A student stands over a patient, needle poised. They have a “perfect” prescription: a textbook combination of points harvested from a lecture slide on chronic lower back pain. But as the needle meets the skin, the student hesitates - the symptom of a quiet habit that has taken hold of our profession. We routinely say we “prescribe” points. It sounds efficient. It echoes the authority of biomedical culture and fits neatly into the insurance field. But vocabulary is never neutral; repeated long enough, it dictates behavior.
Cindy Donaldson
Cindy Donaldson is president and CEO of Red Barn Consulting, LLC, a strategic marketing, sales and business operations consulting firm located in Connecticut. Red Barn's niche is working with small- to medium-size companies, helping them find their voice, tell their stories and increase revenues by creating and implementing strategic processes, and aligning them with innovative marketing and sales plans. Contact Cindy via email at cindy@redbarnconsultingllc.com.