… and I’m going to do a lot of things.
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?
Another collection of random things that have caught my attention. In the future, I will try to put out this list of things a little more frequently.
The Best Argument in Favor of Open Access Science is All Of Them @Kevbonham I shouldn’t have to explain why this matters. More information here: Open Access Publishing
Ridgeway & Silvernail 2012. Innominate 3d Modeling: Biomechanically interesting, but clinically irrelevent. @Dr_Ridge_DPT
Dr. Ridgeway was kind enough to supply with the full unedited prior to submission full text here. Thanks!!
These info graphics are so cool: Mobile Healthcare or validation for my interest in developing software.
More digital information: HIPAA Devices: 2 Myths Debunked, 1 Proven True from @WebPT. Ipads are HIPAA compliant. Cloud storage is safer than hiding money in your mattress. Digital storatge is safer than paper storage.
What I have managed to do: Take a page that has 350+ check boxes to quantify mobility assessment and rebuild it from the ground up in PAXscript into 5 functional-punch-in-the-numbers outcomes measures, AND 2 smart grids that step you through documenting the transfer if you were writing it out by hand (and faster, to boot). I’ve managed to build this on an iPad friendly screen. And for good measure, I’m programming a box to display a “narrative” of the documented findings so you don’t have to do it yourself after you enter your data. BOOM. Marketable skill set.
My next project is gait analysis.
PT Complaint: Unusable software.
Plan: Finish narrative code, build gait analysis form.
One answer, as I was hoping to hear (homework: revisit hindsight bias) was outcomes. We have got to critically analyze our treatments and their outcomes as a GROUP, and hastily discontinue treatments that don’t yeild meaningful results – or as a practice we should be left behind. Stop trying to explain the mechanism because it is very poorly understood. Focus on what works, and be certain you are truly quantifying it.
I started reading Doctors: A Biography of Medicine. I haven’t finished (thanks, self, for sucking at modalities and cardio/pulm). There were two main schools of thought regarding medicine. Both wanted to help patients. One school of thought was Hippocrates, who, as the father of medicine, and, as I understand it from the book, discusses change in patient condition and patients getting better as the focus of his practice. The other school of thought in Pergamon focused on pathology, and, ultimately, did not produce a father of medicine. Galen was more like an uncle of medicine. Brilliant, to be certain, but wrong frequently about anatomy and physiology. Understanding of pathology, cell models, etc… was too primitive to be meaningful then, and in many cases today, too primitive to be meaningful now. I like the clinical prediction rules as a starting point for treatment because, while ignoring the ever elusive question of “why are you in pain?” it still offers solutions which have documented improvements compared to older methods of treatment.