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What Language Are These Insurance Companies Speaking?

so I want to go through some of the terms, what they mean to make sure there’s a clear understanding, because I’m finding often there’s a lot of misunderstanding, and because of that, there’s It creates some problems on collections.

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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.

Hey, greetings, my friends. It’s Sam Collins, your coding and billing expert for AcupunctureU, and of course, the American Acupuncture Council, giving you another episode here. And what I want to talk about today is a lot of questions I’ve been getting recently about what are the different meanings of terms and understanding.

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I think this is often affecting our reimbursements. And so I want to go through some of the terms, what they mean to make sure there’s a clear understanding, because I’m finding often there’s a lot of misunderstanding, and because of that, there’s It creates some problems on collections. So let’s go to the slides.

Let’s talk about understanding insurance and the billing language that’s associated with it in the terms. Cause like with everything, the better you can express or understand, the better we like to get paid is I think it’s going to create problems with reimbursements. Let’s talk about first, what the heck is health insurance?

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You know, it’s a contract between. The patient and an insurance company often remember that contract is not between us, meaning the doctor and the patient, but the insurance and the patient. So ultimately with insurance, that’s their contract. If it doesn’t pay, that means the patient owes unless you’re in network.

So understand health insurance is a contract not between the doctor and the insurance company, but the patient and the insurance company. Now we may be part of that if you’re a network to some extent, but ultimately it’s their contract. What I want to hit on though, is it really? Health insurance. I mean, there’s preventative things, screenings, but is it really health insurance, or is it sick insurance?

And I think from an acupuncture standpoint, it’s often important to think of it as a There’s got to be something wrong. There’s got to be something where they’re sick, they’re in pain or the dysfunction, otherwise it’s not going to pay. Now, what type of insurance are we talking about? What are we going to see patients with?

Well, we all know HMOs, Health Maintenance Organization. This is a type of a plan that essentially the patient has to go to an in network provider. Now the benefit here is it’s generally going to be cheaper, but they’re limited to go to just those providers. You must stay in network. If you go out of network, not covering, you’re Maybe in an emergency.

Now, the reason this is chosen by many people, it’s just frankly lower premiums and copays because the insurance company gets to control the doctors where they go. So these are the lowest. This is also the lowest in reimbursement for Accu. Now, You may think, can an acupuncturist really join an HMO? Not directly, frankly, but often you join tangentially through joining groups like American Specialty Health.

That often gives access to things like, uh, HealthNet or Kaiser and so forth. So again, these will get access, but they pay very little, so we’ve got to be careful if you’re in these. Is the reimbursement going to be very high? No. This is going to be a volume thing, not really one that’s a fee for service.

Now, what about a so called PPO Preferred provider. Well, this plan allows access to patients to go to in network providers, but it says preferred. So if you go to the preferred doctor, that’s good. It’s cheaper, but you can also go outside so you can access other doctors. But when they do, Or the patient does it, I should say, they’re going to have more out of pocket.

So by example, if you’re not in network with the plan, can the patient still choose to come to you? Oh, absolutely. But the plan may pay less, may have a higher deductible and so forth. So they’re going to realize lesser out of pocket. If they go in network, out of network, maybe more, but maybe the values there.

So this is why many of us will join a PPO with the idea of getting more patients. And, but do remember when you’re part of it. That means you’re accepting a lesser amount. You may not balance bill your full rate. So patients still have a choice of providers, but it’s going to be cheaper if they go in network, hence why many times we join.

Now, of course, it’s greater choice in the HMO, but a little bit greater cost in premiums. I won’t say often a lot more, but certainly more. Now, here’s one that’s unusual, or I shouldn’t say unusual, but is often misunderstood. An exclusive provider organization. Now, you’re going to think, what is that, exclusive?

It’s really an HMO, but it’s a very small HMO. It’s going to be a group of doctors. Or clinics that all group together, sometimes an independent physician association or IPA, and they don’t offer any network benefits. Now these often can be less expensive, but it really limits where the patient can go generally the only way they’re going to get acupuncture.

On this plan is if they have a direct referral because actually the insurance doesn’t cover it. It has to be paid by the group. So they’re often not pushing out a lot of people. This is not a very common policy, but they’re out there for some companies. We’ll do these because they figure it’s going to give greater access and cheaper for them and more access to their patients.

