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TCM Infertility, Pain and Overall Wellness Geek-Out Session



However, the focus really is going to be on clinical and why it’s important to just keep learning and how neuroanatomy can advance your practice.

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.

Again, thanks to the AAC, um, for inviting me to be part of their, uh, To The Point show. And my name is Lorne Brown. I’m a CPA, a charter accountant. I’m also a doctor of traditional Chinese medicine in Vancouver, BC, Canada, and I’m also trained in laser therapy and, uh, I run healthy seminars and today we’re going to have a special guest. Um, my colleague and friend Poney Chiang, um, Poney is an acupuncturist as well. Um, he’s a neuro Meridian and neuro anatomy expert. And so he’s been teaching on healthy seminars so we can understand the neuroanatomy and neuroscience of acupuncture, both the classical and mainstream. And we had a geek-out session. So Poney and I had a Geekout session a couple of weeks ago, and we decided to share this with you, and I’m going to tie this into practice management. However, the focus really is going to be on clinical and why it’s important to just keep learning and how neuroanatomy can advance your practice.

And so again, I want to thank Poney for joining me today. Um, and there he is great to have you here and we’re going to, we’re going to geek out again. What I want to share with you is low-level laser therapy for fertility, and I’m going to give you a very short version story, but this has been my focus. I think I’m one of their early adopters outside of Japan using laser for fertility. And I do combine it with acupuncture. Um, and the reason, um, I started doing this was I came across a paper, um, where a medical doctor, Dr sure. Out of Japan, um, he, he he’s a pain specialist and he would treat people for pain. And he had this technique, which is later, um, been dubbed the Oshiro technique or the proximal priority technique. And he did a lot of work around the neck area.

And, um, he would always treat this first, before he treated the local area where there was pain. And in the story, the true story that happened here is he was treating a woman who was 55 years of age with menopause for back pain. And so he would do this proximal treatment. Um, the purpose is to create blood flow everywhere because if you increase blood flow everywhere, it would go to the toe and you’d go to the back and this would help with the healing. And so he did this technique with her and lo and behold, not only did he resolve her vaccine, but her cycle returned, uh, she wasn’t happy about that. And he thought it was a, one-off go see your OB GYN, cause it could be something serious. Well, within the calendar year, he was treated another woman in menopause for back pain.

Her period came back. So what they decided to do in his, at the hospital is they did a very small pilot of about 74 women that were translating to English as severe infertility average age, 39, several years of infertility, um, many cycles of art assisted reproductive techniques. And about 23% of them became pregnant. And over 60% had a live birth rate. And this is from a very poor prognosis group. And then they expanded that study to 701 women and 23% got pregnant, 50% got it, had a live birth. And his thinking was the reason these women had an improvement in their fertility is when doing this technique around the neck. Um, it created a parasympathetic response, which they were able to measure using thermal photography and other lab tests. Um, it would increase blood flow everywhere, including blood flow to the ovaries and more blood and circulation to the ovaries, better follicular Genesis, and lo and behold.

This was the reasoning why they thought the improve the fertility in these women. So I had been working on my protocol and I’ve spoken to practitioners around the world that are experts in laser therapy and treating fertility. Some that are treating the endometriosis and they’re doing stuff around the neck. They’re doing stuff locally on the abdomen. There’s doing stuff on the sacrum as do I. And I wanted to know why for a couple of reasons, one is it’s important to communicate to the patients how this will benefit them. And also the, the, uh, IVF doctors I work with. They want to understand this from a Western perspective, it’s, they’re not going to learn Chinese medicine. And so it’s important for them to understand that from a Western perspective, here’s the small little practice management tip and then pointing is going to come in and I got some questions for him and we’re going to geek out.

The practice management to appear is because I became well known as an early adopter for laser, for fertility. And because I invested in these machines, just so you know, um, I have several machines machines, each one’s, um, about $25,000 or more. Um, and I invested in these and women before COVID, uh, were flying to my clinic to be treated by this. So it wasn’t something I was expecting, or it would happen, but because I separated or separate myself from the pack, in a sense, I was doing something different. I was doing acupuncture for fertility, but I was bringing in laser for fertility. And I was able to explain from a Western perspective, how this can benefit and become familiar with the papers and share this, this attracted both, um, Western doctors and the public to seek my clinic for these treatments. So here’s the Geeko part because it’s important to know you can’t just buy laser, start doing this.

You want to understand how to use it so you can keep using it better and patients have questions. And so we have doctors, you got to explain it. So if pony can come back on here, pony, I got some questions for you. They talk about this parasympathetic response and, um, for acupuncture. So I’m going share with you. They talk about the anatomical features, but what they did is they did points in the nuclear, the also pity area. So do 15 bladder, 10 gallbladder, 20 area. They did stuff to, to reach the vertebral artery. So gel 17, um, they did the carotid stomach nine, 10, and they wanted to hit a feature called this Dalai ganglia, stomach 11. And can you explain to us in pony, how is this? Cause this is something we could use on all of our patients. If it’s going to bring chief flow everywhere, um, specifically also for fertility, can you explain then why these points stomach 11, 9, 10 do 15. How is this going to engage a parasympathetic response and increased blood flow everywhere, including the reproductive system?

Sure. Uh, if we can have the slides, please would make it easier for us to explain. So when you’re doing points, um, on the occipital area, um, or looking at points at gallbladder 20 blurred, 10 points in this area are actually where, as you know, the cervical portion of the trapezius muscle goes there, you might not know about cervicogenic headache. Ty traps can give you headaches, right? But the attribute this muscle is interesting is that as the muscle innovated by a cranial nerve 11 spinal accessory nerve. And so when you put a needle in trapezius muscle, including points that Goldberg 20 bladder, 10, even Goldberg 21, um, you are stimulating the spinal accessory nerve. We used to think that spinal accessory nerve is truly a motor nerve, but now we know that it’s actually sensory and motor. So what that means is that as an African bring information back to the brainstem, back to the nucleus of this cranial nerve 11, and what’s interesting is that quite another 11th nucleus is right adjacent to the cranial nerve 10 nucleus, which is a Vegas nerve.

So it is known that there’s new Peters have interactions with each other. So this is why simply needing points that GABA are $20 21. Anything that is supplied by the spinal accessory nerve will have effect from the cranial 11 nerve nucleus to the or 10 biggest nucleus. And as you know, Vegas, 90% of the body’s parasympathetic response. So we can easily explain how points in the back of the neck can achieve this increase in parasympathetic state and therefore more profusion to all the glands and organs of the body. Now ask for points in the front. Um, uh, while you’re looking at here in the dissection picture, uh, it’s got the throw in the south big is all removed and D these long, um, cell tissues that the, um, the probes are supporting or raising, it’s called a, it’s called a cervical sympathetic ganglion. So, um, uh, if you look at the diagram on the, on the bottom, you’ll see there’s actually three cervical sympathetic ganglia superior, cervical, middle cervical, and thoracic also know as the Stella, as an a star.

So, interesting thing is that every single one is Ganga are actually an acupuncture point. That’s already been passed down to it by ancient acupuncture or ancient acupuncture anonymous. And when we stimulate these points, if we can look at the Sutton, the next slide, please, there are correspondence like given to us in terms of the point. And the exact ganglion does involve without going into way too much detail. Okay. But you should want to gangs are actually supplied nerves to the heart, the cardiac. So they each one of these gangs individually and collectively supply the cardiac nerve that controls the contraction. So if you are modulating this, you are improving cardiac output. Therefore it’s an increased blood flow to everywhere in the body. So this is likely how the Ashira protocol was able to, to, you know, inadvertently increased fertility, you know, even though the focus in our neck, but because it’s affecting the civic center Ganga, which is known to control the, the, um, the heart rate, it’s increasing cardiac output, which gives you blood everywhere, including reproductive organs.

Brilliant. And thank you for that. And this is, so this is why I think, because it’s on the parasympathetic, I think of cheapo like liver cheese stagnation would become tight and constricted and that’s authentic. And when you’re in parasympathetic that she’s flowing freely, which is probably why most of the research, the women 38 and under seem to be benefiting most from laser fertility, because they’re the cheese stagnation type. And once you get into the 38, plus we’re probably getting more into the kidney in, in young deficiency. And, um, maybe we’re not able to, um, with the laser therapy do enough for them. And so this is my working theory. I think a lot of the women we’re seeing that we’re helping have a form of stagnation in Stacy’s. The laser therapy has other benefits, too. It helps regulate inflammation. Doesn’t Al not only just increased blood flow and it does help improve the mitochondria functions.

So there’s all these benefits back to our neuroanatomy. So myself included, a lot of people started wanting to put the lasers closer to the ovaries, but in the laser world, um, red and infrared light, it’s really difficult to get that kind of light to the ovaries in the Oshiro group. They did the neck and they also did a point near when 12, they didn’t say why I was thinking, they’re trying to hit the ovarian artery because it kind of comes off the aortic arch near there. But you’re telling me from a neuro anatomy perspective, there’s a different level. And, um, can you tell me why there might’ve been benefit from then doing the, the red 12? Is there any reflex points or anything happening in the abdomen that we’d want to target and before you go, they’re pointing. I just want to share that where we’re at today is we want to do the approximal points.

We want to get the blood flow. We want to hit some lymph nodes that are feeding the abdominal area. And I want to talk about the lotto gene, a lot of non Chinese medicine, trained, um, laser therapists, um, always treat the nerve roots coming out that are innovating the area they want to effect. So this is kind of what I want to cover with you today from a neuro anatomy, neuro Murray and acupuncture specialty, what are we doing from a Chinese medicine and Western perspective? So is there any benefit doing something locally that’s going to help, um, with the ovarian function and uterine receptivity, keeping in mind when we talk about the needle or the laser, the laser is not going to reach therapeutic level. It’s unlikely. It’s going to reach the ovaries and you’re not going to put a needle in the ovaries, right? You don’t want to do that. So, so what is happening here? What are we doing when we do these lower abdominal points that can be impacting the reproductive system, or were they just having happy thoughts? And there is no real benefit from the run 12

Area. Uh, if we can have this slide with the sympathetic and parasympathetic, uh, innovations of the spine. Um, so while we get that ready, let me just explain that. Um, in Chinese medicine, we’re talking about ying and yang, visual, Oregon in Western medicine to have a similar and how we try to achieve healthy balance in Western medicine has similar notion of homeostasis where you’re trying to balance the parasympathetic and sympathetic nervous system. Yes, that’s the mind. And so it’s, to me, they’re very analogous concepts in Eastern medicine, and we’re trying to balance any, obviously Oregon in Western medicine, we’re trying to achieve sympathetic comparison, like balancing short and, and, and the other student is that each organ has both sympathetic and Paris, the next innovation. And they both do their job to encourage ensure optimal function of each Oregon. So if I can draw your attention to the left side of this diagram, what you’re seeing here is the spinal cord. And those little dots are horizontal lines that are coming out from the blue dots. And the blue lines represent parts of the sympathetic chain, which is, as you may recall from square thoracic or lumbar. So it’s [inaudible].

And so when you look at where those nerves go to, they go to various types of, of, uh, uh, plexus in gangland then, which then subsequently control the blood flow to various organs. So, um, as you know, a lot of the, the, um, uh, fertility related points, um, um, uh, they took on shirt for on the actual point, um, stomach 29, which was supposed to mean gray line is returning the period, right? So these points are located in the lower pelvic area. So where, um, so how can we account for this based on this, um, understanding of the sympathetic person and never system, if I can draw your attention. And if we really hone in to the very, very bottom blue nerve on the left side, it’s called a lumbar spine secondary. And, and, uh, so if you have a laser there, right there, perfect.

And you can see that, uh, from there there’s one more pink, red color that comes out, it’s called a hypogastric plexus, right? And then if you look at the very, very bottom word in the gray box, it says reproductive organs. So that means that if we can trace the report organs, blood flow to the hypogastric plexus, which by tracing one level up to the lumbar spine CIC nerve, and then back to level L one L two. So if we look at the points that are in that area, it’s going to share in stomach 29th. And, and it’s only Tanya that if you look at the indication though, I have to do with, with fertility, with men seas, with reproduction. So we can explain that because those points in that area are exactly Lyn 12 region of the, of the, of the dermatome. So by, by putting nerves there, we are having what’s called reflexive effect.

The needle stimulate T 12 L one nerves, which travels back to the spine. Does these nerves wrap around from the spine around to the interior as aspect of the body, does the Afrin sensation and back to the spine and reaches is corresponding T 12 L one segment. Now each second, each second response has sensory motor, as well as sympathetic, um, uh, types of innovation. So we call this reflex effect. Once the Afrin reaches a segment, it was sent information to the corresponding autonomic levels, which in this case are digs, precise, autonomic levels of the, of the body that controls the, uh, cemetery output or the blood flow to these reproductive organs. So it is by, it seems that we’re affecting and locally, we are, we are in tenders that were needing over the ovaries for example, but the information is going back to the spine and then the spine, um, passes it through the sympathy, Oregon, which then sends it back into the Oregon. It’s effecting it’s instantaneous, but it has undergone a complete full stroke. It, but it happens so fast that it’s, it seems as if there’s an immediate effect. And

So, um, when you’re the, whether this spinal segment segments that are innervating the ovaries and cause, um, I’ve heard also in some of the literature I looked at, they were talking about like T nine T 10 and T 11 innovate, the old reason, S one S two more for the uterus. When you mentioned stomach 29 and Z gong, you’re saying that’s more like T 12 L one. And we, when we did get go, you did say there’s like a Christmas tree effect. So when you’re needing below, you’re still getting a lot of these or lasering. You’re getting those above, but can you just clarify what you’re seeing there? What’s from this diagram, what’s innovating the old reason what’s innovating the uterus from the spinal second.

Okay. So if you were to, to, uh, look at the Y to Jaggi points or the, uh, the back shoe points along the spine, um, re recall what we were about the sympathetic chain is [inaudible] right. So all two of bring us to 2023 level and our be 20, 22 levels. I say bladder 2023 level is two. And then bladder 22 is our one. So, um, now we’re talking about what’s called the dorsal Ramiah of the spinal nerve, as opposed to the veterinary. And I, when we were talking about needing the pelvic area, those are the parts of the spine of that came forward. They call the interior Mr. Ventura, but there are ones that go back to integrate the muscles around the spine. And those fellow doors are in mind. So if you needle L one L two, which happens to be bladder bladder 22, 20 23, and these are the points that we would use anyway, because there can use reproduction in Chinese medicine, right? Actually, probably that you need to read it by KMS, but if you need, at that level, you are still at L one and L two. So the same simplest reflux applies. It’s just that now it’s happening through the posterior branch as opposed to the ventral branch, but at the same permission will ultimately go back to the same segment, L one L two and then cross into the sympathetic, uh, aspect of the, of our body. So

Again, beautiful Chinese medicine that we have, the front middle and the back shoes. If somebody is facing, we can treat anterior, we can do the Z gong and stomach 28 are still make 29 points and have that reproductive effect at the point say, or if we’re treating them face down, we can do the back Shu point, like we know for a kidney for reproduction. Um, and again, same segments so we can dress it, both sides. So the Chinese medicine approach understood this 2000 years ago. And now with neuroanatomy, we can explain why you can do it face up or face down, and you’re still having that effect. Am I, if I’m understanding

You correctly? Absolutely. And there’s this one tiny, tiny bit I can add to that is that we’ve been talking a lot about what’s going on to lifestyle as a slide today. Let’s take a look at the right side of the slide, which is a parasympathetic. So it, um, ultimately when we need all yes. If, if we can just focus on the sacrum area on the, on the bottom where the black two black lines coming out. Yeah. Or that area right there. So oftentimes I get asked, um, you know, if you’re stimulating a SIM and say, isn’t it that gonna reduce blood flow and, um, and, uh, uh, we only want to stimulate the parasympathetic that that is correct. But what we do know from a lot of studies in acupuncture is that, um, uh, the ultimate net gain effect that acupuncture is parasympathetic. It, even though it’s limit points are supposed to more sympathetic is a very short transient effect.

