Dr Amer Shaikh
Life and Death Decisions - How Clinicians Really Choose New Medical TechnologyEvery new medical device promises better outcomes. Very few change clinical practice.Why do intelligent, highly trained doctors resist innovations that appear superior?Why do some technologies spread rapidly while others quietly disappear?Why does hands-on experience often succeed where presentations and data fail?In Life and Death Decisions, practising physician, medical inventor, manufacturer, and MBA-trained strategist Dr. Amer Shaikh reveals the hidden psychology behind how clinicians actually decide to change practice when responsibility is high and risk is real. Drawing on real-world experience from emergency care, airway management, and medical innovation, this book explores why adoption is driven not by persuasion, but by self-conviction - the private moment when a clinician decides whether they are willing to trust a tool when a life is on the line.Inside you’ll discover:• Why autonomy matters more than arguments• How demonstration outperforms explanation• Why familiarity creates trust under pressure• How ownership turns trials into permanent adoption• Why social proof accelerates clinical change• How intention becomes action in real emergenciesBlending clinical insight with decision psychology and business strategy, Life and Death Decisions offers a rare dual-perspective view - from the bedside, the inventor’s workshop, and the boardroom. This is not a sales manual. It is a guide to how real medical change actually happens. For clinicians, healthcare leaders, and medical innovators seeking to understand - and responsibly drive - adoption in high-stakes environments, this book reveals why the most important decision is never made in a meeting room.It is made in the quiet moment when a doctor asks: Will I trust this when it matters most?