If there’s enough providers. Now, the one plan I think we all prefer, it’s the most expensive, is a traditional fee for service plan. This is your traditional insurance. It’s not a PPO or an HMO, but one that just simply has a simple deductible, and pays for you. 80 20 or whatever the case may be. This is the most expensive plan.

Patients will have lower deductibles and coinsurance. I, by example, have one of these plans. My company is very good to me. They give me a good rate here. I have no deductible and I have no out of pocket. You’re like, how does that happen? It’s very expensive. These have the highest. In fact, they have a platinum.

Here’s what I’m pointing out. If someone comes to you with a platinum program, even if you’re not thinking you want to take Insurance. This is probably one you do, because these offer the most generous benefits, less out of pocket, so forth, because it’ll simply just pay more. Bigger companies often offer these because they can buy it because they’re buying a little bit bigger in bulk.

These are fantastic. Now, if it’s a platinum, it’s great, but if it’s a bronze policy, uh oh, maybe not as good. So keep in mind, fee for service is not as common because it’s more expensive, but obviously the one preferred from a provider standpoint, because it just pays better. But here’s the terms I want to get into.

When you hear a loud amount, the plan pays 80%. Don’t be fooled because it’s 80 percent of what? This is where you have to be careful. Allowed doesn’t mean what you billed. It means what they allowed. So they’re going to have a maximum that will be paid. So let’s say you bill 100, but the plan only allows 50.

That means they’re going to pay 80 percent of 50. Which means they’re going to pay 40. Now, because you billed a hundred, what will you be looking from the patient? 60. Cause you remember you’re not in their network. So be careful with the allotment because patients will say, Oh, it pays 80%. Yeah, 80 percent of what?

Now, if you’re billing within their range, maybe, but many times you might have a fee that’s much higher. And let’s keep in mind, can you just write off a billed amount when you’re out of network? Technically, no. You’re to collect it. So be careful. Now, what about health savings accounts? These are pretty good.

They’re not as popular as I think they should be. But what these are, a patient can set aside money, pre tax dollars, for medical expenses. And they can use it for qualified medical expenses. These I like. This is something that if your patients have these, this is something to let people know, do you accept HSAs?

I would say you do because when they come in, the patient will pay you. You give them a receipt, they submit it and assuming that they have some type of benefit towards it. They’ll cover it. I’ve seen them cover things that often aren’t covered any place else, such as just simple massage for nothing else.

It’s tax free when they use it, so for a lot of people it’s something that’s a good thing, but it’s one that they have to have enough money to do that. You’ll often see this where people have high deductible policies. It makes sense to do that. There is something else, though, that people will see that’s called an FSA.

And they think, oh, okay, FSA is one through the employer. They call it flexible. I’ll say forced. In other words, the company does it, but you can only use it towards out of pocket expenses. So it only pays for like the deductibles and the co pays. It doesn’t allow them just to choose care. HSA is great. They can come in directly to you.

Now here’s something else that is often misunderstood. What about deductibles? Well, deductible, of course, I’m sure you understand the traditional deductible. It’s 1, 000. In other words, the patient has to pay 1, 000 before. Insurance begins to cover. In other words, they’re going to look at the covered costs and once it adds up to 1, 000, then of course, the insurance begins payment.

Keep in mind, the patient doesn’t have to pay it all at once. They could be paying over time, but they have to meet that amount. Now, here’s the parts where it’s confusing. Some services may not be included. There are going to be times you’re going to bill and you’re going to, your bill may be 500, but maybe the insurance only allows 200.

So even though you’ve billed 500, 200 applies towards deductible, but there’s 300 that’s not covered. How much does the patient owe you? 500. So when you start billing, be careful of what you’re billing. The intention is you’re collecting it. So you can’t just bill a high amount saying, well, we’ll see what’s going to happen.

This is why you want to be careful. Do not set your fees off of your highest based insurance. Okay. But not necessarily your lowest, because you want to be somewhere in the middle, but deductibles can fool you. So keep in mind if you’re billing a thousand, 500 is considered, you know, the covered services.

Great. Will the patient owe you 500? They will, because that’s deductible. But what about the other 500? That other 500 they still owe you because you billed it. This is why often people will choose in network. Because if they go in network, then because you’re limited to the fee, maybe that’s where the 500 comes in.

Now there is something else that you’ll see with these, where you’ll see there’s an individual deductible. That’s what we’re talking about here, just a simple one. But you’ll often see a family deductible. So let’s say there’s a family of four. Each person may have a 1, 000 deductible, but maybe the family deductible is 2, 500.

