The phrase alternative health care is often interpreted in the context of the modality used by the CAM practitioner. For example, instead of pharmaceuticals, a patient might choose the alternative of supplementation.
While that’s technically true, there’s great value in expanding your concept of alternative to include the way you offer your services, and present your business to your clients. Consider your business as an alternative to not just the treatment offered by the allopathic medical community, but to the level of service.
If patients are frustrated by the limited time that their family physician has to offer them, for example, then focus on offering your clients more of that. If patients are having trouble understanding what an MD is telling them, then become recognized for your ability to explain things in ways that are easy to grasp.
While the default mindset may be that “alternative” refers to the modalities used by CAM practitioners, expanding your concept of the term to include your place in the health care market can help you find your business niche.
Remember that you’re not just offering an alternative to how to treat an illness. You’re offering an alternative to how to treat people.
Next: Putting the “Complementary” in CAM
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