It’s almost like the body knows that, oh, I’m feeling more sympathetic. Now I can activate my own homeostatic mechanism to go towards parasympathetic. So the end result will always be parasympathetic. So you can think of it as using the young, to treat a year in Chinese medicine kind of concept. Okay. Obviously they are obviously see within each other. So inseparable concepts. Now let’s take a look about a, the Paris Stemmet idea. We would need a formula that directly. So those are your, your, your, um, your secret for MRR points, but our 31 32 33. So if you look at the bottom, uh, of the right side of the, this fixture, um, you’ll, you’ll see that these, um, these nerves also supply the reproductive organs, right? You see that there’s college coming up from there, from the black lines on there, right? It’s not just a red lines on the left.

That would mean that we put our origin as well. So just, if you want to be super finicky, theoretically speaking, or anatomically speaking, it’s only as two and three and onwards would have the effect. So that means [inaudible] or bladder 31 is not as important here. So if you have the ability to palpate the real for a minute and try to put the needle into that for, to affect those points, you want to target as to it onwards. So if we can have the very first slide, we can jump to the very beginning, we get it, we get a sort of inside out view. There it is. The inside our view of what happens in the sacred and the inside. And you see all those nerves and all the blood vessels over there, they actually communicate with each other. So when you put a needle into [inaudible], we are increasing the parasympathetic control of the pelvic organs and blood flow directly.

Now you may look at this and realize that, oh, this is kind of like the Sonic nerve, right? These nerves become the side nerve NSI. And it goes all the way down to the back of the thigh, into the lower leg, even down to the foot area. And what’s the point that’s most commonly associated gynecology in all the Chinese medicine, spleen six, right? As many as six lies exactly on the site, Agner trajectory. So even though you may not be needing the second directly by noodling spinning six, you are liking kneeling in the sacrum indirectly. What’s the message comes back to you because the sciatic nerve is, um, as, um, uh, alpha syn two segments. So crosses these these segments so that you will have a direct impact on the blood flow to of the, of the pelvic organs, reproductive organs, your genital organs, and so on and so forth.

So these things that we learned from, from traditional indications that passed down, there’s absolutely no reason to doubt they do what they say they do. It’s just that we don’t have the understanding to catch up with these information. But, but, uh, another thing is that if you understand this new anatomy, then you can actually create more points. So points like, can you four, can you, five are all derivatives the Stagner and, and, and you can see why they will also potentially be very effective for treating fertility issues and you can create your own protocol. So once you understand the new UNM, I remember

When we had our offline geek-out session, you’re sharing how spleen six, the nerves, a little bit deeper, but easier to reach it, like kidney three or kidney six, because of this reflex point. That’s what you’re talking about now.

Yes. So the, the, the, the part that say that reaches that immediate aspect, the ankle is called the posterior tibial nerve. So if you go through Spain stage, they actually got to pass through a muscle called the Fetzer digitorum muscle, you know, to get to the dinner. But if you go a little more distant with when the nerve becomes more superficial about, at the level of CUNY 3, 4, 5, 6, those points you can think of it as, like, can you say X four or more for year and aspect, right. Can you three for CI aspect, those points are still derivatives of the sagging there. So the message was still go back to the, to the S two S level two to improve circulation of that pelvic pelvic organs. So there’s no re ne no reason why you can, it cannot add another level of TCM on top of that heel. How do you decide within Spain six or seven spins three? You know, they are all Threadless. I never anatomic issue at work, but, you know, six might have more yin indications or is three might have other indications, you know, or you want to use a more of a, a low point. Like, can you afford, for example, so you can, how they’re actually not mutually exclusive. You can actually refine it further with, with a TCM lens on top of it.

And this is why, um, I like studying with pony and why I recommend pony. Um, I remember one of your course on healthy seminars, you’re talking about these nerve roots and having this discussion about the sympathetic and parasympathetic and how you mentioned you’re reaching the sympathetic, but it has this parasympathetic effect, because I think you were mentioning, there’s like three that were coming out from the dorsal root. Um, you reached the more superficial one, but when you reach that superficial one, they’re like their siblings, they’re all affected. And therefore you’re getting that parasympathetic as well. That’s right. And so, um, tying this together then, um, I just want to share with you that, uh, the Chinese medicine aspect of it, it just blows my mind still how brilliant it is because we’re choosing points based on a different paradigm. However, in modern times with this incredible technology, it is explaining it is validating these points.

And I know some of my colleagues are purists and they don’t want to know anything about the west. And I like to know as much as I can about both. Um, because as you’ve shared, it can help direct your treatment in choosing your points. And what’s really valuable in clinical practice is my patients and the doctors. I work with the medical doctors. Um, they’re not going to understand the back Shu point for the kidney, but they want to understand how this nerve root is going to innovate the old reason. If I do this, we know there’s a parasympathetic response, which brings more blood flow there or activates this organ. That’s important to them. And so this is why I highly recommend the integrative approach. It does not mean forget about what you’ve learned and forget it, what acupuncture. It really is going deep into the classical and going deep into neuroanatomy, but with a trained acupuncturist, like pony Chung, because you pay tribute to both medicines, you don’t dismiss one or the other, and you’re constantly the two which helps with clinic, you know, myself.

Um, I’ve invested, it’s almost embarrassing. I was looking, I have over $260,000 in lasers in my clinic now we’re, we have many practitioners, so patients want it. So we need to have these lasers. And I don’t know how many thousands of hours I’ve invested so I can keep, um, modifying how I do it. So I can be individualized and improve our, our approach. And as you can see, I’m talking to people like pony. We did this conversation, a version of this offline. And then I just said, you know what? This was so fantastic for me. I want to share this with everybody. And so this is why we came on and did a mini version of what we did already, because I think this is really beneficial. And so my message here is not to be scared of other things like laser therapy. It’s incredible how it’s transforming my practice.

I use both the acupuncture and the laser in my practice for fertility. Um, and so that’s been valuable. It’s made patients, um, want to, um, come to my practice for these treatments. And I keep learning and talking to people like pony, um, cause it gives you the confidence and the key is to be able to communicate why you’re doing what you’re doing. And so I’m not suggesting that you just violate her and start to do it. Um, just like you wouldn’t want somebody just to do a weekend acupuncture course and start doing acupuncture on people. You do want to under, you want to get good quality lasers and you really want to understand what you’re doing so you can play with your protocol. I have to give another big, thank you to pony again, for the cadaver work you’ve been doing. And just the deep dive you’re doing in neuro Meridian acupuncture. Um, and, and bringing this to the masses again, you can study with pony on healthy seminars.com, um, and a big thank you to the American acupuncture council for inviting me to host this show. I want to let you know that your speaker next week will be Poney, Poney Chiang also hosts a show on the AAC. So tune into the ACC and you can listen to Poney Chiang and hear what he’s going to talk about on his show. Uh, thank you all very much and Poney, Thank You. Have PTT anytime. All right, till next time


How Baseball Can Teach Acupuncturists How to Succeed



…in baseball, um, a batter gets up and he asked to swing, right, swing, batter, batter, batter, swing. Right? And I think in life in general, um, we can stand up at the plate and some people can make it look so simple. Some people will see, um, and we see that they have success and we’re seeing their home runs.

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.

I want to thank the American Acupuncture Council again for having me host, um, to the point and, um, our unusually hosting on practice management, success ideas with integrity, for an acupuncturist, a brief introduction of who I am. My name’s Lorne Brown. I’m a doctor of traditional Chinese medicine. Um, I have a clinic in Vancouver, BC, Canada, [inaudible] wellness center. Most of the founder of healthy seminars. It used to be known way back when as Pro D seminars now known as Healthy Seminars. Um, and I’m also the chair of the Integrated Fertility Symposium and the author of this book Missing the  Point, Why Acupuncturists Fail and What They Need to Know to Succeed. And I’m also a CPA, a certified professional accountant. Um, the topic today that I wanted to share with you is, um, how baseball can teach acupuncturists, how to succeed. And I was thinking about it in my own personal experience.

Um, and in, in baseball, um, a batter gets up and he asked to swing, right, swing, batter, batter, batter, swing. Right? And I think in life in general, um, we can stand up at the plate and some people can make it look so simple. Some people will see, um, and we see that they have success and we’re seeing their home runs. And I often get accused of that. Myself. Some of my peers, colleagues say, life is simple for you. Like things always work out for you. And what I am aware of is that they don’t know about all the misses, all the strike outside of that. My, I do swing a lot. Um, and just like in baseball, like, uh, like, uh, a player from the, the, uh, in history, a record maker, babe Ruth, um, he’s famous for his home runs. Um, but what people don’t realize is people like babe Ruth, Hank, Aaron, all these home run giants also struck out a lot.

Um, but we tend to remember their home runs. And if you don’t swing and you don’t risk missing, then you don’t get that home run. And when you’re at bat or in life, when you have an idea, the thing that can interfere with it is our fear. And the other thing that some of my friends and colleagues say is, you’re lucky Lauren, because you got all this courage. You can just go, go do these things. You don’t, you’re not afraid. And I realized that, um, maybe I make things and other people who are having success may make things look simple. Um, but it’s not always as easy as that. And so I kind of wanted to share with you this baseball analogy and to share with you kind of my epiphany and what happened to me and, uh, and that anybody can do this and start to live and manifest the dreams and desires they have.

So the first thing is, many of you have heard that courage is not the absence of fear. And so when you’re standing at, you know, back to our baseball analogy, you’re standing up at bat, I’m ready to swing. Um, there can be a lot of fear there. You know, you could be afraid to swing cause you don’t want to strike, Oh, you don’t wanna miss the ball and look silly. You got all these fans, you got your teammates, you got, um, um, the coaches there. So sometimes fear can cause us to freeze, um, or avoid swinging the bat. And so in life, it’s the fear that prevents us from moving forward with something that we really want to do. That’s in our heart desire, a fear of failure out of fear of ridicule, out of fear that it may upset others. And then they won’t like us.

And so I want to share with you that, um, all people, myself included have fear, and the difference is just like you, we went our pants, but we move forward and continue to do the activities just with wet pants. And so it’s important to know that it’s not, if there’s not no such thing as absence of fear here, there is the fear, and this is what brings up the courage. It’s if you don’t have the fear, there is no curse. So there’s gotta be this curve, something that comes up from you and from my Chinese medicine colleagues here, we understand that Azure and, and the Chinese Shen system, how this is part of your will your courage. So there’s things that you can do probably early in acupuncture to support that I’m going to talk mostly about mindset and some of my real life experiences.

And so I didn’t pithany I had is when I first did my first integrated fertility symposium. So we did it for five years in person. And, um, and then our first year, um, doing it online was in 2021. And so to share with you what happened to me back in 2015 when I had my first, um, epiphany on courage is not the absence of fear. And then this formula to move through the fear, to develop the courage, to move through, to have your heart’s desires be manifested was as follows. So in 2015, I was asked to put on a conference in Vancouver, it was going to be related to fertility. My, uh, my friend who has passed since then, Ray Rubio, wanting to, um, a conference for his AB or I’m exam. You wanted to host the exam outside of the United States. He kind of wanted a destination experience and he wanted to have a conference built around it.

And so we had this discussion in the, and I was running healthy seminars, known as pro Decembers back then. And the idea was, I’ll build a conference and they’ll host an exam on one of the days, but we’ll build a conference around that. And it would be now you got to think of the, um, of what was happening in that time was 2015. Um, online was becoming popular and a lot of conferences in the States were struggling. They didn’t have a lot of, and so the idea of taking a conference, um, with the focus for the American acupuncturist and putting it in another country and then making the theme on infertility. So rather than attracting as many people as you can with multiple, um, topics, we just had fertility as our topic was a risky venture, right? Lots of reason for fear and doubt. And what ended up happening is, um, at one point, Ray said, how are things looking, um, in the planning process?

And I said, look, let me get back to you. I’m going to run some numbers. And so this is about, um, nine months, 10 months before the date that he wanted us to do it in Vancouver. I said, yes, we would do it. And then I finally looked at my numbers and wow, the way I wanted to do it, cause I wanted to do it. What I would call, right. I wanted to do it well. I wanted to do it different. The first time we did the numbers, um, and my wife works with, um, healthy seminars. Um, the budget was crazy. It was too risky. So risky that if it didn’t work, we would probably have to sell her home downsides. It was too risky, the way I wanted to do it. So she said, what are you gonna say to Ray? Ray’s my good friend.

I said, I’m going to tell him I’m not gonna do this. This is too risky. So I call up Ray and I said, Ray, look, I looked at the numbers and I gotta tell ya, I can’t do the ifs in Vancouver, um, is just too risky. And his response was, Hey, we already told people we were, we were doing this. Um, and we already have our board who, who purchased plane tickets to come to Vancouver, that date, you need to do this. And I wanted to be a man of my word. So I took a deep breath, a lot of fear, but the curse started to come up and I said, we’re doing it. I agreed. And when I got off the phone later that day, my wife asked me how to re handle it. And I said, interesting, you should ask, um, we’re doing the conference.

And she said, you gotta be crazy. You said, we’re going to have to sell our home and downsize. Um, and I responded, I only said that if it didn’t work, it’s not like nobody will show up. Now here’s the epiphany. Once I decided we’re doing this, I committed. We call the hotel where we wanted to do it. The, it wasn’t actually a hotel, but a hotel for the guest and then the location to have the conference. And we put our deposit down. Now I’ve made a commitment. Now the courage. So basically, first of all, you have some fear and this fear creates courage. You need the courage. I was afraid I was going to fail, have to sell my home, but I’ve committed. I now know I’m doing this. So the first key in this process to manifestation and moving through fear is yes, you got to bring up the courage, right?

You got to be able to will willingly swing knowing that you may strike out. So you got to go for the ball. And then this courage leads to commitment. The commitment was, I had the courage to put a deposit down on the hotel, put a deposit down on a location and start to learn and figure out how I’m going to put this conference, um, on the ground. So the first thing is the commitment is key. You gotta have a date. You got to sign some papers, signs, and contracts with speakers. Now you’re committed. You’re in this. There is no retreat. There is no, I’m not going to do this. Like I tried to do with Ray on the phone. Cause I wasn’t really committed. Then I said, yes, I’ll do it. It was more of a want desire. But now I’m at the bat with a whole bunch of fans in the stands.

And I, and I pitchers ready to throw a ball at me and people are waiting on me to swing, to hit that ball. So commitments, the first step, once you really commit it’s public, you told people you’re doing this. You start to accept registration, you’re paying vendors and suppliers. So you can run something in this case. Right? So the commitment, so then sort of the commitment creates the courage. I said it backwards, by the way, it’s you have the fear you decide to do it. That’s the commitment. The first thing, the commitment creates the courage because now that I’m doing this, I can’t retreat. So now I have to find the courage. And then what I found as I learned about putting on a big conference and refining out a company and finding out about food and all the things we want to do, the pricing we learned, like it was a, um, a lot of energy, a lot of work and fun and stress by the way.

But that developed capability by learning and actually figuring out how to do this. And by the way, the fear comes about, because I actually did not have the confidence or the capability when I said yes to doing this conference. Remember I hadn’t done a big conference before. So there’s where the fear is. I had no confidence. I had no skills that I was aware of to do this. So I made the commitment first and I had enough time from commitment day. Yes, I’m doing this too. When I had an execute to develop those capabilities, those skills, those know how. And so I made the commitment, that commitment creates courage. That courage creates capability. Cause I learned how to do this. And then the conference actually sold out. It was amazing. I would say that I go to conferences all the time, if we want to my favorite conferences.