So if other people in the family have met 2, 500 towards the deductible, That means it covers everyone in the family. So someone coming in who hasn’t been to the doctor, that will be covered. So particularly when you’re seeing a family, that family deductible could be a real important thing to know that the patient has greater access just because they haven’t gone to someone else has.

So that’s an added benefit that you’ll find or see there. Now, what does that actually, when you see the term co payment, This is often confused. What is a copayment? A copayment is a fixed amount for a covered service, generally for an in network provider. When you’re in network, you get exactly that. Like some of you are familiar, when you see an ASH patient or that type, it will say we’re paying 50.

And the patient’s co pay is 10. Well, what that means is the plan is going to pay 40 and you get to collect 10. That’s the co payment. It’s always fixed. It’s a set amount and it’s part of the contract we have with an insurance. So think of a co payment is more of a payment when you are in network.

Because it’s a fixed set amount. Now, it’s confusing, because what about co insurance? It’s like, well, how is that any different, Sam? Well, the difference here, I’d like to make the designation, co insurance means you’re not in network. And it’s the money difference that’s not paid, because there is no co pay, because they can’t demand what you charge.

So, let’s take an example. You bill 500. The patient has a plan that pays 200, okay? Okay. They pay 200. How much does a patient owe you? Well, the insurance didn’t pay for 300 of it, so the coinsurance is that difference. That 300. So this is where you can see why a lot of people choose a network because they can just control how much they know they’re going to pay.

Because of course that co insurance is everything that you built. So again, I’m going to state to you, be conscientious that if you’re not collecting the differences and you’re out of network, You probably should just lower your fees because you’re not collecting it anyway. And why set yourself up for a sense of fraud, meaning you’re billing an amount you have no intention of collecting.

So keep in mind, the difference is, is the coinsurance. In other words, what’s not paid by insurance out of network, and you get to balance bill for the full amount. Now that means of course, you’re no longer limited to their amounts, but now. Do the patients feel enough benefit from you to come in and pay that extra?

And that’s what we call balance billing. This is where you don’t get a surprise. Balance billing is, or it can be a surprise when a patient comes in and they thought, Oh, I thought I was only going to pay 50, but it turns out they owe 250 because balance billing is the amount left over from what the insurance paid.

And that difference again, out of network, please be mindful, make sure the patient’s fully aware of your fees. Let them know our service is 100. Your insurance may pay some part or none of it. And so ultimately, you may owe us 100, but let’s say one patient’s insurance pays 20, that patient owes you 80.

Another patient’s insurance pays 50, they owe you 50. In other words, you’re still getting your 100, just different amounts from the patient depending on their plan. This is why I often will tell people that insurance is an aid. It’s going to help pay for some of the care, not all of it. But if I can come to you and only have to pay 50 out of pocket instead of a hundred, what I’d be more likely to come in is the, is it there?

So that’s balance billing. Balance billing is like coinsurance, if you will, but it’s what’s left over when you are out of network. Now you’re going to see some where you’ll find, they’ll say it’s an out of pocket maximum. This you’ll see maybe towards the end of year. Let’s say you have someone that’s had.

Pretty good sized illness, went to the doctor for something significant. Once they’ve met that out of pocket max for the year, the insurance actually pays 100%. So your bill of 100 will be paid 100. But one thing to keep in mind, this 100 percent is not of what you billed. It’s, again, always what they allow.

So if you’re in network, great. If you’re out of network, it may or may not cover the full amount, but at least they’re no longer going to put it into a place of The patient has extra co pay. Now they may have extra co insurance out of network. So out of pocket max just simply means once they’ve hit that, that plan continues to pay.

These are ones that are good, particularly you might see towards the end of the year. Now here’s an important one. Where’s an assignment of benefits? This is block 13. You’ll see it towards the top here. And it says insured or authorized person signature. I authorize the payment to be made to the provider of service.

This is how you get the money. If you leave that blank, block 13, the money goes to the patient. So make sure your claims are assigned. If you don’t assign the benefits Check goes to the patient. So if the patient’s paid you in full, no problem. Let them get the money. But if they haven’t, please make sure you’ve done the assignment.

Keep in mind, unfortunately, if you are not part of Blue Cross and Blue Shield, often the assignment Won’t apply. Now with other insurers, they have to follow it, but Blue Cross Blue Shield is exempt. So keep in mind if someone has a plan Blue Cross Blue Shield, you’re out of network. Chances are it’s better for them to just pay up front and let them know they’re going to get the check from the insurance.

