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Abalone Shell (shi jue ming)
Abutilon Seed (dong kui zi)
Acanthopanax Bark (wu jia pi)
Achyranthes (niu xi)
Aconite (fu zi)
Acorus (shi chang pu)
Adenophora Root (nan sha shen)
Agkistrodon (bai hua she)
Agrimony (xian he cao)
Ailanthus Bark (chun pi)
Akebia Fruit (ba yue zha)
Albizzia Bark (he huan pi)
Albizzia Flower (he huan hua)
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Alisma (ze xie)
Aloe (lu hui)
Alum (bai fan)
Amber (hu po)
Ampelopsis (bai lian)
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Anemarrhena (zhi mu)
Antelope's Horn (ling yang jiao)
Apricot Seed (xing ren)
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Areca Seed (bing lang)
Arisaema (tian nan xing)
Ark Shell (wa leng zi)
Arnebia (zi cao or ying zi cao)
Arnica (arnica montana)
Artichoke Leaves (Cynara scolymus)
Ash bark (qin pi)
Ashwagandha (withania somniferum)
Aster (zi wan)
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Benincasa Seed (dong gua xi/ren)
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Black Cohosh (sheng ma)
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Carpesium (he shi)
Cassia Seed (jue ming zi)
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Chinese Gall (wu bei zi)
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Cnidium Seed (she chuang zi)
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Coix Seed (yi yi ren)
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Cranberry (vaccinium macrocarpon)
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Cuttlefish Bone (hai piao xiao)
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Devil's Claw (harpagophytum procumbens)
Dianthus (qu mai)
Dichroa Root (chang shan)
Dittany Bark (bai xian pi)
Dong Quai (tang kuei)
Dragon Bone (long gu)
Dragon's Blood (xue jie)
Drynaria (gu sui bu)
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Earthworm (di long)
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Elder (sambucus nigra or sambucus canadensis)
Elsholtzia (xiang ru)
Ephedra (ma huang)
Epimedium (yin yang huo)
Erythrina Bark (hai tong pi)
Eucalyptus (eucalyptus globulus)
Eucommia Bark (du zhong)
Eupatorium (pei lan)
Euphorbia Root (gan sui or kan sui)
Euryale Seed (qian shi)
Evodia (wu zhu yu)
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Ginseng, American (xi yang shen)
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Java Brucea (ya dan zi)
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Kadsura Stem (hai feng teng)
Katsumadai Seed (cao dou kou)
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Luffa (si gua luo)
Lycium Bark (di gu pi)
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Lygodium (hai jin sha)
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Magnolia Bark (hou po)
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Maitake (grifola frondosa)
Marigold (c. officinalis)
Massa Fermentata (shen qu)
Milk Thistle (silybum marianum)
Millettia (ji xue teng)
Mint (bo he)
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Morinda Root (ba ji tian)
Mugwort Leaf (ai ye)
Mulberry Bark (sang bai pi)
Mulberry Leaf (sang ye)
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Mullein (jia yan ye)
Musk (she xiang)
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Notoginseng (san qi)
Notopterygium (qiang huo)
Nutmeg (rou dou kou)
Oldenlandia (bai hua she she cao)
Omphalia (lei wan)
Onion (yang cong)
Ophicalcite (hua rui shi)
Ophiopogon (mai dong)
Oroxylum Seed (mu hu die)
Oryza (gu ya)
Oyster Shell (mu li)
Passion Flower (passiflora incarnata)
Patrinia (bai jiang cao)
Pau D'Arco (tabebuia avellanedae)
Peach Seed (tao ren)
Pearl (zhen zhu [mu])
Perilla Leaf (su ye)
Perilla Seed (su zi)
Perilla Stem (su geng)
Persimmon (shi di)
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Pinellia (ban xia)
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Pipe Fish (hai long)
Plantain Seed (che qian zi)
Platycodon (jie geng)
Polygala (yuan zhi)
Polygonatum (huang jing)
Polyporus (zhu ling)
Poppy Capsule (ying su qiao)
Poria (fu ling)
Prickly Ash Peel (hua jiao)
Prinsepia Seed (rui ren/zi)
Prunella (xia ku cao)
Prunus Seed (yu li ren)
Pseudostellaria (tai zi shen)
Psoralea (bu gu zhi)
Pueraria (ge gen)
Pulsatilla (bai tou weng)
Pumice (fu hai shi)
Pumpkin Seed (nan gua zi)
Purslane (ma chi xian)
Pyrite (zi ran tong)
Pyrrosia Leaf (shi wei)
Quisqualis (shi jun zi)
Radish (lai fu zi)
Realgar (xiong huang)
Red Atractylodes (cang zhu)
Red Clover (trifolium pratense)
Red Ochre (dai zhe shi)
Red Peony (chi shao)
Red Sage Root (dan shen)
Rehmannia (shu di huang)
Reishi (ling zhi)
Rhubarb (da huang)
Rice Paper Pith (tong cao)
Rose (mei gui hua)
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Safflower (hong hua)
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Sandalwood (tan xiang)
Sanguisorba Root (di yu)
Sappan Wood (su mu)
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Saw Palmetto (ju zong lu)
Schefflera (qi ye lian)
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Sea Cucumber (hai shen)
Sea Horse (hai ma)
Seaweed (hai zao)
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Tiger Bone (hu gu)
Torreya Seed (fei zi)
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Trichosanthes Root (tian hua fen)
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Tsaoko Fruit (cao guo)
Turmeric (jiang huang)
Turtle Shell (bie jia)
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Urtica (xun ma)
Uva ursi (arctostaphylos uva-ursi)
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Valerian (jie cao)
Veratrum (li lu)
Viola (zi hua di ding)
Vitex (man jing zi)
Walnut (hu tao ren)
Watermelon (xi gua)
White Atractylodes (bai zhu)
White Mustard Seed (bai jie ze)
White Peony (bai shao)
Wild Asparagus (tian men dong)
Windmill Palm (zong lu pi/tan)
Xanthium (cang er zi)
Zedoary (e zhu)
The Advantages of Marketing
by Juan Nodarse

