2020 Annual Report

About the NHPC

The Natural Health Practitioners of Canada (NHPC) is the largest holistic health organization across the country, representing over 6,500 holistic health professionals. It is proud of the sense of community shared with members as it continues to grow across Canada.

The NHPC recognizes over 60 holistic health practices that many Canadians now adopt on their health journeys. Many NHPC members practise more than one type of treatment, and their extensive skillsets attract and retain loyal clients.

The Association champions the professional excellence of its members. It has a strong tradition of high professional standards, and it is committed to maintaining and strengthening these standards for its members.

The NHPC advocates to the public, all levels of government, and the insurance industry for fair recognition of members and their holistic health practices.

Strategic Priorities

Each initiative the NHPC undertakes supports its Vision, Mission, and Values. These are the Association's touchstones.

Vision: Wellness through natural health

Mission: We champion professional excellence to support the growth of natural health and wellness.

Values: We believe in and support choice, competency, efficacy, inclusivity, integrity, and responsiveness.

In 2020, these directives served the NHPC well while supporting its members through COVID-19.

Benefits of Membership

NHPC members enjoy a number of benefits with their membership, including:

• a national community of professionals that interact through member webinars, workshops, the Annual General Meeting (AGM), and various in-person activities
• competitive membership dues
• competitive rates for medical malpractice, commercial general liability, and contents insurance, with coverage to work across Canada
• an association staff of 20 industry and business professionals, including a department dedicated to answering questions about managing a holistic health practice and client support
• a strong internet presence showcasing NHPC holistic health practices and members
• group discounts on products and services, networking and learning opportunities, and many other benefits.

Board President's Report

The most pressing issue of 2020 was the impact of COVID-19. This affected our work, our families, our friends, and those in our NHPC community.

Some of us have lost someone special, and our hearts go out to those of you who have.

When the pandemic was announced, we recognized immediately that our members required support to get them through the ups and downs caused by COVID-19.

We put processes in place to ensure changes were shared accurately and quickly. Other initiatives were also introduced to help members manage their clients and their practices in a new way.

For all this hard work and with keeping up with usual business affairs, the Board extends its sincere appreciation to all the NHPC staff.

The NHPC Board are volunteers, elected from different provinces across Canada, who practise a variety of holistic health modalities and have considerable professional experience. They met virtually eight times in 2020.

The NHPC hosted eight online member meetings known as Connections Cafes, where we discussed area-specific business challenges and solutions. Our thanks to those members who joined us. The input they provided has been invaluable in our planning and for improving our offerings.

The following committees met throughout the year:

• Leadership Committee
• Credentials Committee
• Continued Competency Program Committee
• Sanction Committee
• Bylaw Review Committee
• Professional Assessment and Compensation Review Committee (PACR)
• Awards Committee
• Ethics Committee

The member volunteers who serve on these committees cannot be thanked enough. Their expertise has contributed significantly to the professionalism of the NHPC and its contribution to the holistic health community.

For years, the Board has presented awards to outstanding members who were nominated by their peers. These awards include the Life Membership Award, the President's Award, and the Outstanding Volunteer Award.

In 2020, we were pleased to award Christy Kasur with the President's Award.

As we continue to experience the effects of COVID-19 into 2021, we will continue to do our utmost to support our members in every way possible. At the same time, we will continue to foster a sense of community and offer the best services, many of them unique to the NHPC.

CEO/Registrar's Report

We began 2020 with the energy often felt in entering a new year. That energy proved to be necessary as we were all struck with the challenges of COVID-19.

There were no templates or best practices for how to handle a pandemic of this magnitude, and we relied on the expertise of our entire team to bring together information and support as quickly as possible.

Our primary concern was for our members who had to close their businesses, then re-open them, and sometimes close again. Added to that, every province or territory's government restrictions were different.

Accurate and immediate communications through a variety of channels was one of our priorities. Another was to support our members as they managed their businesses and emotional health during this difficult time. Here are some of the ways we worked through these unusual issues.

