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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. Introduction. Effective Marketing and Lobbying Through your NCCAOM Certification - PowerPoint PPT Presentation
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© 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
How to Lobby a Legislator
© 2009 NCCAOM
Case Study
How to Lobby a Legislator
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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8
12
16
20
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Irre
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2004
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2007
2008
© 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
Case Study
Case Study: You Didn’t Prepare Me
A FICTITIOUS CASE FROM NCCAOM’S PROFESSIONAL ETHICS AND DISCIPLINARY REVIEW COMMITTEE (PEDC)
© 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 bsmith@nccaom.org
Contact Mina Larson at mina.larson@nccaom.org
© 2009 NCCAOM
Case Study
Recent Case: For Sale!
A FICTITIOUS CASE FROM NCCAOM’S PROFESSIONAL ETHICS AND DISCIPLINARY REVIEW COMMITTEE (PEDC)
© 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!
A FICTITIOUS CASE FROM NCCAOM’S PROFESSIONAL ETHICS AND DISCIPLINARY REVIEW COMMITTEE (PEDC)
© 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.
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