That way you’re not chasing after it. But assignment means they’re assigning the payment to be made to you. Simply block 13 puts signature on file, meaning they’ve signed an assignment that’s in the file. Now when we hear the term self pay, Well, what does self pay mean? Well, someone could have insurance, but they may not want to use it.

So they’re just a self pay patient. This is a patient that says, I just want to pay cash. But can a person who has insurance be a self pay patient? Actually, yeah, this is the United States. If a patient says, I don’t want to use my insurance, do they have a right to do so? They do. One thing to keep in mind though, if you’re in network, can they make this choice?

Yes, but make sure the patient signs a document in your office where they’ve said it. And agreed that I understand I have insurance and you’re a member, but I do not want my insurance to be billed and I will pay out of pocket, understanding that I will not want my insurance billed by you or by myself.

In other words, they’re saying they want to be a hundred percent cash patient. Nothing wrong with that. You know, one of the reasons people may want to do that, do you know records can always be kept private? No one can get access as long as you pay cash. The only time an insurance company can get records is if they paid for it.

If you will, but if a person has paid cash, they can completely hold them out. But this could be the case where somebody just goes, my plan is terrible. I’d rather pay your cash rate. Well, nothing wrong with that. Now, this brings me to what about offering cash discounts? We’ve done some other programs with that, but you’re going to often see now for acupuncturists, something called a discount health plan.

These are not insurance. I want everyone to bear in mind, but what it does, it kind of creates your own little PPL. The patient joins this discount health plan. You’re also a member. Now you can offer them a different price. In other words, like the insurance offering a discounted rate, you can do the same.

So for those of you who want to offer steeper discounts for cash. Well, you know, you can’t unless you’re in California. But otherwise the best thing to do is maybe get into a discount health plan. The patient joins that. Now it allows you to offer like an insurance. Think of it. How is it that an insurance says you can’t give a cash discount, but yet when you join ASH, they cut your fee to a third.

Well, a discount health plan is your way of kind of doing that. You just have to make sure the patient’s willing to participate and understands it. Realize someone with a discount health plan may come to you and say, do you take it? No, not unless you remember, but this is a way that has been used to help people get care.

Particularly when they have high deductibles or have very bad insurance or no insurance, it can offer it in a way that it makes it affordable and changes it from your regular amount. And when we talk about regular amounts, what are we talking about? Usual, customary, and reasonable, UCR. This is the average amount paid in your area.

I’m going to suggest take a look in your geographic region, take a look at your Medicare rates, take a look at what you see other providers charge, and kind of get a feel for it. Am I way undervaluing or overvaluing? I’m going to suggest go back to our other video that we did on relative values. But my concern is many offices often charge below, not understanding.

If you’re going to sell a house, wouldn’t you look at the neighborhood to see what what are houses selling for? Because what if you’re going to sell your house at half the price it’s worth? Well, you’re going to sell it. But it’s way below market. You’ll sell it in three seconds. So be careful of undervaluing, but also overvaluing.

I want a way for you to look at your fees to make sure they’re fair. That’s what I do for our network members, network members who join. That’s one of the first things we do with a meeting is to go through. Let’s look at your fees. Are they reasonable? I will tell you my experience. Acupuncturists bill eight or nine codes regularly, probably up to eight or nine, six.

I’m going to tell you half of you have fees that make no sense based on your usual customer and reasonable. So what if someone says your fee is too high? If you go through this properly, your fee will never be too high because you’ll know what that fee is going to be. I’m here to help. The American Acupuncture Council is always your advocate, as am I.

We do that one on one service I mentioned. If you really want to get some help to really make your business thrive, come and see me. I look forward to seeing all of you in the future and keep in mind, we’ll be doing something later. Uh, there’s going to be new codes beginning October 1st for diagnosis. We have seminars for that as well.

Talk to you soon, everybody. Best wishes.

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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.

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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?

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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Microneedling Your Own Face – Michelle Gellis

And today, I am going to talk about something else that I teach, which is microneedling. So you can go to the first slide. So the microneedling topic that I am going to cover today is microneedling self care.

Click here to download the transcript.

Hi, my name’s Michelle Gellis. I am an acupuncture physician. And I teach cosmetic and facial acupuncture classes. And today, I am going to talk about something else that I teach, which is microneedling. So you can go to the first slide. So the microneedling topic that I am going to cover today is microneedling self care.