• We immediately increased our hours of work to operate from 7:00 a.m. to 7:00 p.m. Mountain Time
• We developed new, specialized means of communication to get information out quickly.
• We adjusted membership dues to reflect the times our members were not able to work, regardless of their renewal date.
• We put a hold on obtaining Continued Competency Program (CCP) credits.
• We held nine online meetings with our members to listen to their feedback, bring them news, and offer them our support.
• We offered an extensive selection of online educational opportunities.
• We developed several documents and guides for practising in the new environment, including waivers, cleaning logs, a Return-to-work Handbook, and more.

At the same time, our staff continued to work on the many non-COVID related projects and initiatives that were part of our original goals for 2020.

Operations Reports

Complaints Resolution

Highlights from Anna Agnieszka

Resolution of complaints continues to focus on fair, consistent, and transparent decision-making with an emphasis on remediation.

Due to the COVID-19 business shutdowns, only four new complaints were received throughout 2020.

The nature of the complaints included:

• professional misconduct (touch/boundary/consent)
• personal misconduct (attitude/respect/confidentiality)
• business misconduct (fraudulent or negligent billing/recordkeeping)

At the end of 2020, ten files had been closed and 16 active files remained open in various stages of the process.

The Sanction Committee

Upon an Arbitrator's finding of proven allegations against two members, the matters were referred to the Sanction Committee. On March 3, 2020, the Sanction Committee held hearings into the two complaints and imposed the following sanctions:

• imposed fines and awards of costs
• cancelled certificate of membership
• ordered publication of the sanction orders

The Ethics Committee (EC)

During the 2020 Annual General Meeting, the membership voted to approve Bylaw amendments to Article 10, which established the Ethics Committee as part of the complaint process. The Ethics Committee is made up of members in good standing and is chaired by NHPC Board Director Alison Adams.

In 2020, the EC's work included:

• three committee meetings
• approximately 12 hours of volunteer time dedicated per member
• orientation and training of three new members

Practice Management

Highlights from Candace Pichonsky

The Practice Management Team provides leadership, support, and direction to practitioners to ensure safe and skillful practice. In 2020, the team supported members through the COVID-19 related challenges they faced in their practice.

As part of the support provided, a Return-to-Work Protocol was created for members once provincial health authorities gave the green light to return to practice. These protocols followed the Infection Control for Regulated Professionals document. A COVID-19 screening and waiver document was created for member use as well.

The Practice Management Team participated in several member webinars over the year to answer members' questions about navigating the pandemic.

Practice Advice

Throughout the year the Practice Management Team assisted members with topics such as:

• COVID-19 protocols
  • cleaning and disinfecting
  • screening and assessment
  • Personal Protective Equipment (PPE) requirements
• relocating to regulated provinces
• client file management and ownership
• scope of practice questions relating to massage therapy

Industry Advice

The Practice Management Team is often contacted by members of the public with questions about standards of practice and what to expect when receiving a holistic health treatment.

They also provide information to the insurance industry about the standards to which NHPC members are held. This work is essential to position holistic health practitioners as vital providers of health care in Canada.

As part of this service in 2020, the team provided content to SunLife Canada's Lumino Health on issues with seniors health and also on attending health appointments during the COVID-19 pandemic.

The NHPC virtually visits massage therapy schools across the country to educate students and faculty on the holistic health industry, the professional responsibilities of working as a massage therapist, and what is expected of NHPC members.

The Practice Management Team often takes part in these visits to answer candid question about the realities of holistic health practice.

Ethics Advice

The Practice Competency Manager provides educational opportunities to members through workshops offered in-person and online. These workshops provide members with the opportunity to complete the ethics portion of their Continued Competency Program (CCP) requirements free of charge.

The workshop presented after the 2020 AGM was titled Where to now? Your Practice Going Forward. It addressed pandemic fatigue, boundaries, and working from home.

Support for Complaints Resolution

When requested, the Practice Management Team provides support to the Complaints Manager for issues that may not need to go through the formal complaints resolution process.

Membership and Credentials

Highlights from Bo Li

Discount Provider Program

The Association has negotiated special discounts for its members with over 20 diverse companies and organizations:

• Aetheric Essentials
• AMA
• Associated Bodywork and Massage Professionals (ABMP)
• ATB Financial
• Breath for Life
• CustomCare
• Economical Insurance
• Edmonton Recreation Centres
• G2 Massage Supplies Depot
• GoodLife
• Helcim
• KuSu
• La Capitale Financial Security
• Manupractic Institute
• Mark's
• Noterro
• Perkopolis
• Petro-Canada
• Prone Protective Cover
• Second Chance CPR & First Aid
• Specialized Benefits
• TELUS

Membership Renewal

The NHPC's member retention goal for 2020 was 90%. Despite the challenges brought by the COVID-19 pandemic, this goal was exceeded. The Association is honoured to serve members who show such loyalty, and it motivates the organization to continue to provide superior membership support.

