Sho Mi Volume 3, Issue 2 Sum m er 2 00 6 T O S HED LI GHT O N EXP ER IE NCES President’s Report We began a new year for the AAM at our annual convention held in Columbia, MO on June 3rd and 4th. Several useful workshops offered participants 12 CEUs and gave us new ideas and insights to take home to our individual practices. This newsletter includes excerpts from several of the presentations. See Chris Powell's article on treating cancer with Oriental medicine, Brandon Perry's helpful tips on building a successful practice, Kathleen Coleton's notes on a new treatment for macular degeneration, Greg Boyle's explanation of Dr. Tan's Balance Method, and Jan Ste. Germaine's ideas for getting started with patent herbs. Sue McComb also spoke about insurance coding for acupuncture. Several new committees have been formed to strengthen our organization and productivity in the year ahead. During the Convention, members gathered in various committees to brainstorm ideas for events and activities that will increase our effectiveness in recruiting new members, raising funds, and becoming pro-active in pursuing our legislative goals. Much work has been done in the past year to create systems to streamline the function of the organization so that more can be accomplished with less effort for 2006-2007. We owe many thanks to Past President Afua Bromley for her hard work, including production of a Policies and Procedures Manual, the development of membership recruitment packets for new licensees, and the creation of new committees. These committees enjoy the support and experience of several Past Presidents of the AAM. A new Board was elected by members in attendance at the Convention. As president, I am joined by three eager and energetic new members to the AAM: Shannon McWilliams of Kansas City, comes to us to serve as vice president having recently added RN to her acupuncture license and will be working in a hospital setting where she will eventually be offering acupuncture; John Schmieder, new to St. Louis, brings a wealth of professional experience in the financial field to his new post as treasurer; and Michael Finnell, in Kansas City, brings his enthusiasm as he completes his boards in acupuncture and herbs this summer. I look forward to a productive year that will build our membership and strengthen our legislative goals of maintaining the current requirements for licensure as the standard for practice within the state of Missouri. Inside this Issue: Newsletter Information 2 Contact 2 Membership Information 2 Cancer Workshop 3 Executive Board Info 3 Age Related Macular Degeneration 5 Growing your Business 6 Dr. Tan’s Balance Method 10 Kansas City CEU 11 Getting Started with Patent Herbs 12 SHO MI: (Japanese) There are many ways to translate SHO MI: bright soul, various hearts, first experience, correct heart (soul) (body), beginning person and shedding light on experiences. Japanese words such as Kyo, Jitsu, Gogio, Te A Te do not translate adequately. Sometimes the sound is enough. Perhaps there is no need to translate; just know that when you hear “Show Me,” they are talking about our work-to shed light. VO LU ME 3 , IS S U E 2 PAGE 2 Acupuncture Association of Missouri (AAM) President, Lynn Maloney Sho Mi is a quarterly newsletter with circulation to licensed acupuncturists in Missouri, Illinois, Arkansas, Tennessee, Iowa, Kansas and Oklahoma. We welcome articles, letters, book reviews and artwork. Sponsorships Full Page………………………………………….$125.00 Half Page…………………………………………..$80.00 Classified (up to 30 words)………………………….$25.00 (573) 424-6108 [email protected] Vice-President, Shannon McWilliams (816) 833-4405 ▪ [email protected] Secretary, Michael Finnell (816) 665-5226 ▪ michaelacupuncture[email protected] Treasurer, John Schmieder (314) 361-0991 ▪ [email protected] Acupuncture Day, Bryan Wagner (314) 361-0991 ▪ [email protected] Convention, Shannon McWilliams The Sho Mi newsletter is published in June, September, December and March. All articles and sponsorships must be received three weeks prior to the month of publication. Articles should be submitted in Microsoft Word and sponsorships in Jpeg format. For more information please contact Jill Hancock at (573) 635-6044 or [email protected] Please remember that sponsors in our newsletter support (816) 833-4405 ▪ [email protected] our organization . Thank them for their support by taking Insurance, Sue McComb advantage of their products and services. (816) 931-3131 ▪ [email protected] Legislative, Shannon McWilliams (816) 833-4405 ▪ [email protected] Membership, Michael Finnell (816) 665-5226 ▪ [email