Hey, what’s this? Are we at war? Some of us seem to think so. But really it’s just politics as usual. Politics is a game, nothing to get upset about. But games have winners and losers, so victory is an appropriate goal.
It’s a game we can’t avoid because politics is woven into the fabric of society. Society, and its infrastructures, are always changing. You can sit on the bench and do nothing, like the poor buggy whip makers who can’t find work anymore, or you can get ahead of the game, like Henry Ford, and become a winner. Or, you can try to get ahead of the game, and fail in the end. Or, you can try to reverse change, and fail from the beginning. Henry Ford directed the course of change toward his advantage.
Unlike in transportation, there has been very little recent change in the foundation of medical practice: the doctor-patient relationship. As this foundation is eroded, so is the quality of care. So, to be winners we don’t have to invent something new, like Henry, we have to preserve something old, because it is still valuable, and still works better than anything that has been suggested to replace it.
So, how do you win in today’s world? Well, obviously, make videos. Isn’t that what everyone is doing? How many hours of video are uploaded to YouTube every minute? How will your videos be noticed amongst all of those? Well, obviously, you make a video that goes viral.
What makes a video go viral? Ah, now that’s a good question. Nobody knows the answer, but there are some clues. Watch videos that have gone viral. Watch TV commercials. What do you see? Sex, pets, free money. Add a surprise twist and you’ve got a good start. Include unique, quality images.
If each one of us makes a video, there is a fair chance one or two of us will be clever and lucky enough to go viral. So, what should be the subject of our video? What is the one thing that would restore the doctor-patient relationship better than any other single thing? Obviously, healthcare savings accounts. Tell people how they would save money with HSAs and how they would be good for the country. HSAs would get third parties out from between them and their doctor. Don’t bother talking about how HSAs would be good for doctors, only doctors care about that, and we want everyone to care about HSAs. And if only your patients and friends watch your video, but each of us makes one, think how many people that will reach.
We want our message to sink into the unconscious mind. The unconscious never forgets. But the unconscious doesn’t understand negative statements. The unconscious understands positive statements, only. Notice the difference? Say, “Smile,” instead of saying, “Don’t be sad.”
Remember, the expression of all emotions tends to provoke that same emotion in the viewer. You want your viewers to follow you happily, rather than stalk off angry.
Come on now, give it a try. It’s easy. For practice, I’ve already made six videos. I opened my (free) YouTube account in the name of my horse, HSBapaso, in an effort to avoid embarrassment. I’m working on my HSA video right now.
Will you commit to making a video?
Will you at least talk up healthcare savings accounts?
Do you have a better idea?
