How do you persuade healthcare decision-makers?

1 Know your audience

The first step to persuading healthcare decision-makers is to understand who they are, what they care about, and what motivates them. You can use stakeholder analysis tools to identify the key players, their interests, their power, and their influence. This will help you tailor your message to their needs, values, and goals. For example, if you are advocating for a patient to receive a certain treatment, you may emphasize the clinical evidence, the cost-effectiveness, and the patient's preferences to different decision-makers, such as doctors, insurers, and administrators.

2 Build rapport and credibility

The second step to persuading healthcare decision-makers is to establish a positive and respectful relationship with them. You can do this by showing empathy, listening actively, asking open-ended questions, and acknowledging their perspectives. You also need to demonstrate your expertise, professionalism, and reliability. You can do this by providing relevant and accurate information, citing credible sources, and following up on your commitments. By building rapport and credibility, you can increase your trustworthiness and likability, which are essential for persuasion.

3 Appeal to logic and emotion

The third step to persuading healthcare decision-makers is to use both logic and emotion to support your arguments. You can use logic by presenting facts, data, and evidence that show the benefits and feasibility of your recommendations. You can also use logical frameworks, such as problem-solution, cause-effect, or pros-cons, to organize your message and make it clear and coherent. You can use emotion by telling stories, using vivid language, and expressing passion and enthusiasm. You can also appeal to the decision-makers' emotions, such as fear, anger, or hope, by highlighting the risks, consequences, or opportunities of your recommendations.

4 Address objections and concerns

The fourth step to persuading healthcare decision-makers is to anticipate and address any objections or concerns they may have. You can do this by conducting a SWOT analysis (strengths, weaknesses, opportunities, and threats) of your recommendations and preparing responses to common or potential questions or criticisms. You can also use techniques such as reframing, conceding, or compromising to overcome resistance and find common ground. For example, if a decision-maker is worried about the cost of your recommendation, you can reframe it as an investment, concede that it may require some trade-offs, or compromise on some aspects to reduce the expense.

5 Ask for action and follow up

The fifth step to persuading healthcare decision-makers is to ask for a specific and clear action and follow up on the results. You can do this by using a call to action that summarizes your main points, explains the benefits and urgency of your recommendations, and requests a concrete and measurable outcome. You can also use techniques such as scarcity, reciprocity, or social proof to increase the likelihood of compliance. For example, you can mention that your recommendation has a limited availability, that you have done something for the decision-maker in the past, or that other decision-makers have already adopted it. You also need to follow up on the action by sending a thank-you note, providing feedback, or offering support.

6 Keep learning and improving

The sixth step to persuading healthcare decision-makers is to keep learning and improving your skills and strategies. You can do this by seeking feedback, evaluating your performance, and identifying areas for improvement. You can also learn from other patient advocates, experts, or mentors who can share their experiences, insights, and advice. By keeping learning and improving, you can enhance your confidence, competence, and effectiveness as a patient advocate.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?