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Marketing Using the Four Marketing Quadrants – Michelle Grasek

 

 

I am really looking forward to talking with you about a really simple way to evaluate your own marketing called the Four Quadrants.

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.

Hi there, I am Michelle Grasek, the host of the Acupuncture Marketing School podcast, and today I am really looking forward to talking with you about a really simple way to evaluate your own marketing called the Four Quadrants. And before we dive in, I want to thank the American Acupuncture Council for the opportunity to speak with you today.

I absolutely love marketing, and I really believe that marketing is a great tool to help us. help more people. So it’s always nice to see you here, and thank you again to the AAC, and let’s go to the slides. So as I mentioned, we are going to take a bird’s eye view of your marketing through the lens of the four quadrants.

And this is a really nice, simple way to assess your marketing and make sure that it is balanced, and also hopefully give you some ideas for areas where your marketing might need a little work or where you’re doing well already. So let’s get right into it. The four marketing quadrants that I like to use when I’m working with marketing students and clients are searchability, Referrals and internal and external marketing.

And I originally learned the idea of creating a marketing map like this or having marketing quadrants from a friend of mine, another marketing strategist. Her name is Kate Matheson. She’s super. But the way that I approach it is a little bit different and I find that this works well for us as acupuncturists.

So what do each of these sections mean? So searchability is really about your digital searchability. How easy is it to find your business? How easy is it to connect with you and to make an appointment? And then referrals is pretty straightforward. I find that people need the least help with referrals.

That’s usually where most people’s patients are coming from. And of course, this can be from professional relationships or from current or past patients. And then there’s internal marketing, which is everything that you are doing to nurture and retain the patients that you have, as well as the methods that you’re taking to reactivate previous patients.

And then external marketing is really what most people think about when we talk about marketing. So these are. Action steps that you take to get visible in front of your ideal patients. And you really want to think about this as showing up where your patients spend time. And this could be in the real world or in the digital world.

From a TCM standpoint, a lot of people like to think about external marketing as yang, so it requires energy and activity and action, and you’re, you’re putting yourself out there, you’re trying to get visible, whereas your internal marketing you could think of as yin, It’s internal just yin, right?

It’s very nurturing and it helps you maintain what you have already built. So sometimes that helps people think about these concepts. And what I’m going to ask you to do today is to use this map to do a sort of casual self assessment of where you are putting your marketing energy already. where you think most of your patients are coming from and any quadrants that could maybe use some more energy and attention.

Okay? The goal is to have your efforts be balanced across all four quadrants and that way you can have patients coming in from multiple sources. Let’s take a look at each of these quadrants. The first is searchability, and what I’ve done in each quadrant is I’ve given you some items that you can mentally check off, okay?

And that will give you a, at least a broad idea of, quote, how you’re doing in each quadrant. And some of these activities are ongoing, whereas others might be something that you haven’t. Get established, it’s in place, and you’re happy with it, and it doesn’t need to be changed. For example, your website.

Maybe you have your website, it looks great you could just check it off, right? It doesn’t need to be ongoing with updates or anything like that, okay? So something to think about as we’re going through each quadrant is mentally checking off the different areas to give you an idea of what needs work and what you’re doing well with already.

So searchability, again, is digital searchability. So this really has two parts. One is assessing your brand presence, and the other is assessing how well you rank in a Google search. How high you come up towards the top of a Google search. So if you were to type your name or your business name into Google, probably what would pop up is any listings you have in local directories for your business, your website, of course, your Google business profile, your social media, and any ads that you might be running like Google ads, for example.

And so all of that gives you a snapshot of your brand and what it might look like to someone who is searching for you on Google. And you just want to do a quick assessment about whether you feel like this snapshot of your brand represents your business the way you would like it to. Okay. So that’s one piece of searchability.

And then the other piece is, if you Google acupuncture near me, how close to the top are you in that list? Okay. And I have a couple quick tips for you to improve your searchability. So let me skip forward here. So the first before we get into this, let’s talk about how Google works.

Google’s goal is to provide the most accurate and most relevant answer to any query that is typed in. So when someone asks a question, Google wants to be able to give the best possible answers in response so that people continue using Google. Do you remember Ask Jeeves? That was a long time ago.

