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Marketing Your Yoga Therapy Practice:
Building Bridges Across the Lines
Matthew J. Taylor, PT, PhD, ERYT 500Lilith Bailey-Kroll, MFA, ERYT 500
Notes???
http://matthewjtaylorinstitute.com/
sytarmarketing.pdf
Lite’em up
Read the new issue of
Yoga Therapy TodaySummer 2013!
The Art and Science of Marketing
• IAYT’s mission is to establish yoga as a recognized and respected therapy.
• 2.1.3 Knowledge of common pathologies and disorders of all the major systems, including symptoms, management, illness trajectories, and contraindications, as relevant to the work of a yoga therapist.
• 5.3.2 Basic knowledge of how to establish, maintain, and utilize a referral network of peers and related healthcare practitioners and organizations.
Safety and Service
Safety (ahimsa) and service (seva), are the essence of the cultural and technical competencies that you will need to acquire to establish yourself as a professional yoga therapist.
Ahimsa
Seva
Ahimsa/Safety
Competency 2.1.3 requires us to develop from a technician-level understanding of “can
you name the contraindications for [fill in
the yoga technique or medical condition]?” to
acquiring a professional depth of knowledge.
For Instance “Back Pain”…
Oh dear! ...37 sources…
and Yoga therapy has support for all the koshas and kleshas represented here:
Evolutionary Mechanisms in CBP
Neurophysiological:
Peripheral; Peripheral to central; and, Central sensitivity.
Psychological:
Behavioral; Cognitive-affective; and, Psychophysiological
Premorbid factors: Depression, dysthymia; Predisposition to somatoform disorder; Psychoactive substance-
abuse disorder; Personality disorder or traits; Anxiety disorders including panic disorder; Childhood sexual
abuse; Cognitive process; Psychosis, delusional pain; Traumatic factors; Anxiety/panic; Fear
Psychophysiological response:
Loss of control; Abnormal dependence; Posttraumatic factors; Anxiety, panic; Depression; Posttraumatic
stress disorder; Anger/hostility; Iatrogenic substance abuse; Somatoform pain disorder; Symptoms
magnification; Increasing time since injury; Disability mind set.
Physical, Medical and Surgical:
Surgical history; physical trauma/deformity; complicating medical diseases/limitations.
Social/Spiritual:
Job dissatisfaction or conflict; Compensated unemployment as disincentive; Family or spousal dynamics;
Perception of norm, i.e., family history; Legal influences; Financial security; Limited education or vocational
potential; Age-related factors; and Environmental stressors.
Going beyond “Yoga helps back pain…”
• …students then share their success and insights with their community of other health providers and family members,
• creating an expanding web of awareness and new options for managing back pain.
• The cycle of non-harming returns to us, the therapists, as the students’ new understanding enhances their sensitivity to practice effects and the rapport between us—the two most important factors in risk (harming) management.
• Your newfound appreciation of the interrelationships from the medical perspective allow you to more effectively communicate with students and referral networks,
• …While also better comprehending how the technologies of yoga interact to assure the student’s safety. Mastery of one’s profession requires this level of study and gains the respect of consumers and referral sources.
What IS Yoga Therapy?
• I was wondering that myself…
• Yoga therapy is the process of empowering individuals to progress toward improved health and wellbeing through the application of the teachings and practices of Yoga.
http://iayt.org/development_Vx2/IAYT%20Standards%20Final_July%206A.pdf
What is mind?
• So what is mind? • “a process that regulates the
flow of energy and information.”
• both intrapersonal quality (i.e., the process within an individual human) and interpersonal (the same process between humans) Seigel, D. The Mindful Brain, 2007
$/Health Collapse
Yoga Therapy = “The first new health profession of the 21st Century”™
• Given that most of your clients will have a stress related, chronic condition, how can you the Yoga therapist help them understand the way the human functions through the 3 Diaphragms Model and to play The Pain Game™ ?
Yoga addresses suffering unlike any other service profession by:
The 3 Diaphragms ModelYouTube
http://youtu.be/HTkFuPLZ3Uk
Build a human….
