What REALLY Moves Prospective Patients To Action Is…

Posted by Todd Brown

Reading time: 3 – 5 minutes

Tell me which would move you to take action faster:

1. If I told you I would deposit $100 in your bank account if you took action A…

…or…

2. If I told you I would take $100 out of your bank account if you didn’t take action A?

1 or 2 – which is more likely to drive you to take action?

If you answered 2, congratulations – you’re just like the typical human being.

Social psychologists have long agreed: humans have a tendency to be more motivated to AVOID PAIN than they are to ACHIEVE PLEASURE.

In other words, people are much more likely to be driven to action if you show them the “pain” they’ll experience if they don’t act, versus the “pleasure” they’ll experience if they do act.

Understanding this aspect of psychology and social behavior should have a significant impact on what you do and say as a chiropractor.

For instance, let’s take your marketing and patient-conversations, for a second…

Do your current marketing materials focus on how chiropractic can give prospective patients health, wellness, and vitality?
Do your conversations with patients revolve around the positive benefits of chiropractic care on their health, immune function, well-being, etc.?

If you answered yes to either of those questions, you’re trying to motivate folks “towards the experience of pleasure”. Pleasure, in this case, being better health, wellness, etc. And, as we’ve just learned, this is not as strong a motivator as the avoidance of “pain” is. (Pain, in this context, being physical or mental)

Instead, tweak your marketing messages so they convey how chiropractic can help prospective patients avoid a specific “pain”.

For older folks, this could include showing them how chiropractic can help prevent their body from deteriorating as quickly.

For athletes, this could include showing them how chiropractic can help them avoid being sidelined or plagued by injury.

For wellness oriented folks, this could include showing them how chiropractic can help them avoid getting slammed by lots of viruses, germs, colds, etc.

For parents, this could this include showing them how chiropractic can help them avoid getting depleted of vitality and energy – which impacts they’re ability to engage in quality time with their children.

For middle-aged folks, this could include showing them how chiropractic can help them avoid losing their youthful luster and pizazz.

In all of these examples, and all the others I could list, we’re still conveying the benefits of chiropractic care with you. However, the benefits we’re conveying are stated as “avoiding the negative” rather than just “achieving the positive”.

To prospective patients, the avoidance of pain, in these examples, IS the benefit that is more likely to move them to start care with you. We’re not being negative (no pun intended). We’re just focusing the benefits of chiropractic care with you in a way that shows prospective patients how it will help them avoid the pain they so desperately want to avoid.

If you really want to take the persuasive nature of your marketing to a whole new level… start your marketing messages by focusing on the pain. Be specific in your description of that pain. Then proceed to show how chiropractic can help them avoid the pain. Once again, be specific in your description of what that looks like. Then, end by sharing all of the additional benefits and “pleasures” they’ll also experience as a chiropractic patient in your office.

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