Slick Selling of Child Gender Transitions at UVa Children’s Hospital

by James C Sherlock

The University of Virginia Children’s Hospital offers a Madison Avenue-quality selling point for child gender switching.

The way it’s written and delivered smoothly, it deflects any reservations parents might have about supporting such transitions by telling them they’ve been misled or being selfish or both.

It helps parents decide by blaming myths for their reservations.

I offer both a video and a transcript of this sales presentation below.

The presenter uses a variation of the closure technique called “question closure.” In this she both asks and answers the questions identified as myths. The presentation carefully avoids mention of the word sterilization.

I assume that given the sensitivity of the subject, this is very likely the best way to close the sale. Brilliant even.

If that’s your goal.

UVa Hospital’s reputation is likely to be damaged by this disclosure of how they sell this particular product. They deserved it.

I also assume that it will cost the university a lot of money in court.

For the rest I add bold type emphasis. The information in brackets within the quotes is mine.

Go to For parents and carers of trans youth

First see the tugging at the parental hearts, followed by the gentle treading of the medical hazards.

Your love and care for your transgender child

(Translation: No question – – your child is transgender. We treat hundreds of patients a year. The diagnosis is a formality. “Our doctors need this letter to treat you, so we will connect you to corroborating mental health professionals.”. Confirm (wink). You can download online the questions the psychologist will ask and the answers that will lead to the diagnosis. You can then do it all on Zoom. It’s all about whether you love him.)

The research shows that Transgender teenagers thrive with support and acceptance. Your mental health improves with you affirmation from loving parents and caregivers.

puberty blockers

For children under 18 we offer puberty blockers. Not these hormones Change your child’s gender or to do damage. do they Break the growth of secondary sexual characteristics such as breasts and hair. That gives the youth a chance explore their gender identity. They can without the emotional baggage the physical changes of puberty.


We prescribe sex hormones for transgender youth. These help children who want it look and feel rather their gender identity.

Now you can watch the smooth sales Video, If your child is transgender.

An outreach coordinator from the Transgender Teen Health Clinic guides us through 5 Common Myths About Raising Transgender Teens. She explains how Communication, understanding and respect can help to rebuild and strengthen your relationship with your child.

Notice again from the title that the parents are told: Your child”is“Transgender. The facilitator is listed as a “health educator” on the UVa roster.

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I offer the official transcript of the presentation below. It’s dripping with sales psychology.

Myth #1 – It’s just a phase. My child just wants attention.

Sometimes teenagers want attention. And some of the things that Teenagers do this as part of their identity development can be a phase. Our experience is that saying you are transgender, or realizing you are transgender not often a phase.

And if everything your child expects from you is to use the name and pronouns they ask you to use, there’s no harm in doing that. When we look at medical procedures, we educate ourselves more about what is reversible and what is not. but To dismiss it as a phase is not very respectful your child. Especially if it’s your child experience a lot of emotional stress around these.

Myth #2. Gender dysphoria is a mental illness

Because we need a gender dysphoria diagnosis, people sometimes view gender dysphoria as a pathology implies that something is wrong. Gender Dysphoria causes emotional stress that can express themselves in anxiety, depression and suicidal thoughts. But gender dysphoria alone does not signal that someone is mentally ill.

Myth #3. Puberty blockers and hormones harm my child and have a lasting effect. (There is significant medical evidence that some of the hormones can cause harm even beyond sterilization — a word that has never been used — and none have been approved by the FDA for this use in children. But concerns are still framed as myths. )

I think It’s important to point out that any time you introduce medication, it does Possibility for side effectsbut often these side effects pale in comparison to the emotional burden experienced by someone with gender dysphoria. Puberty blockers are wonderful because they offer a kind of breakand its effect is reversible.

When someone starts using cross-sex hormones like estrogen and testosterone, Some of the effects of these drugs are not reversible. That’s why we proceed carefully and slowly when prescribing. And we In general, start with low doses.

Myth #4. Supporting my child would mean I approve of homosexuality and it would go against my religion. (Religion falls squarely into the category of myths to be overcome)

I hear that too often and often when I try delve into what’s behind it this statement, I find a lot of fear they experience based on what they were told from other family members or members of a religious community. And I point out that they exist many religious denominations that have no problem with someone identifying as LGBTQ+and they must decide what is most important to their own child or children. A a lot of our parents who are not supportive at first become much more supportive of seeing how good their children are when they are able her true self.

Myth #5. I will lose my child

One of the things I soft Try to point out that they are It’s about you, not your child. (parents gently tell them they’re selfish)

I can understand you maybe feel that wayand that may be something they can share with a therapist or a close friend, but it is no empowering message to impart to their children. This Children not only survive, they thrive. And I think that more reassurance and empowerment from the messages they receive from their parents, the better they will do. (Kiddos – nice touch to humanize the discussion)

bottom line.

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The Closer plays with the emotions of the client, the parent, by presenting hormone treatments as gifts without which their children cannot ‘thrive’.

Puberty blockers are wonderful. They offer a break of sorts.

Pity the child who is left out. As if you hadn’t caught the vice of good humor.

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But I have to say, considering the subject and the customers, it is Great sales pitch. mad Men Quality.

Some will point out that the endocrinologists who do this create lifelong patients. Converted children, men and women will need estrogen or testosterone for the rest of their lives. Medically switched children must be carefully transitioned to an adult hormone maintenance system. Many are sterilized by the treatments.

None of that in the hard sell of UVa.

But I believe that the staff who do this must be true believers. So they decided to practice medicine. There are too many people who think they are unethical and despise what they do to choose this path lightly.

But even believing that the procedures are a boon to humanity is wrong to sell them that way. Snake oil comes to mind. Additional primer.

Maybe I’m just being old fashioned, but I think the UVa hospital should be ashamed. Even if they think they should offer this “service,” they deserve criticism for selling it so hard.

I hope Virginia does needs one Court order for surgical sterilization of children extends this law to this procedure, which often results in medical sterilization.

Regardless, it seems to me that an attorney fresh out of law school could win a damages case for a child and their parents who exits transition based solely on that final sales pitch.

They should never have videoed it.

Updated September 25 at 8:21 am

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