And uh, I heard great feedback and we sold out five years in a row after that. And so that first capability, once I knew how to do it, and we saw at work gave me confidence. When I finally swaying at the ball there hit the home run that gives you more confidence to swing at the pitch. The next time it comes now, actually I’m in a another, um, process, but now I’ve done this so many times. Um, I have fear make the commitment. The commitment creates the courage. The courage creates the capability because you figure out how to do it. And then the capability creates the confidence and the confidence gives you more ideas to do more commitment. And the process is just a continuation. It’s kind of like the shin coups cycle, right? Each one creates the other and then it’s just repeats. And so in 2021 ish, we decided to run our ifs online.

Now I had no knee or desire to do my conference online because we run healthy seminars. We already run online content. There was no need to put content online. We already do it. We were doing it all through 2020 and 21 during that time period for those that remember COVID and isolation and shutdowns, but we had a different dream and idea. We wanted to inspire the public to seek out, um, acupuncturist for integrated reproductive care. And back in the day when Fowchee was, um, talking about we’re going to follow the science when he was talking about the COVID virus and Trump had just said, um, drink bleach or sit out in the sun to kill the virus. And Fowchee says, no, we’re going to follow science. I heard this was my interpretation. I heard Fowchee say, when we’re going to follow the science is that science is synonymous with pharmaceutical research.

And it was just the, the impression I got. And I saw this as something that could be negatively impact, um, uh, non-pharmaceutical therapies and research. Um, and there’d be a bias for that. And so I got this inspiration to create a conference, but my intention actually was for this was to have public education as part of it. So I got all the speakers to create public educational lectures. Um, 10, 20 minute short lectures that the participants at the ifs could share with the public to then inspire them, to seek them out for integrative care. And the way envision is the speaker does a professional talk for the CU and PDAs and us, the acupuncturist get excited and we can do this in our clinic, but we may not be able to articulate it like that speaker. Um, and so having that speaker share why the public can benefit from what we do, um, may support us.

These are assets that we could share on our websites and our social media. And a lot of the speakers are both MD and TCM trained, not weekend acupuncture, train. I mean, they’ve done MD training and they’ve done the full TCM training like you. And so we have a good four or five of our speakers that are actually IVF doctors. So MD, OB GYN, IVs specialists, and TCM acupuncture, herbalist trained. And they sh so th th them giving these public education videos adds the credibility, um, to the information to sharing, and then people would seek us out for integrative care. So that was the idea behind why I want to do the ifs online. And, um, we had a whole different format. It wasn’t over a weekend like everybody was doing it’s over two months. Um, uh, as I said, we had, we wanted people to share these educational videos.

We created chat. We did all, we did it very different. We did something that hasn’t been done as of, as of yet, at that time online for digital conferences, we made it two months. We had a lot of forums and chat features so we can interact. The sponsors had to create educational content, a lot of new stuff. And so it was another one of those experiences. I don’t have anybody to copy to follow from right. To learn from and what happens if they don’t like it? Um, what happens if it doesn’t work? And I had a focus on my intention, my, the reason doing it. So the reason I really wanted to do this was to have public education videos and get them in the hands of my peers and have them share this on their website and social media to educate, inspire the public, to seek us out for integrative care.

So that became my focus. That was my desire. And we started to build this website. Um, so I started selling tickets May 1st. It was going to open up in 2021. That was the idea here. And, um, we started selling tickets before the website was built. Luckily, we got everything else done by the end of February of that year. But to let you know, I had started selling tickets. I, people were committing to this online conference and we even have the website built yet. And I worked with my tech team. They thought it was at one point, they told me in early of April, that that date, uh, May 1st was impossible. And I said, well, I’m glad you agree with me. That May 1st is not the right date. Cause I wanted to actually April 25th. And so they work longer hours. I work longer hours and we figured it out.

So we went from, we had fear and we could, there was a lot of uncertainty. There’s a lot of unknown. And then from fear, we made a commitment. We’re doing this. And I contracted speakers are recorded. Their public talks and their professional talks. And we started building a website, but we at least started selling tickets. And that commitment, I mean, that was a serious commitment. Gave us, creates the, um, the courage. So now we had to do this. Then we got the capability because the site function and it worked, and then you get the confidence. So this is that swing batter, swing. Now I’ll share with you in that conference. We, you know, we had similar registration, like we would in person, but we learned so many things. So many things that we thought would happen did not, but this is all part of learning process.

There is no failure. There’s just learning. And you create something, you go up to the bat and you get ready to swing. You prepare. Um, but at the end you there’s that uncertain. You don’t know. So I will summarize that. You want to focus on the end result. Why are you doing this? And if you’re doing it, that could be one of your reasons money. But I find that as one of the least motivational ones, if it’s, and yes, money can be part of it, always, you know, for me, we have all these goals that we want to do and then can it, can it be profitable, right? But we have hierarchy. And money’s usually at the lower end of other goals we have, um, when we do our projects. So a few other things that I wanted to share with this idea that nice guys finish last.

I want to share with you that nice guys and gals can finish first. And then this idea that you have to be a bull in a China shop, you have to be a mean-spirited person. You have to be ruthless to be successful. So is a myth why they may be interpreted as, um, not very nice people. These people that are successful is that they’re more interested in achieving their goals, their visions than they are on popular opinion. And so you may not understand what they’re doing, but they have a dream, a desire, and nothing’s going to stop them from that. And so if you don’t agree and you express your disagreement and you think your argument is so good, that when they hear it, they should drop their desires and dreams and change course. And they don’t, you are interpreting them as not nice and mean-spirited, but they’re just so focused on their goal that whether you like them or not is not important enough.

I will share from my experience and talking to other people that have made great dents in the universe that are influencers that are considered successful. They want people to like them. It hurts when people are angry and don’t like them. They just care much more about what they’re trying to achieve than they do about other people’s opinions. And that’s why they end up being successful because so many people have these great ideas and they start with them and then people come in and try and give you their doubt, their fare fears, and many of us then stop overdoing an example in our profession, when community acupuncture, um, started to, um, come out, uh, many, many moons ago, there was a opposition by a lot of people saying it’s not good, Chinese medicine acupuncture. You can’t go do a good diagnosis in a short period of time, blow whatever the reasons were.

And the people of community acupuncture had a dream to get acupuncture to the masses at a, at a, at a lower rate. And whether you liked it or not was not enough for them to stop. But a lot of people did not like the founders of this movement, but they had a dream, a desire, and your opinion to them was not enough for them to stop. And so that comes down to the last point is ignore the naysayers because people are going to have their ideas, their fears, and they’re going to try and create doubt. When I wanted to do the ifs conference again, what was the naysayers or doubts? Hey, you’re crazy to do this in Vancouver and American conference in Vancouver, Canada, the conferences in the States aren’t well attended. How do you expect people to get on planes or get passports and come to you?

Right? Hey, we can’t fill our conferences and we have multiple topics and yours is just on reproductive health. This isn’t gonna work. And so, um, those are the naysayers. So to be successful when you get up at the bat, swing batter, batter, batter, swing, batter, batter, batter. I want to remind you or summarize a few things. One is, um, ignore the naysayers, ignore the people, yelling at you in the stands, ignore them to stay focused on the prize. Know what you want, get clear on what you want and focus on that. And then remember if you feel fear and you feel uncomfortable, that is considered normal. Um, um, we don’t like to feel uncomfortable and fear is uncomfortable. If you can commit to something because you have a dream and then you commit to doing it, you say it publicly, you, you, you put your deposits down.

That commitment creates the courage. And so until you commit, if you haven’t officially committed, it’s very easy to withdraw. And step back, once you commit that creates the courage and the once you have the courage and you know, you have a, a deadline, a date that courage allows you to seek out counsel, take courses, ask for help, hire consultants, hire special skill people to build the product or service that you want. And then when you get that capability, those skillset that gives you confidence. And then that confidence becomes a vicious cycle and you find something new to commit to. And when you, when you do this from the baseball analogy, when you’re ignoring the naysayers and you’re focused on what you want, you’re focused on, you see the home run. All of a sudden that courage comes up because you’ve committed your ad bag. You decided to go up to the bat.

And for whatever reason, sometimes it seems like that ball gets a little bigger or maybe even slows down a bit for like the baby Bruce. And they hit a lot of home runs every time they swing, even when they missed in their mind, they thought they were hitting that ball over the fence. And so that is the process. So I hope this was of interest to you. Uh, one more little, let you know, if you’re interested in my book, let me know, missing a book. I have stories like this and other ideas that I consider simple, powerful, and effective for growing your practice with integrity. I want to let you know that next week Chen Yen will be on, um, To The Point. And if you have questions for me, feel free to post those in the chat. And, um, if you’re looking for connecting with me on any other way, there’s my website athealthyseminars.com. I wish you success and take best care.

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Three Stress Busting Mind Hacks Your Patients Will Love – Lorne Brown


We’re looking to create an environment to support the body’s innate ability to heal. Um, the body has this capacity to self-regulate. We call it balance. And when it’s doing this well, um, we have health and vitality.

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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.

Thank you. Um, again to the AAC for having me on their series called To The Point. My name’s Lorne Brown and a little bit about myself. I’m a doctor of traditional Chinese medicine. So my clinic is in Vancouver, British Columbia, Canada. It’s called Acubalance Wellness Center. I’m the founder of healthy seminars where we offer online continuing education. I’m the chair of the integrated fertility symposium. And I’m the author of this book of my past experience called missing the point why acupuncturists fail and what they need to know to succeed. And I’m a passionate about learning and passionate about consciousness work. And today I wanted to share with you, um, three mind hacks that your patients will love and you’ll love as well. If you incorporate these into your daily life. Um, my background also that I didn’t mention a moment ago is I’m also a trained clinical hypnotherapists.

So I really love working with the mind. Now, the reason I think this was real valuable tools to share with you for you yourself personally, and for your patients is because our whole goal often is to support the body’s innate ability to heal. Right? We understand this as Chinese medicine practitioners, that our bodies have this innate ability to heal. We’re not trying to override it. We’re not trying to suppress symptoms. We’re looking to create an environment to support the body’s innate ability to heal. Um, the body has this capacity to self-regulate. We call it balance. And when it’s doing this well, um, we have health and vitality. And when we ha when we catch a cold or we have an injury, we rebound, we recover. And if our body Lee loses this ability to self-regulate to a disability to heal, then we get a cold or we get, um, an injury.

But then we see this with our patients. They don’t heal, they don’t recover. And so these three mind tacks, I’m going to share with you how they’re going to support the body’s innate ability to be heal. And often I’ll share with my patients, you know, cause I want to educate them on why they’re going to use Chinese medicine and how those will benefit them. So I’m explaining some of our philosophies, um, how we see the body. And so one of them is your body has an innate ability to heal. And I often say, if you get a cut, you don’t sit there and stare at your hand and say, he’ll he’ll he’ll know, your body knows how to do this on its own. It can do this. And if you get a really serious kind of big gash, you may need stitches, but the stitches does not create the healing.

What that thread does is it creates an environment to support the body’s innate ability to heal by bringing the tissue together. It creates an environment which allows the body to do its job, to heal. And I often say Chinese medicines like that, red, we’re going to create an environment to support your body to heal. So the reason these three mind hacks are crucial in life. When we feel stressed, we often call this like cheese stagnation. Um, some people in the conscious world call this resistance or friction. You know what it feels like when you’re out of balance, you’re feeling stress. It doesn’t feel good. You can tell. And when you are in flow and she is flowing, you feel inspired. Your, your chest feels open. And like, there’s this expanse to you versus this tight contraction. So you have this built-in mechanism when you are off track and we call that stress or cheese stagnation.

And so when you think about our autonomic nervous system, this is the part that’s doing the healing, right? This is the part where you bite an Apple, but you don’t think about what digestive juices need to be released. You don’t have to think about what nutrients get absorbed and what waste gets eliminated. This is part of the subconscious mind is the body, the autonomic nervous system. When you sleep at night, your blood pumps, your heart pumps, I should say, in your blood circulates, you don’t have to think about that. And so really this innate ability to heal our goal, if we’re thinking of the body like a garden is if there’s weeds, we want to pull these weeds out. So the plant can do its things. We may pull away obstacles. And one of them is this stress, this chiefs technician. This is really key, especially in our time, people are living in stress.

They’re watching the news and this is putting us into the fight or flight, um, uh, nervous system, the sympathetic nervous system. And when you are feeling stressed, your energy is being mobilized for survival. And if your energy is being mobilized for survival, then this energy, these resources are no longer available for healing and creativity. And so by using these three simple mind hacks, you’re going to tell your body that it is safe. And it’s going to go from that sympathetic fight or flight where it’s mobilizing for survival or to fight. And we’re going to put it into the parasympathetic nervous system, the rest and digest the breed and feed system where healing, where healing can happen. And when we think about our medicine, it sets us up so beautifully because we understand the mind body connection. It’s bi-directional. So your physical being your physical can impact your mental, emotional, and the mental emotional can impact your physical it’s bi-directional.

And if you’re going to use these tools for yourself, um, I will share with you that you will also start to find more success in your life because by getting yourself into alpha brainwave. So parasympathetic alpha, brainwaves, sympathetic high beta overwhelmed brain brainwaves. When you’re in the alpha brainwaves, you get to tap into parts of your mind. That’s not normally available to you. These areas of creativity, that research is showing in these cool ideas. Ideas can just pop into your head that you get to grab and run with. And we mentioned that when you’re in the parasympathetic, you’re going to free up your resources for healing. Because if you’re in the sympathetic, in that high beta overwhelm, then your energy is being mobilized and it’s not available for healing because it thinks it needs to survive, but there is no survival benefit when you’re usually in this there, you’re not about to get eaten by wild animals.

So often this stress response that we have, we’re thinking about something that’s happened to us. We’re worried about something that we think may happen to us, but you really, there is no survival benefit to be engaging this stress response right now, it’s not going to help us, um, jump out of a moving car for example. And so we have to relearn or have to train our bodies to regularly elicit the relaxation response and by doing so, your patients will get more benefit from your treatment because our goal is to support their innate ability to heal. And so if we are teaching in these simple tools and they’re coming to your treatment for dietary therapy, Twain, acupuncture, mocks are herbal. They will get so much more from your treatment. If you also teach them these tools and who doesn’t want to feel good. So in my experience, patients on the table, and it takes a minute or two to teach them each one of these.

So every session I teach them one out of the three and I have many more I’m teaching you today, three of them and with the needles in and resting on a table. And then I give them this little mind hack that they can take home with them. Well, just on the table, they feel amazing. So the healing is amplified. It makes them want to continue the treatment because who doesn’t want to feel good. And they’re going to get so much more of the treatment because you put the needles in today. But if you’re not going to see them for a week later, you want to have that momentum. And if they’re using these simple mind hacks, then they’re going to benefit from this. And we remind our patients. It’s never, the it’s never the stress or the condition that causes the problem. It’s not, COVID, it’s not your clinic being closed.

It’s not a divorce that’s happening. It’s not bad weather. There’s always everything that happens is neutral. And then we give it meaning. So then we have a perception. It’s always our perception of the event that causes stress, not the actual stressor. It’s our perception, how we perceive what’s happening. And as soon as we have that perception, then we get a mental, emotional response. And it’s either positive or negative based on what’s happened. Often the response is based on programming. I say subconscious programming. So you see the world through the lenses of your subconscious program that you inherited, whether it’s negative or positive. And then you kind of have these electrical changes in the heart and the nervous system, which will affect your immune and hormonal response, which then affects a physiological effect. So your thinking leads to emotions. Emotions are, um, our end results of chemical reactions and these impact your DNA, your genetics, they turn on and off genes epigenetics. So your thoughts and feelings, positive thoughts and feelings, negative thoughts, and feelings can impact your biology, your gene expression, and turning you on towards health or turning your ons more towards disease and learning to elicit these relaxation responses throughout the day on a daily basis. As we mentioned, frees up your resources, your energy for healing and for creativity. So here’s the three, and then we’re going to practice them. And so I’m going to explain to you why I use each of these and why they’re kind of my favorite three.