With some of the old school search engines, you might type in a question, and the responses that came back might be a little odd. You were like, okay that’s not really what I was asking. Whereas, Google, as a search engine, wants to always be number one. And to do that, it has to always give the person who asks the question, the best possible answers that they find relevant.

And so everything you’re doing in the searchability quadrant is really about helping Google help you, okay? Providing Google with enough information that it knows when you are, your business is a really good answer to a question that’s been asked, okay? And one of the ways you can do that is by making sure all of your listings in the directories are identical.

And that means identical address. Phone, business name, website, and hours. And really the things that tend to, over time, not be identical are address and hours. Because we set up our listings, and then a couple years later we have totally different hours. Maybe we’ve moved. And they just don’t match up anymore.

And Google is actually very specific about your address. You can’t say that you’re in suite two on like yelp. com and then not say suite two in other listings. And I know this is quite nitpicky, but it is very easy to fix. Go into all of your listings, make sure your address and your hours are identical.

And this helps Google to know that your business is active and the consistency helps Google to know that you are active. Your business is a good response to a search query, okay? As opposed to someone whose information is random all across the web, it’s not going to have as much confidence.

returning that business as the answer to a query. Okay. And then the other thing you can do to help your searchability is to completely flesh out your Google business profile. And one section that people often ignore that can be very helpful is the Q& A section. So you can ask and answer questions on your Google business profile as the business owner, but it doesn’t show that you are the person asking and answering, because that would look cheesy, right?

It’s anonymous. I recommend asking and answering all the frequently asked questions that people normally ask or might be thinking of when they are deciding whether or not to come to you as their acupuncturist if they’re trying to decide between a couple people. And some of these questions are basic.

What is parking like? Do you take my insurance? Answer those questions, of course. And then if you have a specialty, make sure to ask a question relevant to the specialty. So if your specialty is working with kids with ADHD, for example, really specific, you could have a question be, do you do acupuncture for kids with ADHD?

And then you would answer it and say, yes, absolutely. I have this extra training. These are some approaches I like to take, etc. Because then if someone puts into Google Acupuncture for children with neurodivergence or ADHD, etc. Google’s going to say, I know the answer. I know the most perfect business.

That is the answer to this question. Okay. And then it’s going to bump you up to the top. Okay. So those two things are pretty simple, but it can be very helpful in terms of your searchability. So referrals, we’re not going to spend too much time here. As I mentioned, most people feel pretty comfortable and confident that most of their new patients are from referrals.

So I want you to think of think of it this way, this quadrant. Can you answer yes to these questions? So do your professional contacts and your patients know that you’re accepting new patients? Is that something you ever Talk about either verbally, is it written anywhere? Have you ever had that conversation with them?

And do you ever ask for referrals? And again, this could be verbally or it could be written somewhere. It could be posted in your office. The thing with marketing is we are often trying to insert an idea into people’s mind to give them a little light bulb moment later on. It’s easy to assume I run a business.

Of course, people know I’m accepting new patients. Maybe they don’t. Honestly, people are probably thinking their own stuff, right? Are they gonna make? tacos for dinner or spaghetti. They’re not thinking about sending you referrals, but if you make it a point to tell them that you’re accepting new patients, you’re looking for referrals, that process is going to be ongoing in their brain for when they have an opportunity to help you.

Okay? So I think it’s helpful to have a basic it’s a two or three sentence script that you can say verbally and the script is really unique to you, right? It’s so that it rolls off your tongue. So for example, if you love treating knee pain and you are You know, you have a patient who you just treated them for knee pain and maybe they’re only going to come back if something’s bothering them.

You could say it was really great working with you. I love treating knee pain patients. If you have any friends or family in the future who are experiencing the same thing, let me know. Please think of me. I would love to help them. And then give them a card. Okay, so you’re putting the idea in their head.

And then you can also make sure you have a sign in your office and put in your email signature that you’re accepting new patients. I’m sure you’ve seen some signs. They say things like, the getting a referral is like the highest honor from a current patient. Any way you want to phrase that is super, just so it’s very clear.

Okay, internal marketing. And I know I’m going fast. This is a lot of concepts in a short amount of time, but I really think it’s going to be helpful. Internal marketing, again, is everything that you are doing. To retain and nurture the patients you have and to reactivate old patients, because research shows it’s seven to eight times easier to reactivate a previous patient than to get a new patient.

