National association for AOM announces goals in $3 million drive to support 2013 2016 strategic planDenise Graham, the relatively new executive director of the American Association for Acupuncture and Oriental Medicine, has hit the ground running. In a July 23,

National association for AOM announces goals in $3-million drive to support 2013-2016 strategic plan

Denise Graham, the relatively new executive director of the American Association for Acupuncture and Oriental Medicine, has hit the ground running. In a July 23, 2013 letter to members entitled “The Future of Acupuncture Needs Your Help,” Graham described a $3,130,000 Action Fund drive targeting 3 purposes: obtain licensure in the remaining unlicensed states to allow the practice of acupuncture and Oriental medicine (AOM); pursue coverage for AOM services under federal programs; and “educate third-party payers and healthcare providers on the qualifications and requirements to practice acupuncture (e.g., dry-needling).” The letter supports the announcement of an AAAOM 2013-2016 strategic plan by AAAOM president Michael Jabbour, MS, LAc. The “three core goals” are to “1) Advance the profession, 2) Advocate for the profession, and 3) Grow our AAAOM membership.” Graham’s letter, which urged monthly contributions of $20 to $100 from all members, was framed by urgency: “As a medical profession we need to act NOW to make sure we have a future.” Funds are anticipated to be used to hire lobbyists, (provide) legal services and consultants.

Comment: Credit the Jabbour-Graham team for going large with their ask. Here’s hoping some significant corporate and individual donors can boost what the membership will choose to contribute. It’s a lofty goal.

Naturopathic physicians’ association announces new PR message: Natural Medicine. Real Solutions

The American Association of Naturopathic Physicians (AANP) has announced a new cut-line to market the profession: Natural Medicine. Real Solutions. The announcement followed a process which included contracting with an outside marketing firm that extensively interviewed and surveyed prior to making its recommendations. The new tag-line replaces Physicians Who Listen.

Comment: Taglines are the most challenging of group processes. Everyone has an opinion. Leaving it to the professionals doesn’t always work. I am told that the first choice of the firm was chucked before this was announced. My judgement is that this tagline reflects professional insecurity. Even as regular medicine is taking its baby steps toward being involved with health, here is a profession that celebrates its engagement with health creation in patients that is seeking to associate itself with medicine rather than its leadership arena, health. I was interviewed by the marketing firm and recommended a phrase adopted from work by the profession in a 1987-89 process: Treating Disease by Restoring Health. (See the present version here: 1987-1989 Definitions of Naturopathic Medicine process.) That about says it. Then again, it may be meaningless or confusing to consumers. Alas, I am among the non-professionals who is easy with an opinion.