C:\From Root\Institute\videos\3diaphragms2011.m4v
http://youtu.be/Tzcpx-icb38 3 min version, no sound
13 min with sound http://youtu.be/HTkFuPLZ3Uk
3 Diaphragms
Rutger’s Study…ongoing
Mapping: The human extension of consciousness/awareness
©2009 MyRehab, LLC
The Future?
• YRx Epigenetics• http://www.ted.com/talks/view/lang/en//id/252
Group Practices
Organizations are Living Organisms
Organizational Yoga Therapy:Traits that distinguish creative individuals…
• Independence of Judgment• Tolerance for Ambiguity
• From Polarizations and Oppositions Thinking to
Complex Thinking• Androgyny (clarity on gender
attributes and roles)• Complexity of Outlook,
Symmetry/Asymmetry
http://matthewjtaylor.com/mbassessment.pdf
The Cast of Characters
The Characters
• Pre …prefrontal cortex….reconstructing the filter of the worrier/planner with mindfulness, Yamas, Niyamas and Pratyahara
• Amy Igdala…amygdala: exploring the roots of the fear, fear conditioning and addiction with Pratyahara
• Aunty Singular…anterior singulate complex …Improving concentration and focus with Dharana
• S & M…sensory motor homunculus…Refreshing the virtual map of existence with Asana, Pranayama and Pratyahara.
• Thelma Mess …thalamus … motivation/stress response modification with Yamas, Niyamas, Asana, Pranayama and Pratyahara
• Sara Bellum…cerebellum… enhance movement, coordination and cognition with Asana, Dharana and Pratyahara
• BMOC …hippocampus…re-order memory, fear conditioning, spatial cognition with Yamas, Niyamas, Asana, Pranayama and Pratyahara
• Spiney…spinal cord…up and down regulators/governors with Asana, Pranayama and Pratyahara
• Basil…Basil Ganglia…automatic unconscious movements, addiction to dopamine and serotonin
The Big Asmita…
What Physicians Can Do For Their Patients in 10
minutes:
• Perform an exam• Write a Rx• Order a test• Make a referral• Educate….if there was
time• Schedule a procedure
What PT, DC, PsyD, etc Can Do:
• A manual procedure/manipulation
• Educate from a mechanical perspective
• Make a referral• Use modalities• Teach mechanical exercises• Talk therapy
Problems you can solve for them:• Expand the self education• Provide a group/community setting• Identify additional underlying
challenges requiring their services• Refer appropriate new clients to
their practice• Co-present workshops/programs• Invite them in to guest lecture the
education portion of a class• Others?...........
Referrals…making and getting them:
• Become a problem solver/solution provider in your community.
• Know your limits• Ask by honoring• Not selling features but
benefits• Process not an event• Brainstorm possibilities.
Building the Posture…
• Stereotypes of yoga.• Financial restrictions and tight
capital budgets.• Pressure to produce revenue • Time constraints.• Conservative administrative
paradigms and biases.• The institution’s cultural politics.• Constraints of managed care and
decreasing public access to their services (leading back to #2).
Yoking…
• Introduction• Personal Presentation
• One to one meeting• Establishing a long
term relation vs single sale.
• Education• Experiential
Tools for Future Referral Sources:
• See Yoga Therapeutics IJYT 2004 for:
• Styles of Yoga• Components of a Yoga class• Guide for smart shopping• Questions to ask a patient
practicing Yoga.• How to write a Rx for Yoga• http://www.myrehab.com/
hipaarequest.doc• http://www.myrehab.com/
screening.pdf
For example…
• 54 conditions by Dr Timothy McCall, MD http://www.drmccall.com/
In Summary…
• When you have the language to communicate, backed by the evidence, your training, and patient testimonials, not only will healthcare providers send you more patients, you can be sure they will tell their colleagues because you helped them solve their problems by helping their patients increase their wellbeing.
Some “How to”…
Building Your Own Career
Practice Development• What type of practice?• Where would students come
from?• Would they pay for services?• Would there be enough
students?• Who would oppose my
practice?• I’m no good at “name the
business skill”• I don’t have enough “name
them”.
Going Deep…Theory U
• Lying supine, chest open…• http://dsrclinic.com/
index.php?menuitem=114#3voices