So this is low hanging fruit, right? Keep the people you have and then reactivate the old ones. So one of the ways that you can think about internal marketing is to It’s creating a really great experience for your patients from the moment that they initially contact you all the way through their treatment and then being discharged.

So as a baseline, what I recommend is go through the new patient process yourself and see if anything feels clunky, if anything is duplicated, just try to streamline it. And then this sounds corny, but it’s really helpful if you haven’t done it in a long time. Sit in the places where your patient would sit, right?

Like at checkout, sit in the seat where they are usually. Sit in their spot in the treatment room, give yourself a treatment on the table, right? Just make sure everything’s comfy as a baseline and then ask yourself, How can I elevate this experience in a way that would be valuable or meaningful to my ideal patients?

Because if you think about the last time you were at a business or an event, and it felt really special, you were like, wow, this is great. What did you do? You probably took a picture. You put it on Instagram or you went home and you texted a friend and said, Hey, I went to this place today and it was so great.

I think you’d really like it. Or you’re talking to a family member and saying, I just had the, I went to this awesome place. Let me tell you about it. The point of this is when we say everything is marketing is that a really nice This kind of special experience makes people talk about your business, right?

They’re sharing it on social media. They’re talking about it in real life. They’re more likely to refer to you. Okay. So if this quadrant interests you, I recommend going that route and seeing how you can elevate the experience at your office slightly in ways that would, again, be meaningful to your ideal patients.

And then, just make sure you have a system for reactivating previous patients. This is actually, it doesn’t have to be fancy. The system is just blocking out time on your calendar every, I’ll say, 8 weeks. And then, going back and saying, Okay, are there any patients in the past 8 weeks who dropped off the calendar?

Maybe they got sick, they said they would reschedule, but they didn’t. And then reach out to them in the method that they like to be contacted. So if they always text you or call for an appointment, that’s how you reach out to them because that’s what makes them comfortable and they’re more likely to answer you that way, okay?

And you could be very direct and simply say, I noticed you haven’t been on the calendar in a while, I was wondering if you’d like to get back on the schedule. Or you could offer a little bit of value. And you could say, I recently read this article or this book. It made me think of you, or I thought you’d find it really useful.

Here’s the link. And then that can naturally start a conversation about whether they want to come back in. Okay. So just some things to think about for your internal marketing. And then this last section, unfortunately we don’t have enough time to go through all of these. I’ll highlight a couple, but.

The external marketing, again, is your young marketing. It is the effort that you make to get in front of your ideal patients. So we are thinking about where your ideal patients hang out, both in real life and the digital world. And so there’s many ways that you could get in front of them. And this might, what you choose might depend on your personality and your strengths, what you like doing.

If you’re more extroverted, then networking is a great choice. If you prefer writing, then content creation could be a great choice. So let’s run through these really quickly. Collaborations and educational workshops are wonderful because Hey! All you have to do is email other business owners locally that you would like to work with and just tell them that you’re open to collaboration.

And you don’t have to have an idea for how you might work together right away. Maybe you do, maybe you want to do an acu yoga class at the local yoga studio, right? But maybe there is like a florist or a garden center, and you want to work with them, you can just let them know I’m open for collaboration, I would love to brainstorm how we could work together, and usually people will say yes, because it’s a win, right?

They know that Whatever event you guys host together, you’re both going to be advertising it. So they are going to get in front of your audience, your email subscribers, your social media followers, and then you are going to get exposed to their audience. Okay. So again, it’s a win and I think it’s a really nice way to get in front of an interested local audience, people who might really become your patients.

Okay, and then other options include, as I mentioned, content creation. So this could be blogging, YouTube videos social media counts as content creation, of course, podcasting. Whenever you’re creating content, especially blogging, YouTube, and podcasting, think about it as a You are curating a library of content that showcases your approach to the medicine and potential patients could binge that library and in the process get a really good idea if you are a great fit to be their acupuncturist.

Okay, so that’s one way to think about it. Of course, there’s email newsletters, there’s leaving postcards or brochures at local businesses. I think Most people have the best luck leaving postcards at nonprofits and community organizations areas where people are looking for referrals, right? Like they often need some help and if they can refer someone out, then that relieves a little bit of the burden on them.

