Every year I find myself at a health fair or two. I hate these things. While my methods have improved over the years at increasing leads, they are invariably poor producers. Why? Mostly, I think, because people come to these for freebies rather than for any real health advice. You might as well kiss your expensive brochures goodbye, as people take them for two reasons: 1. because it is a freebie and 2. because it creates the avenue for people to leave your table saving face.
Why do I go to them if I hate them so much? Partially, I see health fairs as public education time. This is something I think every acupuncturist should dedicate him or herself to. The more outreach we have with the public, the more people who try a free acupuncture needle at one of these events, the more future business the entire industry can expect. My free needles rarely pay off directly to myself. But I hope that everyone who tries a needle and says "oh, that's all" will one day go see someone in this field. If enough of us did this, perhaps there might one day be a personal payoff. What goes around comes around.
Things to make you feel more successful at a health fair:
1. give people free needles and use #01 or #00 Japanese style. Make it painless. Meet lot's of brave people.
2. offer free pulse diagnosis. This is interesting to people and creates an opportunity for personal touch. Personal touch is a good way to build a professional bond.
3. Make a mailing list. Most of it will be useless. But a few winners might emerge.
4. Don't forget to ask people if they want to sign up. Most won't. But if you don't ask 99% of people will disappear forever.
Ethan
Tuesday, September 22, 2009
Monday, September 14, 2009
Positive Framing
A positive mindset is key to business success. How you get there is the challenge. It is easy to start a business venture with tremendous enthusiasm, but it only takes few short months of banging on doors that won't open to drain that enthusiasm away. A positive frame creates success and a negative one enervates, corrupts, and corrodes a business.
I mentioned the power of feathers. Do feathers really signify new business customers -- or are they just a tool for creating a positive mindset? I don't really know and it is irrelevant anyways. So long as one has moments of "Heh, I'm about to make a sale" then the universe opens up the possibility. If you don't tell the universe what you want, then you are not likely going to get it. You need to be explicit with the universe. That is the key to success from a spiritual perspective.
I mentioned the power of feathers. Do feathers really signify new business customers -- or are they just a tool for creating a positive mindset? I don't really know and it is irrelevant anyways. So long as one has moments of "Heh, I'm about to make a sale" then the universe opens up the possibility. If you don't tell the universe what you want, then you are not likely going to get it. You need to be explicit with the universe. That is the key to success from a spiritual perspective.
Thursday, September 10, 2009
No Shows
Yesterday I had a "no-show". This happens pretty rarely to me now. It is most common with new patients, presumably who suddenly feel afraid of the unknown and can't get themselves to do it. Otherwise, most of my regulars simply forget. Occasionally, I have an absent minded patient who regularly fails to show. I then make sure to send email reminders or make phone calls, if necessary.
Yesterday I fell into an old pattern of feeling pissed and personally affronted before I remembered my "new learnings" about no-shows. A few years ago, I came to the discovery that every time someone did not show up, I learned something new about my craft. Rather than being periods of frustration, they were opportunities to quiet my mind and let some percolating thought bubble up to the surface.
This discovery was such a tremendous turnaround. No longer wrought with self-pity or fury, instead no-shows were moments of brilliant insight and awakenings. When a no-show would occur, I would immediately ask myself: "Well, what I am supposed to learn right now?"
In other words, no-shows are spiritual moments of epiphany. Yesterday, temporarily, I forgot this. I started to write an email in my head to the new patient about how annoying this was to me. Of course, I never wrote it or sent it. But then I suddenly remembered that this was a moment to be awake. I took a walk and came upon eight feathers. As I wrote in an earlier post, I have come to recognize these as symbols of future business and success. So, one no-show turned into eight opportunities. Now that's a positive step!
Yesterday I fell into an old pattern of feeling pissed and personally affronted before I remembered my "new learnings" about no-shows. A few years ago, I came to the discovery that every time someone did not show up, I learned something new about my craft. Rather than being periods of frustration, they were opportunities to quiet my mind and let some percolating thought bubble up to the surface.
This discovery was such a tremendous turnaround. No longer wrought with self-pity or fury, instead no-shows were moments of brilliant insight and awakenings. When a no-show would occur, I would immediately ask myself: "Well, what I am supposed to learn right now?"
