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WebMD

Are you better than WebMD?

No.

Sorry, but you’re not.

Never will be.

That’s ok. 

You don’t have to be, so stop trying.

Most people are not likely coming to your site to learn the medical definition of sciatica.

Or the 5 most common symptoms of osteoarthritis.

Most people have way too much information as it is.

How often have you had a patient come in who thinks they know exactly what is wrong and exactly what they need?

More often, though, all that information leads to decision paralysis.

So much information is out there, with so many choices, it can be hard to know what to do with it.

Your goal isn’t to add to that confusion with even more information.

Your goal is to spur them to finally act on what they know.

The way to do that is to tell a compelling story that makes sense of all that information and offers a clear direction.

Start where they are: overloaded, confused, worried, in pain.

Let them know you understand their problem and have seen it before.

Reinforce the risks of inaction so they are aware of the true stakes.

Ignoring the problem or waiting to deal with it rarely makes things better, but it’s our natural tendency to put things off as long as possible.

Finally, give them the assurance that there is a solution and that you can guide them toward it.

Because you can.

They need your help.

People will research their problems on WebMD all day and not take any action.

Often, it’s a way to avoid doing anything to fix their problems.

Don’t add to their information overload.

Use your site to help them overcome their confusion and indecision.

Use it to nudge them down a better path.

Use it to change their life.

Isn’t that why you became a PT in the first place?

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