My Psychological warfare Past. Your Patient Advertising Future.
More physicians and dentists should study psychology. If they did, their patient advertising would be more effective.
I know a thing or two about psychology, propaganda, and patient advertising. They’ve been my profession over the past twenty five years.
After college, I served as an Army officer and a graduate of the U.S. Army Psychological Operations Officer Qualifications Course, and a platoon leader for a propaganda development team in support of the tactical mission of special operations forces. Psychological operations (PSYOP) are planned operations to convey selected information and indicators to audiences to influence their emotions, motives, objective reasoning, and ultimately the behavior of governments, organizations, groups, and individuals.
Being a PSYOP officer created some memorable experiences and valuable training as I went into advertising after leaving the military – including training to develop printed leaflets persuading enemy combatants to surrender, disperse the leaflets in highly selective target areas from a C-130 airplane traveling 2,000 feet above the drop zone, then parachuting from the plane to assist in the success of the mission.
Fast-forward twenty five years, and I’m a Creative Director of a healthcare brand and advertising agency. People are not shocked when I share my story – past and present. It makes sense when you think about it. Successful advertising, after all, is the end result of persuasion and influence.
Learning the principles of psychological warfare to boost the effectiveness of patient advertising (doctors and dentists) isn’t evil. It can teach you:
- What people want
- How they feel about what they want
- Why they act as they do
And then you can:
- Better understand how to satisfy your prospective patients
- Influence more people to schedule a consultation
- Help add more satisfaction to their lives
Do you offer satisfied patient outcomes and a memorable experience?
If not, you don’t need psychology. You need a shot of truth.
Source image credit – www.psywar.net