Holistic Marketing

Your Authentic Practice Identity Doesn’t Have to Be a Secret Identity

An Integrative Health Practice Can Safely Promote Itself in a World of Foes

By Andrea H. Brockman, DDS

President, OraMedica International, LLC

An important change is happening in our view of health. It stems from dissatisfaction with the ways in which mainstream medicine deals with illnesses and the superficial and often inappropriate approaches usually taken to remedy them. The symptom-controlling use of drugs and the excessive ensuing surgeries as the complete line-of-attack to any problem are often tragically unwarranted. Alternative Health Practitioners long have recognized that illness is usually not imposed on us nor is it separate from us. It is more a case of one’s lack of self-control, moderation, and direction which endangers one’s health. And although education, proper nutrition and lifestyle changes often eliminate a patient’s dependence on many medications, there will always be a grave concern for toxic environmental triggers requiring detoxification. The fallout is that true healing would have an enormous economic impact on the ubiquitous food, pharmaceutical, chemical and medical industries. These industrial giants have the motivation and the resources than can influence the media, government and academia to suppress any opposing viewpoints and practices.

Courageous professionals have attempted to reach out with informational websites, articles, books and lecturing. The folly in all of this is that many of these brilliant, moral, compassionate and respected pioneers have been persecuted for their outspoken truths. In their wake thousands of like-minded doctors are afraid to promote their alternative healing services and thus prevent themselves from enjoying an abundant holistic practice. It is the preferred choice of those not wishing to be targeted and harassed by the State Boards.

A number of practitioners have given in to a new “safer” form of advertising showing up in health food stores and other holistic advertiser’s offices and places of business. These Alternative and Holistic resource directories and magazines for the most part have a very limited audience. Still most are keeping a low profile or going underground.

Integrative Health Practitioners Need Not Go Underground

            While mainstream practitioners are overloaded with insurance paying patients, they don’t have to even think about marketing. Conscionable Alternative Health professionals have had to make the agonizing choice of no longer accepting insurance and losing most of their patients or living a stressed life and keeping up with the charade of doing what they no longer believe in. For many it’s an economic decision to continue plodding along even though they find themselves being overworked and physically sick after a while. Far more refuse to compromise their philosophy of holistic care and honor the needed time to spend with every patient regardless of insurance. They find themselves weighed down with the volume of patients necessary to make ends meet, the increased overhead to sustain the volume and the guilt of neglecting their personal life. There are some who have made the decision to have a cash practice, yet struggle with the idea of marketing alternative health procedures and riding a financial roller coaster. With the reality of the medical licensing restrictions and power of the State Boards constantly looming, how does one get the word out and not get into trouble? 

Grass Roots Internal Marketing

So in order to augment income, many holistic professionals have turned to “acceptable” non- threatening procedures that appeal to the mainstream baby boomers. Weight loss, Anti-aging procedures, acupuncture, bodywork to name a few can draw in a number of people that are not necessarily health conscious, but can be cultivated over time to alter their thinking. This is not a movement away from holistic health, but rather an inroad to introducing alternative medicine to the masses. It is a brilliant marketing strategy to plant seeds and provide these patients with continual holistic education. When properly implemented, it is one of the best and safest ways to obtain new patients; people that are eager for your valuable services and willing to pay.

The next very large source of new patients comes from your existing and past patients. How many of your patients who stopped treatment years ago because they benefited so enormously are you still in contact with? What would it take to get back into communication with them? You would be surprised of the number of great referrals you can obtain, even from those who have moved out of the area.

Do you know how many people call your office that are just shopping or asking for more information? Doctors for the most part are only aware of the new patients who appear in the schedule. The numbers who inquire (through phone, internet, and walk-ins) could be double of the appointments that are actually seen. Skillfully written scripts for all important communications can easily encourage many more kept appointments. And the other prospective patients are never really lost if contact is maintained through a well managed nurturing system.

Building relationships with other practitioners and businesses can be a fountain of motivated patients. Taking the time to research the needs of these referral sources can provide a marketing plan that will put you in the position where you never may have to worry about advertising.  That valued “word of mouth” truly escalates exponentially.

Of course all this promotion can only truly be successful when you have evolved your Authentic Practice Identity. This key to your success can only happen when you are clear in your mind, skilled and educated in your profession and in control of your business systems. Your abilities must be couple then with the desire to move forward. The first thing that must be accomplished is recognizing your true self.

A Sustainable Practice is one that Enjoys Growth. A Healthy Practice is one that Sustains Joy.

You know you are better than what people perceive you to be. You could be more respected, more profitable, more relaxed, more in balance. Instead, frustration, fear, anger and guilt can halt any progress. The emotional turmoil can come from being out of touch with your purpose and should be recognized as an invitation to change. In this case, you must stop, look at your strengths and weaknesses and make some life changing decisions. Go within and take an inventory of your present situation and what has led you to this point. It is difficult to overcome the inertia when faced with the decision to make a change.  It is truly a leap of faith. The challenge that lies ahead is in the preparation, time, energy and commitment to grow and develop your vision. There is, however, a great sense of liberation when this path is taken.

The way you choose your practice to run and be promoted is a reflection of yourself. Figure out what is important to you. Understand who you are, what distinguishes you from everyone else. The key lies in getting in touch with your own self and in seeing the process of change and growth as a process of healing and learning about yourself. The more you know about yourself, the better you will be for your patients and your practice. Let your needs surface and you will become aware of your real goals, immediate and long range. An Integrative Practice may take on new meaning then as you merge yourself with your practice and life purpose. A new spirit emerges known as your Authentic Practice Identity. Understanding and embracing this concept becomes the foundation of your success and happiness in business and is the first strategic principle to be mastered in Holistic Marketing.

© 2005 Andrea H. Brockman DDS

Dr. Andrea Brockman, a former practicing Cardiac Care Nurse and Biological Dentist is presently the President of OraMedica International, LLC, a company devoted to providing marketing education for Integrative Health Practices and Socially and Environmentally Responsible Businesses and Organizations.

Dr. Andrea Brockman