Attitudes, beliefs and actions of traditional acupuncturists with regards to marketing their practices - a postal survey

By Karen Glancey


This piece of research aims to explore the values and beliefs of traditional acupuncturists to marketing and to establish the level of marketing that those surveyed had carried out. In particular in the areas of: checking out the competition; branding their practices; auditing for the purpose of marketing and advertising.

Justification for this piece of research comes from the lack research in this area thus far and the rising number of traditional acupuncturists becoming members of the BAcC. As well as checking out marketing actions a number of research questions were developed using findings from the literature review and a focus group.

These were:

  • Do acupuncturists have a negative view of marketing?
  • Do acupuncturists feel that they have enough knowledge of marketing to promote their practices?
  • Do acupuncturists view marketing as unholisitic?
  • Are acupuncturists happy for the BAcC to promote them but unhappy about promoting themselves?

The research method was a postal survey. The data from the survey was analysed using SPSS.

Findings were that traditional acupuncturists engaged more readily in short term marketing activities than those which would be of more long term benefit. The sample were, in general, positive about marketing but over half felt under confident in being able to market themselves. There was evidence to say that a small minority of acupuncturists felt that marketing was unholistic. Finally, that the majority of practitioners were not happy with leaving marketing entirely to the BAcC.