Bridging the Knowledge Gap Between the Practitioner and the Layperson

The Qi-Unity Report interviews David Sollars

QUR: Please introduce yourself.

My name is David Sollars. I began practicing Oriental medicine in 1985. I started out as an apprentice in Boston, Massachusetts’s Chinatown. I’ve been involved in seven clinics since that time and currently operate a multidisciplinary practice, FirstHealth of Andover P.C., located in Andover, Massachusetts. Like many practitioners, I’ve combined a diverse vocational background of writing, performing, and martial arts that has led to the continued evolution of my practice style. I am inspired daily by the resiliency of the human spirit, humbled often and strive to assist patients with their journey.

QUR: What led you to write a book for the layperson on Acupuncture?

I was looking for a book for our waiting room. We had brochures and textbooks. I wanted something in-between that was good information set in a context that was easy to read for the beginner. I kept calling publishing companies to inquire about the subject. One of them asked me about writing one. I assisted them with their preliminary research into the field. Since I do a fair amount of teaching and public speaking, I had most of the information they asked for in existing Powerpoint presentations. They were able to see that acupuncture was an emerging popular medicine and that a text on the subject might fit into their mission. The Idiot’s Guide series specializes in publishing books that are a beginner’s first entry into the field and hopefully inspires them to continue to explore the subject. They are a strong and widely available brand. After I did a writing test for them, they asked me to write the text.

QUR: How has your book been received by the public?

The Idiot’s Guide has been in circulation for about three years. By then, the subject usually has had several beginner books written, and they’ve moved on to other subjects. The Idiot’s Guide to Acupuncture and Acupressure, which was published in 2000, is on its second or third printing. It still sells around the world. I’ve asked them to write an updated version, since so many more advancements have been made since I wrote the text, but the sales are good. So many people have yet to experience the benefits of acupuncture. It remains a growing, emerging market, and they believe the text still serves its original purpose. I do get letters that tell me it does still educate and inspire patients to seek an acupuncturist for care. They were so pleased with the book that they asked me to write another text. They saw on my resume that I was also a homeopath. The next year I wrote The Idiot’s Guide to Homeopathy.

QUR: As a practitioner, do you use your book as an ancillary means to connect with your patients?

I’m always looking for ways to communicate clearly and effectively with our patients. Writing a book certainly allows you to tell the story your way. The Idiot’s Guides are informal and conversational, so many patients remark at how reading them is like speaking with me. They have, for better or worse, my sense of humor and organization. I’ve been fortunate to write for several projects. Being a part of several writing collaborative or participating as a senior editor has given me a unique perspective into various fields. I am grateful for getting the opportunity to learn from so many talented practitioners.

Our clinic practitioners participate in a variety of writing projects from customized brochures to sending out comments to media on topical events. We write our own subscription based e-newsletters to thousands of people, create event posters, and populate our website with articles, forms, and video. Business writing is an essential tool for us to communicate the benefits of the therapies we offer along with research and commentary, which reflects our point of view. Writing is a discipline. We don’t always feel like doing it nor have the extra time it requires, but we’ve seen the positive results of our efforts.

QUR: Do you think public outreach should be a high priority for practitioners? If so, why?

We’ve found that the general public is waiting to hear our stories. They are searching for answers to their problems. There remains a growing curiosity and a strong interest within the public regarding the potential benefits of acupuncture, Chinese medicine and many integrative therapies. As practitioners, we have great personal and patient stories to share. When we do articles for the media, they love our stories. They often comment about the genuine caring that is reflected in the practitioner’s point of view for their patients along with the interesting career path that led them to practice Chinese medicine. They publish stories of hope, which demonstrate a high level of patient education about their process of healing. The stories are filled with examples of integrative care being used within our local medical community, establishing realistic expectations, pertinent research and gratitude from a happy patient. If we do not take the lead to educate both the general public and other health care professional, then who will?

QUR: What advice do you have better to bridge the knowledge gap between practitioner and patient?

When I first started practicing, it was challenging to find anyone who thought acupuncture could do anything. Now, I have patients coming in thinking a needle is a cure all without them lifting a finger or making any significant contribution to their care. I take a common sense approach to initial patient education. We ask all of our inquiries and new patients where they heard about us and what were the steps they took prior to making a phone call. This lets us know the information path they took and helps us manage our marketing resources better. We try to work on the information gap well before a patient even makes an inquiry into our services. We’re continually honing our writing skills so that we demonstrate clear and realistic advertising pieces, phone book ads, web site entries and newsletters. We review the medical language chosen for our brochures and fliers that are being distributed for support group lectures, health fairs and even front desk specials. Our reception staff is trained to answer several layers of general questions and a practitioner can always be called to comment on our experience with specific conditions. As a team, we discuss how we would answer questions and communicate to practitioners if we have just spoken with someone who will be seeing them. Giving them a heads up is helpful, especially if we have addressed specific approaches or set expectations for the patient. All of these steps make the initial office visit more effective and efficient.

We have also found out it is paramount not to move on in the initial interview if a patient does not understand the process, our experience, the proposed timeline, how we may work with their other providers or the importance of their participation in their own care. This takes additional time, but it is well worth it to avoid misunderstandings. These clarifications may need to be repeated numerous times. We work as a team to make sure there is a consistent and clear message given to our patients.

QUR: What other avenues do you think are available for the AOM community to reach the public?

Do what you would do anyway. You are only limited by your own imagination and interests. Be a part of the community that you live and practice. I’ve always said that people spread the word about your practice because of who you are not what you are. Get to know people around you and choose activities that you enjoy. I have always gotten a kick from public speaking. It’s fun and a great way to discuss what you do while people get to know you. Writing is similar, in that you are sharing your thoughts. I was also raised doing community service, so I look for opportunities to contribute. I am an active member and past president of the Rotary Club of Andover. We participate in a variety of civic projects in our town. I have also been the chairman of the board for a local non profit, Ironstone Farm, for several years. My wife and I volunteer for this organization that uses horses to provide therapy to disabled children and adults. These activities fulfill our desire to give back, while meeting wonderful people in our area.

QUR: What collective efforts do you think will increase the public profile and sense of legitimacy for AOM in the future?

The profession of Oriental medicine has come so far. The national organizations are united with many of the political and research initiatives underway. I have enormous gratitude for the individuals that have helped to bring our profession along the legislative and organization path. That work needs to continue. I believe the growth opportunity for our profession is strong and there is a willing audience waiting to hear from us. Our job as professionals is to share the excitement and successes of our practice. We need to get our stories out. This can be accomplished from national to local initiatives. National marketing by state or national organizations are helpful. We could combine funds to produce professional information pieces and make larger media buys. The pieces could then be sent to news/media outlets, with practitioners being able to use them on their websites, lectures and e-newsletters. I believe we need to take charge of the messages that get out to the public regarding our profession. An individual can make a difference by getting the word out about the profession Oriental medicine. Share your stories.