#PhysicalTherapy need for Network Effects
Hey #PhysicalTherapy community,
After going through the airport security, have you hit the Starbucks app, and by the time you get to the mobile pick-up counter, your coffee is ready? Pretty slick, right? But here’s the twist — Many people like me don’t even like Starbucks or their pricing, yet they make it so darn easy to use their app that I find myself defaulting to their service. Amazon, OpenTable, and DoorDash do the same. They’ve mastered the art of creating low-friction points that make choices almost automatic. We need to do the same in physical therapy. Ache, Pain, Sprain, or Strain? Think and obtain a physical therapist.
The Paradox of Choice: Convenience vs. Preference
The phenomenon I’m talking about is known as the paradox of choice. It’s the idea that while we crave choices, too many options can lead to decision paralysis and dissatisfaction. Barry Schwartz famously discussed this paradox in his book The Paradox of Choice: Why More Is Less. But let’s take a deeper dive into some recent research that sheds new light on this topic.
When Less is More
A 2015 meta-analysis by Alexander Chernev, a psychologist at Northwestern University, analyzed 53 experiments to understand when people actually prefer fewer choices. His research identified four key situations where fewer options are better:
- No Well-Defined Preferences: When people don’t have strong preferences, they get overwhelmed by too many choices.
- Unfamiliarity with Options: When the options are unfamiliar, the abundance of choices can be paralyzing. In physical therapy, this manifests by the patient simply opting out.
- Similar Options: When choices are similar with no clear winner, it becomes difficult to decide-again, opting out of physical therapy when you need it. Go to almost any physical therapy clinic website and it is almost impossible to distinguish them.
- Poor Presentation: When options are difficult to evaluate because they are presented poorly, fewer choices are preferred.
If any of these factors apply, choice paralysis becomes a significant risk. If not, customers might actually enjoy having more options.
The Starbucks Effect: Reducing Friction
Let’s circle back to Starbucks. Despite my lukewarm feelings about their coffee, I use their app because it’s simple and efficient. They’ve reduced the friction of ordering to almost zero. This low-friction experience forces my choice. Amazon, OpenTable, and DoorDash have done the same. They’ve streamlined their processes so well that it’s easier to default to them than to consider other options and this creates the most powerful phenomenon of all called ”Network Effect”. The network effect is a business principle that illustrates the idea that when more people use a product or service, its value increases-recommendations produce more volume because more people are using it, and because everybody loves low friction and ease of use, it becomes a default. This is the antithesis of decision fatigue.
Applying the Paradox of Choice in Physical Therapy
So, how can we apply these insights to physical therapy?
- Streamline Patient Choices: Make it easy for patients to choose your services by simplifying the decision-making process. This could mean offering clear, concise information about treatment options and what to expect.
- Educate and Familiarize: Help patients become familiar with their options. Provide video educational materials in short bursts on your own youtube channel, offer free, quick consultations (via chat, telehealth, in-clinic), and use technology to guide them through their choices.
- Present Options Clearly: Ensure that all options and trade-offs are presented clearly and organized. Use visuals, straightforward language, and personal testimonials to make choices easier to evaluate. If a patient understands that delayed rehab or avoiding rehab drives additional complications and costs, they would naturally incline to the better choice-physical therapy.
- Create a Low-Friction Experience: Just like Starbucks with their app, reduce the friction points in your service. Simplify scheduling, offer online booking, and ensure smooth communication channels. Multiple access points-chat, text, old fashioned phone, are becoming “must haves” as it drives patient engagement.
The Bottom Line
In a world overflowing with choices, making decisions easier for our patients can set us apart. By understanding when fewer choices are better and creating low-friction experiences, we can help our patients feel more confident and satisfied with their decisions.
The paradox of choice isn’t just about reducing options; it’s about presenting them in a way that empowers patients to make informed decisions without feeling overwhelmed. Let’s strive to create an environment where our patients can easily navigate their options and feel good about their choices.
Thoughts?
@physicaltherapy
References
- Chernev, A. (2015). “When More Is Less and Less Is More: The Role of Ideal Point Availability and Assortment in Consumer Choice.” Journal of Consumer Research.
- Schwartz, B. (2004). The Paradox of Choice: Why More Is Less. Harper Perennial.
- Starbucks Mobile App Experience. Starbucks
- Amazon, OpenTable, DoorDash User Experience. Amazon, OpenTable, DoorDash
