Personalizations Drive Retention
Hey everybody, this is Dr. George Birnbach. And today I want to talk to you about something called the self-reference effect. The self-reference effect is showing us especially as we’re talking about practice retention. In chiropractic. It shows us how personalization can really transform a patient’s experience. So I really do believe that personal relation and personalization or personalized experiences and conversations really drive loyalty with your patients in the future. And we see this now that we’re doing more and more zoom calls or lunch and learns online.
Have you ever spent an entire video call looking yourself on the camera? Have you ever you seen patients who were just kinda moving around making sure they look good on the screen? Nothing is more fascinating to people than themselves. In fact, people spend 60% of a conversation talking about themselves or their own beliefs. And when people use social media that’s jumping up to over 80% of the time. People’s brains code information differently when it’s about them and we’ve seen that through different conversations and studies on that effect. In behavioral science, it’s called the self-reference effect. So what is the self-reference effect? Well, people remember more information more easily when it’s relevant to them.
They make decisions with more passion when it’s relevant to them. We see this when a husband and a wife go into a medical appointment. And the money goes up and up and up. And it’s a high price program, the person who needs that is rationalizing ways to get it the person who isn’t the person involved. Well, they can sometimes come up with maybe there’s another way. That self-reference effect is really relevant to what we do in chiropractic. Now the self-reference effect says people are more likely to remember, learn and be persuaded by relevant information, information that’s relevant to themselves. And the studies have shown that patients are more likely to respond to ads. When the person in the ad looks like either them or the person they want to become, more so if it looks like them in their present state.
So referencing your patient’s internal picture of themselves, in your history in your exam and in your report of findings, as well as your marketing is even more powerful. Now what are some companies that have done this? This online with Netflix, you have your personal content recommendations, you have makeup ads, where they show different women, different body shapes, different age groups, with cosmetics in order to get the effect that they’re looking for. They even go as far as there’s a landing page company called Optimizely. And Optimizely created a new thing in online marketing called Hyper-Relevant Leadpages. That means that they created 26 different versions of their own homepage. with pictures and text that different audiences would see different landing pages. And then they target the SEO to link into big data and match up the 26-year-old females with the 26-year-old female landing pages, the 45-year-old men with the 45-year-old guy landing pages, because once they started feeding them these different images and these different texts, well then the patience or their customers got in line they had 117% increase in conversions in order to do that, and we see this in all kinds of lines.
But what’s the bottom line? What does all this mean to you in a chiropractic office or to me in a chiropractic office? Well, the bottom line is that the self-reference effect can be a powerful tool when designing how you communicate with people in your office or how your staff can reference different experiences. Learning your success stories and your testimonial stories at different age groups or in different activity levels. And then learning to share the right story with the right patient can really drive engagement, it can drive a love of your practice, which is very big in the tribe, tribe building and also it can drive production numbers, referrals, reviews, and sales. When comes down to teaching your team the self-reference effect.
Just ask the question, how deeply Do we know our patients? Not just their demographic information, but what do we know about our patients their thoughts, their fears, their goals, their aspirations. Does our experience with them reflect how they see themselves? Do they see walking into our practice as somewhere where they feel understood? Are we teaching in our new patient orientation classes are on our 10 minute trainings? are we teaching experiences that multiple areas of patients can reference? Are we creating experiences that reflect the patient’s experiences in our environment?
That’s what the self-reference effect is all about. And it really does make a difference in moving things forward. So you may not be able to create 26 different versions of your web page. But we can take a few moments and talk about different patients in different age groups or different activity levels, and why they resonated or bonded to our clinic and accepted care. And then use that as team trainings and communication skill trainings in order to make that our normal state, which is always bonding on who someone personally is. All right, my name is Dr. George Birnbach. Take this, use it for your attention. People out there need, what you do. Invite them in, lead them well, and then together, move through the entire process to a better place. All right, bye bye.