And then I’m going to encourage you to

Work through these with me. The intention I’ll set out is that these are simple. They are powerful, and they are effective. Everybody likes the powerful and effective. This simple, ironically simple often has the risk of being ignored or dismissed because they are so simple. You know, in our life, we, things need to be difficult. We need things to be complicated. And my practice, why I think I kind of skip around the room is I don’t do complicated. So if you like complicated as a patient or as a student of mine, you don’t tend to gel with me. We don’t resonate because my frequency is about simple. I want things to be as simple as possible. And so, um, these are going to be very simple. So the first one we’re going to talk about is just called shaking it out. And there’s been some research on this. There’s some, um, books written on this and an interesting enough, um, I, the, the author of the book, I think it’s the tiger tail, but it it’s skipping my mind. Um, but that does not matter. Um, I’ll still teach you the technique and why we want to shake it out. When you go into this fight or flight, you’re in high beta, you’re in overwhelm, you’re in the sympathetic nervous system. The energy is being mobilized. This is a massive

Amount of energy. And

They, there are stories of mothers lifting cars off their children. And then the next day they can’t budge the car. This is an amazing amount of energy. And if you’re stressing yourself out through your thinking, again, there’s no survival benefit. You get all this energy because your body’s going to respond as if you’re being attacked by a wild animal. And you have all this energy, but it doesn’t get discharged in the wild with animals. Cause this is where this was observed. When an animal has a stressful experience, it’s fighting. So it’s discharging the energy it’s fighting or it’s running. And often what they’ve observed in the wild is animals. After there’s been a stressful experience, they see them shaking, twitching, everything out. And this is a way of discharging this excess energy. Because if you hold it in your cells, it leads to disease. We need to discharge Y yoga, chigong running exercises, healthy for you.

You’re discharging the energy. And so you can purposely do this. And so if you’re at your computers there, I invite you to stand up. Um, I know that I take myself probably a little bit out of camera, but I’ll come back to the whole Sarah. But if I was going to stand up, I’m going to move myself back and you really want to kind of pound yourself, like pound your heels to the ground and shake it, or really shaken up Twitch to edge. And you want to do that for about three minutes. I do this for patients sometimes before we put the needles in just because they’ve had a stressful experience, they’re telling me their stressful story and we just get them to shake it out like a duck. It was a story I share with my, when my son was a toddler, he was really stressed out.

And so you can do this. If you have young kids, um, he was upset about something and he was having his tantrum again. He was a young kid here. This is like before age of five and I’m listening to him and I say, Hey, let’s shake it out like a deck. And we start to shake and he’s crying. He’s looking at me and I go, come on, let’s shake it out. Let’s shake our tooshie sir, shaking our tooshie. And he starts shaking. He starts because children are in the moment. They’re great. They’re not like us. They don’t have all this baggage yet. And within 30 seconds, he is shaking, shaking his tail, his duck tail, and he is laughing. And he’s out of that experience. Same thing for us as adults. It’s a great, great way to create a change in state and to discharge the energy, to get you out of that high beta sympathetic and getting yourself more into that parasympathetic.

So remember I said simple, powerful, effective. Is that not simple? So I hopefully you have, um, stood up and you’ve tried this out just now just shake it out for three to five minutes, mind hack number two, the breath. I love the breath because it’s always with us and it is free. And the reason the breath is so important is again, as part of the autonomic nervous system. So as you’re listening to this lecture, um, you’re not thinking, Oh, I need to inhale and I need to exhale. I need to inhale. I need an exhale. It happens all on its own. You don’t have to really think about it. You sleep at night. When you go unconscious, you continue to breathe. You do not have to think about it. Your heart’s part of your autonomic nervous system too. And if I asked you to slow down your heart or stop your heart for four seconds, most of you, maybe one or two of you, of your super monks, um, cannot do that.

Um, I’m assuming none of you on here can do that, but your breath, you can control your breath. And so, although your breath is part of your autonomic nervous system, you do have some voluntary control over it to a degree. And by changing your breathing, you can communicate to your nervous system that you are safe because when you go into that survival mode, that fight or flight is your eyes. Pupils, change, blood flow changes, your breathing changes. And if you can, in the moment, start to change your breathing. It’s a mind hack. And if the body’s breathing a certain way, it tells the nervous system, Hey, we’re safe here because remember most of the stress responses we experienced, there is no survival benefit. It’s like, you know, when you pass a car on a highway and you accelerate, they say current enthusiasts, that that’s actually beneficial, healthy for the vehicle to clean up the exhaust or the engine.

I don’t know, I’m not a car enthusiast, but they say every once in a while, it’s really good to bring those RPMs to the read every once in a while. It’s good for your, your, your car. But if you drive a hundred miles, um, with the RPMs and red, you’re going to damage your car. So the sympathetic nervous system is not bad. It’s just that we’re in it too often. We’re driving a hundred miles with the RPMs of red and that damages the body. And so every once in a while, it’s okay. So going back to our breath, we can communicate, we can put on the brakes basically, and we can tell the body we’re safe. And there’s some literature suggesting that when you do the deep belly breath, um, it’s somehow stretching and impacting the Vegas nerve, which engages the parasympathetic nervous system, the rest and digest the breed and feed nervous system.

And they have shown through heart rate variability research, where they’re looking at the variability and the heart, looking at the autonomic nervous system. That is the exhale that’s engaging the parasympathetic nervous system. So the breathing technique that I have used, I first learned, and it’s a version of box breathing that I learned from Dr. Andrew Weil, who is a integrative MD. We spoke at a conference together many moons ago, um, at UBC. And he taught her version of this. And I’ve modified it because of the research of the long exhale is engaging the parasympathetic. So you breathe in through your nose for a count of four. Your mouth is closed. You’ll hold your breath for a count of four. And then you exhale through your mouth for a count of eight. We want the exhale to be twice as long as the inhale, because the exhale engages the parasympathetic nervous system.

The time at the roof of your mouth juice behind your front teeth. So do 26 area because we want to create that orbital circuit of the rent in the Duma. Okay. So that’s why we want to have her tongue up there. Also, I always like practical reasons because some patients don’t buy into the channels and the meridians. And so if your tongue is at the roof of your mouth, um, then it keeps you from clenching your jaw. When you are stressed, you often will punch your jaw. And if you put your tongue gently at the roof of your mouth, your lecturer close your teeth, we’ll have a little bit of separation in that will relax your jaw as well. The rhythm is up to you. If you practice this for a while, you can really have a slow rhythm of in, for four hold for four Oh for eight.

Um, I start my patients that are pretty quick rhythm because it can get them out of breath and be uncomfortable if, if the rhythms too slow at the beginning. But with, with practice, you can definitely slow it down. They say it takes about at least three of these in, for four hold for four, for eight for your brain to start to realize it’s safe. So do four to eight of these with your patients, um, sitting or laying down. And again, let’s do this together now. Um, and I’m going to add a few things to the breath that you can do as well. So I usually ask that you take a breath and just get rid of the, your mouth close into the nose. One, two, three, four, hold two, three, four. Now exhale through your mouth. One, two, three, all the way out. Five, six, seven, eight, inhale through your nose, big belly breath, three and four, hold two, three, and four.

And now slowly exhale through your mouth. It’s a gentle exhale. Like you’re almost blowing out of a straw. It’s not a forceful, it’s a very gentle, slow for count of eight and breathe in one, two, three, and four, hold two, three, and four. And as you let go, just release any tension, any worry on the exhale. As you count out to that age, just letting go of any tension. And this time as you’re breathing, I invite you to close your eyes and breathe in peace and calmness on the inhale for a count of four. And then as you hold just marinate and Bay in this calmness and peacefulness your choosing, and as your exhale, just surrender and let go of any tension, any worry and stress. And again, breathe in peace and calmness on the inhale, holding, just take it in and now surrender and let go.

Any tension, any worry on the exhale at all, the way on the eyes closed is always beneficial because when your eyes are open, you’re into an external, you’re looking at your external environment, more of a sympathetic or a high more beta brainwaves, and an inner experience. More alpha, alpha brainwaves are detached relaxation. So if you can close your eyes and start to create that inner experience, you’re just going to help elicit the relaxation response a little bit easier. Now, often what I will do is I’ll get people I’ll check in and people will notice, Oh, I feel a little dizzy, or I’m starting to feel a little different. It’s a mind hack your body can’t help itself, right? Because you’re changing your breathing rhythm. And when you breathe this way, your body tends to know that it’s a safe, relaxed time. Let’s do it again.

We’re going to add another, um, a feature to this another little mind tack. Um, so this is two, two eight two B I gave you. One is, shake it out to eight is the breath and imagining peace and calmness on the inhale and releasing tension on the exhale. This is to be part of the breath. So again, exhale and through the nose. One, two, three, four, as you inhale and hold two, three, four, and exhale out for count of eight, two, three, all the way out this time, you inhale. Keep her islands close. And as you inhale, roll your eyes up as if you’re looking through your forehead on the inhale, don’t strain that it hurts. But look as imagine if you’re looking at a moon, um, through your forehead is your eyes are up eyelids down and hold that during the whole. And as you exhale, keeping your eyes closed, lay your eyes, rest comfortably on the exhale all the way on for [inaudible].

Now roll your eyes up. One, two, three, four, eyelids down eyes up on the hold, two, three, four. And now as you exhale, let your eyes rest comfortably. And as I continue to talk, keep breathing in for four, rolling your eyes up, holding, keeping your eyes up, and then on the exhale, let your, um, your eyes rest. As you exhale the air, keeping your eyes closed the whole time. The benefit behind this, again, it’s another mind hack. When your eyes go up, if you notice your eyes are lids, you’re closing, your eyes are up. You may sense a little bit of a tremor, twitching your eyes, right? Well, this kind of mimics REM when you’re in REM sleep, how your eyes go up and there’s that bit of that, that Twitch. Again, it’s a mind tag, the body’s memories like that. Pavlov’s dog experiment, where you rang the bell for the dog.

And it was salivating. Even though there was no food there, hopefully you’ve heard of this experiment is quite old and well-known well, if you start to breathe and roll your eyes up, it takes you from a high beta into low beta unit to alpha because your body, when you do this every night, your body thinks it’s safe. It’s sleeping. You’re not asleep. If your body does not think it’s safe, your subconscious, our nervous system will have you alert. So if you are doing this, the breath remember engages the parasympathetic. We know through heart rate variability study, and you had the eye roll up. Um, then that also starts to bring you into the alpha brainwaves. And it’s just your body can’t can handle it. And not that it can’t handle it. Your body just responds to that kind of behavior. So if you do this, your body’s like, Oh, I’m safe.

I can turn off the alarm system. I’m safe, engaged parasympathetic. Now let’s do the third, um, uh, mind hack that your patients will love. And I’ll encourage you to do that as well. And it’s a form of open focus and the research comes from Les Femi, and we’re going to wrap up here. Less family did some research, trying to engage alpha brainwaves. He studied shamans. He studied Buddhism, different cultures, and he had people, uh, hooked up to the, uh, uh, the, I think there, the EEG machines, um, on their head. And I’m sorry if I got the term wrong again, a little brain lapse here, but he was measuring the brainwaves. So he’s going to see what’s going on and he couldn’t get into, um, he couldn’t get into alpha. And when he finally surrendered, um, and let go, um, he went into alpha brainwaves.

He just turned it. They just turned out automatically. So it shows you these techniques. A lot of this is about surrendering and basically getting to present moment to getting into alpha in his research though, what he also shared is what he talked about. Narrow focus and open focus when we have our eyes open and we’re focusing on the external environment and we’re very, narrow-focused, um, we’re more into the beta brainwaves. Um, and if we go high beta we’re into overwhelmed, medium, low you’re good focus, and alpha is a form of open focus. So it’s best done with your eyes close. And if you can start to sense your body parts, this is a form of awareness and open focus. So for you guys, again, I invite you to close your eyes and just do some nice breathing in. You. Don’t have to do the four, four and eight, but a nice in deep inhale belly raise and a nice, slow exhale.

And without looking at touching or moving, can you tell you have a right hand, just bring your awareness and notice if you can tell you have a right hand. Excellent. And can you tell you have a right thumb without touching, moving, or looking at it? Just, can you sense that you have a right thumb? What about a right baby finger? Just notice it, bring your awareness now to your left hand. Can you tell you have a left hand without moving or looking at it? What about our right foot left foot? How about your right ear low? Can you sense? Can you bring it up awareness to know that you actually have a right here, a little bit attached to your head, and if you’re really stressed, you’re not, it’s going to take a while to feel these things. If you’re in a high beta, this is an open focus in our awareness.

And again, it’s another mind hack because if you start to sense your body, then you are going from externally referred, looking into your environment and you’re going inside. And the practice of going inside is an open focus. And it’s more of a low beta alpha theta brainwave activity. And now you’re engaged in the parasympathetic nervous system. And from here in my practice, I jump off and do belief change work because once I can get them into alpha, then they are now in that suggestible stage, they’re in that state of ability to heal. And you’ve now allowed the innate ability to heal to you’ve amplified it. And so just like when you’re putting your acupuncture needles and by the way, acupuncture for most induces the alpha feta, they get that Accu buzz. So you’re inducing that already. For some, some patients, they get stressed. Don’t, don’t like acupuncture, you’re inducing high beta.

So some people don’t respond to our noodles, you know, this right majority do. And if you bring in the, the, um, the shake it out, if you bring in the breathing technique, if you bring in the open focus and it only takes moments, then you are going to enhance their, um, innate ability to heal their ability to self-regulate. And then if you encourage them to do this several times a day throughout the week, they are going to benefit so much more from your treatments because the autonomic nervous system is going to have more energy and resources available to them and their creativity. It’s amazing what happens to creativity. And this is why meditation is so becoming so much more popular amongst entrepreneurs is we’ve learned that by quieting the mind and engaging the alpha brainwaves, um, we can tap into areas of creativity and you don’t need to go to burning man and take psychedelics to tap in there.

Like some of the billionaires have done, um, um, in the past you, and now you can do without the residue of those drugs. You can sit there and tap in and tap into creativity, um, areas that aren’t normally available to you. And bottom line, you just start to feel happy who, who doesn’t want to feel happy, have that peace in comments anyways, that’s the wrap for today? Um, check out my website@healthyseminars.com. Um, I have lots of online courses, um, there, and also you can check out my website, lornebrown.com for more of this conscious work. And I want to remind you next up on to the point is Jeffrey Grossman. So please make sure you tune in and, um, hopefully you’ll pick up a copy of my book, missing the point and thank you for listening and please practice these three mind hacks. Your body will love you for it. And so will your patients


You got this! Grow your practice now and in the future – Lorne Brown



Thank you again to the AAC, the American acupuncture Council for having me host To The Point. UMy segment is on practice management. My name is Lorne Brown. I’m a CPA. I’m also a doctor of traditional Chinese medicine. I practice in Canada, Vancouver, BC at Acupuncture Wellness Center. I’m the founder of healthy seminars, previous known as Prodigy seminars.

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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.

I’m the chair of the integrated fertility symposium. And I’m also an author. I have a couple of books out there. The one on practice management is missing the point why acupuncturists fail, what they need to know to succeed. And I enjoy coming on to this segment of the show to share my practice management pearls, because I have both the clinical experience and being a CPA, the knowledge and auditing experience of what it seems to take to, uh, to succeed. Um, our topic today is on, you got this, how you’re going to grow your practice now and for the future. So what I plan to, um, talk about today are the following three things.