Membership Recruitment

Recruitment events across Canada are great opportunities for the NHPC to:

• meet with students from a variety of disciplines
• share the Association's advocacy efforts
• present membership benefits to potential new members
• monitor and assess the curriculums of schools

In 2020, the NHPC connected with 23 schools as a part of its school visits.

Throughout 2020, the Association also reviewed its modality standards to ensure they were current.

Massage Therapy Regulation

Highlights from Kathy Watson

Nova Scotia

Prior to 2020, the NHPC and the Massage Therapists Association of Nova Scotia (MTANS) jointly proposed to the Nova Scotia Government Department of Health and Wellness (DHW) that the government regulate massage therapists in the province.

The DHW did not committed to regulation in 2020, but it continued to protect the use of titles in the practice of massage therapy as it considered the joint proposal.

In 2020, massage therapy members who successfully completed an agreement demonstrating compliance with certain standards were listed in a public registry on the NHPC website as part of the Title Protection of Massage Therapists Act.

Throughout 2020, the NHPC fostered a good relationship with government staff and continued to collaborate with the other associations to push for regulation of massage therapists in the province.

Manitoba

During 2020, Manitoba Health and Seniors continued revising the College guidelines required to submit an application for regulation.

The NHPC and other massage therapy associations in Manitoba prepared their application for regulation of massage therapy to be ready for when the provincial government completed the revised guidelines.

Saskatchewan

On December 7, 2020, the Saskatchewan Minister of Health, the Hon. Paul Merriman, introduced Bill 3 - The Massage Therapy Act to the Saskatchewan Legislative Assembly.

The Massage Therapy Act established the College of Massage Therapy of Saskatchewan as the regulator and governing body of massage therapists in the province. This would be a stand-alone regulatory body, separate from the three existing associations for massage therapists.

The Massage Therapy Act needs two more readings to be passed; both readings are expected to happen in the 2021 spring session of the Legislature. After the third reading, the College will develop its operational functions and support the registration of transitional members.

Once passed, the Act will bring recognition of health professional status to the vital work of Saskatchewan massage therapists. It will also create opportunities for the profession to take its place in delivering professional health services that improve the health and wellness of Canadians.

Alberta

Regulation of massage therapists in Alberta has been a top priority for the NHPC for several years. The following professional associations have been involved in the application for regulation of massage therapists in Alberta:

• NHPC
• Canadian Massage and Manual Osteopathic Therapists Association (CMMOTA)
• Certified Registered Massage Therapists of Alberta (CRMTA)
• Massage Therapists Association of Alberta (MTAA)

On March 4, 2020, the Transitional Council for the College of Massage Therapists of Alberta (TC-CMTA) met with the Assistant Deputy Minister and senior administrative staff of the Alberta Ministry of Health. Alberta Health asked the TC-CMTA to complete the steps required to regulate massage therapists in the province.

On April 1, 2020, the TC-CMTA Board of Directors met with the Assistant Deputy Minister of Health in Alberta again.

Through the Ministry of Health, the Government of Alberta confirmed the TC-CMTA President as the lead representative for regulation of the profession. The Transitional Council's application for regulation is approved in principle and the only application the government is considering.

On April 4, 2020, the MTAA chose to end their membership with the TC-CMTA. The MTAA had previously collaborated with the NHPC and the CMMOTA to form a regulatory College through TC-CMTA activities.

Both the NHPC and CMMOTA remain fully committed to supporting the valuable work of the TC-CMTA to regulate massage therapists in Alberta. Alberta Health assured the remaining TC-CMTA Board members, who are NHPC and CMMOTA representatives, that TC-CMTA's application would continue to move forward.

CRMTA continued to attend special meetings, and all associations contributed to the application.

Industry Relations

Highlights from Paul Donovan

Industry Awareness and Collaboration

NHPC Webinar for Insurance Companies

Industry Relations webinars provide information and build relationships with insurance companies and other stakeholders, as well as advocate for greater recognition of NHPC practices.

