The Art of Persuasion Comes to Medicine

The author of a new book “INFLUENCE: Science and Practice,” Cialdini worked his persuasive magic on us. The first step, he told the Health Blog, is for people to make their health goals public. “It’s not enough to keep them in our heads, but if we tell our best friend, we’re much more likely to stay consistent,” Cialdini said. How does it work? Being inconsistent can make us seem wishy-washy or even unstable, which isn’t how we like to appear.

Doctors need to frame the health message properly to make a difference for patients. If patients are unsure or equivocal about a health choice, it’s better to tell them what they will lose rather than what they will gain. For smokers who are debating quitting, Cialdini explained, reminding them about the cost of smoking — like getting lung cancer — is more persuasive than telling them about the benefits of stopping.

Also, people are influenced by those in positions of authority, so health messages that come from experts appear more effective. Got that, doc? Cialdini points to a study from an HMO that sent out letters signed by a member of the “health team staff” vs. the chief medical officer. Compliance jumped by more than 19% when it was signed by the big shot M.D.


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One of the most effective strategies in influence, whether in a health context or not, isn’t to make people like you, said Cialdini, but to persuade them that you like them. People are more swayed if they feel liked because their belief is, “I know people seek the best for those who they like,” Cialdini told us.