How do we take clients from what they see as two-star value to the five stars we know it is? Derek Gleason walks you through his findings from studying the World Health Organization, what "Against Medical Advice" means for the trust gap, and what digital marketers can learn from all of this.

1. “AMA”
TUESDAY TALK | DECEMBER 29,
2016

2. NO, NOT THAT
ONE.

3. OR THAT ONE.

4. THIS ONE.
“AGAINST
MEDICAL ADVICE”

5. PATIENTS =
CLIENTS *SPOILER ALERT

6. BUT LET’S
BACK UP.

7. TO 1964 AND
THE WHO.

8. NO, NOT THAT
ONE.

9. THIS ONE.

10. AND THIS GUY.

11. “INFORMATIONAL
INEQUALITY”
≠

12. UNCERTAINTY IN1. INCIDENCE OF
DISEASE
2. EFFICACY OF
TREATMENT

13. POSSESSED BY THE
PHYSICIAN…IS NECESSARILY
VERY MUCH GREATER THAN
THAT OF THE PATIENT…BOTH
PARTIES ARE AWARE OF THIS
INFORMATIONAL INEQUALITY,
AND THEIR RELATION IS

14. $$$$
$
VALUE OF EXPERT
KNOWLEDGE

15. $$$$
$
CLIENT’S
PERCEIVED VALUE
KNOWLED
GE GAP

16. $$$$
$
HOW TO GET
CLIENTS FROM
$$$$
$

17. $$$$
$
CLIENT
EDUCATION?
KNOWLED
GE GAP

18. $$$$
$
MORE CLIENT
EDUCATION?
KNOWLED
GE GAP

19. $$$$
$
KIDNAPPING CLIENTS FOR SECRET 12-WEEK
EDUCATIONAL BOOTCAMP?
KNOWLED
GE GAP

20. $$$$
$
KIDNAPPING CLIENTS FOR SECRET 12-WEEK
EDUCATIONAL BOOTCAMP?
TRUST GAP

21. TRUST.
$$$$
$

22. STANDARDS OF CARE. IN PART, HE
REPLACES DIRECT OBSERVATION BY
GENERALIZED BELIEF IN THE ABILITY
OF THE PHYSICIAN. TO PUT IT
ANOTHER WAY, THE SOCIAL
OBLIGATION FOR BEST PRACTICE IS
PART OF THE COMMIDITY THE
PHYSICAN SELLS, EVEN THOUGH IT IS

23. MEDICINE DOES IT
WITH
1. RIGID ENTRY
REQUIREMENTS
2. COLLECTIVITY-
ORIENTATION
3. PERSONAL & FAMILY
RELATIONSHIPS

24. OUR PROXIES ARE
1. CASE STUDIES
2. INTEGRATED SERVICES
3. REFERRALS

25. WHICH BRINGS US
BACK TOAGAINST
MEDICAL ADVICE

26. $$$$
$
AMA CLIENTS
KNOWLED
GE GAP

27. $$$$
$
AMA CLIENTS
TRUST GAP

28. $$$$
$
AMA CLIENTS
COMBINED KNOWLEDGE AND
TRUST GAP

29. AMA CLIENTS ARE
THE WORST OF
THE WORST.

30. IN MEDICINE,
THEY’RE OFTENYOU
NG
MA
LE
PO
OR
ADDIC
TED
MENTALL
Y ILL

31. BUT THEY MAY
INSTEAD HAVEEXTERNAL
STRESSORS
DIVERGENT
EXPECTATIONS
SUPERFICIAL SELF-
EVALUATION
NEGATIVE PAST
EXPERIENCES

32. AND THOSE, WE
CAN MANAGE.

33. UNDERSTAND PAST
EXPERIENCES
DOES CLIENT BRING
IGNORANCE, SKEPTICISM,
FEAR, TRUST?

34. COMMUNICATE
LENGTH OF
TREATMENTEXPECTATION GAP IS
PRIMARY CAUSE OF AMA,
MORE SO THAN ACTUAL
EXPERIENCE

35. BE A PERSONAL
PHYSICIAN.OPEN EXPLANATION
OUTWEIGHS MISTAKES.
TRUST BEATS CLARITY.

36. UNCOVER ROOT
GOALS.BROADEN THE TERMS OF
ENGAGEMENT.
BUILD A THERAPEUTIC
ALLIANCE.

37. CONVEY BENEFITS—
AND
CONSEQUENCES.WHAT COULD BE ACHIEVED
AND WHAT WON’T BE
ACHIEVED ARE AS
IMPORTANT AS WHAT IS
ACHIEVED

38. NOW, ASK ME
ANYTHING.AND THANKS!