protected] Newsletter, Michael Finnell (816) 665-5226 ▪ [email protected] Public Relations, Afua Bromley SHO MI encourages members to submit articles, letters, book reviews and articles. Please submit to [email protected] (314) 821-9642 ▪ [email protected] Acupuncture Advisory Committee (573) 336-1555 The information and opinions expressed in Sho Mi are NCCAOM those of the Acupuncture Association of Missouri those of the authors and do not necessarily represent (AAM). (703) 548-9004 AAM Membership Benefits AAM Quarterly Newsletter Discounted Rate at AAM Annual Convention 10% Discount for AAOM Membership Dues~(866) 455-7999 5% Discount with Redwing Book Company~(800) 873-3946 5% Discount with Lhasa/OMS ~(800) 722-8775 SHO MI Cancer Workshop According to the World Health Organization, more than ten million people are diagnosed with cancer each year, and more than six million will die from cancer. It is projected in the next twenty years these numbers will increase by 50%. Cancer diagnosis is the first step in management of this disease. This process can include a multitude of tests and studies, many times at the expense of the patient’s mental and physical health. In our discussion at the AAM convention we discussed the primary objectives of cancer PAGE 3 treatment to be: cure, prolongation of life, and improvement in the quality of life. Treatment with Western medicine most often includes chemotherapy, radiation, and surgery. A complete understanding of the mechanisms of cell initiation, cell growth, cell proliferation, tumor growth, and the topics of apoptosis and necrosis were discussed in detail. A thorough understanding of these biological mechanisms aids us as practitioners in understanding how to combine Western and Chinese medicine in this fight. motherapy present a major problem in clinical practice. Some patients have to suspend their respective treatments because of those side-effects. These can include: lung fibrosis, radiation pneumonitis, anorexia, extreme fatigue, nausea and vomiting, low blood counts, bone marrow suppression, and constipation. Therefore, an effective way to minimize such reactions while maintaining the treatment is an urgent issue for practitioners. Traditional Chinese Medicine and herbal therapy have produced extremely promising results in The adverse side-effects produced by radiotherapy and che- (Continued on Page 9) (Picture to the Left) Newly Elected 2006-2007 AAM Executive Board Michael Finnell, Secretary; Shannon McWilliams, Vice-President; John Schmieder, Treasurer; Lynn Maloney, President (Picture to the Right) Outgoing 2005-2006 AAM Executive Board Tom Riordan, Treasurer; Lynn Maloney, VicePresident; Afua Bromley, President P AGE 4 VO LU ME 3 , IS S U E 2 PAGE 5 SHO MI Age Related Macular Degeneration (AMD) Age Related Macular Degeneration (AMD) is a degenerative eye condition seen in 18 million people and is seen most commonly in people 74 years and older. This degenerative eye condition has no cure and will always cause blindness eventually. The Macula in the eye begins to lose normal functioning. The patient begins to notice a dimming of colors and points of blindness (Black or White) spots in the center of their field of vision. AMD is naturally occurring age related eye degeneration, but can also be caused by surgical anthetics in 2-3% of the cases, eye strain and stress. Patients with AMD can’t see straight ahead, but can see peripherally. “You can see the paper clip on the floor, but you can’t pick it up.” The distress of not being able to see faces of friends and family members, not driving, not reading and knowing that they are going blind increases the stress felt by AMD sufferers. This condition can be verified by taking the VF 14 test and by de- scribing what they see when looking at an AMSLER grid. Usually the patient will already have a diagnosis of AMD before seeing an acupuncturist. All AMD starts as dry type. Patients may have bouts of wet type where new blood vessels grow and leak into the eye. Wet can return to dry. Wet episodes cause more profound vision loss. The 100 grams of ATP in the eye gets reused over our lifetime. In AMD the ATP reduce and normal cell functioning is reduced. Drusen (waste material) is not sufficiently washed out of the eye ball. All this causes deterioration of the retina of the eye. During the presentation vitamin protocol was discussed. Acupuncture points around the eye were reviewed, needling techniques were described and distal body points for the eye were reviewed. Two Auricular Acupuncture protocol were presented. fore the distal acupuncture points. Three acupuncturist