Thursday, January 15, 2004

The Key to Holistic Health Becoming Mainstream Here's my problem when I read marketing about holistic health (also known as alternative medicine, complementary medicine, integrative medicine, wellness, etc.). It doesn't seem to relate to my life. I'm not talking about articles and books on the topic, they are all interesting enough. But I'm talking about ads. Advertising done by holistic health clinics, practitioners, etc. The ads all seem to be practitioner-focused. "Here's me. Here's what I do. Here are my certifications." This is a classic advertising problem. The ad can never be about the advertiser. It has to be focused on the reader/listener/viewer. The ad has to say "Do you have this particular problem? Do you wish you could do something about it? Would you like help?" Here are some sample holistic health advertisements: "A gathering for all people. Workshops, drumming, medicine wheel, rock lodge." "Structural integration." "National board licensed in Chinese Medicine.State Medical Board certified. President of the Association of Acupuncture." "acupuncture, aromatherapy, counseling, chiropractic, holistic life coaching - experience the positive healing energy!" "Basic and Advanced Certification Classes now in session" Do any of these cry out to you saying "you need this!" They don't for me. They aren't about me. They just tell me about the practitioner. In a way, they almost seem self-centered, although I am sure the practitioners themselves aren't really that way. They've just somehow decided that marketing needs to be this self-centered thing. Instead, imagine holistic ads like this" "If you are going through a tough divorce, and you've tried therapy and other mainstream options, maybe I can help. I use polarity therapy and several other energy practices to help ease the pain of divorce" "Service to help trauma survivors cope with chemotherapy associated with cancer, car accidents, using energy work." "I work with families with kids with trouble in school, using aromatherapy, Bach flower essences and nutrition." NOTE: These are real examples of what practitioners have created for themselves in our business classes. True, not everyone has those problems, for lots of people do. If for those who do (or know someone who does), this service stands out above the crowd of "National Board Certified" and "Advanced Classes Available." This is not only an issue for the success of a particular holistic health business, but indeed for the whole realm of holistic health services. Once consumers can see that individual issues that we all face everyday can be addressed by holistic health practices, more people will try it. But right now, the only people trying the services are those who are willing to take a chance on it. 1:46:43 PM

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