How to Lead Patients to Make the Best Choices for Care (PSVC Model)
Hey everyone, this is Doctor George Birnbach, and we’re going to continue on our skillset for communication. Using the PSVC model. Now in another skill seminar we really dove into the problem with the two-question connection. Which was: “Hey, so tell me what’s going on. Got it, why is that a problem for you?” That’s the fastest way to start changing the patient mindset over “this is a little annoying, so a potential concern” to “You know what this is something I should work on!”.
Because the brain normally makes the decision this way: it spots a problem. It looks for a solution. Then it validates it on safety. Is it safe enough for me to do this? And then it chooses on a prioritization basis: “should I choose act or not to act?” And what we want to do in the role of leadership, is to help them through a logical path to make a better decision. Because remember patients became patients because of the decisions they made most of the time. We want to help them choose differently.
So PSVC stands for Problem, solution, validation and call to action. Each of these four lines up with the way the brain naturally makes a decision. But it also is something that has to be handled as four independent elements. But it’s not slow in fact, if you do it right, it’s super quick.
So, first the problem. The problem, which we already kind of talked about, highlights whatever the patient or prospect brings up. As a real concern that’s having a real-life impact. And needs some attention to find a real solution. And this is the first step in having a real conversation with them.
So if someone walks up and they say: “I’ve been suffering with these headaches, I wake up every morning, I’m exhausted, my head hurts.” “Well, I’m so sorry that you’re dealing with that. But when that occurs, how’s that restricting your day?” See, that’s a two-question connection. Once they tell me how it’s restricting their day, I want to put it on a timeline. “How long is that been going on?” “What have you tried up until now to fix it?” “All right, well why do you think those things didn’t work for you?” That is a fully fledged out problem module. And you’ve got to get good at that. If you do nothing else this week, practice just that. Because now the rest rolls out super easy. Once they tell you what the problem is, how long it’s been going on, what they’ve tried so far. And what hasn’t worked and why they think it hasn’t worked. Even if the answer is “I don’t know”. Now we can offer a solution. And that solution is going to be opposite of the problem.
So if they say “I’ve been having headaches, they’re keeping me up at night, and if I do fall asleep, I wake up with my head throbbing”, “I’m so sorry you’re dealing with that”, and we flesh out the problem and I say: “You know what? Every day a chronic symptom is present, it’s moving further and further along the line where it could be permanent, and nobody wants that. What we want instead is to let these headaches go, am I right?” See, I offer the opposite of that problem. And then I anchor it. And an anchor is just n fancy communication term to get an agreement. “Does that make sense?” “Can you see why we’re going to do it this way? “Understand? “Are we good?” Those are all anchors. They’re just simple. It’s better than saying “Uhhm” or “uhhh” or “ehhh”. You know, just use an anchor and you’re actually staying in the conversation. Once we offer a solution, which is the opposite of the problem. And they go: “Yeah, I’d love to do that.” Then I’m going to offer a simple step forward. “Well the first thing we need to do then, is to get the information we need to solve the puzzle. Does that make sense?”.
You see again, the solution statement is the first step forward, followed by an anchor. I’ve got headaches, what we’d like is no headaches. So, what we need to do, is do an exam and figure out how to solve this. Does that make sense? What we’re doing now is we’re going from the emotional problem solution into the solution validation logic pattern. And we’re going to move away from the emotion and into logic. And we’re going to follow up our solution, “What we need to do is get rid of these headaches, and we’re going to do that by doing an exam, does that make sense? It’ll give us the information we need to solve the puzzle.” They go: “Sure, that makes sense.”
Now I’m going to give them simple validation. And validation is really easy. “Let me tell you why this is the right path.”, or “Let me tell you why this’ll work for us.”, or “Let me tell you why we can trust this.” It’s a simple statement. In order to show them that it makes sense to follow along. And once you give them a logical validation statement, almost all the fear of action goes away and now we offer a call to action. And the call to action is simple. “So, let me help you get scheduled.” So to break this down one more time. Don’t worry about the fact that you have to practice this. Everyone has to practice this. But when you practice models, you’ll realize you have a lot more flexibility than you do if you just trying to memorize scripting. Scripts are great, but models allow you to make an empathetic connection. And be flexible in that relationship. So, the PSVC model. It’s lined up with the normal neurochemistry and how they’re thinking anyway. It’s super quick, and it builds on authority-based relationships. Right? That’s what we want.
So, my name is Doctor George Birnbach. I love teaching all of this information. To help chiropractic get out of your office and into the world, so we can see the results in real people, in real lives, in real time. All right?
Go practice, help more people with chiropractic, by building your leadership-based communication skills. All right, I’ll talk to you soon, bye bye.