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FON: THE BUSINESS OF INTEGRATIVE HEALTH & MEDICINE

7 Chronic Website Symptoms Hurting Your Integrative Practice: Addressing Root Causes

Today, over 85 percent of patients search online before booking a doctor’s appointment. If your website isn’t fully optimized to drive patient volume, you are losing business. Do you have an established practice with lots of word-of-mouth physician and patient referrals? It’s a certainty these referred prospects will look at your website before committing to see you. Have you opted-out of Medicare and operate a direct-pay practice? All the more

Integrative Healthcare: Value Ready in 2016?

The advances made across the archipelago of integrative health and medicine disciplines in 2015 continue to be significant. If not yet a “movement,” the practices continue their inexorable flow into the established precincts of medicine, wellness, and prevention. And they are likely to find more adoption in 2016. Here are a few to watch. Integrative Health in Employer Care and Wellness Plans During 2015, Mark Bertolini, chief executive officer (CEO)

Becoming an Integrative Health Thought Leader: Part 7—Conclusion

Can you recognize the majority of these integrative health luminaries by their last name only? Abrams, Alschuler, Amen, Barnard, Benson, Berman, Bland, Block, Blumenthal, Borysenko, Bradley, Brogan, Campbell, Cass, Cates, Chappell, Chopra, Cohen, Cunningham, Dossey, Esselstyn, Evans, Fuhrman, Gaby, Gahles, Gaudet, George, Gladd, Goertz, Goldblatt, Gordon, Gottfried, Guarneri, Haas, Hanaway, Haramati, Houston, Hudson, Hyman, Jaffe, Ji, Jonas, Kabat-Zinn, Kahn, Kaptchuk, Katz, Kligler, Knutsen, Kreitzer, Lee, Lipman, Low Dog, Mack, Maizes,

Becoming an Integrative Health Thought Leader: Part 6—Monitoring + Promoting Your Brand

Protecting and promoting your personal brand, to better your position as a thought leader, is critical. It requires proactivity, with ongoing monitoring of your good name and reputation—you must always have your ear to the ground. Essentially, to ensure your information and content is in all the right places you need to employ the most appropriate tools to efficiently and consistently get the job done. As the old saw goes,

Becoming an Integrative Health Thought Leader: Part 5—Media

For 25 years I ran a family-owned media company located in the Washington, DC metropolitan area. We published print magazines, produced conferences, and developed and managed websites for our media brands and clients. The media landscape has changed dramatically since I sold my company in 2009. The decline of print advertising has led to massive consolidation, downsizing, and bankruptcies. Profound changes in how media is consumed, distributed, shared, and purchased

Becoming an Integrative Health Thought Leader: Part 4—Content Strategy

Establishing thought leadership is not very complex once you’ve built a solid platform from which to operate. Once you have identified your personal brand, created a powerful baseline platform, and differentiated the unique niche in which to position yourself professionally, the next step is content creation and its distribution. For centuries, medical practitioners and scientific thought leaders have used various forms of content to establish and extend their positions. The

Becoming an Integrative Health Thought Leader: Part 3—Unique Positioning

Now that we have identified and examined the core elements for creating your integrative health personal brand and platform, it’s time to take the next step to differentiate your unique position and value proposition. Your niche is the space into which you must direct your expertise with laser-like focus to break through the clutter of consumer (or medical professional) information overload. Find Your Niche to ‘Own’ Your Unique Positioning Are

Becoming an Integrative Health Thought Leader: Part 2—Branding + Platform

When most people think about a brand, they think about a name and a logo. While these labels and graphics that establish your ‘look and feel’ are important, a personal brand—when thoughtfully developed—encompasses considerably more. Your personal brand is who you are, representing your life, work, and purpose, therefore it ultimately influences all those around you—essentially your personal brand impacts how others feel. Candid and comprehensive answers to these often

Becoming an Integrative Health Thought Leader: Part 1—Introduction

Many professionals within the vibrant integrative health space possess masterful clinical abilities, significant scientific subject-matter expertise, and entrepreneurial business savvy. However, too few have consistently leveraged their significant attributes in the effort to become true thought leaders—key opinion leaders—in the field. Does this describe you? Over the years I’ve had the opportunity to work with a number of organizations and individuals within the integrative health and medicine community to develop,