In other words, no-shows are spiritual moments of epiphany. Yesterday, temporarily, I forgot this. I started to write an email in my head to the new patient about how annoying this was to me. Of course, I never wrote it or sent it. But then I suddenly remembered that this was a moment to be awake. I took a walk and came upon eight feathers. As I wrote in an earlier post, I have come to recognize these as symbols of future business and success. So, one no-show turned into eight opportunities. Now that's a positive step!
Wednesday, September 9, 2009
I Don't Take Insurance
In New York State, where I practice now, and in Maryland, where I was previously, acupuncture is often covered by insurers. Of course, coverage is in a state of chaos. Every plan covers acupuncture differently (I once laughed off the phone a rep who said they covered a whopping $200 in acupuncture care). And within a single provider, they have different plans that cover acupuncture differently. It is my belief that I would spend all my time focusing on insurance reimbursement as a sole proprietor rather than on the needs of my patients.
But that is not really why I have decided not to take insurance. I teach an online continuing education ethics class that has NCCAOM, FL, and CA approval. In writing that class, I cross compared the Hippocratic Oath against Sun Simiao's Golden Principle. I was truly amazed at how different our ethical oath (if you subscribe to the Golden Principle) is from the Hippocratic Oath. In regards to my decision not to accept insurance, it comes down to an ethical obligation by acupuncturists to know as much as humanly possible about our patients.
In order to make money playing the insurance game, you have to reduce time with patients to see more patients and receive more reimbursement. In that model, you spend less time with each patient and therefore know less about each person's unique circumstances. Numerous experiences have proven to me that the smallest comment by a patient opens up the path to healing and that it might take weeks of close contact before that comment is expressed. The more time I spend with each patient, the better I am to heal them. Thus, to play the insurance game means my patients receive less time with me, I miss the crucial details, and I therefore reduce my clinical effectiveness.
I know that not everyone is going to agree with me in this analysis. Especially since not taking insurance limits patients to higher socia-economic strata. But this is my rationale and I'm happily sticking to my decision. I don't believe it has hurt my pocketbook. And I feel that I have gotten away from the evil organizations that are corrupting our nation's healthcare system by purposefully denying claims. As an aside, if you haven't seen the movie, Sicko, you should definitely rent it and watch the first half about the construction of HMOs.
But that is not really why I have decided not to take insurance. I teach an online continuing education ethics class that has NCCAOM, FL, and CA approval. In writing that class, I cross compared the Hippocratic Oath against Sun Simiao's Golden Principle. I was truly amazed at how different our ethical oath (if you subscribe to the Golden Principle) is from the Hippocratic Oath. In regards to my decision not to accept insurance, it comes down to an ethical obligation by acupuncturists to know as much as humanly possible about our patients.
In order to make money playing the insurance game, you have to reduce time with patients to see more patients and receive more reimbursement. In that model, you spend less time with each patient and therefore know less about each person's unique circumstances. Numerous experiences have proven to me that the smallest comment by a patient opens up the path to healing and that it might take weeks of close contact before that comment is expressed. The more time I spend with each patient, the better I am to heal them. Thus, to play the insurance game means my patients receive less time with me, I miss the crucial details, and I therefore reduce my clinical effectiveness.
I know that not everyone is going to agree with me in this analysis. Especially since not taking insurance limits patients to higher socia-economic strata. But this is my rationale and I'm happily sticking to my decision. I don't believe it has hurt my pocketbook. And I feel that I have gotten away from the evil organizations that are corrupting our nation's healthcare system by purposefully denying claims. As an aside, if you haven't seen the movie, Sicko, you should definitely rent it and watch the first half about the construction of HMOs.
Cost Of Sessions Suddenly A Problem
I charge a healthy fee for my services. It is on the high end of average. I have spent years becoming excellent at my craft and I charge according to my skill level. This means that many people find me unaffordable, especially since I refuse to take insurance (more on that in my next post). I offer a sliding scale for patients who need it and do not feel any less happy receiving their payments than full treatment fees. It is my joy to practice this craft on anyone who agrees to come in.