In July 2020, the NHPC presented an interactive webinar to insurance companies titled Exploring Reflexology: The Origins, Benefits and Professional Landscape of the Practice in Canada.

It covered topics such as the benefits of reflexology, standards of practice, educational requirements, and the general landscape of the profession.

Reflexology

The NHPC created Standards of Practice for Reflexology (PDF) to advocate for the recognition of reflexology by the insurance industry and as a reference tool for reflexologists.

The document was developed by adopting information and standards from the NHPC Modality Standards for Reflexology, the UK Skills for Health Competency Standards documents, and other reflexology organizations.

This document was published on the NHPC website and shared with NHPC reflexologists and insurance companies.

Sun Life Financial

The NHPC collaborated with Sun Life Financial on their health innovation platform, Lumino Health, and continued to provide input and feedback on Sun Life's Provider Search Network and other provider-related products and services.

During 2020, Association staff contributed to the Lumino Health articles How COVID-19 Has Changed Health Care Appointments and Health and Wellness Support for Seniors as part of the ongoing collaboration with insurance companies on health-related topics.

Member Eligibility

ACTRA Fraternal Benefit Society (AFBS)

The NHPC continued its advocacy work to ACTRA Fraternal Benefit Society (AFBS) by asking massage therapist members to have their AFBS clients ask the insurance company to recognize the NHPC and its therapists.

The more requests the insurer receives from plan members over time, the more likely it is that AFBS will recognize NHPC therapists.

Saskatchewan Government Insurance and Workers' Compensation Board

The NHPC continued to advocate for the recognition of NHPC massage therapists with Saskatchewan Government Insurance (SGI) and the Workers' Compensation Board (WCB) in Saskatchewan.

With the introduction of The Massage Therapy Act in 2020, the readings scheduled to pass the legislation bode well for the future of SGI and WCB recognition.

Education and Events

Highlights from Ibukun Adewusi

The NHPC supports the ongoing professional development of its members by offering a variety of educational opportunities throughout the year.

These events are great networking opportunities for the holistic health community and a way for members to meet their Continued Competency Program (CCP) credit requirements.

Courses, Workshops, Online Modules, and Webinars

NHPC-partnered courses and workshops, online modules, and webinars offer members across Canada high-quality professional development opportunities on a variety of topics.

Online learning modules offer continued education that practitioners can complete from home at their own pace.

In 2020, the NHPC partnered with two new educational providers, Therapeutic Institute of Reflexology and the Reflexology Association of Canada, to offer on-demand learning modules focused on different reflexology topics.

In addition, a partnership with the Associated Bodywork and Massage Professionals (ABMP) offered NHPC members access to free, online courses on supporting themselves through the COVID-19 pandemic.

Webinars allow members to learn with their peers and interact with presenters in real-time, regardless of their location. In 2020, more than 1,900 members participated in 11 live webinars:

• Where to Now? Your Practice Going Forward
• Real Talk on Domestic Violence Preparation for Massage Therapists
• Massage Therapists as a Labour Support Provider
• What's so good about Manual Lymphatic Drainage
• Cash Flow Management in Times of Uncertainty
• Dealing with Death as a Body Worker
• Supporting Vagus Nerve Health with Reflexology
• Gut Health = Good Health
• Everything you need to know about your CCP Credits
• Introduction to Chair Massage
• La Capitale's Info Session on COVID-19 Protection Offer

The NHPC also partnered with professional speakers to facilitate three online workshops and 16 in-person workshops in several cities. Topics included:

• The Healing Connection between the Energy Body and the Physical Body
• Professional Cupping Therapies
• Advanced Cupping for Myofascial Release
• Healthy Eating and Lifestyle Certification

Connections Cafes/Member Meetings

NHPC Connections Cafes member meetings were held both online and in-person across the country throughout the year. They were a great opportunity to update members on the latest industry and association news as well as gain insights into member needs and hear their ideas.

In 2020, the NHPC hosted 17 member meetings in total. These included one in-person meeting, eight online Connections Cafes, eight online member meetings about COVID-19, and one online information session on massage therapy regulation in Saskatchewan.

