Effective Marketing and Lobbying Through Your National Certification Presented By: Betsy P. Smith

1. Effective Marketing and Lobbying Through Your National Certification Presented By: Betsy P. Smith Deputy Director, NCCAOM Mina Larson Director of Communications and Marketing, NCCAOM June 21, 2009

2. Introduction Effective Marketing and Lobbying Through your NCCAOM Certification • Utilizing NCCAOM resources • Utilizing the media • Obtaining skills to influence legislation • Promoting ethical standards

3. NCCAOM Resources

4. NCCAOM Resources News updates that keep you informed… • Diplomate E-News You Can Use • The Diplomate

5. NCCAOM Resources • Consumer brochures explain the value of an NCCAOM Certified practitioner – Available Now! • Includes a description of acupuncture, Chinese herbology and/or Asian bodywork therapy

6. NCCAOM Resources • Certification Brochures detail important facts, statistics and history of each Oriental Medicine branch. • Eight-page brochure includes attractive photos and details the importance of seeking a certified AOM practitioner.

7. Click on the “Diplomates” tab for updated information on creating a profile, licensure, recertification, PDAs, NCCAOM documents, etc. NCCAOM Resources: Website nccaom.org Enhance your practice – utilize “The NCCAOM Certification Registry Search Engine”

8. NCCAOM Resources: AOM Day Please see the AOM Day Website: aomday.org • Observed annually on October 24. • Designed to increase public awareness of the progress, promise, and benefits of acupuncture and Oriental medicine.

9. Media Coverage

10. NCCAOM Resources: Online Classes • NCCAOM Ethics Online Course:Now Available. • Effective Marketing and Lobbying – Now Available • All Courses are approved byNCCAOM Professional Development Activity (PDA) Departmentfor Recertification Credit.

11. NCCAOM Resources: State Relations Letters of support for legislation Lobbying to promote national standards Provide current information on national and international use of NCCAOM examinations Provide testimony before state boards and legislative bodies regarding NCCAOM certification standards

12. Influencing Legislation • Participate In State Legislative Issues • Monitor state legislation. • Join your state Acupuncture and Oriental Medicine (AOM) association. • Notify and work with the NCCAOM. • Petition your state legislators and governor.

13. Promoting Ethical Standards • Know your state’s Certification Requirements • Know your state’s Laws Regarding Insurance Coverage • Know your state’s Laws Regarding Confidentiality • Know your state’s Recordkeeping Laws

14. Promoting Ethical Standards • Promote Ethical Standards • Display the NCCAOM Code of Ethics • To be successful, you must be seen as a pillar of ethical standards • Your reputation as a practitioner also rests on the acupuncture community’s integrity of as a whole.

15. Display Your NCCAOM Credentials Proudly and Correctly When you achieve NCCAOM Certification in: You may designate yourself as:

16. Course Objectives Utilize NCCAOM resources to enhance your practice and promote your certification Utilize the media to market your practice Obtain skills to influence legislation in your state Promote ethical standards throughout your practice

17. Effective Marketing and Lobbying Through Your National Certification Betsy P. Smith, Deputy Director Lobbying: You Can Do It!

18. 89% of the states now regulate acupuncture

19. 23 states now require NCCAOM certification

20. Course Objective: Obtain Skills to Influence Legislation in Your State “We wish to thank NCCAOM for your incredible time, energy, expertise and diligence in helping Michigan secure ‘Registration of Acupuncturists.” - Deborah Lincoln, Dip. Ac., R.N., M.S.N., President MAAOM

21. How to Lobby a Legislator “The NCCAOM State Relations Department is here to help you to lobby for national standards.” - Betsy Smith, NCCAOM Legislative Contact Quick Tips for Successful Lobbying • Don’t be intimidated • Be concise • Use all available resources • Personalize your approach • Establish a positive relationship with legislative staff • Be honest • Know your legislators • Become an expert on your state bill