Many of you have purchased a microneedling pen, either from AccuLift or from another company, and you’re using the microneedle pen on your patients, but I’ve gotten many questions about how do you microneedle? yourself. How do I microneedle myself? So today I am going to do a live demo of microneedling.

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A little bit about me. As I mentioned, I teach cosmetic and facial acupuncture classes internationally and have been doing that for about 20 years now. Before that, I was on faculty at the Maryland University of Integrative Health. I’m currently on the doctoral faculty at Yosan University. And recently, my book, Treating the Face, which is a comprehensive manual for acupuncturists and allied health professionals, is available for pre sale.

It is a 500 page hardcover book, so you might want to check that out. Information on my classes can be found at FacialAcupunctureClasses. com and information on products in my book can be found at AculiveSkincare. com. dot com. So that is my last slide and I’m just going to jump right into this demo. So most microneedle, let’s say this way, most microneedle pens come in a case and you open the case up and hopefully whatever microneedle pen you purchase comes with instructions.

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I’ll open this in a second. And then inside of the case are batteries and a cord, the pen itself, and then the charger. So I have a pen that, this is a brand new one, I have the pen that I’m gonna use, and the AccuLive pen comes with a really nice set of instructions. And these are just pen usage instructions.

These are not. Microneedling directions. The microneedling directions come in the form of a CEU, a four hour CEU. So you can check all that out. So the first thing you have to do before you microneedle yourself you have the choice. If you would like, you can put numbing cream on, but when I do microneedling on myself, I don’t use numbing cream, but I do make certain that my face is clean.

I use a scrub on my face to make sure it’s nice and clean. And I make sure my hands are nice and clean. Again, it’s optional if you want to use gloves. And then the Microneedle cartridge should, your microneedle cartridges should come in a sealed pouch and then you just peel the pouch open and you are going to take the cartridge and put it into the pen and these particular cartridges have a triple locking mechanism so they lock on nice and tight and don’t forget to take the cap off.

So I’m going to put this down for a second because just to make certain that my face is extra clean, I take a makeup remover wipe and I spray it with some rubbing alcohol. You can use witch hazel if you like. And I’m just going to work on one side of my face so that we can get through this.

rather quickly. And let’s see, I think I’m just going to work on this side of my face. So I’m going to make sure everything’s extra clean. I’m going to do my neck, a little bit of my chest, forehead, and make sure there’s no makeup or anything going on the areas that I am going to microneedle. So I’m going to let that dry.

Use a little alcohol on my hands, get them extra clean. The next thing that What I do is I’m going to look at the pen and I, when I work on myself, I tend to work most of my face at 5. You can see there’s numbers on the pen that go from zero all the way up to 2. 5. For the purposes of this demonstration, I’m going to have it on 0.

5 the whole time. You can dial it down a little bit on more sensitive areas or dial it up if you need to on, like your chin, your cheeks, areas that are a little bit thicker. The other thing is, The speed of the pen, when you purchase a microneedle pen, I do recommend you purchase a professional device, not an inexpensive device that you might get on, in a store or at Amazon.

These pens should be professional, which means they go up to 18, 000 RPMs and everything is the cartridges are sterile and proper training is included. So I’m going to set this. You can set it at different speeds and this right now is at five. It can go up to six. But, I’m going to just start around 5 is a good speed.

And,

there we go. Just start. This particular pen has memory, so if it’s on 5 when I turn it off, when I turn it back on, it’s still on 5, so I’m turning it off, putting it down, and I am going to get some serum. I have hyaluronic acid, vitamin C, and collagen serum, and I’m gonna put a little of that, and I’m also gonna mix in another peptide serum.

Let’s see, peptide serum that I have. Everything is reversed in this video. Peptide serum that I have that I really like for my aging skin. And I am just going to put a little bit on my forehead. I’m going to take my glasses off so hopefully I’ll be able to see what I’m doing. And I’m going to go ahead, and what I do is I just start off going left to just like this.

And then I’m going to go up and down, and I’m not pressing very hard at all. I’m letting the needles do all the work. And then if you have any wrinkles, like I have a wrinkle here. I’m just going to work back and forth. If you have a wrinkle here, you can work back and forth there. And the clinical endpoint is some pink.

You want to have some pink. But what I tell my students is you don’t wait until the skin is pink. You don’t keep Needling until the skin is pink. What you do is you do an area and then you move on to the next area. And if this area has not pinked up you can go back to it. But so i’m going to move on.

