Small Talk

March 21, 2011 »

An Even Better Story To Tell

Ever since I started HealthTalker, people told me that I was crazy for believing that consumers would willingly participate in programs without any form of compensation.  For years, I’ve been studying the word of mouth dynamics in the healthcare space, and have argued two key points about the motivations for people to spread the word. 

First, I’ve always believed that people want to feel like they are part of something larger than themselves.  I’ve seen this same theme repeated in the research that we conduct with potential participants, and I’ve read it in some of my favorite books about this topic.  Many participants in our programs report that the very idea of belonging to a nationwide movement makes them feel valued, and that they earn some form of social currency for their engagement with what we do.  Just last week, someone we spoke to said to us, “I like the idea. I think it’s going be helpful and make communicating with others who have the same problems a lot easier, and open the dialogue for discussion.”

The second reason focuses on the pure goodness in the human race.  Yes, it’s true - people actually like to help other people in need, and by sharing their story and offering their perspective on a certain health issue or product experience, they gain a deeper sense of accomplishment.  Paying it forward through words of their own healthcare journey - either about themselves, or a loved one - has been a central theme to why people engage with us.

Today’s Boston Globe featured a fascinating article that challenges these two fundamental principles that I have long held as certain truths.  In fact, today, I realized that I may have been overlooking an even more compelling reason for people to participate with us!  Self-survival!  That’s right!  It turns out that people might be less altruistic than I have been giving them credit all along.  According to this study, telling stories to others about ones own health condition is proving to have a positive therapeutic effect!  How cool is that!?

I’ve been honing my story for the past few years about why people engage in word of mouth for healthcare - and I’m certain that my story just got better with this new insight. 

Perhaps spreading the word will become the latest trend for self-improvement with healthcare!  Imagine your doctor saying to you, “Tell two stories, and call me in the morning.” 

It just might happen!

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