attendees volunteered to experience the micro current. The patient uses a Velcro band to hold electrical leads on the eye lids. The micro current is turned up until the patient “sees light flashes”. This is an indication that the optic nerve is being stimulated. The beauty of this treatment protocol is that the patient can take the machine home (They can buy or rent the machine from you) and treat themselves for 5 minutes twice daily. Each time the acupuncturist treats the patients, they record any changes of sight (i.e. 20/100), AMSLER grid and the VF 14 results. In most cases, the AMD deterioration will stop or have some minor improvement. Even though AMD is not curable, patients are very grateful if you can stop the progression of this disease. The highlight of the presentation was a demonstration of micro current protocol to be used be- Kathleen Coleton AAM MEMBERS Check your listing on the AAM website at www.missouriacupuncture.org. Send corrections or additional information to [email protected] PAGE 6 V O LU ME 3, IS S U E 2 Growing your Business: Marketing & Selling Strategies Would you classify your practice as a successful business? Are you seeing the number of patients you’d like to see? Is the number of patients you see increasing at the rate you want to? If so, congratulations, you’ve probably developed a system to get you where you are. If not, there is no time like the present. Remember 80% of small businesses fail within the first five years, 15% are merely surviving and only 5% are growing and thriving. Business development coaches readily note that you can plan to succeed or plan to fail by failing to plan. This article will give you some general parameters and suggestions on how develop your business and ensure that you continue to grow. Your path will be comprised of several stages: 1) creating a goal; 2) developing strategies and tactics to achieve those goals 3) creating a metric to evaluate how well your strategies and tactics are helping you achieve your goal; 4) tweaking or reassessing the goal or strategy. Step 1: Creating a Goal This goal can be as simple as wanting to focus your practice on what you like to treat, increasing your clientele to a certain number of patients per week, or wanting to focus on a particular demographic. The key is to make sure it is feasible. Step 2: Developing Strategies and Tactics A strategy determines what you are going to accomplish. A tactic tells you how you are going to get it done. You must do both. For example, if your goal is to focus your practice on pain management, you wouldn’t turn away new business from a patient who is suffering from something else, but you would gear your marketing towards individuals who are likely to be suffering from pain. Where do you find these people? Where are there the greatest concentrations of pain sufferers who might be potential clients? Some possibilities might be individuals in industries with heavy labor – factory workers, construction workers, sports enthusiasts, cleaning staff, fire fighters, etc. Other individuals might be office workers who sit and type a lot (carpal tunnel syndrome, cervical myofascitis). From that point, you can strategize how to maximize your exposure to those groups. Maybe you do free workshops at gyms, speak to a union representing laborers, approach an engine house about setting up onsite treatment times at the fire house or offering discounts to firefighters or other similar employees. Maybe you approach Human Resources at a large company with a lot of office staff and offer seminars (paid or unpaid – that is up to you) on how to achieve and maintain wellness, avoid workplace injuries (like carpal tunnel and cervical issues). Decide what you are going to do and breakdown it down into smaller steps so you will be able to reproduce it if necessary. I.e. a) Call 10 gyms or community centers in your target geographic area b) speak with manager or activity director about setting up a workshop for members c) determine if the manager/center will advertise the event or if you are responsible for advertising d) Create a “script” for your target audience and come prepared with your information; this script would be an expansion of your “30 second commercial” (how to explain what you do and the value you bring in 30 seconds or less). Step 3: Evaluation Metrics Now you need to develop a metric for assessing how successful your action step was. How many people attended your event? How many people eventually became patients? Your time is precious and you should treat it as such. If an event/ workshop/ speaking engagement does