It’s a little pink here, but i’m just going to move on and if it hasn’t pinked up a little more I can always go back to it. Next area that i’m going to do Is on the outside of my orbital rim and I hit up my eyebrow too, but the outside of my orbital rim and my cheek. So I turn the pen on again and I’m gonna go right around making sure to get my crow’s feet.

And you want to make sure to build up the perimeter of your face. Same thing, back and forth, just like this. Aerating your lawn, up and down. Make sure you get along the perimeter. Just like this, and then any areas where you might have some wrinkles, you just work back and forth just like that.

If there were any dark spots, you just, or if there’s any scars, acne scars, any type of dark spots, Atrophic score, not a hypertrophic score. You can just dot at it, and I’m going to do my forehead a little bit more, because it’s not really getting that pink. So just get in there, and while I’m at it, I’m gonna do my nose.

It’s great for large pores. So I’m gonna do my forehead one more time, just getting in there back and forth, up and down. If you’re worried about missing areas, you can do little circles as well. It’s all good. I’m getting some nice pink there, so I’m going to move on to my nose. I’m going to go like this, and up and down, just like that.

And the next area I’m going to do is around my lips. So I’m just using one or two little squirts of serum in my hand, mixing it up. And the other thing you can use, I just don’t have one with me, is one of those fan brushes. They’re wonderful. And so now I’m going to be working around my mouth and along my jawline.

I’m really going to get those lip wrinkles. And I’m going to work around my entire mouth because I have not microneedled myself in a while. I want to make sure I get those lip wrinkles. So back and forth, up and down, getting in that Cupid’s bow. And if you have really deep lip wrinkles, make sure you spread them.

Otherwise, just back and forth, get underneath your chin, really build up that collagen in there. Up and down, just like that. Work all along your jawline, just like that.

And the next area I’m going to do is, I’m going to work on my neck.

Now the neck tends to be very sensitive, The skin is very thin, so I am going to dial it down just a little, but of course I can’t see. So I’m putting my trusty glasses on. So I’m going from 5 to 25 and now that I’m not working on my face, I can use my glasses. So I’m going up and down. I’m going to go left to right.

Really get underneath the neck

and anywhere where I have those neckless lines, I’m really getting in there, just

like that, getting up in that jawline.

And then, the next area is going to be I’m going to get on my chest. I have a lot of sun damage which is really noticeable on the computer. Hopefully it doesn’t look that bad in real life. But do my chest area.

I’m just going to do my whole chest area.

I’m going to dial it up a little more. I’m going to go so there’s a little marker here that you can see that shows you where you are. So I’m going to Right up to about 0. 5, and I’m just going to work back, forward, all the way down, my chest, all the way down, and then all the areas where I have sun damage.

And I’m going to go up and down. I already went left to so really getting my entire chest area

and then anywhere where I might have like a dark spot, like right here, I’m just going to stab at it. I’m going to dab this a little bit. And sometimes you might have some pinpoint bleeding. But just make sure, you leave it and then you can always clean it with soap and water or alcohol, but it’s nothing to be concerned about.

And then the last thing I like to do is, I do this with my patients and I do this with myself. When I’m all done,

I give it one final pass. unless I’m very red, which looks like I’m just a little pink. So I’m going to give it one final pass and I’m going to make sure that it’s on 0. 5 again.

Make sure to get any spots that I might have missed

all along. Definitely getting those nasolabial folds around the mouth and I need a little more serum. Sometimes. I’ll take the serum, and I will mix it into a little dish, and I will add a little water to it because the hyaluronic acid will attract water, and it prevents it from evaporating so quickly on your face.

Get my eyebrow, get those eyebrows growing, and that’s it. It’s very quick and simple, so you can either start at the top and work down or you could do one side of your face and then the other. When you’re done, take the cartridge and you put this in the sharps container. The very last thing I do is I have some aftercare spray, and this has aloe, arnica, CBD, and a lot of other.

Wonderful ingredients. It’s very cooling because your skin when you’re done is going to feel like you have a little sunburn and it can really cool the skin. I use it on my face, my neck, all over my chest, and this stuff is great to have around. You ever get a little sunburn, anything like that you can just use it.

So that’s it. Again, if you want more information on the class, you can go to facialacupunctureclasses. com and I hope this was useful for you. You can follow me on social. My name’s Michelle Gellis and I have a lot of useful demos on my website as well. Thank you.

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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.

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