Setting Goals and Building Teams

When we think about a team, we usually think about athletics. But in reality, a team is any group of people working together to achieve a common goal or project. Let's start by focusing on the concept of a goal, which Walt Disney eloquently defined as a dream with a deadline; and how it applies to building a better practice and unifying our profession.

What are Your Goals?

Before we can achieve anything, we have to determine what we want to achieve: our goal. We have to brainstorm how to get there and what will be required to do so. Then we have to put a plan in place to achieve it.

You operate an acupuncture / TCM practice, and you have a certain number of patients who see you. But that can't be your only goal; otherwise, you've already achieved it. What are your goals for 2020 and beyond? It could be to expand your patient base; grow your presence in your community; add team members; take more vacations; or the goal at the fundamental heart of every business: become more sustainable (more income).

Write down at least three goals you want to achieve by the end of the year. Be as specific as possible not only in terms of each goal, but also how to achieve it, step by step. For example, "grow your team" or "get more patients" is too general; try "add a front-office person" or "expand my practice by five patients a week" instead. (Write your goals on the back of a business card and wrap it in a $100 bill; it's amazing how much energy green chi puts into goals.)

Team-Building 101: Power of a Profession

Creating and building a team is a united effort – a collective goal, if you will. Once you have a team, you can work toward achieving other common goals. Teams are important for building successful practices and successful professions. Your personal and practice goals are important, but they also benefit our profession when we're all on board.

I was in New York on Super Bowl week a few months ago, meeting with students and faculty at acupuncture schools to discuss the state of the profession. We talked about international and national landscapes including:

• The World Health Organization diagnostic codes in ICD-TM-11
• The new announcement from CMS regarding Medicare coverage of acupuncture for low back pain; the impact of 80 million seniors being able to receive benefits from acupuncture; and the steps that have to be taken so acupuncturists can independently treat and receive reimbursement within the Medicare system
• The VA program and the many benefits of acupuncture for veterans in the U.S.
• The NCCAOM and how national certification as an acupuncturist helps both individual practitioners and the profession
• The necessity and benefits of joining a state association. (The more members a state association has, the more power it has, particularly in state legislative affairs)
• The American Society of Acupuncture's (ASA) evolving role as a strong national association

What does this have to do with goals and teamwork? The entire process of building teams depends on individuals; in this case, you. Just as each athletic team member brings their talents and strengths to the table, each member of the acupuncture profession needs to bring their talents to the table and create a unified profession.

Team Building in Action: A Public-Relations Campaign for Acupuncture

While I was in New York City, I received a treatment at Modern Acupuncture in Soho. It was a break to reduce my stress and get my chi and blood to keep flowing. After the treatment, I walked to brunch, remembering to take business cards with me. (This is one of my goals, and it should be yours, too, if it already isn't on your list: to reach out and touch people personally with the benefits you can offer.)

By the time we were ready to leave the restaurant, we had given out all our cards and met the manager. This is the first step in a public-relations campaign for acupuncture across the U.S., with the goal of introducing more people to the benefits of our medicine.

I encourage you to do the same thing whenever you're eating out: Have your business card ready at the end of the meal. Thank your server for the (hopefully) good service and food. Introduce yourself as an acupuncturist and speak about a benefit for them. As a server, they likely experience stress, neck pain, shoulder pain, and/or knee or foot pain. Let the server know acupuncture can help. Invite them to your clinic and give them your card.

Whenever you meet someone, face-to-face communication begins. Initiating that communication with as many people as possible should be the #1 goal of every acupuncturist. It will build public trust and faith in you, your practice and the acupuncture profession. It will also unify our profession as a single team dedicated to advancing our medicine. Now that's a goal we can and will achieve!