Um, my prediction for, um, a future, what’s the future opportunity for Chinese medicine practitioners? I think that’s a lot that’s on our minds a lot. Um, how do I not only survive and, uh, more so how do I thrive now when there’s any other major events happening in life? This has been throughout life. Um, not everybody survived, so there will be what we call casualties. There will be, um, from the practice side, people that will not be practicing. And so my expectation is to help more people, um, make it way, make their way through any change in life. So any type of difficult change in life. So that’s what I’m hoping to share with you today. And not only so you can just survive and get through these challenging potentially challenging times, but also, so you can come out through it, um, thriving and better for it.

So I’m gonna talk, I’m gonna give you my prediction of what I think is happening for the future. What are the future opportunities for the Chinese medicine practitioners? Um, I’m gonna talk about, uh, how you can change just one perception just by changing one perception. You will start to see opportunities that have always been there, but you’re blinded to them. And by changing a certain perception, um, all of a sudden more opportunities will open up to you. And then I I’d like to share a mind hack, um, how to support you in being able to see those opportunities, um, that are available to you, but you’re constantly I’m missing those. So first I’m going to share my predictions. Now when it comes to entrepreneurs and guess what? You are small businesses. If you are practicing on your own or you are a contractor, regardless, you are, um, a small business.

And, um, if you’re going into succeed, we’ll call you an entrepreneur and entrepreneurs, um, tend to look for needs, where are their needs in the world that need to be filled. And then they find ways to fill them. So they look for these needs and then they fill this need by either providing a product or service. And so there is a need in our world right now as well. And my, for the future of Chinese medicine right now, I see it that if you could learn to focus on treating long haulers, um, so post COVID infection or any infection from a pandemic, but in particular long haulers, um, I think you would have a thriving practice and also, wow, what a service to the community, because there are people that ha get infections. We’ve seen this route throughout history, throughout the history of Chinese medicine and throughout our history of us living on this planet.

And now more so with COVID-19 that some people, um, get these latent pathogens in their body and they struggle to get back to normal. And right now it’s very new, but there is evidence and documentation of people. Once they’re no longer infected with the, COVID not showing up positive, they are not back to normal. And some of the symptoms they are experiencing are fatigue, joint, pain, brain fog, and mental health issues. Lots of things that we see already in our practice, that we are probably pretty equipped at supporting and Chinese medicine has an excellent way to deal with these latent pathogens on the way we’ve mapped out the body. We have, we have tools that can support people. And to let you know, I was talking to a dentist friend of mine that teaches in the dental school here in Vancouver at the university of British Columbia.

And I just said, how are dental is doing right now. Are they struggling? Because you know, people are afraid to go to dent what’s going on for your industry. He said, they are busier than ever TMJ jaw pain because of COVID and all the stress and anxiety that people are experiencing. There has been an increase in people clenching and grinding during the day and at night, which is leading to TMJ and other job pain disorders. And so, um, they are very busy treating jaw pain, and I’m apparently I think acupuncture can do a good job at TMJ as well. So, but nobody may not know this. And so this is, um, my prediction for us is post COVID long haulers. So learning to really treat well these long haulers and seeing what the main symptoms are. There is some neurological symptoms, but the most common ones are fatigue, joint pain, brain fog, and mental health issues.

And then just on his own mental health issues, um, people are experiencing and will continue to experience anxiety, feeling depressed and insomnia, um, from the uncertainty in our world. Um, and then taking your practice online, a lot of people are taking their practice more online to offer consults, supplements, verbal acupressure chigong. So having an online component, I think would be a great idea. I do want to let you know that eventually, if you are able to make it through this period of time, you can’t do acupuncture online. And so there will be a need for our service eventually because it’s something that just can’t be done online. So I just want to remind you of that. However, you have to adapt during these times, and this is the time to really, um, get this knowledge and really learn how to treat post viral infections. According to Chinese medicine principles, I would encourage you.

So my prediction is if you want to, if you have a practice that’s not booming. If you’re a new practitioner, if you don’t have a waitlist doing what you do now, um, then now’s the time to start to prepare yourself, um, and get those, um, tools and that knowledge. So you are able to help this population because there is going to be a large population needing this help. So who am I like, how do I have the credibility? Why would you want to listen to me? Do I have the knowledge and experience to share my predictions? And so far, I think I’ve been a good at predicting, um, or going into things that have turned out to be the right prediction. At the time I was told I was crazy and many of them, and I’ll share a few of those. I’m the first Canadian clinic to focus on reproductive health back and around.

I started in 2000 by around 2001. And just so you know, many of you know, that people treat fertility with acupuncture all over the world. It’s common. You see it everywhere in 2001, that wasn’t the case. Just so you know, I think if you and I was on the web with that, if you went on the web and you search, I think two people would come up mainly in the States, Mike Berkley and Randy Lewis, nobody else really had websites, um, or many websites. And definitely not just focusing on fertility, think about it back in that day, back in 2001, um, fertility and your gynecology, Chinese medicine textbooks was under miscellaneous diseases. It didn’t even get its own chapter. So it wasn’t something that you would think if I treat mainly fertility I’d have a busy practice. When I went into treating just fertility, it was a passion of mine.

I saw a need for it. Um, I was told that I’m going to starve to death and not, it’d be crazy because back then people with fertility issues, weren’t seeking out Chinese medicine acupuncture. There wasn’t that policy study that put us on the map. It hadn’t happened yet. So, um, when I decided to do this out of passion and saw a need for this and this niche, um, I was told that, um, it was practiced suicide in you. You’re not going to have a busy practice. And I ended up having to hire many associates because word got around and my practice became so busy that I actually only would treat reproductive health and, um, I couldn’t handle the volume. And so I needed other practitioners and so five or six acupuncture practitioners now and naturopathic physicians and mind massage or in my clinic and acupuncture.

So, um, that one would, I will check off saying, um, it was a good prediction. Um, I’m a CPA. Um, and so, um, I spent years auditing companies. So from that experience I’ve seen, what has, um, why some companies have been successful and why some companies are not successful and don’t survive. And so I bring that, and not only the knowledge of being a CPA, but an experience as being an auditor, I’ve seen how, um, I’ve seen what, what can happen. And I bring this to you as well. When I share this with you. Um, I pioneered online learning with, uh, for Chinese medicine back in the day, it’s around, um, 2007 ish. It was just pro D seminars was the name of the company. It’s now called healthy seminars, but it was protein. Then when I launched it and it was just us in blue poppy that were doing online learning, and I was told that this was a bad idea.

Who’s going to want to learn acupuncture online while you can see now, um, online is everywhere. And people take courses all the time doing online, their doctorate, a doctorate in Chinese medicine, et cetera. So, um, back in 2007 ish, not too long ago, um, more than a decade behind you, but back then I was told that’s not a good idea. And I made that prediction that this is where learning will go. It was feasible, no hat, no planes on have to travel, no taxi. Um, all the people in rural communities, just very easy to access people and to access these great speakers with textbooks. Um, wouldn’t it be great that we can get them online versus having to find them once or twice a year and travel to them. So I, again, it’s obvious now, but it wasn’t obvious when I started out. And again, I was told that would not work.

Um, I launched the integrated fertility supposing in 2015, um, and we sold out five years in a row, 2015, 16, 17, 18, and 19. Now, the reason that was special is the ifs was related only to fertility. So it was a condition specific conference and it was a destination conference for Americans. Now, back when I was planning this in 2014, um, a lot of American conferences were struggling that tendencies was get tendons was getting lower and to put a conference for Americans in Canada had never been done and was not considered a good idea cause they can’t even fill them in the States. And then to pigeonhole, um, fertility conference, they didn’t think it would work well. And many of you have heard of it or attended it. It did very well until 2020 when COVID I’m interrupted would we would have sold out. We were almost sold out and we chose out of health and safety to counsel the conference.

And again, predicting we counseled the conference before conferences were really being counseled or at the adventure being counseled. We did this, um, early on in February just to just, just decided to not risk people’s health and safety. And then, um, three weeks later, um, everything got shut down anyhow. And one more thing for my credibility is I wrote a book called missing the point. So I’ve taken some time to do my research and write a book. So what I would be doing and what I am doing as a practitioner, if you don’t have a waitlist, um, I would be looking into developing your knowledge and your skills. There’s lots of ways to do this. Now, online healthy seminars, we’ve put together some online classes, um, to address mental health issues like anxiety, post traumatic stress disorder. Insomnia is we’ve got lots on there. Um, plus we have some herbal courses by Sharon Weizenbaum and Hein or fruit Hoff, and many more verbal courses.

And then there’s acupuncture. There’s guash awe there’s the acupuncture of the balance method, acupuncture som uh, Korean style acupuncture. There’s many things out there that people are discussing that could help, um, these long haulers. So, um, it’s an opportunity for you now to, um, to address that. And so again, if I was an acupuncturist, starting out two things, I’d be really focusing on how to communicate to people, um, why and how I can help you. Cause you remember there’s a need, but they don’t know you exist. For example, they’re going to their dentist, they have job paying, Oh, jaw dentists. So they go to their dentists. So it’s your role to educate through communication. Some people call that marketing. It is marketing is educating. So educating the public, um, how and why you can help them, um, with the need and the need here is do you have, if you had COVID fatigue, brain fog, you know, lifts up the symptoms, educate them, educate them how Chinese medicine has a long tradition of treating pathogens and viruses where people are struggling afterwards.

So this is not new. And then I would increase my knowledge cause you want to be congruent and have that knowledge. So now it’s a time you’ve been trained to just kind of sharpen that tool and really look to reading journals, textbooks, online courses, um, finding ways that you can get your knowledge to a great level. So you can communicate clearly to your patients and constantly treat them with the tools you have acupuncture. Gwoza herbal medicine. Now I always say, I like Einstein’s quote, make everything as simple as possible, but not simpler. So it’s simple to say the prediction is there’s going to be a lot of long-haul up haulers and there’s an opportunity for the Chinese medicine profession to step in and support these people. There’s going to be there is people now with mental health issues, anxiety, um, feeling depressed and insomnia so that, that there is a need for people to support, um, in a non-pharmacological way to support these people.

But knowing is not enough. So you’re going to need to take action and up your knowledge and get the word out. So again, just hearing this going, Oh, that’s great. Not going to help you. There is effort on your part. So simple, make everything as simple as possible. I’ve given you my prediction. I gave you a little bit of my history just to let you know that I’ve been fairly good at a fairly good track record. And some of you are like, yeah, that’s obvious. Yeah, to me, it’s obvious as well. But for some people they’re still focusing on what they used to do and how they used to treat. And I’m suggesting that things have changed and now you want to adapt and a huge opportunity. If you’re flexible and willing to not do everything the way you used to do it and see that there’s another opportunity available to there is a need out there and you are set to fill that need.

The other thing I said, I want to talk about. I said there three things. I want to talk about how you can change your perception, um, and how this can shift you from living basically from lack and abundance. And it’s a simple concept again. So going with that theme make things as simple as possible, but not simpler. And so the perception is how you look at an opportunity. And so most people look at, um, when they’re going to do something, invest in themselves, they look at the cost and not what the return is, not what it’s going to bring back to them, how they’re going to benefit what we call an accounting return on investment. And of course, I like to use an example of, um, a Jane Littleton course that we offer. Um, cause it’s, it’s not, uh, it’s not the least expensive course.

Not the most expensive course either, but it’s about $500 for her course, 19 hours of continuing education credit. And a lot of people see that as a sticker price and go, Whoa, I’m not going to take that. So just by seeing that price, they’re like, I’m not, I’m not interested. That’s intimidating. Some patients are like that with your services as well, by the way, most people look at the cost. I’m saying, look at the benefit as well, actually more importantly. And so for those that treat infertility and, um, you will know that majority of your patients will come for like 24 visits, maybe 12, because as you learn in Jane Little sins course, and other fertility courses, it’s recommended to treat on average three months, um, twice a week for acupuncture. And if you can explain why and my patients, most of them come in twice a week at the beginning, and then if they need maintenance afterwards, so minimum of 12 to 24 patients.

So if you’re looking at the return on investment, how many patients do you need to see to kind of break even right? If I’m going to spend $500. So if you are charging $90 a visit, now I know some of you would charge many more in the fertility world for that. And many of you charge much less. I just chose that number. If you’re charging 90 U S or Canadian dollars and whatever it is in your currency, um, because we’re using the currency 500 a us dollar, so let’s call it 90 us dollars. How many patients do you need to see? Well, the mass says once you’ve had six visits, so one patient, because one patient will come 12 to 24 times, once six visits happen at $90, you are actually now profitable. Those six visits have now covered the cost of the course. Plus you’re profitable.

I share this as an example, because if I had to see 10,000 patients or 10,000 visits to pay for that, I may wonder whether that’s a good benefit. Is there a value there, but by taking that course and having confidence to treat infertility, know how often and how often to treat and what to do in those treatments. And I can communicate to that patients, to my patients, just seeing some six visits we’ll pay for it. So that to me is an easy, like right away, which is what I did. And now I carry the course. I went and took Jane’s course right away. It was a no brainer for me, cause I always start my perception. I don’t look at what it costs. I look at what it costs of course, but I’m more interested in what it’s going to benefit me. So for an example, to take another ridiculous example, let’s say you found a course for $25.

Now that’s not too expensive. That’s not a sticker price. That’s going to prevent you from taking a course. It’s $25 and it’s a course to teach you how to do acupuncture on astronauts on the moon. Now, even though it’s cheap, my return on benefit, the return on investment. Hmm. How likely is it that I’m going to get to the moon? Probably not going to happen. And I don’t even know if there’s astronauts hanging out on the moon on a regular basis. So I wouldn’t, even though it’s a low in cost to get into that course for 25 bucks, I probably wouldn’t take it cause that 25 bucks is gone and I’ll never make that $25 back. Cause I’m never going to go into the moon if I take another invest. And this is for anything, you invest in a piece of equipment for your clinic.

When I invested in laser therapy, these are 20, 30, $40,000 lasers. I have, I had to do the math and see how many visits it would take to cover that cost. And how long would that be? Months or years. So what I’m sharing with you is just a change in perception, your patients have the same thing. So they come in and they go, Oh, this is this much. You need to be able to communicate the benefit to your patients so they can decide whether there’s value to spend the time and money to see you to get that benefit. If they don’t get the value, how they’re going to benefit, then it may be difficult for them to part with their money. Just like you find it hard to part with your money. And so that’s why I use that example because you’re going to start to invest in, um, maybe certain products to carry, to treat the long haulers, certain supplements, certain herbal remedies or herbs.

Um, you may need to bring in, um, you may need to take courses, um, to get your knowledge to a certain place. So you can confidently and effectively treat these long haulers. And so when you do this look and marketing, you may start to update your website or brochures. So when you do all this and there’s a cost outlay and you’re like, Oh, I’m already feeling lack right now. I don’t have the money to do it. So how am I going to do this? Think about the investment and how this is going to bring back tenfold to you hopefully or more. Okay. So I just wanted to share that part with you. And then the other part I wanted to share. Um, but I think because of time, I’m going to save it for another date. I’ll come back and I’ll do another day. I wanted to share with you a mind hack.

One of the things I didn’t share with you is that I’m trained to clinical hypnotherapists and I love to do mine hacks, um, basically to get into your operating system. And there’s a really cool one or two mine hacks that are, again, are really simple, that help you see opportunities that are there, but you’re missing it. You know, like there are so many things that are available to the subconscious, sees everything. And when you’re, when you get into a certain, um, whole brain state, I’m an alpha brainwaves, you start to access parts of your brain that aren’t always available to you and certain areas of creativity. They’ve done this with research, that there are certain, um, creative ideas that are there, but you’re missing it. And when you get into this place, you’re able to access them consciously and come up with these cool ideas, you know, think about when you’re the stories you’ve heard, where somebody is focused on a difficult problem.