It’s it takes a village idea. So they’re usually happy to have your info at their location. And then there’s Classic networking, there’s getting interviewed on local media social media of course, and running ads all allow you to get visible wherever your potential patients spend time.

Think about all of these things and if if you are like mentally checking things off. You might have other marketing that you’re doing that falls under this category that’s not listed, but that’s okay. Just mentally add it and give it a check mark, right? Because there are dozens and dozens of creative ways that you can get visible in front of your ideal patients.

So if you are doing other things, not on this list, give yourself credit for those. Okay, so now you can think about each of the quadrants where what areas need a little more energy and attention. What are you doing well already? And remember that, if marketing ever makes you feel uncomfortable or you worry about coming across as pushy or sleazy, keep in mind that marketing is just a tool that allows you to reach more people and help them.

Okay. It’s, that’s all it is. And I always encourage my marketing students to first of all, know that you don’t have to do marketing that you don’t like. And, try different things until you hit on something you do because marketing requires consistency over time, and it’s pretty hard to do marketing.

consistently if you don’t enjoy it. So focus on what you like so that you can continue and you don’t feel burnt out and you can feel good about your marketing. Okay? So I hope you find this really helpful. Always. If you have questions, I would love to chat with you. I love talking about marketing clearly.

You can send me an email at michelle at michellegrasek. com

 

 

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What Could Go Wrong?

What Could Go Wrong?

Comprehensive Acupuncture Insurance Plan – What Could Go Wrong?

Why do acupuncturists need professional liability insurance?

Several things can go wrong during acupuncture treatment which may cause a patient to sue including:

1. An acupuncture patient can develop an infection at the site of insertion and could sue.

2. A patient feels they should have been referred elsewhere but was not could sue the acupuncturist.

3. A patient who suffers an injury during a treatment could sue.

A key answer for reducing risks in your acupuncture practice is a comprehensive acupuncture insurance plan which includes general & professional liability, business personal property, and property damage coverage which can help protect you financially from mishaps, lawsuits, or other claims.

Remember, the American Acupuncture Council (AAC) offers an unparalleled track record in acupuncture risk management.

There is a reason acupuncturists have trusted AAC with their business for 50 years.

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Acupuncture Malpractice Insurance Quote


One of the best ways to assess a company’s qualifications is by requesting and scrutinizing quotes. This strategy is particularly essential when seeking acupuncture insurance. You can evaluate and select the most qualified provider by requesting an acupuncture malpractice insurance quote.

Here are some of the benefits of getting the right acupuncture insurance policy:

Protection against complaints. The risk of getting malpractice complaints is high for alternative treatments such as acupuncture. If you belong to this industry, you are a target of malpractice claims from patients alleging negligence, injury, or other issues. The good thing is that professional liability insurance helps cover legal costs and settlements or judgments associated with such complaints.

Reputation management. In the acupuncture business, professional reputation is crucial. Customer acquisition relies heavily on trust. Insurance coverage plays a key role in managing the fallout from claims, helping to protect you as an acupuncture professional by addressing issues in a controlled and legally supported manner.

Compliance with regulations. In some jurisdictions, having professional liability insurance is a legal or regulatory requirement for acupuncture. Requesting an acupuncture malpractice insurance quote helps ensure you meet such requirements and remain compliant.

Financial stability. Legal defense and potential settlements can cost a serious amount of money. However, professional liability insurance offers financial protection; it’s a safety net helping to safeguard your practice from potentially crippling expenses.

Customized coverage. No two acupuncture businesses are the same; each has needs unique to their practice. And because different practices have different risk profiles, requesting a quote lets you explore coverage options tailored to your specific practice and patient base, giving you custom-designed protection.

Cost planning. Understanding the cost of professional liability insurance upfront gives you ample time to craft an effective budgeting strategy and financial planning for your practice. This way, you can account for this expense and avoid unexpected financial strains, giving you peace of mind.

Are you searching for an insurance company that provides a comprehensive acupuncture malpractice insurance quote? Look no further than the American Acupuncture Council. Call us at (800) 838-0383 for inquiries.