Integrated Marketing: Building Relationships Builds Your Practice

To communicate effectively in the health care marketplace, you must be consistent in absolutely everything you do. Why is consistency so important? You'd be surprised how many health care professionals ask me that question. Consistency is vital because it builds trust, and trust builds relationships.


"What you do speaks so loudly that I cannot hear what you say."

– Ralph Waldo Emerson


Today's marketing experts clearly believe relationship marketing is the future of marketing. To build relationships, rather than dealing with people as mere transactions, you must integrate their communications to build a consistent approach that will help develop those relationships.

The integrated marketing approach discards old marketing theory and replaces it with new thinking. The old thinking was a very internal, product-driven, "we know it all" type of approach. The new integrated (brand management) approach focuses on the consumer – your patients and prospective patients. It understands that your brand, i.e., how you present/promote your practice, should be the very core of all your marketing efforts – and that you don't control that brand. The best you can do is manage the brand process.

Today's brands are based on the consumer perspective. Your job is to understand that perspective and manage each brand experience to the best of your ability. It's important to understand that any contact with a patient or potential patient is a communications opportunity. The goal of integrated marketing always should be to know as much as possible about individual patients and prospects, in order to better serve their needs and wants.

Integrated marketing starts with the outside-in view; that is, what the consumer is doing or has done. Then it focuses on the true meaning of marketing: finding and satisfying consumer wants and needs. Integrated marketing management views the brand as the primary competitive differentiator for products, services and organizations that build ongoing relationships with consumers and potential consumers. You should not make assumptions about perceptions of a brand; instead, you need to go "out there" and listen to the people who influence its success – your patients.


"Today's brands are based on the consumer perspective. Your job is to understand that perspective and manage each brand experience to the best of your ability."


It used to be that providers had control. We used to say caveat emptor, or "Let the buyer beware;" in today's marketplace, that has been replaced with cave emptorem – "Beware of the buyer," especially if you haven't been listening to them. Marketing communications messages that are not recognizable, not related to each other, in conflict with what has already been stored, or simply unrelated or unimportant to the person, simply will not be processed. You must understand your patients' fields of experience and place bits of information in their minds that hopefully will reinforce their confidence in you and the care you provide. This confidence will lead to repeat visits and lasting relationships that will help grow your practice.

This new age of integrated marketing also establishes certain rules that must be followed. To communicate effectively on a marketing level, your communications always must be:

Respectful, not patronizing

Dialogue-seeking, not monologue-driven

Responsive, not formula-driven

In truth, all marketing is communication and almost all communication can be marketing. So, the proper integration of all marketing messages is that much more important. Marketing needs to be integrated over both measured media (advertising) and other communication opportunities, such as your community involvement contacts. In an integrated system, marketplace familiarity and acceptance are required, and that may call for mass market and mass marketing programs, such as television advertising. At the same time, customers need to have the contact and personalization of one-to-one programs, such as patient education.

The results are consumers who are aware and knowledgeable about the fit of the benefit of the service you are providing – i.e., naturopathic care – to their needs, and consumers who clearly can perceive this fit in their interactions with you. This clarity and consistency in turn fosters a commitment to the brand, which translates into repeat visits and overall confidence in the care you provide.


Marketing Image02Bio: Juan Nodarse is a 25-year marketing veteran and president of The Marketing Advantage, a marketing consulting firm working with leading alternative health care vendors, as well as helping doctors of chiropractic to implement successful marketing efforts. He can be contacted at .

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