effective marketing and lobbying through your national certification presented by: betsy p. smith

© 2009 NCCAOM

Effective Marketing and LobbyingThrough Your National Certification

Presented By:

Betsy P. SmithDeputy Director, NCCAOM

Mina Larson Director of Communications and Marketing,

NCCAOM

June 21, 2009

© 2009 NCCAOM

Introduction

Effective Marketing and Lobbying Through your NCCAOM Certification

Utilizing NCCAOM resources

Utilizing the media

Obtaining skills to influence legislation

Promoting ethical standards

© 2009 NCCAOM

NCCAOM Resources

© 2009 NCCAOM

NCCAOM Resources

News updates that keep you informed… Diplomate E-News

You Can Use The Diplomate

© 2009 NCCAOM

Consumer brochures explain the value of an NCCAOM Certified practitioner – Available Now!

Includes a description of acupuncture, Chinese herbology and/or Asian bodywork therapy

NCCAOM Resources

© 2009 NCCAOM

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.

NCCAOM Resources

© 2009 NCCAOM

Click on the “Diplomates” tab for updated information on creating a profile, licensure, recertification, PDAs, NCCAOM

documents, etc.

NCCAOM Resources: Website

Enhance your practice – utilize “The NCCAOM Certification Registry Search Engine”

nccaom.org

© 2009 NCCAOM

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.

© 2009 NCCAOM

Media Coverage

© 2009 NCCAOM

NCCAOM Ethics Online Course: Now Available.

Effective Marketing and Lobbying – Now Available

All Courses are approved by NCCAOM Professional Development Activity (PDA) Department for Recertification Credit.

NCCAOM Resources: Online Classes

© 2009 NCCAOM

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

© 2009 NCCAOM

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.

© 2009 NCCAOM

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

© 2009 NCCAOM

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.

Promoting Ethical Standards

© 2009 NCCAOM

Display Your NCCAOM Credentials Proudly and Correctly

When you achieve NCCAOM Certification in:

Oriental Medicine Diplomate in Oriental Medicine (NCCAOM) or Dipl. O.M. (NCCAOM)

Acupuncture Diplomate in Acupuncture Medicine (NCCAOM) or Dipl. Ac. (NCCAOM)

Chinese Herbology Diplomate in Chinese Herbology (NCCAOM) or Dipl. C.H. (NCCAOM)

Asian Bodywork Therapy Diplomate in Asian Bodywork Therapy (NCCAOM) or Dipl. ABT (NCCAOM)

You may designate yourself as:

© 2009 NCCAOM

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

© 2009 NCCAOM

Effective Marketing and Lobbying Through Your National Certification

Betsy P. Smith, Deputy Director

Lobbying: You Can Do It!

© 2009 NCCAOM

89% of the states now regulate acupuncture

© 2009 NCCAOM

23 states now require NCCAOM certification

© 2009 NCCAOM

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

© 2009 NCCAOM

How to Lobby a Legislator

“The NCCAOM State Relations Department is here to help youto 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

© 2009 NCCAOM

Quick Tips for Successful Lobbying

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


© 2009 NCCAOM

Case Study


A Bill to Regulate Acupuncture: Kentucky

© 2009 NCCAOM

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)

© 2009 NCCAOM

Your assignment is to come up with an acceptable solution for all concerned.

Good Luck!

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.

The Situation:

© 2009 NCCAOM

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

© 2009 NCCAOM

Mina Larson,Director of Communications and Marketing

Effective Marketing and Lobbying Through Your Certification

Working with the Media: Friend or Foe

© 2009 NCCAOM

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

© 2009 NCCAOM

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

© 2009 NCCAOM

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

© 2009 NCCAOM

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

© 2009 NCCAOM

Course Objective

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

Utilize the media the media to market your practice

© 2009 NCCAOM

What is The Media?

Print Newspapers Magazines

Broadcast Television Radio

Internet Blogs Podcasts E-News

© 2009 NCCAOM

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.)

© 2009 NCCAOM

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

© 2009 NCCAOM

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.

© 2009 NCCAOM

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?

© 2009 NCCAOM

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?

