The most often source of unsatisfactory doctor to patient communication, leading to mistrust, low level of patient satisfaction, bad conversions and even patients loss is Curse of Knowledge.
It is well known communications phenomena when one, educated in something person can not perceive or realize that other person has no idea of the knowledge base the expert has. And expert explaining something , even in simple words (with no prof jargon) still can not deliver the message because the person in front of him does not have basis to understand. Like if someone do not know that water when freezes increases in volume and tries to put the glass bottle of water into fridge, and expert will say- hey, it’s below zero… and other person will say “so what..”.
The Curse of Knowledge is a cognitive bias that occurs when an individual, possessing a certain level of expertise or knowledge, finds it difficult to imagine what it's like for someone else not to have this knowledge. This bias can make it challenging for experts to communicate effectively with non-experts because they might unintentionally assume a certain level of background knowledge that the listener does not possess. Even when experts use simple language, the fundamental concepts or context needed for understanding might still be missing for the listener, leading to miscommunication or misunderstanding.
The first step of my patient communication framework is designed to assist experts in identifying and acknowledging the gap between their specialized knowledge and the average person's understanding. This stage is crucial for recognizing that what is evident to the expert may be completely unfamiliar to someone outside their field. By defining the core concepts that need clarification, experts can tailor their communication to ensure it is accessible and meaningful to their audience.
Embarking on this journey to bridge the knowledge gap will not only enhance your communication skills but may also reveal insights and perspectives that surprise you. Embrace the process, and you'll find the rewards go beyond just improved understanding—they foster deeper connections and a greater impact on those you aim to educate. It creates trust, and shares the knowledge that you are the best doctor.
Because as we from the numerous research, patients evaluate "quality" of the doctor based on communication quality rather than treatment quality, which patient is not able to evaluate.
Oleksii Sologub
MSc, LLB, SE MBA
Entrepreneur | Board Member & Strategic Business Consultant in Ophthalmology
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