Benefits of Acupuncture Malpractice Insurance

Benefits of Acupuncture Malpractice Insurance

Do you need an acupuncture malpractice insurance policy?

A national survey revealed approximately 20 million Americans over the age of 18 have tried acupuncture.

As more people seek out acupuncture, acupuncturists face increased risks associated with malpractice complaints.

So, getting a comprehensive acupuncture malpractice insurance policy is a MUST!

Benefits of an acupuncture malpractice insurance policy include:

Protection for your assets and future income, as your insurance policy will cover the expenses associated with acupuncture malpractice complaints, including legal settlement.

Coverage for the risks associated with premises liability (slip and fall).

Protection for damaged properties (acupuncture tables, chairs, furniture).

Remember, the American Acupuncture Council (AAC) offers an unparalleled track record in acupuncture risk management.

There is a reason acupuncturists have trusted AAC with their business for 50 years.

Not an American Acupuncture Council member? Get a Quick Quote and find out how much you will save! Click here!

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Food as Medicine Part 2

 

 

So today we’re going to go over a little bit of the specialness, if you will, of how TCM looks at food.

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.

Hi, this is Dr. Martha Lucas, and today I am. I’m doing part two of the presentation, Food as Medicine, and I want to thank the American Acupuncture Council for this opportunity. So let’s go to our slides.

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Okay, so last time I mentioned that we, that language can cause experiences, and that a part of what our medicine can do for our patients is give them advice about food. Because food, let’s face it, food is medicine that you can take. three, four, five times a day. Also, Western medicine is looking into it too, but we have a different viewpoint of food.

So today we’re going to go over a little bit of the specialness, if you will, of how TCM looks at food. First of all, we’re going to talk a little bit about the seasons, because in Chinese medicine, food advice can vary with the seasons. Spring is the season of new birth and new growth. And according to Chinese medicine, spring is about the wood element and about liver functioning.

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And we know that some places where we live have a lot of wind in the spring, and the liver is especially susceptible to wind. We know that it regulates chi, regulates emotions, and the liver is a part of our digestive system. If it’s out of balance, then we can say that it’s attacking the digestion. So we don’t only think of spleen and stomach, but also, obviously, liver and gallbladder.

If our patients or us think that If we don’t adapt to the changing climate in spring, we may get susceptible to seasonal health problems like flu, pneumonia, or a relapse of a chronic disease or allergies. How many of our patients only in spring seem to get allergies? And I’ve noticed over the years that sometimes it’s in the more windy spring.

So there we have that relationship between the liver and wind. So we would recommend that they reduce the intake of sour flavors and increase sweet and pungent flavors, because those are the flavors that facilitate the liver to regulate the chi throughout the body. So examples of recommended foods for the spring, there’s a list, would include onions, leeks, leaf mustard, Chinese yam, wheat, dates, cilantro, and you’ll notice that we have a wide variety, like wheat is one of them.

If you have a patient who’s gluten intolerant, we need to have other options for them so that they don’t feel like they are going to have to eat some. In fact, You need to always read the labels of the herbs that you recommend to people because some of them do have weed in them. Fresh and fresh green and leafy vegetables, include those in meals, sprouts and in addition, uncooked, frozen, and frozen vegetables.

Fried foods should only be taken in moderation because, number one, the liver has a harder time digesting fried foods, and of course, cold foods are harder and harder for the spleen and stomach, or your overall digestion, to tolerate. Because remember, You partly don’t get all the nutrition if your digestion is spending all of its time trying to warm up the food.

Also, because previous to spring, sometimes people spend a lot more time indoors during winter. Then they might more quickly develop a heat imbalance in the spring. So some other symptoms people might have in the spring include having a more dry throat, bad breath, constipation, or a thick tongue coating, because those are heat signs, right?

So then we would recommend foods like bananas, pears, water chestnuts, sugarcane, celery, and cucumber to help clear excessive heat. What I do sometimes is suggest that my patients do something like put slices of celery, cucumber, and watermelon rind in water. And that makes a nice hydrating drink. Plus it’s more tasty than just drinking plain water.

So sometimes you have to be a little creative because as I mentioned in part one, We’ll call it attached to their diet plan. They’re very attached to how they eat food. So sometimes they really don’t want us to be playing around with it. In summer, plants grow fast, right? People have more energy. The body’s qi and blood become more vigorous than in other seasons.

