Priming, Influencing & Persuading Patients with Andrew McCauley

Jan 19, 2025

Andrew McCauley, a Specialist Physiotherapist & Athletic Development Coach, discusses the significance of influence and persuasion in healthcare communication. He highlights the importance of priming and offers insights into using principles from Cialdini’s work to improve patient outcomes. Topics include the ethics of utilizing scarcity, the power of social proof in building trust, and strategies for enhancing patient commitment. McCauley emphasizes that fostering a strong therapeutic relationship can transform clinical interactions and increase patient adherence.

01:33:38

forum

Ask episode

web_stories

AI Snips

view_agenda

Chapters

menu_book

Books

auto_awesome

Transcript

info_circle

Episode notes

volunteer_activism

ADVICE

Priming for Trust

Prime patients for positive behaviors and trust by controlling the waiting room environment.
Display images of connection and collaboration, like people together, to evoke those behaviors.

question_answer

ANECDOTE

Environmental Priming Example

Ben Cormack replaced anatomical charts with pictures of people being active in nature in his NHS physio department.
This aimed to prime patients for activity and positive lifestyle changes rather than focusing on biomedical issues.

insights

INSIGHT

Influence is Unavoidable

Persuasion, influence, and even manipulation are inevitable in healthcare interactions.
Their ethicality depends on intentions and desired outcomes, not the terms themselves.

Get the Snipd Podcast app to discover more snips from this episode

Balancing Teaching and Treating

01:26 • 4min

chevron_right

Influence and Persuasion in Healthcare

05:34 • 29min

chevron_right

Harnessing the Principle of Scarcity in Patient Care

34:11 • 5min

chevron_right

The Power of Reciprocation in Building Professional Relationships

39:24 • 4min

chevron_right

Building Trust: The Key to Patient Compliance

43:34 • 14min

chevron_right

Enhancing Patient Engagement through Communication

57:53 • 17min

chevron_right

Navigating Difficult Conversations in Healthcare

01:14:48 • 19min

chevron_right

Grit

The Power of Passion and Perseverance

Angela Duckworth

In this book, Angela Duckworth presents a compelling argument that success is driven more by grit, a fusion of relentless passion and perseverance, than by talent. She explains what grit is, how to identify and develop it, and how it can be grown through stages such as developing interests, consistent practice, finding a pro-social purpose, and cultivating optimism. The book is structured in three parts: explaining what grit is and why it matters, how to grow grit from the inside out, and how to grow grit from the outside in, targeting parents, coaches, teachers, and organizational leaders. Duckworth supports her arguments with personal stories, historical insights, and interviews with high achievers from various fields.

Influence

The Psychology of Persuasion

Robert Cialdini

In this highly acclaimed book, Dr. Robert B. Cialdini explains the psychology behind why people say yes and how to apply these insights ethically. The book outlines six universal principles of influence: Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, and Scarcity. The new and expanded edition includes a seventh principle, Unity, along with new research, insights, and examples. Cialdini uses memorable stories and relatable examples to make the subject accessible and easy to understand, helping readers become more skilled persuaders and defend themselves against unethical influence attempts.

Thinking, Fast and Slow

Daniel Kahneman

In this book, Daniel Kahneman takes readers on a tour of the mind, explaining how the two systems of thought shape our judgments and decisions. System 1 is fast, automatic, and emotional, while System 2 is slower, effortful, and logical. Kahneman discusses the impact of cognitive biases, the difficulties of predicting future happiness, and the effects of overconfidence on corporate strategies. He offers practical insights into how to guard against mental glitches and how to benefit from slow thinking in both personal and business life. The book also explores the distinction between the 'experiencing self' and the 'remembering self' and their roles in our perception of happiness.

Persuasion

Jane Austen

Published posthumously in December 1817, *Persuasion* is Jane Austen's last completed novel. The story revolves around Anne Elliot, a 27-year-old woman who, at the age of 19, was persuaded to break off her engagement to Captain Frederick Wentworth due to his lack of wealth and connections. Eight years later, Anne and Captain Wentworth, now a successful naval officer, meet again, setting the stage for a second chance at love and marriage. The novel explores themes of love, social class, regret, and the consequences of pride and persuasion, reflecting the societal norms and expectations of the Regency era in England.

