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Category: Bookshelf

Psych of Paying Consumers

A good infographic…

I love good infographics.  Trendy.  I don’t care.  Link below has a great graphic about using PSYCHOLOGY to convert prospects into paying clients.

10 ways to Convert More Customers Using Psychology

Latest Reading List

Slow goings, but going to pick up soon now that I dedicated myself NOT to write code for work outside of work hours.  

On the bookshelf: 
  • Structure of Scientific Revolutions – Kuhn 
  • Still Alice – Lisa Genova 
  • A First Rate Madness: Uncovering the Links between Leadership and Mental Illness – Ghaemi 

On the Docket: 

  • All The Strange Hours – Loren Eiseley
  • Start with WHY – Sinek 
  • Left Neglected – Lisa Genova
  • Phantoms in the Brain – Ramachandran
  • Battle Royale – Rowaiaru
  • Doctors: The Biography of Medicine – Nuland 
  • An Unquiet Mind: a Memoir of Moods and Madness – Kay Redfield
  • The Drunkard’s Walk: How Randomness Rules Our Lives – Mlodinow 
  • Ready Player One – Cline 
  • How Doctors Think – Groopmman 
  • Look Me in the Eye: My Life with Aspergers – Robinson 
  • Second Opinions – Groopman 
  • One for the Money – Evanovich
  • Every Patient Tells a Story – Sanders 
  • The Center Cannot Hold: My Journey Through Madness – Elyn Saks
  • The Fifth Discipline – Senge
  • Only What They Could Carry – ??
  • Under the Banner of Heaven – Krakauer
  • Hippocrates Shadow – Newman 
  • Consciousness Explained – Dennett 
  • Death of the Guilds – Krause 
  • Painful Yarns – Lorimer Moseley
  • The Best Practice – Kenney 
  • The Black Swan: Impact of Highly Improbable – Taleb 
  • Dan Brown Books –  The Da Vinci Code
  • Checklist Manifesto – Gawande 
  • Blink – Gladwell (re-read) 
  • One Step at a Time – Bliell 
  • Courage to Teach – Palmer
  • The Seven Laws of Magical Thinking.. – Hutson
  • Blindness – Jose Saramago
  • The Road – McCarthy
  • The Postman – David Brin
  • Oryx and Crake – Margaret Atwood
  • A Canticle for Leibowitz – Miller
  • Alas, Babylon – Frank
  • Z for Zachariah – O’Brien
  • Answer to the Question: What is Enlightenment? – Kant

Branding & Brand Loyalty

How does self image tie to brand loyalty?  Can we tie that to PT?

So I’ve started reading for fun again, finally.  I enjoy reading about incentives and decision making. The human capacity to fool itself amazes me.    My first brain-toy is this:  You Are Not So Smart.  It started as a blog written by @davidmcraney.  He’s a journalist who writes about things that are fun and interesting.  I recommend checking out the blog or book!  

One chapter in his book stood out as relevant to some of the #SolvePT discussions. Craney pointed out that brand loyalty is created from buying (or buying into) unessential things – iPads or your favorite brand of smart phone. To oversimplify his point, spending a lot on something you don’t need forces you to create a narrative in your mind about why you made the best decision for you.  A higher cost means a stronger internal justification.  It sounds to me like the effect lies somewhere between cognitive dissonance and confirmation bias.  Your unconscious interests in justifying your decisions tie directly to your own self image.  You are forced, after making the decision, to create a narrative supporting the decision. And ownership reinforces the emotional connection to “stuff.”

Can physical therapy be stuff? Should it be?  Probably NOT.  I feel like the fact that we do not create the same brand loyalty to PT is a testament to our USEFULNESS.  Not to say that an iPad can’t be useful,  but when you need physical therapy you definitely NEED physical therapy.  You never really NEED a new tablet. I am probably reaching here, but the idea of entitlement to PT via health insurance, and a client/patient’s reluctance to pay for PT out of pocket definitely hurts our cause.  You lose the benefit of cognitive dissonance.  I am paying for PT, so I must value it!  