Now, Chinese medicine can say that physiological changes make the heart over function and that there’s a little too much yang flowing. around and in the body during summer when it’s hotter. According to five elements theory, an over functioning heart restricts lung functioning. It’s advisable to eat more foods with pungent flavors and reduce bitter flavors, because that’ll enhance the lung and maintain normal sweat mechanisms in summer.

Sweat is the fluid of the heart and also the bladder and the lungs, and excess of sweating can scatter hardship and weaken the mind, according to some theories. So the person can have be more annoyed, have a little bit of depression or a lower spirit, and be restless and have sleeping issues. And this would be during summer heat.

Foods with sour and salty flavors help ease these symptoms. Now, summer isn’t the same in every region, right? I am in Denver, the high desert, so our summers our whole year tends to be drier. I might give my patients slightly different advice than Some are somewhere where it’s hot and rainy, or it’s very humid and damp.

We have to realize where we are living and. and create the plan according to that. For example, if you, in Chinese, in ancient Chinese medicine, the suggestion was to eat the food you grow. In Denver, we don’t have a really long growing season. It’s probably three or four months, but in a place like Gunnison, Colorado, I think it’s 31 days.

In some, again, you have to look at where you’re living And create the food plan according to where the patient is living. Now hot humidity, rainy atmospheres can disturb the fluid and electrolyte balance of the body. And there again, lead to lethargy, weakness, fever, thirst, lack of appetite, and even in the extreme, loose spleen.

stools. So again, looking at that’s dampness causing those issues. So foods that will help keep the body cool and balanced include things like watermelon, strawberries, cucumber. Again, you can help your patient just put those in water and create a nice hydrating cooling drink for the body. In general, The daily diet, even Western medicine says, should contain more fruits and vegetables, always, but especially at this time because they’re cooling and they can help provide adequate fluids to the body.

Now warm and cooked foods help the digestion work better because spleen and stomach love warmth. They do not like heat. Ice cold drinks. So with my patients, I like to start their nutritional advice in what I call baby steps. The first baby step is no ice drinks. So well, maybe sometimes the first baby step, to be honest, is no soda.

I recently, I’m working with a woman, one of my weight loss patients was drinking sodas every day. And so for her, the first step was no soda. Again, know your patient, listen carefully to What they usually eat, and so I might say in this case, no iced drinks, and explain to them that in Chinese medicine, and even in Western medicine, your digestion is warm.

It’s not ice cold there inside your body. So if your digestion has to spend all of its time warming up the food, you’re missing out on some nutrients. So even in the winter, sorry, even in the summer, it sounds like lots of people are like, oh, I could never eat soup in the Summer. Your warm and cooked foods help your digestive system work more effectively.

Whereas, greasy, raw, frozen foods can, what we call, damage the digestive system. And then the person might have less of an appetite, or diarrhea, or acid reflux, or some other stomach upset. In, even in Chinese tradition, in summer, making soups, you can add ingredients that help clear heat and reduce dampness and help the person’s digestion keep working well.

In autumn, things begin to fall fall off the trees and fall off stems, and, but mature, right? Remember, it’s always a cycle, right? help support good soil, and then the next year they grow again. In Chinese medicine, autumn correlates with the lung system. We have things that regulate the skin, respiration, body fluids, immunity, and can be res associated with depression.

The lungs hold grief, so if someone has grief or depression you always need to treat the lungs. Like Lung2, the translation of it is something like cloud break or release the clouds, because it’s talking about the cloud of emotion, and it could be some damp also, but the clouds of grief. Now the vigorous summer is over, and things are moving inward to prepare for winter, where we might even be more inward.

Right now, we’re going to adjust our nutritional advice for the changing seasons, because it, the weather can be drier, and again, the person might get things like an itchy throat, or a dry nose, chapped lips and You might see more hair loss in autumn and also allergies again. Now those can be really related to things like a dry nose.

So I have all of my, I ask all my allergy patients, do you do a nasal rinse? Because a lot of lung issues, it turns out, start up in the sinuses. So doing some sort of a nasal rinse, keeping your nose more hydrated can help with, help prevent things like the flu. For one thing it’s less, the flu doesn’t like moist, doesn’t like dry nasal passages, so it’s helpful to do a nasal rinse.

