A Lesson in the Power of Suggestion

Take a look at what happened when Jimmy Kimmel sent someone out in the street to get people's reactions to what they think is the new iPhone:

It's interesting, isn't it, how when people are told something by a person who seems credible – in this case someone with a TV camera and microphone – they can convince themselves they are seeing something new and exciting. Once the suggestion is made, and they believe it, their minds do the rest. As I like to say, sometimes you have to believe it to see it.

Let me make this clear: I'm not suggesting that you should in any way use your authority as a health care expert to try to deceive patients the way these people were. You're not trying to fool anybody; you're genuinely trying to help people and the value you provide is quite real.

But there is a lesson here: What you say and how you present it matters. It can't be just about waiting for patients to see the value for themselves. You have to help them see it. You have to get them truly believing in their ideal care possibilities.

Because once they believe it, there is no stopping them. They will convince themselves they need it, and they will be asking you for ideal care.