Just in the last couple of weeks I have noticed a possible trend. In the past, I have rarely lost clients because I do not take insurance. I also would only have an occasional patient tell me I was too expensive or have people even ask me what my fee is as their first and only inquiry. In the last couple of weeks, I have had a pretty significant upsurge of fee inquiries that have led to losing clients. Even when I offer a sliding scale, I have lost these folks.
I am not changing my fees because my skill level hasn't changed. I am happy to have fewer clients who respect my talents than have more patients who are looking for the cheapest fix. People looking to heal at a bargain usually do not make consistent clients (with the exception of sliding scale patients who often appreciate the discount as an adjustment to their unique needs). But that is just me. I know other people might feel they need to adapt to this trend. I see that is a strategy decision. I make no judgment on anyone who makes that decision.
That said, I am going to continue to track this phenomenon. It is okay taking the high road so long as their is a high road.
Just in the last couple of weeks I have noticed a possible trend. In the past, I have rarely lost clients because I do not take insurance. I also would only have an occasional patient tell me I was too expensive or have people even ask me what my fee is as their first and only inquiry. In the last couple of weeks, I have had a pretty significant upsurge of fee inquiries that have led to losing clients. Even when I offer a sliding scale, I have lost these folks.
I am not changing my fees because my skill level hasn't changed. I am happy to have fewer clients who respect my talents than have more patients who are looking for the cheapest fix. People looking to heal at a bargain usually do not make consistent clients (with the exception of sliding scale patients who often appreciate the discount as an adjustment to their unique needs). But that is just me. I know other people might feel they need to adapt to this trend. I see that is a strategy decision. I make no judgment on anyone who makes that decision.
That said, I am going to continue to track this phenomenon. It is okay taking the high road so long as their is a high road.
Forecasting
For business forecasting, I rely on two totally non-modern elements. One of these relates to Chinese medicine, the other is wisdom from a former patient.
The later chapters of the Neijing focus on the impact of planetary energetic movements on our Qi. I monitor the yearly energies and write up about them in a yearly energy report. The remainder of this year should be great for business. This is an Earth Excess year that really came online early August. I am expecting peak growth this Fall (Earth excess makes Metal plus the Metal Qi of the season) with a lot of intellectual development.
The second method is a funny one. As I said, a patient of mine turned me onto this approach. Every time you see a feather on the ground, it is an indicator of a new patient coming to your practice. My patient would collect these. I simply make a mental note of them and this seems to work just fine. Don't ask me how it works (Law of Attraction???) but it works great. As I said that things should reach peak this Fall, I have seen a tremendous number of feathers over the last couple of weeks. Going to a park is a great place to find feathers and feel good about your business growth!
The later chapters of the Neijing focus on the impact of planetary energetic movements on our Qi. I monitor the yearly energies and write up about them in a yearly energy report. The remainder of this year should be great for business. This is an Earth Excess year that really came online early August. I am expecting peak growth this Fall (Earth excess makes Metal plus the Metal Qi of the season) with a lot of intellectual development.
The second method is a funny one. As I said, a patient of mine turned me onto this approach. Every time you see a feather on the ground, it is an indicator of a new patient coming to your practice. My patient would collect these. I simply make a mental note of them and this seems to work just fine. Don't ask me how it works (Law of Attraction???) but it works great. As I said that things should reach peak this Fall, I have seen a tremendous number of feathers over the last couple of weeks. Going to a park is a great place to find feathers and feel good about your business growth!
August Sales Analysis
August is usually a slow month for acupuncturists. People go on vacation before the school year starts. This is often a good time for an acupuncturist to take a vacation, as business can ebb significantly.
This August in my business, I saw no growth but also no decline. It is possible that the recession meant fewer people were taking vacations, so people were available for their regular appointments. Or, it could be that my marketing methods, building referral relationships with local physicians, that continued through June and July bore fruit in August resulting in no appreciable loss in business even with vacations added to the mix. If that is true, September should show signs of marked improvement.
This August in my business, I saw no growth but also no decline. It is possible that the recession meant fewer people were taking vacations, so people were available for their regular appointments. Or, it could be that my marketing methods, building referral relationships with local physicians, that continued through June and July bore fruit in August resulting in no appreciable loss in business even with vacations added to the mix. If that is true, September should show signs of marked improvement.
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