I’ve been wondering why many CAPs choose to use the term “community-style acupuncture” instead of just community acupuncture in their marketing materials. Is it a conscious decision? If so, why?
It makes sense because you are referring to the type of acupuncture you practice. Just as you may practice Tan-style or Tung-style or Japanese-style acupuncture, community-style acupuncture is a descriptive term. It tells prospective patients what to expect from the treatment.
But to my ears it also sounds a little watered down. The term community acupuncture, though we can’t trademark it (as people have noted in the forums), has a strong association to CAN, to a specific movement and set of ideals. Does adding “style” in the middle distance it from that concept, even if only subtly? Does it sound a little apologetic?
And, is the extra word really descriptive of what we do? If you go to a restaurant for family-style dining, the other people in the restaurant are probably not your actual family. However, if you go in for community (style) acupuncture, the hope is that the people you are sharing the room with are, in fact, part of your community.
I am not making judgments about this. Until I sat down to write this post, I wasn’t even sure which term I used in my own materials because for me, and I think this is true for most people, it wasn’t a conscious decision. I am curious to hear other people’s thoughts on the issue.