I am a naturopathic doctor who holds a license to practice naturopathic medicine in Washington State; however, my practice is in Florida, a state that does not currently issue license naturopathic doctors. As a result, my work is not a "hands-on" clinical practice, but one in which I teach my clients how to use natural medicines.
Cancer patients are increasingly aware that natural medicines can help them. Unfortunately, conventional oncology is virtually silent on the topic, so patients are forced to turn to unreliable sources like the internet and health food store attendants for advice, and then they ultimately self-treat with natural medicines. This puts them at-risk of poor choices and harmful drug/nutrient/herb interactions. My practice is meant as an antidote to this problem.
My brand needs to appeal to 2 groups. The first group is my potential clients. To this group I need to be confidence-inspiring and to make them feel I am the expert. I also need to show them that mine is a personalized and human practice. From me they will receive time and attention, and they will not feel like they are on conveyor belt the way conventional oncology makes them feel.
The second group I need to appeal are the conventional oncologists and other allied health professionals who are an indispensable source of referrals for me. I need to project an air of competence and professionalism. My work is evidence-based and driven by scientific research, so I want specifically to avoid the unprofessional and/or "woo-woo" image often associated with "alternative medicine." My work is integrative, not alternative, and I work alongside conventional oncologists, not against them.
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