I read the title of a post called Sell the Destination, Not the Plane. It’s about marketing and it talks about what you’d expect. You do not need to sell how you get there, but where you go to. So acupuncturist, why are you selling how you work with needles? Why are you trying to sell “qi”? Sell better health. Sell less pain. Sell “feel better”. Sell “I can get you back on the ski slopes 75% faster”. Sell the goal. Sell what your patient wants.
They don’t want to know the travel details until after they have made the commitment to try what you are doing. Then you get to educate.