And then they, um, um, they go decide to take a walk or take a shower or bath. And then all of a sudden the relaxing in a hot, the answer comes to them because they’ve gotten herself into a different state. Well, you can purposely do that. You don’t have to work yourself into a frustration and then leave and get, um, get access through surrender. There’s a way to mind hack that and get into that on a regular easy basis. So I’m going to save that for another session, um, where, how you get into your, how do you hack your mind? So you can see these opportunities that are always available to you, but you’re just missing them. It’s like unlocking that certain level on a video game for those who play video games, it’s there, but you have to be able to unlock it. I’m going to help you unlock that.

So what I wanted to talk about today and just a quick review is what does the future hold for acupuncture profession? I think for those that are going to survive, um, it’s really promising. One is acupuncture, still something people they need to come in person. So if you’re doing GWAS Shaw Twain on massage or acupuncture, that they’re gonna need to go online to get consultation, herbal stuff, and supplements that can be done and diet that can be DOL done online and more, more people will be doing that online, but the physical part of the medicine they need to be in person. And I think there is a need now how to support these long haulers, how to support people that are post viral infected that are experiencing the fatigue, the pain, the neurological symptoms, the brain fog, and then mental health issues from post viral infection, as well as just because you live in the, if you watch the news, if you’re on Facebook, you probably have some form of post traumatic stress disorder and are experiencing some anxiety, depression, insomnia, et cetera.

Um, and so how do you remain attractive for the public to choose you for the healthcare? Well, continue to invest in yourself. You know, there’s an express, there’s an expression. I heard that, um, um, health is not an expense. It’s an investment and the same thing. If you want to be attractive to the public, then invest in yourself and then communicate that value to them. If you don’t communicate, then they don’t know. Just like I mentioned, the job pain people go to dentists. Cause that’s what they think about. However, it’s up to us to educate people that we can treat pain really well, like jaw pain. Okay. So next week on the American acupuncture council, to the point, we’re going to have pony Chong and his normal Radian and integrative acupuncture. I will let you know that Poney Chiang has numerous courses on healthy seminars and they are fantastic.

So definitely check him out at the AAC To The Point. And if you want to study with Poney, you have that opportunity to do that online. You will be blown away. You can check his free previews on healthy summers as well. You’re really unlike them. Definitely check them out on to the point, um, next week. And I look forward to seeing you in the future. Um, you can find out more about me@ healthyseminarsdotcom and mybook is available at missingthepointbook.com. You have to put book in the, um, in the URL, missing the point book.com and the best way to either email or contact me with your questions is through healthyseminars.com. Thank you very much until next time.

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3 Key Ways to Drive Patients to your Practice in the New Normal


Thank you once again, to the American Acupuncture Council for having me host, the Look to the Point series.

Now my name’s Lorne Brown and I’m a doctor of traditional Chinese medicine in Vancouver, British Columbia, Canada. And I’m also a CPA and that’s how come, I guess I get to wear two hats and, um, be your practice management, uh, support.

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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.

I’ve written a book missing the point why acupuncturists fail and what they need to know to succeed. And, um, today I have, I’m very fortunate today because rather than you get to listen to me, you get to listen to somebody who’s really a force in the field of success. Her name is Tanya Chernova. She is an international speaker. Um, she is the author of undermine an excellent book. I’m removing those subconscious limiting beliefs to your success. The world wellness weekend, Canadian ambassador of the UN to their initiative of creating sustainability. And she is a visionary.

She offers coaching workshops, lectures like today, and she helps companies, practitioners, teams break through their limiting beliefs so they can reach their peak, potential great success, not only help healing their own minds and the minds of their teams, but the minds of the planet. And today I have Tanya in very short notice, would you be willing to come on and share this with my colleagues, my group, and she’s put together a presentation today called three ways to grow your practice in the new normal Tanya, welcome to the, to the point series. And I’m really looking forward to hearing what you have to share with my group.

Thanks so much, Lorne. It’s a pleasure to be here and thanks so much for everyone for tuning in this is such an important time in our lives, not just personally, but of course, professionally, and especially the people that are in the wellness industry. All of us in the wellness industry right now have an opportunity to really redefine who we are for others. So this is the time to really grow your business more than ever. Your business is the one that has to thrive. So if you want, I can just get to the point, right, and start the presentation. So I’ve put together a little bit of information for you. Now, normally we could talk about overcoming your limiting beliefs and things like that, but I do believe in being really practical. So my goal is for everyone to take away at least one significant action item that they’re going to put into practice as soon as they get off this call and see the results rather dramatically.

Okay, it’s really important. Kind of like an acupuncture session. I intend that off the tee, once you get off the table or off the zoom call, you’ll get something that’s really practical and important to the lifeblood of your business. Okay. So three ways to grow revenue in the new normal. The first thing I want to do of course is take a deep breath together so that we can harmonize and get into a place where you’re really receptive and not that subconscious place of resisting because you think, Oh, I just want to do the treatment and not worry about the business, but the business allows you to, it’s really the stage that you perform on. So let’s take a nice deep breath in through your nose and like hello to vibrate your Vegas nerve and release some of that oxytocin. Let’s take another deep breath in through your nose was like, we’re starting summer and there’s no allergies and you’re moving into a fresh field of breath, a great breath of fresh air.

Okay. So now that you’re going to take a deep breath. What I’m going to do is have you continue to do the deep breathing as you cross through the threshold of your comfort zone. Now I, what I love about this time that we’re in and I mean, I don’t have to tell you that with crisis brings opportunity. That’s such a big Maxim that people are talking about right now, but I’ve had the luxury quite frankly, to be in positions of, you know, crisis management consulting. So in 2008, it was my first crisis management, you know, mission that I went to Romania to Russia, to the Ukraine. And L’Oreal actually sent me on that big expedition for their, you know, hair and skin salons out, you know, in the area of beauty and wellness. And what was so dramatic at the time is that we were going through the oil and gas crisis and we saw the wave coming to Eastern Europe.

Who’d already been really thriving in the area of beauty and wellness because that’s such a European based core value. Is that above all else? Health is wealth out there. And what was really important to understand is that that’s when people’s spending and their income just plummeted. And yet still the people that went through my crisis management training out there didn’t only come out, but they came out as market leaders in their industry. And then in 2011, when we had that big real estate crisis in the U S that was so huge. Again, I went out as crisis management consulting all the way through the United States for four straight years, helping them rebuild and reinvent in preparation, not just for what the crisis brought, but for the wave of growth that comes thereafter. And that’s the thing I really want everyone to take away from today.

It’s like, yeah, we are really seeing a change in the way that people are spending. And we’re going to look at that a little bit more, but we have to understand that for every wave that goes through us, there is another aspect of the undertow that can actually take you higher if you can ride it. Okay. So I’m going to show you some ways to do that. Now. I just want to let you know that I’ve been on both ends of the spectrum as a practitioner in the area of wellness, and also having created my own brand of products. There was 11 different products that I created with my mother actually, who is a dermatologist from Russia. She used to create, um, creams that healed gangrene without amputation back then, I mean, she’s just an amazing human being. And, you know, she was the one that really taught me when we were working in the clinic, that it is your absolute obligation and solemn duty to give people what she called home Borg, you know, the things that you’re supposed to do at home once you leave the treatment and the treatment for her was really just the beginning of what was ultimately going to become their better self.

So you’ll look at this thing she’s wrapped in this big face bra and believe it or not, I actually went on the shopping channels around the world. And I grew my business to a million dollars in revenue my very first year. So it’s, it’s important for you to know that I’m, I’m not just speaking literally because I’m passionate about this subject and because I’m so excited for you to grow and succeed and that, because I believe that wellness is the most important thing that we can invest in, but I too have been where you are, and it’s not an easy place when you’re on the inside. And as Lorne mentioned, you know, I’m really passionate about neuroscience and specifically about overcoming self sabotage, having battled it in myself every single day as an entrepreneur. I know exactly what it feels like when you’re just, you know, ladened with procrastination, for the things that you don’t want to do.

And that’s usually because there’s some mindset behind it or a belief that’s driving it. You know, when we look at our business today and what COVID has given us, I mean, I don’t know about you Lorne, but for us, it’s, it’s really a gift. I think for everyone, if you can be in a place where you can receive everything that happens in life as sort of this gift that you unwrap and discover, you know, crisis doesn’t have to break a business, but it does reveal the cracks. That’s really what I’ve learned over all of this crisis management. And, you know, to understand like what those cracks are. It ultimately is in three specific categories that we need to innovate. Okay. And you know, even before I just explained this, I will say one thing. When, when we look back at this whole crisis, doesn’t have to break a business.

And I wanted to show you this, you know, my tank of guppies, I have this tank of guppies that’s here. My son is six years old and we bought this tank of guppies and I had to change the water. And as I started fishing out, all of these guppies, I know this is ridiculous, but, you know, I had to like go from one thing to the other from one tank to the other, cause we were transferring them. And by the morning, two guppies had died. Now, I don’t know if you have children, but that is not a good thing for me. I’m not like mom of the year for killing guppies. And when I looked at this Guppy in small detail, I’m going to tell you honestly, that the most profound quote that I truly live my life on, whether it’s business or personal came straight to the forefront, and I want to share it with you out of all the places I’ve traveled around the world.

And there’s been, you know, humbly over 60 countries where I’ve worked with businesses to help them grow and succeed, as well as these guppies. It’s taught me this, that when Darwin published his work in the origin of species, that it’s his bottom line was this is that in the survival, right? In the survival. It is not the strongest nor the most intelligent that survive, but the ones most adaptive to change. Now, I really want you to take that home because to be honest with you, I’m going to share some things with you. And you’re probably going to be like, Oh yeah, these are great ideas, but you really need to try to embody at least one of them, because I don’t want to see you floating to the top of the tank, like the guppies, right? You people that are on this call right now want to succeed, you’re investing in yourself.

So the least you can do is do the thing that, you know, you need to do, and it will call you forward as I present this information. Okay. So B happy, just keep swimming as Dory says it, right? So the three aspects of business success are mindset. First of all, how do we adapt? So what do we have to adapt inside of the mindset in order for us to grow and succeed? What new skills do we have to embody and what new systems do we need to bring in in order to automate a lot of what is necessary and what’s going to be necessary from us moving forward. Now, one thing I want to share with you is that, you know, we are a human touch business and I’m writing a new book actually now called, um, high touch in a touchless world. So it really examines all of the different businesses that are, that require a high trust, physical touch in a touchless world, because what happens again, if we have this whole people have to, you know, quarantine, et cetera, but not only that people are used to now staying home.

So we have to figure out how to inspire them out of their homes and get back on the table, get back into treatment and get back into life, full living. So it’s really important for us to understand that we can’t just go back to business as usual because the client consumption journey has changed now, just so that I, for sure, don’t forget to give this to you and I’m sure I’ll email it out or post it somewhere. But if you go to Tanya genova.com forward slash COVID-19, I’ve got like a rise and reinvent kit. So it’s for beauty and wellness businesses. And it’s a resource guide that talks about a lot of the tools that you’re going to need, like digital tools and other types of tools in order to make this sort of leap forward. Okay. So this makes things a little bit easier for you.

And I’ll bring this up again at the end. So as we jump into the actual specific points, I want to cover, I’d like you to take a minute and write down and Lorne you to write down a revenue number that you wish to achieve. However, you measure revenue for you and your business, whether it’s per day, per week, per month, per hour, whatever that is. I mean, per month is easier. So I’d like to, I’d like you to write down a, whether it’s top line or bottom line, that’s completely up to you. And even if you could divide it up into new business or new patients and existing patients, okay. New patients and existing patients. Now, if for any reason you ever get to a point where you say, I can’t take on any more patients, because I’m, I’m up to here. That’s when you know, you’re absolutely in a state of flood where you’re like spilling over. And if you don’t actually force the doors to grow, that’s when your business starts to recede and you’re gonna, you know, move into that place. Like they say, you’re not, you’re either growing or kind of shrinking. So we definitely want to continue growing. If you feel like you have no more room for your practice, you can email me and I’ll give you a different set of information, but write down a revenue number that you wish to achieve.

Okay, good circle that number three times. Okay. And then just add a zero to that number. And now you’ll know what I, you know, at least minimum what I want for you. Okay. That’s just like the minimum that I’m challenging you to grow, you know, this year, because you can take advantage of this opportunity now in order to understand where you are coming from. Okay. Where are we coming from when I’m, when I’m looking at someone as a wellness practitioner, as an acupuncturist like you are, first of all, we have to understand that today client spend is, I mean, it has been all of our lives. It’s driven by social values. What do we deem important? And up until now, we deemed important our kids’ education, which we still do. But look at how things have changed. We deemed a lot of, most people will tell you that they will put premium gas in their car, but for some reason, they won’t put premium food on their table.

Right? Most people will tell you that they’re willing to renovate their home, but they’re certainly not willing to renovate their body. Right. It’s up until now. We’ve really taken our health for granted in the North American landscape. Wellness has definitely been on the rise, but where, you know, status at one point was coveted as the most important thing that, you know, status. It’s like, Oh, what’s your job or the car you drive now nobody’s driving. It doesn’t matter. Take Uber. You know what I mean? So now everything’s really changed, but we used to believe that status and status symbols defined our success. Then eventually we moved into a new frame of reference, which was happiness. Like how happy are you? You know, five, seven years ago, an explosion of happiness books went on the market. And even the book that I wrote now, measures success in your JPM or your joy per minute.

But now we’re moving into a new quadrant of status, which is like, what is the definition of what do people envy? What do people look for? What do people say, wow, good for you. I wish I had that. And the number one answer to that is vitality. They are looking at people who are vital. They are vibrant, they are living life. They have the energy to get up, to get out, to cycle, to golf, to whatever it is that they’re doing. And they’re not just having that vitality today. They’re literally banking that vitality into the future and the younger generations, like the, you know, the younger generations now, whether it’s millennials or gen Zed, gen Zed, is even pushing their parents to make better decisions, to take better care of themselves. So now that we even see that vitality is what’s envied, when somebody looks good, like, wow, you are like radiant that I’m telling you, you cannot buy that.

You need to earn that. And that is where we come in. We are the people that are here to help people understand what the journey is for their personal wellness. And one of the things I’ll show you in a minute is something that I talk about called patient leadership or client leadership, depending on what quadrant you’re in. So I just want to talk to you a little bit about what prevents us from moving forward. This is before COVID. Now this isn’t every wellness industry. It doesn’t matter. It’s like, it’s like, we’re born with healer DNA. If you’re a person that wants to go out and help people, sometimes you might fall into this trap or your professionals that work with you. So one of the problems that we have when it comes to helping people make better choices, which means not just seeing them on the table, when they’re reactive to reacting to a pain like, Oh my gosh, my neck hurts.

I need to go see my acupuncturist. I go to see an acupuncturist for my pain too. Right. But it’s like, I wait till I don’t feel well. And then I go to fix it. But in the world of wellness, one of the mind shifts I want you to consider is that we are now moving into a much more proactive society society. And I’m letting you know this. Now. I want you to go out there and look for proof that’s. So I want you to start telling people, people are going to say, so what have you noticed? What have you noticed in your business? I want you to say to them, you know what? I’m noticing that people are taking a much more proactive approach to their health and wellness and they’re coming in well before anything bad happens so that they can align their body and be ready for their best life.

Now, like you need to be the person out there sharing that good news. Okay. So what prevents us from doing that is number one, often professionals in the healing industry, fear being seen as salespeople. It’s like, but I don’t want to sell you anything. You know, come in, you know, what’s good for you. I’ve got all these wonderful things and all these extra things. And if you don’t have extra things to sell them, this is a really important time for you to start thinking about what are the things that you personally rely on to make yourself well every day and what new revenue mix do you need to have on your shelves. But if you fear being seen as a sales person, that is a natural obstacle because you, what sales really is. And Lorne and I talked about this before, is that sales, what’s the active with the act of a purchase, the activist sale and a purchase together is the transfer of trust and enthusiasm.

