how bridging the trust gap with clients can enhance the agency-client relationship

“AMA”TUESDAY TALK | DECEMBER 29 , 2016

NO, NOT THAT ONE.

OR THAT ONE.

THIS ONE.“AGAINST MEDICAL ADVICE”

PATIENTS = CLIENTS*SPOILER ALERT

BUT LET’S BACK UP.

TO 1964 AND THE WHO.

NO, NOT THAT ONE.

THIS ONE.

AND THIS GUY.

“INFORMATIONAL INEQUALITY”≠

UNCERTAINTY IN1. INCIDENCE OF

DISEASE2. EFFICACY OF

TREATMENT

“THE INFORMATION POSSESSED BY THE PHYSICIAN…IS NECESSARILY VERY MUCH GREATER THAN THAT OF THE PATIENT…BOTH PARTIES ARE AWARE OF THIS INFORMATIONAL INEQUALITY, AND THEIR RELATION IS COLORED BY THIS KNOWLEDGE.”

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VALUE OF EXPERT KNOWLEDGE

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CLIENT’S PERCEIVED VALUE

KNOWLEDGE GAP

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HOW TO GET CLIENTS FROM$$

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CLIENT EDUCATION?

KNOWLEDGE GAP

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MORE CLIENT EDUCATION?

KNOWLEDGE GAP

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KIDNAPPING CLIENTS FOR SECRET 12-WEEK EDUCATIONAL BOOTCAMP?

KNOWLEDGE GAP

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KIDNAPPING CLIENTS FOR SECRET 12-WEEK EDUCATIONAL BOOTCAMP?

TRUST GAP

TRUST.$$$$$

SINCE THE PATIENT DOES NOT…KNOW AS MUCH AS THE PHYSICIAN, HE CANNOT COMPLETELY ENFORCE STANDARDS OF CARE. IN PART, HE REPLACES DIRECT OBSERVATION BY GENERALIZED BELIEF IN THE ABILITY OF THE PHYSICIAN. TO PUT IT ANOTHER WAY, THE SOCIAL OBLIGATION FOR BEST PRACTICE IS PART OF THE COMMIDITY THE PHYSICAN SELLS, EVEN THOUGH IT IS A PART THAT IS NOT SUBJECT TO THOROUGH INSPECTION BY THE BUYER.”

MEDICINE DOES IT WITH

1. RIGID ENTRY REQUIREMENTS

2. COLLECTIVITY-ORIENTATION

3. PERSONAL & FAMILY RELATIONSHIPS

OUR PROXIES ARE1. CASE STUDIES

2. INTEGRATED SERVICES

3. REFERRALS

WHICH BRINGS US BACK TO

AGAINST MEDICAL ADVICE

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AMA CLIENTS

KNOWLEDGE GAP

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AMA CLIENTS

TRUST GAP

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AMA CLIENTS

COMBINED KNOWLEDGE AND TRUST GAP

AMA CLIENTS ARETHE WORST

OF THE WORST.

IN MEDICINE, THEY’RE OFTENYO

UNG

MALEPO

ORADDICTEDMENTA

LLY ILL

BUT THEY MAY INSTEAD HAVEEXTERNAL

STRESSORSDIVERGENT EXPECTATIONSSUPERFICIAL SELF-EVALUATIONNEGATIVE PAST EXPERIENCES

AND THOSE, WE CAN MANAGE.

UNDERSTAND PAST EXPERIENCESDOES CLIENT BRING IGNORANCE, SKEPTICISM, FEAR, TRUST?

COMMUNICATE LENGTH OF TREATMENT EXPECTATION GAP IS PRIMARY CAUSE OF AMA, MORE SO THAN ACTUAL EXPERIENCE

BE A PERSONAL PHYSICIAN.OPEN EXPLANATION OUTWEIGHS MISTAKES.TRUST BEATS CLARITY.

UNCOVER ROOT GOALS.BROADEN THE TERMS OF ENGAGEMENT.BUILD A THERAPEUTIC ALLIANCE.

CONVEY BENEFITS—AND CONSEQUENCES.WHAT COULD BE ACHIEVED AND WHAT WON’T BE ACHIEVED ARE AS IMPORTANT AS WHAT IS ACHIEVED

NOW, ASK ME ANYTHING.

AND THANKS!