Clinicians and marketers should ask patients to describe their life before treatment, not after. A patient explaining their elbow pain from a golf swing, the swelling and lost function, creates a testimonial that actually moves people. Skip this step and you lose the story that makes someone recognize themselves.
The most important thing is you want to use other people to tell the story for you. Okay? So you have to ask them, what was life like before the procedure? What was life like before the procedure? And you're going to get a lot of the same stuff. So don't, by the way, don't bypass this. You want every single prospect who's giving you, or every single patient who's giving you a testimonial to tell this story. And the more they can go into that story, like my story is that when did I know that it happened with my elbow? I hit a 4-iron on number 8 in the opening day tournament, and as soon as I hit it, I knew I blew my elbow out and I couldn't pick up a glass of water. My elbow grew up, blew up to the size of like 3 times its normal size. It looked like there was a baseball underneath it. I couldn't sleep. I was frustrated. I couldn't work out. I couldn't do any of the things that I like to do. Okay.
OUT OF THE SYSTEM | How 100,000 Free Doctors Could Save Healthcare $40 Trillion