not produce the results you want it to, you may need to eliminate it or reassess the reasons why you are doing it. Step 4: Reassessing Periodically, at a predetermined time (quarterly or biannually), do a complete assessment of your strategy. Have you been utilizing your strategies and tactics? Using your metric in step 3, are you reaching the goals you set out to accomplish. If not, could you tweak the system a bit or do you need to scrap the plan and start Continued on Page 8 SHO MI P AGE 7 PAGE 8 VOLUME 3, ISSUE 2 Growing Your Business Continued... (Continued from Page 6) over? If it has been successful, have you been keeping a log of all of your steps so you can continue to duplicate it? Remember, you never want to be complacent about your growth strategies – your long term growth is depending on it. Some additional tools to help you: Example: 30 sec commercial Hi, I’m a licensed acupuncturist in __________. Did you know that acupuncture can be used to treat many injuries, addictions and/or disease states? I specialize in the following areas and I’ve successfully treated patients suffering from ____________. Practice for face to face meetings or email to contacts at organizations or associations that you have targeted. If you prefer to make phone calls rather than sending emails, have your 30 second commercial ready to deliver, at the start of the conversation. Remember, the 30 second commercial is a simple statement or two that tells the listener what you do and the value that you bring, which makes a compelling reason that he or she should engage your services. Sample e-mail for prospecting: Although we’ve never been introduced, perhaps it might make sense for us to get together. A mutual contact suggested that it might be good for you and I to meet; OR after conducting preliminary research on the ________industry, (or on that particular company, disease state or injury) I understand that you may have concerns regarding the high healthcare costs impacting your organization as a result. When you combine the costs with the issue of lost productivity due to absenteeism or turnover, you may very well be losing sleep at night. As a licensed acupuncturist, my areas of specialty are in (the areas that impact the organization the most, such as high stress, back pain, carpel tunnel,). Although it is still relatively new to the US, acupuncture has been practiced in China and other cultures for thousands of years. I would be happy to stop by your office sometime in the next 30 days or so, to share more about the benefits of acupuncture, to learn more about the healthcare issues and costs that your organization (or employees) is/are facing, and to begin exploring how I can possibly help people and possibly help reduce costs associated with managing specific conditions. Please let me know how your schedule looks and maybe we can get something on the calendar soon. If it’s easier for you, feel free to give me a call at the number below. Best regards, Mr./Ms. John/Jane Doe,LAc 123-456-7890 office 123-456-7890 mobile Send at least 5-10 emails per day as part of the tactics to grow your practice. Brandon Perry AAM Member Candidate for NCCAOM National Board After completing two interviews, one by telephone and the second video by web cam, Jan Ste. Germaine was accepted as a candidate to run as the ABT Practitioner Member for the NCCAOM National Board. Unlike DC, it’s a given that there won’t be any million-dollar earmarks for the AAM, but Jan still presumes to ask you to watch for her in the NCCAOM’s Summer Diplomate publication in the Elec- tions section and vote for her. SHO MI PAGE 9 Cancer Workshop Continued... (Continued from Page 3) working with those patients experiencing adverse side-effects and complications with chemo and radiation. Chinese medicine treats cancer by not only treating the cancer, but also maintaining the health of the whole body. With the use of herbal formals, the regulation of Yin and Yang and treating the pattern will increase the body’s ability to fight cancer and reduce side-effects. Some tumors that are less responsive to treatment by Western medicine, such as liver, pan- creatic, and lung cancers, do respond favorably to Chinese medicine. Acupuncture and herbal formulas provide the ability to enhance the immune system as well as increasing the body’s ability to withstand the disease by supporting Vital Qi and cultivating the Root. They also assist in preventing, correcting, or reducing iatrogenic pain due to surgery, radiotherapy, and chemotherapy. Statistics clearly demonstrate that a combined approach of Western and Chinese