October 2008

One change that IS for the better

by Dr. Terry A. Rondberg

If you spent any time listening to the presidential nominating conventions this year, you probably got sick and tired of hearing the word "change." Both parties repeated it like a mantra -- CHANGE ... CHANGE ... CHANGE.

Don't they know that most people hate change? We fight it, resist it, and go into it kicking and screaming. Once we're forced to change, we often wonder why we waited so long. But we don't seem to really learn that lesson because the next time we're faced with change, we react with our old reluctance.

I think part of the reason we cling to the status quo and resist change is that we view our new behavior as a sign of disloyalty to whatever it is we've been clinging to. This is especially noticeable when it comes to the products we buy or the companies we do business with. That's why marketing gurus place such a premium on creating "brand loyalty."

An article written for Iowa State University put it this way: "Basically, consumers initially will make a trial purchase of the brand and, after satisfaction, tend to form habits and continue purchasing the same brand because the product is safe and familiar."

I'm all for loyalty and have often used the same product for many years, shunning any new versions that come to the market to try to compete. I tend to like what's safe and familiar.

Yet, I wonder how many times my resistance to change has meant depriving myself of a better product or solution?

A perfect case in point recently was a new pain gel being marketed to the chiropractic profession, called ACUICE. For years I've used another product for sore muscles and occasional aches and pains caused by overexertion. Many of you are probably familiar with the one I'm talking about, and share my brand loyalty to it. Now with a free sample of this new product in hand, I figured I'd give it a try. After using it just a few times, I was convinced it was even better than my old tried-and-true brand. Relief with this ACUICE gel was faster and lasted longer after just one application.

Still, I had some reservations about changing. After all, the other product I knew was definitely safe and familiar, and very good. But ACUICE simply worked better. Plus, I found out the company that developed and markets the more familiar pain gel was recently bought out by The Hygenic Corporation, a multinational corporation that operates manufacturing and distribution centers in Malaysia and Germany. Somehow, my sense of connection with my old favorite was weakened by this news.

Then I did some research and found out that ACUICE was formulated in 2007 by Sarjula Sanghvi, the internationally known chemist and formulator. She completed her postgraduate training in chemistry at the University of Tennessee, and then went on to work for several large corporations including Sterling Drugs, Corn Products, Boyle Midway and Max Factor.

She took the baseline ingredient found in most natural anti-inflammatory ingredients -- menthol -- and modernized the formula by combining it with a number of other effective natural anti-inflammatory ingredients including aloe vera, arnica, boswellia, camphor oil, ginseng, ilex, lavender, spearmint, and tea tree oil.

The result is considered the highest standard for pain relieving gels.

In addition, the advanced formulation give the product special appeal to the public, who are being presented with evidence of the unique advantages to these ingredients. Being able to market the product to patients is sure to create a sizable revenue stream in any office -- most patients simply want fast relief and aren't as bound by brand loyalty as their doctors are.

After talking with ACUICE CEO Matt Cramer, I was also convinced that the new company has a very high regard for chiropractors and is anxious to support the profession. He noted recently: "We are honored and excited to support chiropractic and the goals of the chiropractic profession thru our unique and groundbreaking donation program. Our 'ACUICE Cares Program' creates a win-win-win for chiropractors of all major organizations and their patients."

Change is rarely easy, but sometimes it really is for the best. In the case of pain relieving gels, I think all doctors of chiropractic owe it to themselves, their practices, and their patients to remain open- minded and give ACUICE a try. You can learn more about it by visiting www.ACUICE.com.

Once you've seen for yourself how much better this product is than any on the market today, and how much support they give doctors and the chiropractic profession, I think you'll do more than just accept change ... you'll embrace it. At least this once.