A book by Jonathan Hoffsuemmer
Nobody Wants
a Doctor
How People Choose the Help They Don’t Want
A short book about the moment people choose help they need but never wanted. And the people who have to be chosen in it.
“The customer rarely buys what the company thinks it sells him.”
Peter Drucker
The idea behind the book
Nobody wants a doctor.
Nobody wants a lawyer, a dentist, an accountant, an insurance policy, or a plumber. What they want is the tooth to stop hurting, the letter to go away, the baby covered, the basement dry, and somebody else responsible. Then they want to stop thinking about it.
When people can’t judge the thing, they judge everything around it. When they don’t want to think about it, they borrow someone else’s thinking. When something finally forces the question, they decide fast and then stay for years.
Inside the book
Seven sections.
One familiar pattern.
From the moment something goes wrong to the reasons people stay.
-
02
Everything Else
What people judge when
they can’t judge the work. - 03 The Loan How a friend’s word does the deciding.
-
04
The Room
Why the first conversation
should be a listening, not a tour. -
05
The Clinic
How an excellent clinic
stayed empty, and what filled it. -
06
The Keeping
Why people stay for years,
and leave over one afternoon. -
07
Everyone Else
Why lawyers, CPAs and others
get chosen the same way.
You might see yourself here.
If you run a practice.
For physicians who want to be chosen and kept.
If you sell help.
For anyone who sells help people need but would rather not think about.
If you need it.
For anyone still putting off the call.
About the author
Jonathan Hoffsuemmer
Jonathan has spent twenty years getting people to choose help they needed but didn’t want, first inside hospitals, then as a marketer.
He is also the author of Message Market Fit, about joining the conversation already in the buyer’s mind.
One short story. Every Sunday.
Sunday Stories.
How people choose. What businesses miss.
The small things that change the outcome.