRA practitioners must be aware of the rules behind asking for, collecting and marketing reviews. For more information and guidance, email alan@osteohustle.com.
Liking: building rapport and trust
People are more likely to say yes to those they like or perceive as being similar to themselves. As an osteopath, you know that building rapport with your patients is everything. Show genuine interest in their concerns and demonstrate empathy. Cultivate a friendly and approachable demeanour, creating a positive rapport.
By finding common ground and highlighting shared interests or experiences, you establish a connection that enhances likability. Trust is the foundation of any successful patient-practitioner relationship and likability plays an important role in building that trust.
Authority: leading with expertise
Establishing yourself as an authority in your field is essential for influencing patient behaviour. Stay informed and updated on the latest research and advancements in osteopathy (or MSK approaches in general).
Continuously educate yourself to enhance your knowledge and expertise. By showcasing your authority through sharing relevant insights and evidence-based recommendations, you build trust with your patients. When patients perceive you as an expert, they are more likely to follow your recommendations, leading to better outcomes and patient satisfaction.
Scarcity: creating urgency
Before reading on, remember that if this doesn’t fit your ethics, that’s okay. Take the principle and see if you can change it to fit your ethics.
The principle of scarcity can be a powerful tool in influencing patient decisions. People are more likely to act when they believe something is scarce or in limited supply. As an osteopath, you can create a sense of urgency by thinking about offering limited-time discounts.
The perception of scarcity prompts patients to take action, ensuring they don’t miss out on the opportunity to benefit from your expertise.
Summary
By incorporating the principles of influence into your osteopathic practice, you can transform your patient interactions and elevate your career. From leveraging the power of reciprocity and commitment to getting the most out of social proof, likability, authority and scarcity, these strategies provide you with a powerful toolkit for ethically influencing patient behaviour.
Remember, it’s not about manipulation but about understanding the psychological triggers that can help patients make informed decisions that align with their best interests. As an osteopath, you have the opportunity to positively impact lives by employing the art of persuasion and unleashing the power of influence.
Written by Alan Zaia M.Ost
Founder & CEO of Osteohustle. You’ll find Alan coaching osteopaths, travelling in a van or writing our weekly newsletter, The Hustle.
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