22. Quick Tips for Successful Lobbying How to Lobby a Legislator • Continuously follow up on the bill’s status • Provide fact sheets • Enlist AAAOM or NCCAOM’s lobbying resources • Keep things friendly • Avoid party politics • Be flexible • Express gratitude

23. How to Lobby a Legislator Case Study A Bill to Regulate Acupuncture: Kentucky

24. The Situation: The Kentucky Bill included a section requiring NCCAOM Certification as one criterion for licensure. All applicants were required to fulfill this requirement. Although the Bill passed unanimously in the House, when the Senate began its review process, one Senator raised an objection to this requirement because during the public testimony one of her constituents objected. The constituent stated that he and other longtime practitioners in Kentucky were not eligible for NCCAOM Certification (…continued)

25. The Situation: Therefore, because longtime practitioners could not qualify for certification, they would be precluded from making a living in a field where some had worked successfully for over twenty years. A number of Senators expressed an objection to this section of the Bill. It became clear that the Bill might fail and that all of the efforts expended by Kentucky practitioners would be in vain. Your assignment is to come up with an acceptable solution for all concerned. Good Luck!

26. Case Study – What Really Happened? Bill signed into law by the Governor on April 24, 2006 • All applicants were required to pass NCCAOM examinations: • New licensure applicants must be NCCAOM certified • Kentucky practitioners had to take the NCCAOM exams under a state licensing contract

27. Effective Marketing and Lobbying Through Your Certification Mina Larson, Director of Communications and Marketing Working with the Media: Friend or Foe

28. Course Objective:Use your NCCAOM certification as a means to promote your practice

29. Enhancing Your Practice • Volunteer • Maintain your membership with AAAOM • Become a board member for a state or national organization • Join an NCCAOM committee • Meet with other healthcare practitioners to explore areas of potential collaboration • Visit local schools or Recreational Centers and offer to teach introductory classes about AOM

30. Enhancing Your Practice • Host an Open House and invite the local press for free treatment • Promote AOM activities – national and local • Follow up on stories in the media • Become a spokesperson for NCCAOM • Participate in local health care fairs and offer free treatment • Offer classes (like Qigong) at your practice a few times per month

31. Impact of NCCAOM Media Coverage • Media Coverage of NCCAOM Certifications and our Diplomates has increased by 86% in 2007-2008 due to successful marketing and the NCCAOM Diplomate Media Spokesperson Program • Because of intensive marketing efforts, NCCAOM spokespersons have been featured in prominent news entities such as the Wall Street Journal, Florida Times-Union, National Public Radio, Fox 10 Morning News (Arizona), KUSI-TV Inside San Diego, KTLA (Los Angeles) and Business Journals throughout six cities

32. Course Objective Utilize the media the media to market your practice One of NCCAOM’s goals is to: “Educate the public and the media about AOM and empower Diplomates to promote their practice.” -- Kory Ward-Cook, Chief Executive Officer, NCCAOM

33. What is The Media? • Print • Newspapers • Magazines • Broadcast • Television • Radio • Internet • Blogs • Podcasts • E-News

34. What Does the Media Want? • New information • Expert sources, information on new trends, procedures, or credentials • Human interest stories • Controversy • Trusted sources • Increased audience (i.e.. more readers, listeners, viewers, clicks, etc.)

35. Why Work with the Media? • It is free advertising • It provides validity • It builds trust and credibility with the public • Brings in business • Recognition • You may NOT have a choice

36. What Do You Need to Know About the Media? • They are extremely busy; • They don’t have a lot of resources; • They always have deadlines; • They are smart (but might lack knowledge of a particular issue); • They have bosses, and • They need You.

37. How Do You Reach the Media? • Create a targeted media list of the reporters that cover your industry (healthcare, complementary and alternative medicine) • Press release or media advisory • Pitch letter • Phone call or email • Media savvy website • Wait for them to come to you?