And we’ll need to promote because they’re going to help lubricate the body as the weather is getting drier. So nuts and seeds are appropriate, pear, pumpkin, honey dairy products. But again, remember too much dairy is cloying and damp. I had a patient who had, was growing these little, tiny little clear nodules on his skin.

They were so small, but you could feel them. It turns out he drank, I’m serious, like a gallon of milk every two or three days, ate ice cream every night. The worst thing you can eat according to Chinese medicine, right? Because it’s dairy, which is cloying and damp and it’s frozen. I suggested that for two weeks, he, cut down on his dairy and lo and behold, those little growths went away.

Dairy can be really cloying and then you can eat more food with sour flavors and reduce pungent flavors like onions and ginger and peppers that can lead to a decrease in body fluids. And then in winter things really. Slowed down to save energy, right? This is why root vegetables grow underground.

It’s like how animals hibernate and even humans might conserve energy and build spring, sorry, build strength wanting to move into spring. Now, there are a lot of people who exercise all winter, who go out all winter, but in Chinese medicine, theoretically, it’s when we’re slowing down and we’re trying to save energy.

So we want to enrich our bodies at that time. Maybe we eat a little more protein at that time. Beef, goose, duck, eggs, Chinese yam. There’s a list of ingredients that are common in Chinese dishes during the wintertime and winter corresponds with the kidney system. So it’s, advisable to eat more foods that associate with the kidney.

And the kidney’s flavor are, is salty. Its color is white. So we might choose foods like, for example, I have asparagus on the list, but maybe you would get white asparagus during that time.

Winter is also a good time to boost your natural constitution. At this time we can help. boost the constitution so that in spring the person’s chronic conditions don’t show up again, for example, allergies. We would be working on the person’s allergies during the winter time so that their body is absorbing the nutrients from those foods that we recommend so So that in spring, their allergies don’t come back.

So it’s harmony between food and weather on a more practical experience. As I said, this, some of this advice might seem to contradict what Western medicine says, or again, you’re going to have to be careful in what part of the world patients live in so that you know how to coordinate the food advice with the weather in their area.

Foods become a part of our body after they’re consumed, so we are treating the person’s body with food. Food is one of the eight foundations of traditional Chinese medicine along with other things like herbal medicine, body work, including things like gua sha and twina, and of course acupuncture, which is the most well known therapy in Chinese medicine, but A knowledge of food energetics can deeply supplement your ability to help your patients.

This next section, we’re going to talk a little bit more about how to work successfully with food with certain conditions or procedures that your patients are going to have to go through. Because the stronger our digestion is, the better we are able to tolerate, The food we eat, we’re better, we are better processors of the food.

If we have to have a procedure, for example, a surgery, our immune system is going to be stronger because our digestion is our earth element. It’s the core. Everything surrounds the digestion. So trying to make our patients have good digestion or improve their digestion is going to help everything, including their skin.

And remember, if they’re going to have something like a procedure, they’re likely to start worrying about it or ruminating about it. And we have to help them with that also, because As we know, worry actually makes the digestive pulses go backward and then back toward the kidney, what I call attacking the kidney.

So something like worry and ruminating, we really do need to help our patients with that. So for example, before a surgery, I recently had a patient have surgery for breast cancer, so I always tell my patients you need to come in before your procedure and then after your procedure. Before your procedure, this is what we need to do.

Build up your system, your digestion, build up your immune system, because surgery is really it’s, Even though the person may need it, it’s a quote unquote good thing because they’re having something like a cancer removed. It’s still going to potentially create some negative impact on the body. For example, stagnated chi.

So we want to get their immune system working. We want to help them with some ideas. Don’t mix food and work. In other words, pay attention to eating. Chew well. That’s how you get nutrients out of your food. Stop before you’re full. Let’s cut down on cold foods. No diet, no soda or diet soda I have down there.

It just has too much sugar and chemicals in it. So helping them work with their digestion before their procedure looking at, Are they cold? Do you need to add warm foods to their diet? Do you need to warm them up before their procedure? If they’re yin deficient, now, here’s this woman was She’s in her 60s, so probably yin deficient.

