Loss aversion in the clinic

The same fact can land softly or firmly. It depends on whether you frame it as a gain or a loss.

Research on decision-making found that a loss feels heavier than a gain of the same size. Most reps only speak in gains: better control, better results. The doctor hears it and moves on.

The honest alternative is to frame the cost of doing nothing, for the patient.

• "Patients reach control with this" is a gain.
• "Patients who stay off target lose time they cannot get back" is a loss.

• Two rules keep this ethical.
• The loss must be the patient's, not yours.
• The evidence must be approved. Never exaggerate a risk and never create fear. That breaks trust, and it breaks the code.

“Show the doctor what his patient loses by waiting, and let the evidence do the rest.”

Lesson 11 of 19 in Step 6: Objections and influence, with the full guide and a checklist for this week.