medicine improve cure rates, survival times, and most importantly quality of life. Integration of both improves long-term therapeutic effectiveness, especially for patients with intermediate and late stage cancers by alleviating their suffering, improving their quality of life, and preventing metastasis through the use of herbal formulas. Chris Powell PAGE 10 VOLUME 3, ISSUE 2 Dr. Tan’s Balance Method This is an extraction from Greg Boyle's presentation on Tan's Balance Method, in which he demonstrated the Method's 5 Systems style of treatment. Richard Tan’s Balance System is for acupuncturists who would like a deeper understanding of acupuncture. We tell our patients that the balanced circulation of the life force, qi, throughout the entire energy meridian system is what constitutes health; and that any imbalance in that circulation leads to pain, dysfunction, and disease. However, in orthodox TCM acupuncture balance is never mentioned. The actions of points are described as though the points were herbs. St 36 tonifies qi; Sp 9 eliminates damp; Sp 6 tonifies yin. Neither ancient drawings nor modern anatomy supports the notion that there is something under St. 36 that makes it any different from St 37 or St 34 in the way of a direct connection to gastric secretions. Sp 9 is separated from Sp 6 by eight or ten inches along the same muscle and posterior to the same bone, yet they are described as having opposite actions! How is that possible? Yet our experience using these points demonstrates that these descriptions are true. Dr. Tan’s Balance System offers us a simple means of creating balance within the energy circulation system. Using the distal treatment techniques of the Balance Method, pain is often eliminated spontaneously, using very few needles. Almost serendipitously, understanding the theories behind the Balance System gives us an explanation as to why the descriptions of TCM point actions are accurate. Greg Boyle PAGE 11 SHO MI Kansas City CEU Event: August 6, 2006 Tom Riordan will be presenting basics of Yoshio Manaka’s Japanese Acupuncture system in Kansas City on August 6th from 1:00 to 3:00 p.m. The CEU event will be held at 1600 Genessee, Suite 346. Tom will begin the presentation with abdominal assessment using Dr Manaka’s diag- nostic techniques. With the information gathered from the assessment, he will explore which root treatment in Dr Manaka’s system will release the abdominal areas. Drawing on the action of the extraordinary vessel acupoints he will demonstrate the appropriate root treatment with the ion pumping cords. Tom will continue to refer to the abdomen to determine if there are other areas that need releasing treatment and release them with corresponding distal points. Jan Ste. Germaine St. Louis Film Fundraiser September 17, 2006 ▪ 2:00-5:00 p.m. Wei Hong Seafood Restaurant Showing of Gua Sha: The Treatment & Silent Auction Contact Afua at [email protected] for additional information. Calendar of Events Getting Started with Patent Herbs August 2006 In my session, “These Work 99% of the Time”, I shared Chinese patents that have produced repeated successes for patients over the last ten years. In a PowerPoint format, animated clip art accompanied with short sound bites jumped into colored placeholders to enliven the discussion of eighty patents that fell into sixteen TCM treatment categories. 6 CEU Event Kansas City 13 BBQ Lee’s Summit September 2006 17 Film Fundraiser St. Louis Among comments of members to me after the session, I was most excited by those who said that although they hadn’t before, they now felt confident to begin a relationship with acupuncture’s most powerful ally in healing, Chinese herbs. Jan Ste. Germaine February 2007 21 Acupuncture Day Jefferson City AAM Past President, Afua Bromley, Receives Award April 2007 11 Afua Bromley receives award recognizing her service as past president to the Acupuncture Advisory Committee from 12/17/1999-3/3/2006. Acupuncture Day Jefferson City To Add an Event to the Calendar, contact [email protected] Special Thanks to 2006 Convention Sponsors Mayway Corporation, Primary Sponsor • Far East Summit • Golden Flower • Health Concerns • Kan Herbs • Lhasa OMS You’re Invited—Summer BBQ Sunday, August 13th ▪ 3:00 p.m. 602 NE Main, Lee’s Summit Home of Michael Finnell RSVP: 816.665.5226 Please bring one covered dish; items you would like grilled; and beverages (soft drinks provided). 2007 Acupuncture Days at the Capitol February 21st ▪ April 11th Contact Bryan Wagner at [email protected] or (314) 361-0991 to register.
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