A one-hour practice management workshop, titled Boundaries, Pandemic Fatigue, and Working from Home, was presented at all Connections Cafes.

NHPC National Conference

The in-person conference, was scheduled to be held in Edmonton, AB, from June 1 to 3, 2020, but it was cancelled due to the COVID-19 pandemic. However, the AGM was held as an online meeting on June 1, 2020, with a record high attendance of 1,275 members.

Communications and Marketing

Highlights from Elaine Sutton

The COVID-19 pandemic brought many new challenges in 2020. New communication strategies were developed to ensure members had up-to-date information about the pandemic's impact on their practice.

In addition to these new communications, support continued for public awareness and membership recruitment.

Public Awareness

Regular blogs engage the public and potential members by highlighting NHPC modalities, member insights, business best practices, and other relevant topics. Blogs posted in 2020 included:

• Ways to Support Your Local Practitioner This Holiday Season (December)
• Massage Therapy for Breast Cancer Patients (October)
• Meet the New President of NHPC's Board of Directors (September)
• Three Ailments Reflexology Can Help Alleviate (September)
• Managing Client Files When You Leave a Clinic (August)
• Thai Massage: What it is and What You Can Expect July)
• Alternatives for Sports Recovery This Season (June)
• Seven Things You Can Do to Support Your Mental Health During Physical Distancing (April)
• What to Expect at Your First Massage Therapy Appointment (February)
• How to Survive Your Winter Vacation Holistically (February)
• Aromatherapy for Alzheimer's Disease (January)

Social media presence grew throughout the year with posts on holistic health and the latest COVID-19 news.

• Facebook: 11,723 followers and 10,664 page likes
• Instagram: 2,068 followers
• YouTube: 227 subscribers
• LinkedIn weekly posts: 1,285 followers

Two regular social media posts, Member Spotlight and Modality Monday, were designed to promote NHPC members and their modalities.

The NHPC continued to provide the Health Provider Directory and the Holistic Health Guide as tools for the public to learn about holistic health practices and to find a practitioner.

Member Communications

The NHPC communicates with members through email, telephone, social media, the website, member meetings such as Connections Cafes and Zoom meetings, and the Annual General Meeting.

The AGM was held as a Zoom webinar in 2020. This opened the doors for members across Canada to participate when many of them would not have been able to do so in the past. The meeting attracted 1,275 members.

Throughout 2020, the website continued to be an important tool for communication with members. Top website pages visited were the Home Page, Member Dashboard, and COVID-19 Q&A.

The NHPC News and other emails to members retained high open rates: NHPC News at 51% and other emails at 64%.

NHPC volunteers have contributed complimentary treatments to residents at Ronald McDonald House Edmonton for four years. The program provided families who are supporting sick and injured children the opportunity to support their well-being through self-care activities. This program was on hold in 2020 due to COVID-19 restrictions.

The NHPC continued to provide free advertising on the website to non-profit wellness organizations looking for member volunteers.

COVID-19 Communications

During the pandemic, a COVID-19 Q&A was added to the website. Although primarily to assist members, some information was also relevant to the general public.

The Q&A not only answered many questions from practitioners, but it provided other resources useful in navigating complex business and financial issues during the pandemic. The content was updated as new information from provincial and territorial governments became available.

Both members and other contacts were encouraged to share the information with their networks. Traffic to the COVID-19 Q&A was 35% from emails and 42% from organic searches.

Daily Facebook and Instagram posts featured urgent information. Social media, LinkedIn, and Blogs were linked with the website Q&A to spread the detailed news.

An email Special Bulletin was created to answer member questions and to provide new information about how the pandemic affected their practices. The average open rate was 73%.

Zoom webinars were hosted for members in specific provinces and across Canada. These provided members with the opportunity to discuss their experiences with COVID-19 and gain guidance on the issues they were facing.

Membership Recruitment

The NHPC was approved for a Google Ad Grant to enable a trial campaign. Between October 21 and December 31, 2020, the campaign received 1,568 impressions and 145 clicks. The overall amount spent was $181.92, which was fully paid for through Google Ad Grants.

As part of the Membership Recruitment Advertising Campaign, a membership landing page (joinnhpc.ca) was launched. Users who clicked NHPC ads on Google were directed to this one-page promotional summary of membership benefits.