38. What is News? • Is there something new, different, unique to announce? • Does it touch on a trend? • Does it relate to an exciting issue? • Are celebrities, kids or animals involved? • Could it escalate to a crisis situation? • Can the public attend? • Are we nearing a milestone? • Is the issue front and center in the news?

39. Hard News Vs. Soft News • HARD NEWS: hard news constitutes information deliverable in a who, what, where, when or why format such as an event, activity or new program. Usually delivered in the form of a press release or media advisory. Typically published “as is.” • SOFT NEWS: soft news stories are ideas which generate concepts that are ideally suited for a feature article, public affairs radio or television interview, etc. Soft news stories are delivered in more creative ways such as the form of a pitch letter with supporting documents.

40. What is a Press Release? • Answers the five W’s • Who • What • When • Where • Why • Concise and interesting • Not too long

41. Crisis Management 101 When dealing with a crisis situation: • Keep communication channels open • Take quick, corrective action • Believe in the product or service • Protect the public image at all costs • Aggressively bring back the brand

42. What Do You Need to Know About Being Interviewed? • Why you are being interviewed • Who’s the audience • You never speculate • Create talking points, sound bites or message points for the interview that you want to get across to the viewer or reader • You are never “off-the-record” • It’s ok to say “I don’t know”

43. How Do You Give a Good Interview? • Always be prepared • Inform; don’t sell • Speak to the audience • Keep it simple (no jargon) • Never argue with the reporter • Stay positive • Listen to the questions • Correct mistakes • Follow up

44. How Should You Look? • Dress professionally • Don’t wear large or flashy jewelry • Avoid clothing with patterns • Lean slightly forward, if seated

45. A Case Study in Crisis Management Case Study A Nightmare in New York City: The Case of the Dirty Needles

46. The Situation: As a thriving NYC Diplomate who has a very successful practice in Soho, you get a call from an investigative health reporter from The New York Times. The reporter inquired about a neighboring acupuncture clinic which is purported to be the source of a “dirty needle” incident. In the past few days, over 30 people have shown up at a neighborhood hospital with a persistent and purulent skin rash. After an exhaustive investigation, it appeared that the one thing that they all had in common was that they have been treated at that clinic. Since that discovery, the clinic had to release the names of everyone that had been treated in the past two weeks so that they could be notified of this outbreak. Practitioners were suspected of reusing needles.

47. The Situation: As media spokesperson and NCCAOM Diplomate, you have been called upon to respond to what is being categorized as a “health crisis” in the city. At the same time, many of your own worried patients and acupuncturists colleagues have been calling your office. How do you respond to this situation? Your assignment is to come up with an acceptable solution for all concerned. Good Luck!

48. Case Study – What Really Happened? • The practitioner at the Acupuncture Clinic was found not to be certified by NCCAOM, therefore: • The practitioners who were interviewed reminded consumers to seek a certified and licensed practitioner at all times. • A call to NCCAOM or a check on the website (nccaom.org) can verify a practitioner’s credentials and their disciplinary record.

49. What NCCAOM is Doing to Promote Diplomates • Working with AAAOM, CCAOM and AOBTA to publicizeAOM to the media and to the public – to seek certified practitioners. • Providing Marketing Material such as information on the profession, certification brochures, gifts, etc. • Offering Workshops, Seminarsand Online Courses on media training, effective lobbying, and ethics. • Serving as liaison between media and Diplomatespokespersons for interviews, including follow-up. • NCCAOM Exhibit Booth at special events and trade shows. • the Diplomatenewsletter and News You Can Use e-newsletter.

50. What You Can Do to Market Your Practice Stand Out From The Rest • Write Articles in Local Papers – Promote your practice and write about the efficacy of AOM at the same time. • Invite the Media – Host an “Open House” for local reporters and offer to treat them for stress. • Send out a Press Release – Mention important events such as a new practice opening. • Offer Educational Classes – Educate the public about the practice of AOM.