Social Media Will Teach You Valuable Things, Doc, Except...
Think like me, agree with me
When you're trying to sell your idea, it's natural to assume that the people you're selling to think the way you do. If you can only show them the facts and stories that led you to believe what you believe, then of course they'll end up where you are... believing.
The problem, of course, is that people don't always think like you.
This is the kernel, the essence, of the dilemma for practicing physicians.
If only you knew what I know, seen what I'd seen, you'd be jumping at the chance to do what I'm telling you -- to turn your unhealthy habits around.
Of course, unless you're talking to another doctor, your patients haven't seen or studied what you have. Many will trust you and listen to your admonishments.
Many won't.
Seth Godin's post is the short version of his must-read book, All Marketers Are Liars (or the retitled version, All Marketers Tell Stories):
- People believe what they believe: their viewpoint.
- They will resist messages that counter their viewpoint.
- Ergo, you can piss in the wind, or you can reframe you message so it doesn't clash.
Pretty obvious, if you put it that way.
The problem for doctors is that they can't do what Godin and most internet entrepreneurs recommend as an option:
...perhaps you should only market your idea to people who already think the way you do. After all, you're not running for president, you don't need a majority. Screen people by their behavior (what they read, what they buy, how they act) and only tell your story to the people who will embrace it. That's a lot easier to do that than it's ever been before.
Physicians have a limited ability to draw only compliant, sensible folks. We have to deal with all comers, because everyone deserves a shot at a healthier life, not just those who agree with us. Very few folks like to hear that cheeseburgers and chili fries aren't good for them, so we're stuck preaching to people whose viewpoint runs counter to what's good for them, good luck with that.
Or are we?
Think about it: if you're a full-time primary care doctor, you care for something on the order of 2,000 patients. Is that the sum total of everyone in your geographic area? Not unless you're the only doc in a small town (then, you've really got no choice but to deal with everyone).
Practicing in a medium to large city or town, you're drawing from many, many more thousands, if not millions of potential patients in your immediate geographic area. Only a fraction come to you, and by mutual agreement, are cared for by you.
How do they and you pick? Until now, by multiople "non-you" factors (accident, geography, insurance type), and a few key "you" factors (people like you, and refer their family, friends, or coworkers).
Can a better job be done at matching up your practice with patients who will listen to you, so you just care for those who will "embrace" what you have to offer?
- Now that a majority of folks are on the Internet, and many are familiar with social media, texting, etc?
- Can you leverage an Internet presence to cast your net to your local millions, and draw in just a few thousand? Heck, that's just bread and butter Internet entrepreneurship, right there. Mavens have been doing that for years.
Simple, right?
If only it were. More on that next time.
