Story of Iruttu Kadai Halwa ( The Dimly Lit Halwa Shop)
If you are from Tamil Nadu, you will love Halwa. Halwa is a sweet that is deeply intertwined with Tamil culture, and the town of Thirunelveli is particularly famous for it. There is a world-famous shop called Iruttu Kadai, which has been in existence for more than 100 years, situated in a nondescript corner opposite the Nellaiappar Temple. Iruttu Kadai means 'dimly lit shop.' The shop is open only from 5:30 to 7:30 pm, has no name board, bright lighting, etc. People queue up to get their pack of halwa before it sells out. Word of mouth is the only marketing for the shop and nothing else
Concept of Social Proof
In his book 'Influence,' Robert Cialdini outlines the concept of Social Proof as one of the most important levers to persuade people to buy your product or avail your services. Iruttu Kadai is a compelling example of social proof. Social proof is a psychological phenomenon wherein people assume the actions of others in an attempt to reflect correct behavior in a given situation. Essentially, it's the influence that the actions, attitudes, and approvals of others have on our own behavior. People are often inclined to follow the lead of others rather than conduct their own research. For instance, when a substantial queue forms outside a shop or clinic, people tend to assume that the product or service is of high quality. No one wants to go to a restaurant which is empty, or even go to a temple which is not visited by many.
How Ophthalmologists can Generate Social Proof?
Ophthalmologists can generate social proof in various ways to build trust and credibility within their community. Here are some strategies:
Patient Testimonials and Reviews: Encourage satisfied patients to leave positive reviews and testimonials on online platforms, your website, or social media. Highlighting real stories of successful treatments can greatly influence potential patients.
Online Presence and Engagement:
Maintain an active and professional online presence. Regularly share informative content, participate in health discussions, and respond to patient inquiries on social media platforms. A positive and engaged online presence contributes to social proof.
Expert Content: Share articles, blog posts, or videos that showcase your expertise in the medical field. This content can help establish you as an authority in your specialty.
Collaborations and Endorsements: Collaborate with other healthcare professionals, organizations, or influencers in related fields. Their endorsement or collaboration can enhance your credibility.
Certifications and Awards: Display any certifications, awards, or recognitions you've received prominently in your office and on your online platforms. These accolades serve as tangible proof of your expertise.
Educational Events and Webinars: Conduct educational events, webinars, or workshops that demonstrate your commitment to patient education and community well-being. Sharing recordings of these events can further establish your expertise.
Media Appearances: If possible, contribute to health-related articles, interviews, or podcasts. Being featured in the media can provide a strong sense of authority and credibility.
Community Involvement: Participate in local community events, health fairs, or volunteer opportunities. Being actively involved in the community can enhance your reputation and generate positive word-of-mouth.
Consistent Branding: Maintain a consistent and professional brand across all platforms, including your website, social media profiles, and marketing materials. Consistency contributes to a trustworthy image.
By implementing these strategies, Ophthalmologists can effectively build social proof, which is crucial for attracting new patients and maintaining a positive reputation in the healthcare industry.
References
https://conceptually.org/concepts/6-principles-of-influence/
Buy Influence Book on Amazon
Please share your feedback by sending me a whats app message on +919840324333
