The first number a doctor hears shapes how he judges everything after it.
Research on judgement found that people start from the first number they hear and then adjust too little. That is powerful, which is exactly why it has to be used honestly.
Three anchors I teach:
- Anchor on the target. "Doctor, the guideline target for this patient is lower than it used to be." The first number is the patient's goal.
- Anchor on the main result. Lead with the primary endpoint, not the best subgroup.
- Anchor on simplicity. "One tablet a day instead of two", where the approved dosing supports it.
What to avoid: opening with a subgroup result or a relative risk that sounds bigger than it is. It may win the call, but the doctor will check it later, and your credibility will not recover.
“The first number the doctor hears should be the one you would defend in front of his peers.”
Lesson 12 of 19 in Step 6: Objections and influence, with the full guide and a checklist for this week.