© 2009 NCCAOM

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.

© 2009 NCCAOM

What is a Press Release?

Answers the five W’s Who What When Where Why

Concise and interesting

Not too long

© 2009 NCCAOM

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

© 2009 NCCAOM

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”

© 2009 NCCAOM

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

© 2009 NCCAOM

How Should You Look?

Dress professionally Don’t wear large or flashy jewelry Avoid clothing with patterns Lean slightly forward, if seated

© 2009 NCCAOM

Case Study

A Case Study in Crisis Management

A Nightmare in New York City: The Case of the Dirty Needles

© 2009 NCCAOM

The Situation:

As a thriving NYC Diplomate who has a very successful practice inSoho, you get a call from an investigative health reporter from TheNew 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.

© 2009 NCCAOM

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!

© 2009 NCCAOM

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.

© 2009 NCCAOM

What NCCAOM is Doing to Promote Diplomates

Working with AAAOM, CCAOM and AOBTA to publicize AOM 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, Seminars and Online Courses on media training, effective lobbying, and ethics.

Serving as liaison between media and Diplomate spokespersons for interviews, including follow-up.

NCCAOM Exhibit Booth at special events and trade shows.

the Diplomate newsletter and News You Can Use e-newsletter.

© 2009 NCCAOM

What You Can Do to Market Your Practice

Stand Out From The RestStand 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.

© 2009 NCCAOM

What You Can Do to Market Your Practice

Stand Out From The RestStand Out From The Rest (Cont.)

Develop a creative website – Link to the NCCAOM to promote your credentials. Update your profile listing on the NCCAOM Directory of Practitioners – Make sure you are listed correctly so consumers can find you. Work with your state legislatures and state regulatory boards – Promote and pass legislation that benefits both AOM and healthcare consumers

© 2009 NCCAOM

Professional Ethics: Raising theStandard Through Your National Certification

Betsy P. Smith, Deputy Director

RAISING THE STANDARD

© 2009 NCCAOM

NCCAOM Disciplinary Documents

Code of Ethics

Grounds for Professional Discipline

Procedures for Upholding Professional Conduct

© 2009 NCCAOM

Get Familiar with Recent Changes to the NCCAOM Code of Ethics

The Code has been newly updated to reflect current policies including:

Boundary violations new standard implemented for 2009

Confidentiality of information

Insurance and reporting requirements

© 2009 NCCAOM

Disciplinary Action

Disciplinary action is taken for various offenses, including cheating, boundary violations, fraud, non-license activity such as negligence and criminal conviction.

Penalties for violations may include denial of certification, probation, suspension, or revocation of certification.

© 2009 NCCAOM

Grounds for Professional Discipline

A non-exhaustive list of common types of actions that will subject a Diplomate to disciplinary action. Includes:

Unethical Behavior Legal and Disciplinary Matters Incompetence Impairment

© 2009 NCCAOM

Fraud and Unprofessional Conduct Decreased Dramatically in 2008

NCCAOM PEDC Categories2003 - 2008

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© 2009 NCCAOM

Improving Ethical Standards

Practitioner-patient relationship involves a great deal of trust

Your reputation as a practitioner rests on the acupuncture and Oriental medicine community’s integrity of as a whole.

© 2009 NCCAOM

Be “Ethics” Proactive

Attend continuing education courses that discuss relevant ethical issues.

Have a working knowledge of NCCAOM ethics standards

© 2009 NCCAOM

Stay Current On State Laws

Certification Requirements

Laws Regarding Insurance Coverage

Laws Regarding Confidentiality

Laws for Recordkeeping

© 2009 NCCAOM

New Ethics Class Available

Now Available – an NCCAOM on-line professional ethics and liability course. Please go to the NCCAOM website, nccaom.org, for more information.

© 2009 NCCAOM

Case Study

He Said, She Said: An Ethical Dilemma

A FICTITIOUS CASE FROM NCCAOM’S PROFESSIONAL ETHICS AND DISCIPLINARY REVIEW COMMITTEE (PEDC)

© 2009 NCCAOM

The Situation

He Said, She Said: A recent PEDC case concerned a complaint from a patient about a practitioner from a Midwestern state. The practitioner hugged the patient very briefly when she got down from the examining table.