The Chimp Paradox

Steven Peters

The Chimp Paradox by Dr. Steve Peters introduces a powerful mind management model that explains the internal struggle between the 'Chimp' (emotional and instinctive) and the 'Human' (rational and intelligent) parts of the brain. The book helps readers recognize how their mind works, understand and manage their emotions and thoughts, and develop strategies to tame the 'Chimp' and make better decisions. It also discusses the role of the 'Computer' part of the brain, which stores automatic habits and responses. The book provides practical advice and exercises to help readers improve their daily lives, manage stress, and achieve their goals.

Key Person of Influence

Daniel Priestley

This book outlines a five-step method to fast-track your way to the inner circle of your industry. It emphasizes the importance of influence in success and provides steps such as pitching, publishing, productizing your knowledge, building your profile, and forming partnerships. The book is aimed at those who want to get ahead in their career, dominate their industry, or become successful entrepreneurs.

Atomic Habits

James Clear

Atomic Habits by James Clear provides a practical and scientifically-backed guide to forming good habits and breaking bad ones. The book introduces the Four Laws of Behavior Change: make it obvious, make it attractive, make it easy, and make it satisfying. It also emphasizes the importance of small, incremental changes (atomic habits) that compound over time to produce significant results. Clear discusses techniques such as habit stacking, optimizing the environment to support desired habits, and focusing on continuous improvement rather than goal fixation. The book is filled with actionable strategies, real-life examples, and stories from various fields, making it a valuable resource for anyone seeking to improve their habits and achieve personal growth.

The concept of influence, persuasion or even manipulation (psychologically) in clinical practice can seem very uncomfortable to some. Yet it occurs in every interaction we have, whether we intentionally do it or not.

And with the increasing evidence that contextual factors and therapeutic relationships play a large role in patient outcomes, being able to master these could be as important as the assessments we do and treatment plans suggested.

On this episode Ben is joined by Andrew McCauley, Specialist Physiotherapist & Athletic Development Coach where they discuss;

(00:00:00) – Introduction

(00:01:24) – Andrew’s 10 Quick Fire Questions

(00:06:19) – What Led Andrew (and Ben) To Be Interested In Cialdini’s Work?

(00:11:39) – What Is Priming & How Have We Used It?

(00:21:21) – Why We Should Not Feel Uncomfortable With The Terms “Influence”, “Persuade” or “Manipulate” As Healthcare Clinicians?

(00:25:50) – Is Influence By Authority Still Effective In Healthcare?

(00:34:12) – Can We Use Scarcity In Healthcare?

(00:39:47) – Is It Ethical To Use Reciprocation With Patients?

(00:45:52) – How Could We Use Social Proof With Patients?

(00:50:48) – Is Being Likeable With Our Patients Enough?

(00:55:15) – How Do We Increase Feelings Of Unity With Our Patients?

(01:02:08) – How To Increase Patient Commitment & Consistency To The Plan

(01:15:01) - Andrew’s Hardest Conversation

(01:24:30) - When Andrew Was Able To Influence A Patient When He Thought He Couldn’t

(01:30:42) - Where To Find Andrew, Therapeutic Conversations Unravelled Podcasts & Unravelling S&C For Therapists

You Can Find Andrew On Social Media:

Instagram: @procaresports

Twitter/X: @mccauleyandrew

As well as on LinkedIn

Therapeutic Conversations Unravelled Podcast (TCUP):

Spotify:

https://open.spotify.com/show/4gkQRHkg0EZJ7kOPnlPurC?si=9a4e4a69e51e401a

Apple Podcasts:

https://podcasts.apple.com/us/podcast/therapeutic-conversations-unravelled-podcast-tcup/id1777788887

Unravelling S&C For Therapists Course:

https://linktr.ee/procaresports

Books Mentioned:

Influence – Robert Cialdini

Presuasion – Robert Cialdini

Grit – Angela Duckworth

Key Person Of Influence - Daniel Priestly

The Chimp Paradox – Steve Peters

Thinking Fast & Slow – Daniel Kahneman

Atomic Habits – James Clear

You can find Ben across social media @BWhybrowPhysio

Send Questions or Stories in to clinicalcommunication@outlook.com

Home Top podcasts Popular guests