I am writing in the aspiration of becoming a council member for the Institute of Osteopathy. It would be an honour to be able to use my skill set to shape the profession for the betterment of my fellow osteopaths and the profession’s combined patient list. In short, I believe the profession has a fantastically bright future which will be made even more promising with a unified, evidence-based approach to our work. This combined with effective marketing could revolutionise the future of osteopathy.
I have written below the skills I possess which I believe will complement the Institute.
To me, leadership means allowing individual members of a team to express their strengths whilst balancing their weaknesses. Leading a team of twelve, very ambitious and skilled practitioners has taught me to do this. However, complexity demands organisation. For example, our practitioners’ skills range from helping their clients to manage chronic pain, mental illness, low motivation, autoimmune conditions etc. and they need to be seeing the patients who need them the most.
The iO is doing a fantastic job at celebrating the individuality of practitioners within our profession. I would like to use my leadership skills to ensure that we are all marching in the same direction, despite at times us marching to different beats. Unity amongst osteopaths will create more comradery, strengthen our branding as osteopaths and enable us to communicate ourselves to other professional bodies more effectively.
I believe this can come from a combination of:
- Using our core values as osteopaths to unite the profession and to create a clearer vision of our profession to the public
- Highlighting and celebrating the osteopaths who effectively communicate our core values in the iOs media channels
- Marketing the iO to osteopaths as being the leading voice of osteopathy
- Continuing the momentum that has been created by the iO by being such a leading voice during the COVID-19 pandemic
I would love the opportunity to bring my business skills to the table of the Institute of Osteopathy. With no external funding nor need for loans, I have built a clinic which now turns over in excess of £360,000. I have also been able to create predictable marketing strategies which produce a 10x return on investment. Previous to the pandemic, the Revitalize Clinic was growing at a rate of 50% a year and doubling in size every 3 years.
As a profession, we have much more potential for exposure. By simultaneously refining our approach and using current advertising techniques, we can propel osteopathy to new heights. Since 2016, of 6000 new clients with a 1000% return on investment;
- 23% came from online
- 20% came from Facebook
- 6% came from affiliations
- 40% came from word of mouth
I feel my knowledge of marketing would complement the Institute of Osteopathy. By backwards engineering desired outcomes (such as more students enrolling in osteopathic schools, better awareness of osteopathy to the public), I feel we could work together to create effective paths to achieving these goals.
Knowledge of the Profession
My professional development as an osteopath has been shaped in the pursuit of being the most effective practitioner I can be. This has led me on a path to consulting the growing evidence base for our work. I very much enjoy balancing osteopathic treatment, osteopathic philosophy, psychological and exercise rehabilitative methods. I integrate my knowledge base into my practice, according to each patient.
I believe that the future for all osteopaths could be very promising if we acknowledge when it is best to step away from the purely anatomical model of osteopathy; away from the Cartesian model of pain. We should instead arm ourselves with the knowledge of lifestyle medicine to assist us in treating patients whose pain, as a whole, is far more likely to be predisposed by lifestyles which do not complement their health. Knowledge of mental health, nutritional health and exercise rehabilitation would be a great start. I would very much enjoy being able to bring a strategy to the Institute to widen the osteopathic approach to evidence based practice. The multi-faceted nature of ideal health also provides potential career pathways within our profession, where we can build accredited courses to provide more niche osteopaths for more challenging clinical presentations.
Most patients who we see are in pain. We are looked upon highly as being the solution to their pain. However, more data is showing that pain is heavily predisposed by psychological predisposition, diet, exercise and tolerance to load. Do we have the tools we need to help our patients in this domain? By taking our drive to become truly holistic and utilising our philosophy of structure function, we can take this amazing collection of evidence and put it to incredibly productive use for our patients. By drawing applicable evidence from osteopathy, health psychology, physiotherapy, dieticians etc. we can offer the most effective and up to date practice for our patients. I would propose elevating the voices within our profession who provide sound, practical evidence based advice for us as osteopaths. By creating a central hub of evidence which we can easily implement into our practice, we can develop a more effective practice which our current and future practitioners and students can call upon to help at any hurdle.