validate decisions for making the buy. It is like building a frame for a car – the greater the number of cross-members (reinforcing ideas), the stronger the frame. In the case of the potential patient, we are building a framework of understanding leading to the creation of a foundational belief in the valid-ity and appropriateness of care that we are suggesting. The key word here is “belief.” When an idea or suggestion transforms into a belief, there is a sense of ownership attached to it. We all do this. According to psychologists, once we take on a belief as our own, the ten-dency is to consciously and subconsciously look for positive reinforcement to support it, even when it is challenged. For example, until Galileo came along, people believed that the world was flat, and even after it was proven otherwise, as-tronomers of the day fought to reinforce this failed assumption for years. Similarly, until recently, most people believed that con-ventional medical care alone could provide solutions to health-care problems, and thus participated in the rejection of practices out-side of its realm. Notice that even with cur-rent evidence supporting natural/manual specialties, it is difficult to help the public reshape this belief. However, the slowly emerging “idea” and “suggestion” that chi-ropractic is a valid health-care practice can be transformed, through proper instruction and education, into a “belief” in its benefits. This belief will result in the public’s owner-ship of chiropractic as an integral piece of the health-care system. 2. Education creates enthusiasm – Depth of understanding and sense of ownership increases the likelihood of enthusiastic broadcasting within individual communi-ties. It is our conclusive belief that it is not the satisfied patient who refers, but rather the enthusiastic one. Results are a given. When patients pay the fee for treatment, they expects results. In other words, patients assume their needs will be satisfied. Although satisfaction in it-self is not a motivator for referral, educated enthusiasm most definitely is. The progression is simple and works every time: Education standing s knowledge belief compliance enthusiasm under-fulfilled expectation-referrals. Who does patient education really benefit? Education makes all our jobs easier. The greater the level of patient education, the less ongoing reinforcement is required to justify the treatment experience. This trans-lates into patients who seamlessly become part of the clinic experience, understand the process, follow their prescribed treatment plans and achieve the best results. Logic The Contemporary Acupuncture program at McMaster University announces two specialty courses to be offered in November 2010. Contemporary Acupuncture for Stress Related Problems, Nov. 20-21, 2010 Stress naturally prepares the organism for an emergency, but chronic and cumulative stress im-pairs health and increases the chance of illness. Psychological, social and genetic factors play im-portant modifying roles in the development of these stress-related health problems, however, more important than the amount of stress is one’s reaction to it, That reaction is influenced by many factors, and is modifiable by knowledge and coping skills that you can learn and teach to your patients. The utilization of contemporary acupuncture, acupressure, and mind body relaxation techniques (such as visualization, breathing exercises, yoga movements) has proven very useful in decreasing the patient’s stress reaction and in the prevention of disease. In this two-day workshop, you will experience a balanced com-bination of informational and engaging presentations, needling workshops, live case presentations, and mind-body techniques to elicit the relaxation response. This learning will provide you with practical blueprint strategies and precise tools to deal with internal medicine and stress related conditions in your patients 12 • CANADIAN CHIROPRACTOR | OCTOBER 2010 dictates that they are happier and therefore bring a positive energy to the environment. This powerful intangible spreads to both staff and other patients. Take a minute to reflect on the patients who come into your clinic. It is easy to pick out those who contribute to your day and, to nobody’s surprise, they are usually the ones you look forward to working with most. We will bet the farm on the fact that these are also the patients you have con-nected with, and educated, best. The problem is that for many practitio-ners, there are too few real advocates. In the most successful of practices, advocates abound and so does the energy they bring to the clinic. You will never see a truly busy clinic where everyone is not having fun, doctors, staff and patients alike. This is a healing environment and what a practice is meant to be. As you digest what we have presented so far, it should become clear that educa-tion really benefits both the patients and the providers. There is truly no downside here. There is a definite “why and how” to patient education. We will explore in depth the how-to component of the equation in the second part of this article offered in the next edition of Canadian Chiropractor. We will leave you with this thought: “It all boils down to rapport.” • CONTEMPORARY ACUPUNCTURE SPECIALTY COURSES FOR FALL 2010 and is also an opportunity for you to learn to manage your own stress and stay healthy and balanced. Integrative Health Strategies in the Man-agement of Women’s Health from Puberty to Senescence, Nov. 27-28, 2010 This course will incorporate Acupuncture and Contemporary Acupuncture (CA) with exercise, mind-body (MB) techniques, appropriate di-etary choices, and lifestyle adjustments that will support and assure smooth sailing from puberty through motherhood and menopause. With these strat-egies, women could gracefully reach a ripe age and maintain full function. This two-day workshop will introduce and expand your knowl-edge and skills with new strategies to help you effectively use CA, acupressure, and MB techniques combined with nutrition advice and exercises for functional problems such as dysmenor-rhea/decreased libido, skin problems/acne, mood swings/food cravings, weight fluctuation, headaches/insomnia, hormonal dysfunctions, polycystic ovarian syndrome (PCOS), infertility/ conception, and more. For more information on these courses, or to register, please contact Valerie Cannon at 905-521-2100 ext. 75175, visit www. ContemporaryAcupuncture.com, or e-mail [email protected]. • www.canadianchiropractor.ca news
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