If they’re going through, they’re elderly, going through perimenopause, or they have issues with yang rising like headaches, then you need to add yin strengthening foods to their diet. Like I love sea plants for that. And so keeping them looking at what’s going on, getting their digestion stronger before their procedure.

Chi deficient patient, you’re going to, number one, recommend fresh air and exercise. Those are actually good recipes for your chi deficient patient. Obviously, they might need to start slowly, but that’s okay. Fresh air and exercise are good for them. They can make an oat porridge. You can recommend qigong to them.

You’re blood deficient patient. Now they’re going to be blood deficient after surgery. So this is why they need to come in before and after surgery. So we might have some post op recommendations for them too because they need to build blood again. So foods that are chlorophyll rich Of course, meat has blood in it for your vegetarian.

They can use things eat foods like beans. And then blood is particularly weakened by sugar. So trying to get people to cut down on the amount of sugar in their diet, plus we know too much sugar negatively affects the spleen, right? It’ll start to create dampness. The spleen is, Its flavor is sweet, but it doesn’t like too much sweet.

And then looking for people who have phlegm, right? Now they might have acne, right? Acne is absolutely can be a damp issue. It can be a heat issue. That’s why we not only need to treat it topically, but we also need to treat it internally. So you might have them reduce things like dairy products if you know that they have too much damp in their bodies.

Foods that can resolve dampness are adzuki beans, barley, celery, radishes, seaweed, and garlic. And remember, some of these foods have more than one property. Most of them do. Looking at that helps. If a patient’s going to surgery, they’ve had surgery, they’re going to have chemotherapy, they’ve had chemotherapy, food is a great way to help treat them.

Boost their immune system for chemotherapy, you always need, also need to make sure that you’re helping reduce the toxic heat that’s affecting the kidneys. And then, boost their immune system, get their, reduce mucus, if they’ve had chemo chemotherapy. Analgesia, which they have for surgery.

You want to help the liver process all that. So there’s a lot to do post surgery. Boost their immune system with cruciferous vegetables. Garlic has antibiotic activities and inhibits viruses. So that might be helpful for them after their surgery. Deep water fish are rich sources of omega 3 fatty acids.

And seaweeds, of course, for overall. Immunity boosting. Almonds have a lot of amino acids and essential fatty acids. Ginseng and chicken is a great combination for people recovering from surgery, childbirth, or prolonged illness. And then improving the digestion, you can use things like ginseng licorice tea.

And ginger is, of course, great for the digestion. Oats strengthen digestion and build qi. Omega 3 fatty acids are important for immune function, brain development, and treating malnutrition. And then also another source of omega 3s is alpha linolenic acid. And this is in vegetable oils, flax seed, pumpkin seed.

A lot of things we can do for our patients. after and before surgery. Have them add dark green vegetables. The western diet really doesn’t include enough omega 3s, so anything we can do to help people get those into their bodies is important. As I said, sugar, they need to cut down on that. Especially processed sugar.

Natural sugar takes longer to digest in the body, just like whole grains, but we need to have them reduce their sugar because it can actually damage the digestion and the immune system. Also, too much processed sugar contributes to herpes outbreaks, PMS, nervousness, and irritability. So the best source of sweetness for our patients are foods like sweet potatoes, natural sweeteners, instead of allowing them or giving them good advice on why not to eat too much processed sugar.

And then the post surgery diet can include a lot of things I’ve said, grains, vegetables, seaweeds supplementation with fish for essential fatty acids and then a little more So we can get the toxins out of their body. And finally, to treat arthritic or rheumatic conditions, avoid excess meat or protein, alcohol, tobacco, coffee.

Again, refined sugar, all of those can lead to having a little more pain. And Some say nightshade vegetables can increase pain, and then I have down eat fresh goat milk because it’s a more digestible fat and has a broader mineralization, but barley and wheatgrass, anything that’s anti inflammatory and detoxes, for example, I have that.

arthritis and rheumatic conditions can be treated well with the post op diet that I just mentioned. So there you have advice about using food as medicine. It is one of the basic standard traditional Chinese medicine therapies that we can help our patients with. And again, this is Dr. Martha Lucas, and I want to thank the American Acupuncture Council for allowing me to share this information with you.

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