The Art of Silence: Why Physicians Should Know What NOT to Say to Encourage Preventative Healthcare Screenings
As a behavioral scientist, I have dedicated my career to understanding the intricacies of human behavior and how small changes in communication can lead to significant shifts in patient outcomes. Physicians and healthcare providers (HCP) in general play a critical role in encouraging patients to complete preventative healthcare screenings, but the way they communicate this message can make a world of difference.
In our increasingly complex healthcare environment, it is not only important for physicians to know what to say, but also what not to say when encouraging patients to undergo screenings. Our research indicates that certain phrases or communication styles can inadvertently trigger negative emotions or cognitive biases, leading patients to avoid or delay important health checks. Additionally, we cannot treat patients as a monolithic group. “One size messaging does NOT fit all”
For instance, emphasizing the potential negative outcomes of not undergoing a screening can induce fear and anxiety in some patients, which may activate the patient's defense mechanisms and result in avoidance behavior. Instead, focusing on the benefits of early detection and the empowering aspects of being proactive about one's health can foster a more positive mindset. In other patients’ evidence shows that when they hear “early detection” their temporal bias of avoiding bad news triggers procrastination.
Additionally, using jargon or overly technical language can make some patients feel overwhelmed or confused, which may cause them to disengage from the conversation. To prevent this, HCPs should strive to use plain language and relatable analogies that resonate with the lived experiences of that individual when discussing the importance of screenings.
Lastly, it is crucial to avoid making patients feel pressured or judged for their choices, as this can lead to a sense of shame or guilt, further discouraging them from pursuing preventative care. By adopting a supportive and empathetic approach, physicians can create an environment where patients feel comfortable discussing their concerns and are more likely to take action resulting in positive behavior change.
At the end of the day, knowing what not to say is just as important as knowing what to say when encouraging patients to complete preventative healthcare screenings. Patients are idiosyncratically different when processing important healthcare information and sometimes irrational. At Rehavior, we empower HCP’s with a tool to identify these differences and contextually frame the conversation for each patient. Armed with these behavioral insights at scale, HCP’s can make a significant and lasting impact on patient outcomes and contribute to a healthier society.