Patient filed a misconduct complaint………

UNETHICAL BEHAVIOR?

IF SO, WHAT IS AN APPROPRIATE SANCTION?

© 2009 NCCAOM

Case Study: He Said, She Said

She said, “This was a “sexual advance” and not welcomed in any way”.

He said, “I felt sorry for her and just wanted to express my sympathy for her situation”.

© 2009 NCCAOM

You are a member of NCCAOM’S Professional Ethics and Disciplinary Committee (PEDC). You have a case to consider at the monthly PEDC meeting.

Use the NCCAOM Disciplinary Documents for guidance:

1. Code of Ethics 2. Grounds for Professional Discipline 3. Procedures for Professional Discipline

Remember there are many disciplinary choices

Your Resources

© 2009 NCCAOM

Two Decisions…..

In this case, the NCCAOM agreed with the practitioners.

Although NCCAOM typically aligns its decision with the state. The PEDC made a different decision on this case.

The PEDC decided to issue a letter of reprimand along with a requirement for a boundary violation course.

The State, however, imposed a three-year term of probation.

Where do you stand?

© 2009 NCCAOM

Recent Case: You Didn’t Prepare Me?

Student A confronts teacher in his classroom after taking the Biomedicine Examination

Student A complains that she was not prepared for the exam, and that, in particular, she did not know the answers to the following…

Concerned teacher says, “What questions did you have trouble with?”

© 2009 NCCAOM

Was This Cheating?

You decide, was it, wasn’t it?

Refer to the Code of Ethics and Grounds for Professional Discipline and the Candidate Handbook to determine your answer.

If you believe it was a violation, specify what section of the Code has been violated.

© 2009 NCCAOM

Did you know: It’s Cheating to Share Information about Exam Questions?

It’s against the rules to:

1. Give information about the exam to another person before, during or AFTER, the examination.

2. Failure to report any irregularity such as giving and receiving unauthorized information before, during or AFTER the examination.

© 2009 NCCAOM

Spread the Word: It’s cheating to discuss the examination after the fact!

Cheating can result in:

1. Invalidation of scores

2. Forfeiture of all examination fees

3. Termination of application

4. Suspension or revocation of certification

© 2009 NCCAOM

Ethical Guidelines and Raising Standards

NCCAOM is Raising the Standard

Setting high standards for Eligibility and Recertification

Maintaining a full-time liaison to the State Regulatory Boards

Participating with other organizations in supporting legislation

Strengthening Professional Ethics and Discipline

© 2009 NCCAOM

Raising the Standard

Will Help You To:

Change state laws to allow for state insurance coverage for acupuncture services.

Work with State Boards to increase your scope of practice.

Ensure that disciplinary standards for practitioners are maintained.

© 2009 NCCAOM

NCCAOM Contact Information

NCCAOM Contact Information

76 S. Laura Street, Suite 1290Jacksonville, FL 32202

PHONE: (904) 598-1005FAX : (904) 598-5001

© 2009 NCCAOM

Good Luck Improving Your Practice

Questions?

Comments?

Contact Betsy Smith at [email protected]

Contact Mina Larson at [email protected]

© 2009 NCCAOM

A patient in a Western state filed a complaint about a practitioner who had been selling

jewelry she made in her office. He said he felt obligated to buy the jewelry and that he didn’t

really want to buy anymore. He went on to say that he finally changed practitioners because

he was uncomfortable about not buying something at each visit.

Recent Case: For Sale!


© 2009 NCCAOM

Recent Case: For Sale

The Practitioner was outraged by the complaint stating that she had never asked anyone to buy anything. She went on to say that the jewelry was located in the waiting room and that the receptionist had been instructed only to answer questions about the jewelry and to collect the payments. She said the jewelry was very popular with her patients and that they all admired it.

© 2009 NCCAOM

Recent Case: For Sale, No Sale!

PECC found that this was a boundary violation.

The Patient was in a vulnerable position. The PEDC placed this practitioner on

probation and required a boundary violation course

Her State Board did the same.