Yeah. Like the act of I’m buying it, it’s trust and enthusiasm. And you need to know that if they’re already naked on your table, letting needles go into their neck, they trust you. And all you need to do though, is you need to be enthusiastic. But the problem is that whenever you have fear, you just choke right up because it literally just closes your throat. So we were doing that Oxy breathing before, ah, like really relaxing your vocal chords so that you get that oxytocin so that you, it doesn’t even really matter what you’re producing in there. You just have to realize something unless you’re enthusiastic and passionate, don’t wait for them to catch it. It’s gotta be contagious. Right? So spread that. But professionals in our industry often fierce, you know, being seen as salespeople because they don’t want to be untrustworthy, know that everything you’re recommending is for their best interest, not just today, not just to solve a current problem, but so that they can build their body of tomorrow.

And it can house the spirit that will last forever. Okay. So leading the sale is what’s necessary. That’s the next sort of thing. But that’s one of the obstacles we face. Another one is many clinics, especially now offering the same services and brands that are now also sold online, right? With all of these different services available. And it sounds the same, even though you’re very unique and I know you’re unique, the problem is that it, you know, it doesn’t really, people don’t really understand what the actual languages or how to differentiate you. So how to differentiate yourself. That’s a really big obstacle I feel, and that’s easier for you to do because if the first antidote, if the antidote to the first thing was understanding that all sales is, is a transfer of trust and enthusiasm. Once you’ve gained trust, you simply transfer enthusiasm and give them a new value to embody.

Number two is that it’s harder to differentiate your brand and your clinic as a destination. So you need to really dig into what is my wellness philosophy. You know, what is it that I believe in that’s so unique to us as a holistic way of living and offer holistic way of living and a path to vitality and not just services. Okay. And number three, with clinics, offering discounts, that’s, you know, you can’t control it. It becomes harder to attract and retain new patients without falling into that same discount trap. And let’s face it when somebody is in pain in front of you, they’re usually off of work. They’re usually a whole bunch of other stuff is happening at the same time. So it’s definitely very easy to say, look, why don’t you just take everything for free and I’ll help you. And then karma will bless me.

I wish I wish that was abs I’m listen. I’m sure you have a really full karma bank, but really it’s really important that you know, that when a person is struggling, that’s when they need to make that commitment to themselves, quite frankly, and invest the time and the money necessary to make themselves a priority. And if they don’t, their life will continue to speak louder into their life because we know more than anyone, that pain is a messenger. It’s not just a happening. It’s not just an accident. If you’re already connected to the higher source of everything, that’s guiding you in the world. If that’s you then you’ll know that these are, you know, we listen with love to our body’s messages. So it’s really important that we become people who are willing to share that passion and help other people understand and help our patients understand what it really means to listen with love to their body’s messages and prioritize their health now. So what do you think so far, Lorne, do you want to give me a thumbs up? If we’re in a good place,

We’re, we’re in a good place we have about, I think, five minutes, um, before we, we can wrap up and I can chat with you, but I want to reiterate again for everybody listening here is this idea of sales that, you know, you’re not really selling. You’re, you’re transferring trust and enthusiasm. It’s a form of education. And just to remind my colleagues, cause that slide about the fear around looking salesy. Um, this is, you know, you’re not selling them on toxic chemicals, um, things that you don’t have swamp land, you’re selling them, you’re providing them something that’s going to benefit them. There is value there. And now your job is to educate them about the value rather than like you said, premium gas versus premium food is changing the priority. Um, they can have that vitality now. So, uh, I really appreciate what you’re sharing here and please continue on.

Awesome. Thank you so much for sharing that. Okay. So the mindset shift is thinking, okay, I’m not just a service provider, but I’m also a wellness advisor and that’s really necessary because you’re going to start doing more things online as well as on site. And one of the things that, you know, I talk about a lot is embracing client or patient leadership, where you take them by the hand and guide them through, guide them through their path to vitality, to health, wellness, and vitality. So since we’ve got a few minutes left, I’m really excited to say that now that you’re not so worried about sales, I want to give you some psychology behind how sales happens for your consumer, your future patients and your current means. Okay. So there’s three different types of sales that I want you to consider. And then take one thing that you’re going to do away from just this next section.

Okay. So the simplest form of sales is transactional sales. Okay. That’s when your patient or your future, like your basically your future patient knows their need, right? They have a problem. They have a pain, they have poor circulation. They want to get pregnant. They know, they know that they have a need and they’re like, you know what? Acupuncture is where I want to go. The question you have to answer now in terms of your actions is how do you make yourself visible? How do you make yourself accessible? And top of mind, so is your, like how can you make your social media super targeted to the, whatever it is that you are very, very, very good at offering, especially when they know their need. How can you be top of mind? What can you do to be like absolutely there when they need you so that they think of you right away as if it’s like a law of attraction.

And then even if it’s on Instagram or Facebook, the ability to book an appointment, like honestly, the companies right now that have a human being, picking up the phone to say hello, instead of a giant recording, because we’re unlimited staffer COVID um, you will pick up 100% of the patients that hang up the phone on other people. Like you have got to make sure that you are 100% right there when they’re willing to spend the money. The second sale is a little bit longer process. It’s called solution sale. That’s when your patient knows their problem, but they don’t know what they need. Right. They can’t say, Oh, you know what? I love, I need acupuncture. I’ve said that before, because I know what I need. But now somebody might say, Oh, my hips are really sore. My back is really hurting me. My liver I’ve had way too much, you know, wine over the summer break.

I don’t know how to detox. Like they have a problem. Something hurts. Something’s bothering them, but they don’t know that you’re the solution. So now this is all about how well can you articulate the problem that they’re facing? Like, how good are you at saying, you know, are you feeling these pains and aches? You know, and that type of thing, or like that are related to detox. Are you finding yourself with headaches, et cetera. So the more they can go, wow, this person, this professional, this business understands me. And you can share the solution in a very concise way with a clear offer. Then they’ll want to buy it from you. Don’t be mistaking yourself by actually considering helping them consider an offer. But not saying, and from me, it’s like, yeah, you guys, can you take this vitamin? Or you guys can go and do this, or you guys can do it.

No, like from me, you need to take responsibility and get them on the journey and embrace those people yours. Okay. And then consultation of sales. Now that’s the third one. That’s a little bit longer, but this is when your patient doesn’t know their need. They don’t know their problem, but they know their goal. I love these kinds of people there say, you know what? I don’t really know what’s going on with me right now. But what I know is I want to be 65 and you know, touch my toes, climb, Mount Kilimanjaro, whatever the goal is. And that’s why I really always encourage your social media and your marketing and your website to have aspirational photos of people doing great things, because it’s not about just solving a problem. It’s about the aspirational goal of what health gives you. So your ability to uncover this is the key now with your questioning, their most pressing goals.

So it’s not about, where’s your problem. Where’s your pain. It’s about, where’s your goal. At what age do you want to look like, feel like X and let’s put together a treatment plan, a strategy to achieve it, which is why I’m going to recommend that you take at least one half day of your week and start booking consultations or product routine reviews with your patients over Skype or zoom and be goal oriented. Start to transition some of your reactive patients. The ones that have been loyal from reactive. Only when I need to basis into a proactive, I’m going to make a treatment plan. I’m going to prioritize myself because everybody I talked to this year and into the future will say, I want to take better care of myself, but they don’t know where to start. Even that offer to say, let’s get on a zoom call, get your consultation process nailed and have it done.

And the final thing, which you don’t have to necessarily remember, but this is when you’re able to inspire your clients with all of it. Like it’s insight selling. And you have, what’s called an ecosystem, which is what I envisioned for. You. Don’t go, don’t freak out. But normally we have like an onsite visit where they come in and they check in and they go to the treatment. They go to the amenity, they go to the washroom. But I want you to think about the fact that there’s an online journey. So when you think about having a clue, like that’s why it’s, like I said to Lorne, what are they called? They’re called patients, but they’re not going to be patients forever because you’re going to also see them when they’re healthy. So why don’t we give them something else? Why don’t we reinvent the name just a little bit so that we can see that we have a, basically a person that we’re going to take care of from, you know, in a, in an infinite loyalty loop. So from cradle to grave, as we say, right from fertility all the way through, and we really, you know, we really hope that you understand that who you are is so deeply important and that all the work that you do just fuels humanity to be its best because a person who’s in alignment and who’s feeling in harmony with themselves is a person who adds just the most beautiful music to the world. So I want to thank you so much

And yeah, thank you very much. And for those that want to go deeper, um, I have been chatting with Tanya and we’ve had her create a course. So if you want to go and do deeper, um, checkout for her course to release on healthy seminars.com, check out, um, Tonya terranova.com, her website as well for her coaching and speaking, um, her book. And, um, you can also check out, I offer workshops on a regular basis, Lorne brown.com. So lots of resources for you guys. Um, and the take home message here. There’s so many that you shared with us, Tanya, and, and just to remind everybody is there’s a change happening and there’s always change. We can always give it a name, but there’s always something going on in the world that seems, and at a more rapid pace that we’re having these times of uncertainty and the key here is to pivot.

If you want everything to stay the same, then I don’t know. I don’t have great advice for you. It’s kind of like, if you remember blockbusters, we don’t exist anymore. So if you see the environment changing, it does require you to pivot. So there is an opportunity keyword here’s opportunity when things are changing, they may look difficult. We do that deep breath, and then she talked about getting some skills. So there may be things you’re going to add to your repertoire as an acupuncturist that you can do. And there are so many things outside the box that you can do that you can continue to be of service and a value to your community, and therefore you can get paid well to make other people’s lives better for it. And so it can become an enjoyable process. And that was the idea of introducing, introducing new Tanja to the group is to let them know there’s ways to do this.

Um, yes, we’re in change, but guess what? We’re now always in change teams. And it’s our opportunity to pivot, take that deep breath, and this can be a playful, enjoyable process. And it’s really, that’s why I love your book. I’m about changing how you’re going to perceive, interpret what’s happening. And it’s an opportunity. And I see it, many people in our profession are stepping up and doing things for their community and for their colleagues, um, to improve their lives. And so we’re hoping you will step up and do this as well. You the listeners. So I wanted to thank you Tanya again for, for putting this together. And I look forward to your comprehensive course again on healthy seminars.com. If you’re looking for my manifestation workshop, that’s on Lorne brown.com. That’s also where you can access my book, missing the point. Here’s a great book to read. And, um, if you have any last words, I will wrap it up. But do you have any, anything, any last words you want to share with the group?

I mean, I do, first of all, thank you so much for everything that you do and what you’ve contributed to the entire industry. You’re exceptional

And I’m always in awe, the next steps that you’re taking in your life. But I want to share also with everyone, you know what we can call it, change. We can call it disruption. We can call it a lot of things. What it really is, is evolution. This is what the world looks like when it’s working. We are moving forward folks. And the most important thing is to get out of isolation, to get into conversation, to, you know, understand that this is the time where you poke your head out and start listening to all the different tools that are around you, you know, and really think to yourself. What’s the one thing I can do and start with the first small step and then the next small step. And it is like, you mentioned the evolution. It can be uncomfortable. It can be scary. It can be anxiety driven and yet the tools, and then you get to breathe and do these things to make the shifts. All right. I want to thank again, the American Acupuncture Council on for having me host to the point. And I want to remind you to tune in next week because we got your host Virginia drawn back on the AAC to the point. Thank you very much. [].

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AAC To The Point - Lorne Brown

Re-opening and Bringing Patients in the Door Now

Click here to download the transcript.

Thank you again to the AAC for inviting me to present on these informative webinars. My name is Lorne Brown. I’m a doctor of traditional Chinese medicine. I am the Clinical Director of AcuBalance Wellness Center, I’m the founder of healthyseminars.com, and also the author of Missing the Point, Why Acupuncturists Fail and What You Need to Know to Succeed.

Today’s webinar, I have a special guest, Chen Yen. Many of you may know of he. For those that do not, a pharmacist by trade. Entrepreneur is her gig now. And she’s been helping health professionals for years be successful and build their practices so they can be of service to their community. Because as you know in my book, Missing the Point, when the yin and yang are out of balance, when it’s all clinical, you don’t have the business skills, even though you have the potential to help so many people, if you don’t have a running clinic, if you don’t have patients coming in, you’re not able to help them. And she’s created a business around helping people like ourselves so we could thrive and see the people that we want to serve.

And so, I asked Chen Yen to come in because she’s been sharing a lot about reopening your practice. We’ve been in isolation for a while because of COVID-19. And now as we reopen, the question is how do we invite and bring back patients into our practice, how do we build our practice. And so, what I plan to do now is I’m going to cue up a video in a moment of an interview that I did with Chen Yen. And the reason she’s not alive is right now she’s in Taiwan,. and it would have been in the middle of the night for her, for her. But again, her being and having that entrepreneurial spirit.

Just the other day, we got on the Zoom, we did this recording’s about 13 minutes. And she’s going to share with you marketing strategies that are working in this climate, some of the strategic planning that you could do now in the coming months, and then just some of the critical keys to bringing your patients back into your practice. And then after the video, I’m going to share with you what I’ve been doing in my practice at AcuBalance in Vancouver. And so I’m also going to share how we reopened and some of the things that we’re noticing and that we’re doing so we can be of service to our communities. So, let’s start that video now, and please stay tuned because I’m going to give you about five minutes after this some more pearls to support you in your reopening.

… how helpful acupuncture. You talk about how helpful acupuncture is. So, those are …

So, what are some of the marketing strategies that you’ve been sharing in your mentorship that you can share with our audience to help them, again, get their practice going and attractive again to patients that are, well, now that their practice is open. So, I’d love to hear some of your marketing tips, because I know that you got some gems.

Yeah, so I would say at first looking at low hanging fruit, and then looking for new areas of opportunity to reach potential new patients. So low hanging fruit, a couple of key things. One is how can you keep your existing patient base in understanding of how just overall even outside of these COVID-19 times the different health issues that could be beneficial to where acupuncture can help with. And then reminding people to book appointments if they want to come in. So, for example, in our opening email templates. So, you can send out emails, you could send out texts. You could also be educating or encouraging people to come in on Facebook or social media posts if it’s kosher with the laws of your state and profession to be doing things like that. And then in terms of emails, for example, it could be book your appointments.

And so, what I was going to say about emails is, first, a piece about something that educates about the issue, and then something with a call to action with a reason to come in. So, for example, it might be book your appointment now and get in for first line … I mean get yourself first in line for your choice of appointments as we’re reopening here, or it might be something like take care of yourself by putting yourself first and book an appointment, especially still as important now to take care of your health as it has ever been, or it might be that book your appointment space because of the health issue that you’ve been having that you haven’t been able to get checked out or get help with until now because we’ve been closed. So, there’s just kind of a reason why to be rebooking that that is brought up, and that can be helpful.

You could also look at collaborating with other practitioners. So, our clients who’ve been doing really well in getting referrals from other providers, whether it’s medical doctors or other kinds of practitioners, holistic practitioners, other kinds of practitioners is as they reopen, many times they had a good relationship with them even prior to opening. So, if those of you who have relationships with providers who’ve been referring you before, reaching out to those providers and reminding them that you’re there and how you could be of benefit to their patients is one way to go.

If you haven’t had a relationship with other providers before, for example, maybe you would like to be getting referrals more from MDs because medical doctors could be a great source of referrals for you. They have many patients who could benefit from what you have to offer, but many times their patients don’t really know about you or the doctor doesn’t really think about referring people to.

So, what can you do in those situations to build new relationships? So, something that I was working with one of my clients on was to create a short video. Because the thing is, doctors are really busy. Right? And so, if you’re able to create a very short couple minute video that starts to explain something about your area of expertise and some research tied into why this could be beneficial for those kinds of health issues or with helping support immunity, then that can also be sent off to a physician. And that way it’s just you’re more on the top of their awareness. So, really, the key is concise, short, and really to the point of how you can help their patients get better outcomes.