What’s weird to me is the attachment people have to their chiropracters.  Does that the kind of brand loyalty Craney describes insinuates an unthinking devaluation of chiropractic care?  Craney also points out that for brand loyalty to occur, you must have OPTIONS, or a decision to make.  Reducing the # of options reduces buyer’s remorse.  People LOVE their chiropracters and accupuncturists, and pay out of pocket for other services because they KNOW they have a choice!  The public is aware that they can go to a chiropracter first.  


Lets see if I can tie this together to make my point.  I am NOT saying we need to create a preception that people don’t need us so that they have to justify going to see a physical therapist.  I’m saying we need to increase AWARENESS that we are a CHOICE, not just a place patients go because the workman’s comp physician sent them to us. We need to give patients/clients/the public the opportunity to make [the right] decision about PT to allow self-image-affirmation to take over.  I think, too, that building a client/patient a reason to be more comfortable paying out of pocket will strengthen this bond.  Is this even possible???

Is anybody having success trying to create a self-paying base of patients/clients?

Readings and Musings 8/6/12

Who’s driving this thing?!

I get most of my news from twitter and google reader.  I LOVE taking in information from all over and trying to synthesize it into one coherent thought.  I’ve decided to start gathering these readings, tweeters, and resources on a more regular basis and share with you the things I thought were interesting.  Many will have to do with physical therapy.  Some will definitely not!  You’ve been warned.  Without further adieu, my first ever “Readings and Musings.”   Love to hear your thoughts (if I haven’t already).

Appledorn et al. 2012. A Randomized Controlled Trial on the Effectiveness of a Classification-Based System for Subacute and Chronic Low Back Pain  Current treatment based classification schemes do not improve outcomes in patients with subacute or chronic low back pain.

An Essay for Physical Therapists: Lets Move Forward…  An inspiration to move forward, and some issues that are very relevent to physical therapy right now.  There are some great discussion points about manual therapy, and the abuse of modalities.  Comments at the end of the article are worth reading too!

Mannion 2001.  Increase in strength after active therapy in chronic low back pain (CLBP) patients: muscular adaptations and clinical relevance.  Three treatment groups, 1 outcome.  Strength changes through training for chronic low back pain did not appear improve outcomes.

One Word that Defines a Great Brand  Jeff Haden from Inc.com interviews Julia Allison about personal branding.  The interview and picture Julia paints of “personal branding” is organic.  You sell WHO you are, not just what you do.  It’s about representing yourself through your values and connecting with clients.  As physical therapists, we seldom ask a patient “may I help you?”  We ask about their kids, grand kids, their dogs, grades at school, favorite sports teams, or the last book they read.  This article couldn’t be more relevant to PT. 
Natural Cures?  “What medications are you taking?”  “I don’t take any medications.”  We might consider asking about supplements in addition, as I suspect (and I don’t have a lot of evidence for this that isn’t anecdotal, sorry) many patients don’t consider the gingko they are taking to help their memory might also impact their balance (dizziness is a known side effect).  AMA strategies for health literacy.
Build Systems Not Overhead  Rhetorical talk about reducing overhead while improving quality.  Just some food for thought, I guess.
The Right Tools for Negotiating Your Salary – Part One: Your Value.   Part of a 3 part (so far?) blog roll about how to negotiate salaries if you’re a new PT.  Interesting stat of the evening: this year, 12,738 new PT/PTAs will hit the streets looking for jobs. And we alllll want MONEY MONEY MONEY!  
Homework for the week:  Confirmation Bias and Hindsight Bias
People to follow:   @JayS_Tan, @MerylKevans, @Jerry_DurhamPT (unless you’re a Giants fan). 

Seth’s Blog

Brilliant and poignant commentary on balance, work life, and innovation. Really digging Seth’s blog. http://ping.fm/NnBIY