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“Social Proof” is a critical psychological principle that savvy hospital administrators can use to solve their most complex business issues and dramatically increase their organization’s operating performance. The principle simply states that people are more likely to do something when they see others doing it. For instance, after entering a new restaurant, customers are more prone to sit down and eat if they see others in the restaurant versus if it were empty. Typically, you’ll see the Social Proof concept used in conjunction with a marketing plan. I believe, if leveraged effectively, Social Proof can be an invaluable tactic when addressing an all too common hospital problem: high Physician Preferred Item (PPI) costs. There are countless methods for using Social Proof for your organization’s benefit.


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