Another thing is to look at … you can look at interviewing other practitioners, too. So, in times where people are getting back into reopening, there’s a lot of opportunity for you to collaborate with other practitioners, because people still need help with their health issues, whether it’s during these times or not during these times of COVID. And so, it’s a matter of how can you continue to educate the public about different kinds of issues and what your services can really help with and your modality. And so, then being able to collaboratively interview other practitioners about, perhaps in particular, health topics.

So, looking at whether it’s interviewing medical doctors or nurses, nurse practitioners, tied into the different of health issues that you treat can also bring in more visibility for your practice. And it can automatically be an opportunity where if you’re interviewing another practitioner, you can encourage them to share that interview with their patient base, too. So, you’re ending up being able to reach more people with your message collaboratively there. So, that’s more of, I would say, lower hanging kind of fruit, because it doesn’t take up a lot of your energy and time to really set up.

And then other kinds of things that you can look into beyond that initial low hanging fruit could be writing Facebook ads. So, I’ve had clients, acupuncturists, who are running a combination of Facebook ads that are bringing them … It’s amazing the kind of return on investment that they’re getting for it right now. And it’s a combination, as far as what’s working right now, combination of Facebook Live video with using some of the strategies that I work with our clients on, being really strategic about what’s said in the video, plus Facebook posts alternating with that. And then, again, getting people educated, getting people to build that relationship with your practice. Yes, and then also having people be interested in booking.

Another thing is anything tied to speaking. So, we talked a little bit about interviewing. And whether it’s during these times or beyond these times, one thing that you’ll always have is your mouth. And one thing you will always have is what’s in between your years, which has been all the knowledge and training that you’ve garnered all over the years and the expertise that you have which could still be helping people, even if your practice was to be closed down in the fall, because we really don’t know if that might happen. And so, when you are able to continue to educate just as it were pre COVID-19 times as well, the more you’re able to educate people and reach more people. There’s still people who have a need and can benefit from your services. So, anything tied to speaking, for example, webinars, doing interviews, doing podcasts can be good online. And then as we get back into reopening, even doing small kinds of things even with just a handful of people can still be helpful to … to be helping others and your practice.

And then one thing I would say in terms of marketing wise. Whatever you do, there’s an education process involved. And a couple of quick tips in terms of as you think about … Because have you ever, whether it’s written an article or you have spoken about something, you’ve educated people about something, or you’ve done whatever, think about all the kinds of different marketing that you’ve done in the past. Have you ever felt like you have been so good with teaching people about things, but then they don’t necessarily book? So, here are a couple of questions that you can think about working into what you educate people about so that they end up getting more interested in booking and coming in.

Let me actually just show this to you also briefly, to pull this up here for you to see as well, which is … Let’s see here. So, this is the five stages of the buying process. And so, people need to first have awareness about that they actually do have a problem. And then they might be considering it and looking into different options at the next stage, but they’re still gathering information here. And then then they might be evaluating, for example, in terms of, okay, maybe this option and this option, what are the details of that and which provider am I going to be seeing. Then finally, more of the decision making and then the post-purchase evaluation.

But what sometimes we don’t think about as much is that there might be people in different parts of the spectrum, whether from problem awareness, who don’t even realize they have a problem, right, or they are further along in the process, but they don’t really understand what to look for between different providers and that kind of thing. So, whenever you’re making educational kinds of things available to people, think about what different stages that they might be, and how can you provide content or educational things that can help educate in those areas.

And one thing, also, a couple of quick questions to think about would be like, what do they need to believe about their health, or what do they need to believe about themselves? What do they need to believe about you? Because if these questions aren’t answered in a way that they feel comfortable with, they’re not going to come in, no matter how helpful you talk about how helpful acupuncture is. So, there’s just a few quick tips about as we look at marketing and reopening that are working well for our clients right now.

Chen, I want to thank you very much for those tips and points. And I think we’re going to have to get you on healthyseminars.com so we can spend more time with you, because we just got a little bit and this was quite valuable. What’s the best way for people to reach you? Because I’m familiar you have like the Introverted Visionary website and your Fill Your Holistic Practice. Can you share the best website so people can get more information and learn how to contact you, please?

Sure. You can go to introvertedvisionary.com/AAC. And so, introvertdivisionary.com/AAC. And then you can … I’m going to make available some templates that are going to be helpful for you, for example, reopening email templates that you could use for email or texts. And also, we brought up a couple of situations of what people might be concerned about with coming in. And there are other ones that I’m going to share with you as well that acupuncturists clients of ours have been experiencing. And then also like a cheat sheet for that, right? Like how do you address these kinds of common objections that people might be having about coming in as well. So, I’ll include that.

Excellent. So, to be continued, she’s going to provide us with more value. So, you just go to introvertedvisionary.com/AAC, and she’s going to have some more handouts for you to help you prepare yourself as you build up your practice again, it’s great news for most of us just to remind everybody that you’re not starting your practice over again. You just kind of took a holiday that you didn’t choose to take, and now people are getting ready to come back. And these are just great tips that you can use any time of your practice, not just after a pandemic. So, Chen, I really appreciate you making the time to tune in and share this with our audience today. Thank you very much.

Yeah, it was great to be here today. Thanks for having me here.

Great. And we’ll get you on Healthy Seminars so we can get you to expand on a lot of this and more, because you’ve got really good marketing tips. And for the introverted, because a lot of people don’t want to do public speaking or they say, “I can’t, I’m not outgoing. I can’t do this.” And I know you’re introverted and you have techniques and tools for people that want to educate, but feel I’m too shy to do that. And the takeaways here from earlier on, you talked about outreach. So, email contact, like start contacting your patients on a regular basis again. You talked about education, so keep educating them on the benefits and what you can do to support them during these times. And you talked about collaboration as well. So, collaboration is great. And some of the way you even outreach is through webinars, Facebook, emails, talks, so that’s great. So, thanks for sharing those tips with us today.

All right. So, again, thank you to Chen. And as I promised, I want to add a few more pearls for you guys as you open up your practices. Some of you are getting ready to open and some of you have. So, in my clinic at AcuBalance, and just to prepare some of those that are just getting ready to, I will let you know that it was more stressful in the preparation of getting all the PPE, all the safety equipment and policies in place than it actually was implementing it, so that’s great news. If you’re really overwhelmed about what’s going to happen, it’s nothing like … it’s much worse preparing for it and anticipating than it actually was doing it.

Now, what we did at our clinic when we started, we opened up on May 19, so after being closed for two months, and we decided … So, I’m going to share with you the attitude because it will make a difference for how you experience your reopening, and then I’m going to share with you some tips on rebuilding your practice. So, first of all, our attitude was safe, soft reopening, emphasis on safe. So, we got all of our equipment, we set up our policies, and what we did is we chose to open up our clinic at 25% capacity only. And we did this so we could be calm as we cleaned rooms and figured out how long it took getting our masks, getting the patients to sign their consent and wash their hands, all that stuff, we didn’t want to feel rushed or tense about it.

So, we really set up that first week with very little expectation for profit. We did not care, actually. Our goal was, let’s be safe and can we be of service to others? So, that’s what I invite you to have that mindset. You’re not going to have when you reopen, most people are not going to have what they had pre COVID. And so, just to have that expectation, to be kind to yourself so you can enjoy this reopening. And so, we were a soft, safe launch.

And so, that first week at 25% capacity only, it allowed us to work through our policies and see where we could streamline things. And then the second week we were open, we went to 50% capacity because we saw now how quickly we could clean the rooms properly and put patients in and out of the rooms. And a big part of the process for us was for the physical distancing. Everybody has their own room, so they’re distanced. And we’ve timed it so we don’t have a bunch of people in the waiting room. However, the key was in the clinic how the doctors are all situated so we had physical distancing. That was what the main criteria was, how is it that we’re in a clinic all day that we’re properly physical distancing as much as possible.

And I will let you know because our energy was calm, the patients that came to us … I was going to compare it to a colleague that had a different experience. We came in with the attitude of service to others. My colleague came in needy, like, “I need to be busy now,” pretty stressed. Our patients came with their own mask. We asked them to, and almost everybody came with their own mask. Now what we did is we bought cloth masks and we had surgical mass. The doctors all wear the surgical masks, our patients can choose surgical or cloth, but they must wear a mask in our clinic, that was one of the recommendations policies we have. And if a patient did not have a mask, they had two options. One is they could get a surgical mask which they take with them, $2 fee, or they could get a cloth mask. And if they leave the cloth mask for us to laundry, that it’s free. If they don’t leave it and they want their own, because some wanted their own, it’s a $5 charge. So, we just passed the cost onto our patients. We had zero complaints.

And our patients were great coming in. They were so happy to see us. The energy was great. They signed the consent. And it’s been a very positive experience for my team and my patients. And we didn’t come in like needy, “We need to see our patients.” We came in, “Let’s be of service to others. Let’s see who’s ready to come back out of isolation here in British Columbia.” Where my colleague really tried to pressure their patients to come back and was coming from neediness and they were quite stressed and stressing out their patients, their patients were fighting about the mask. It was just a totally different experience. And I believe the reason is the attitude, the vibration energy that you’re putting out, for one.

Now, when patients contact us and they’re a little stressed about what’s going on, we educate them. So, we let them know all the things we’re doing, all the cleaning, et cetera, how we’re doing the physical distancing, what we’re doing to minimize the risk. But what we’re not doing is telling them, “Oh, come, don’t worry. You’re going to be safe.” Actually, we do the opposite. If any patient comes across on the phone or email as concerned, worried, or stressed about COVID and coming to our clinic, we encourage them not to come because we know we can’t guarantee your safety. All we can do is minimize the risk as best we can, and that does not mean that COVID will be prevented. We can’t guarantee that, we cannot do that, nobody can do that.

And so, we realized half the population … I’m making up the number … but half the population will be comfortable coming into our clinic and half the population will not, but they all pretty much want to know what we were doing for safe measures. So, rather than trying to over impress them, like “You need to come in and this is what we’re doing,” we let them know all the safety measures we’ve put in place, all the systems we have in place. And they get to even see it on the back of one of the doors where they’re in the room, the door that holds the needles, there’s a checklist to show that the practitioner’s checking off all the cleaning things we do so it’s not forgotten, we have a system, and they get to see that.

But we don’t pressure our patients to come back. If their worried, we say, stay home. If you’re worried about COVID, then do not leave your house. As soon as you leave your house, you’re put at risk. And because we’re not pressuring them to come in, a lot of those patients, once they hear what we’re doing, still choose to come back. And those that are really worried, we don’t want them in the office. We don’t want that energy, that tension in the office anyhow. And so, we realized some people are going to be ready early on to come back and some people not.

The other thing I want to remind you is, it’s still the same education marketing practices you always do. People are going to come and seek you out if you are a benefit to them, if you are a value to them. So, it still goes back to the same model of just good education. Now what I think is important is to work on the stress response that your patients are going through. Because of the change in the loss of control and some loss of liberty in a very short period of time, some people consciously are aware of their anxiety and stress and some people are not. So, if you ask them first to educate them about stress and how it impacts the immune system, how stress impacts sleep. So, check in with your patients via email or phone calls, “How’s your sleep, your digestion, muscle tension or headaches? We know how it can lead to inflammation which can cause other health issues.”

So, maybe your patients, like Chen said, that first thing, maybe they’re not even aware they have a problem. So check in. Are your patient’s having sleep issues? Are they having digestive issues? Are they having muscle tension, headaches? See if they’re having these and let them know, this could be related to stress and how you can support them in reducing the stress, because we know stress, exasperates many diseases and leads to many symptoms. And so, your goal is to help them with their quality of life and to show them that you have value and you have tools.

Right now, conventional Orthodox medicine does not have a solution for COVID except for isolate as much as you can, right? Physical distancing as much as you can. And so, you can educate them on the lifestyle and things that they can do to help give their body the best chance of being healthy, radical well being. We’re great at talking about diet. So, you can set up consulates for diet and lifestyle, exercise, sleep, and meditation, acupuncture for circulation and stress reduction and hormone balance. So, there’s a lot of things that you can do to help with the radical well being.

And that way if they are out and about, at least their relationship with their environment, because that’s what we’re doing with Chinese medicine, is strong so they can hopefully handle whatever comes into their external environment, whether it’s CNN News you’re watching causing stress, or it’s a virus that’s out there, that your body is at its peak radical well being so it can deal with it as best as they can. And you can’t tell them or promise them that if you come to my clinic that you will prevent COVID or you’re treating COVID, because there’s not evidence that exists yet that you could do that. However, you can definitely help them with radical well being.

A great example is obesity. We know in general obesity leads to many health issues and diseases. And with COVID-19, we know obesity is a comorbidity. That is not a good thing to be, no matter what your age is. If you’re overweight, this is a time to lose weight. So maybe in your practice, you can start doing getting fit and healthy in the summer so people have the best chance of being healthy, whether they get any virus including COVID-19.

So, remember, people choose you because they see you have value, you have benefit. And so, first of all, do you have value and benefits? So figure out where you do, because you do. And then communicate. As Chen said, send out emails, do talks, collaborate and do stuff, and just take your time. The good news is, for most of you, this is not like you just started your practice. You had a forced holiday, as I mentioned in the video, and now you’re reopening, and people are just getting comfortable in certain places where you live to go out.

And so, read the room. Don’t dismiss their concerns or fear. If you can read the room and realize some of your patients, even though you may not be, are very concerned about this pandemic and come to your clinic. Hear them, and hear their concerns, and validate their concerns. Let them know what you’re doing to mitigate risk and be transparent and let them know that you cannot guarantee safety. And if concern or safety is their main issue, then they should stay inside. Okay? They should isolate. And if they’re comfortable going out to the grocery stores and other things that are not essential, grocery store is essential, but if they’re going out, then they may be comfortable coming to your practice as well.

And you want to keep your safe, so have your boundaries with your patients. We have some patients that don’t believe mask waring is necessary, but it’s a policy in our clinic. We don’t challenge their beliefs, whether masks are valid or not. The science as you go, as of today, the science is masks can mitigate the risk because it limits your exposure time. The amount is dosage and time. So, if you’re going to be in the room with somebody for 20 minutes, 20 minutes without a mask is much more exposure than 20 minutes with a mask, and so that’s why it’s being recommended. And in our practice, it’s okay if you don’t want to wear a mask in general and you don’t believe in masks. However, you can’t get treated in our clinic at this point in time unless you wear a mask. That’s not negotiable.

So, we have our policies, we’re strict with them. And so, I encourage you, too, to have your policies, have kindness in your heart, focus on being of service to your patients. Don’t worry about your bottom line now. In July, hopefully your practice is definitely back and you’re seeing it profitable. But if you just opened in late May or beginning of June, just be of service to people, educate them, be a value, and trust within a few weeks you will be back to hopefully 75% or more of what you were before COVID and profitable again. And therefore you can exist and be of service to your community, which this is all about.

If you’re looking for more information on COVID-19 and being back to practice. Under the healthyseminars.com website, it’s healthyseminars.com/resources., we have several past talks, verbal and acupuncture, and more coming up. We’re constantly listing them all the time. We’ve got lots of free resources for you, stuff on telehealth as well. So, do check out healthyseminars.com. And also, if you’re looking for all my assets, my clinic information, Healthy Seminars, and the conscious talks I do on lornebrown.com, go to that website, lorenbrown.com, because that links to all the things that I’m involved with.

Again, I want to thank you for listening. I want to thank the AAC for inviting me for this practice management series. Some of you don’t know, but my background before a doctor of Chinese medicine is a CPA, so a public accountant. So, I like to bring both hats to the room for you guys to share both as a clinician and then as an entrepreneur and accountant so I can share what I know with you so you can be prosperous and successful and serve your community. Stay tuned to next week’s webinar because there’s more coming. AAC’s got great webinars and they got great hosts. So, make sure you come back, like their Facebook posts, and tune into their next webinar. Thank you very much.

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