I recently had the opportunity to collaborate on an article with Dr. Ben Fung, the Co-Founder and COO of UpDoc Media, a digital media, and marketing company — specializing in physical therapy and healthcare services, about the psychology of buy-in; and how it is severely important because no matter what we do … no matter what industry or which profession we identify, “sales” regardless of what we label it as, is a daily part of what we do.

A few key points from the article:

“People don’t buy what you do, they buy why you do it”

–Simon Sinek


Simon Sinek, a motivational speaker and marketing consultant who gave a kick ass TED Talk about his model for how great leaders inspire action and how it start with the question “why” and The Golden Circle said that “people don’t buy what you do, they buy why you do it”.

Image by BoscoAnthony

Since we like talking about science, here is a little neuroanatomy and physiology analogy for you. When taking a cross-section of the brain from the top down it can be divided it into 3 parts. The outer layer, the neocortex, is primarily responsible for all rational and analytical thought as well as language; the “What”. Then breaking down the inner two layers is the limbic brain; the “How” and the “Why” humans behave. The limbic brain is responsible for feelings, i.e., trust and loyalty, and is largely responsible for human behavior and decision making.

As physical therapists, our time is very valuable and limited, so by having this information about how to effectively connect with our consumers we can efficiently direct our marketing efforts to help bring in prospective clients. Even if you are not the one responsible for marketing, this can be very effective when trying to get buy-in from patients. In the end, the golden circle bottles down to emotional intelligence, and in a field where we interact with so many different personalities on a daily basis the importance of understanding this cannot be underestimated.

How are Physical Therapists supposed to be a driving force in health care if nobody knows exactly what who we are and what we’re capable of offering patients?

For the rest of the article as well as actionable steps that any business can take to improve the brand of their community please visit: https://updocmedia.com/physicaltherapyinthecommunity-freshperspectives/


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