Second episode – The self-interview by Vincenzo Lancini: they call him “Wizard of Tecar”
They call him: “The wizard of Tecar“
The self-interview was a recognized neologism in 2008.
The self-interview, (which written all attached) has served me as a tool to shed light and order in an ocean of events that I have experienced, which I have clearly in my mind but which I do not they are easy to tell.
In 2016 I started thinking about how to start a synthesis work that could be the basis to increase the value of the complex topic called Tecarterapia.
I wondered where I could start, why do it, how to put together, and what goal to pursue. I needed to practice to learn how to write, write an editorial plan, tell the values in the field, describe the road I was going to build and which direction I chose to take.
Enjoy the reading
- D. Why did you need to read the “Gazzetta dello Sport” every morning?
R.My answer is not a joke.
I could know who of the various professional athletes featured in the newspaper was ill, was injured or was preparing for the most important competitive goals.
When I was reading the “Gazzetta dello Sport”, in summer 2005, at the certain point I had an idea. I wrote down a list of all the holiday resorts that hosted the pre season training stages of the Serie A professional football teams.
I travelled 10 days around the Dolomites mountains with my car, mapping the presence of Tecar equipments in the various Italian professional “serie A” football teams and getting to know the medical staff of each team I visited.
Yes. This is how I started like this.
Some of those first moments of contact with the physiotherapists of the “football world” have turned out to be crucial for my working career, and even today, I benefit from it in my working dynamics.
2. D. Apart from reading the newspaper “Gazzetta dello Sport”, how was the rest of your work?
R. It was easy. I was looking for professional sports athletes to get in touch with.
To know news about injuries, starting with football players fup to badminton champions.
Of course, in the name of Marketing, the order in which I chose was exact studied in a meeting room with my marketing colleagues.
3. D. Scienza, tecnica, marketing, comunicazione e vendita. Come possono conciliare tutti questi aspetti intorno all’applicazione di un sistema elettromedicale che promette di guarire i dolori?
R. It’s a very complex answer.
The commercial phenomenon that we know as “tecar” was born and grew in Italy.
Instead the company that produces the “tecar” device, is Spanish, from Barcelona and is called Indiba SA.
Tecar was not born for physiotherapy.
4.D. How can science and marketing get along?
R. It is not a question that makes sense, and the answer, therefore, does not exist.
There is a definition of science, pure or applied, understood as the set of disciplines based on the observation of the phenomenon of nature and man.
Marketing is an applied science that observes and codifies the behaviour of men to satisfy their needs by offering at the lowest possible price a service or a consumer product with the maximum profit for the company that sells it.
Marketing can enhance applied science; it creates the need in man and guides behaviour.
So science can serve Marketing.
Neither in science or marketing, the result is “good thing”, and often we must disturb the concept of morality, that is the ability to distinguish good from evil, a concept underlying the creation of the scale of values that should guide the life of every human being.
5. D. So what is the process by which Marketing creates the need?
R. As everyone knows, marketing is a tool that helps the company that produces and sells a product to optimize and maximize its efforts, and when the company mission is clear, the marketing machine puts all the mechanisms in place to get the most out of it.
When a company has decided that the mission is: “A Tecar to every physiotherapist”, marketing department has studied strategies to ensure that the mission is achieved.
Once the clients (target) have chosen, the customers must be conditioned; they must be excited, they must be fascinated. It is necessary to act on their impulses, on their ambitions, the most active drives.
We have to hallucinate them, dazzle them, create their needs that cannot be dissatisfied.
The strategies range from the simplest to the most complex ones studied by psychologists.
The most common communication strategy always characterized the promotion of “Tecar” was to combine the device with the success of the professional sportsman.
“If it works on the great undisputed sports champion, then it can work on anyone.”
The achievements of sports champions are related to the therapeutic success of the device sold.
Fascinating with often invented or magnified stories allows for dazzling the physiotherapist client who begins to perceive and to give enormous value to a box of electronic material assembled with painstaking professionalism but which has a very high price.
The cycle closes.
Here are the elements of the algorithm: sale, product, price, value, perception, customer and purchase.
The communication process is “multilevel”, and thanks to the corporate strategy, it is aimed at and affects the user, the prescriber and the end-user of “Tecar.”
What is the result?
It depends on the questions that the physiotherapist asks and what the answers can give himself.
Some of the questions are:
- What are the bases of attribution of the value you give to something?
- How do you define the value of something?
- What are the elements that you consider to attribute value to something?
- What are the elements that come to you without you noticing and that make you attribute a particular value to that thing?
Today we have arrived at physiotherapy that can no longer do without “Tecar”, but if we think that before the year 2000 the work of the physiotherapist was done the same without Tecar, we must ask ourselves:
“Why today there is this need “felt” to use or undergo “Tecar” treatments?”
6. D. Health is at stake. Is the scientific nature of the results, the basis of every sales process for the “Tecar” product?
R. This is my focus. I repeat, mine.
At the moment I am carrying out a pilot study on the application of “Tecar” on the athlete to identify the impact on sports performance.
In an approach of scientific analysis done in a rigorous and even modern way, there is need to compare the effect of the application of “Tecar” with common practices, quantify the effect and define the order of magnitude.
I advise you to go and read the article of my Blog entitled:
In this item, I describe the legislative principles that govern the acquisition of sales permits for health products that they should have, I repeat, they should have scientific basis.
7. D. So, in your opinion, can you do physiotherapy only using Tecar?
R. The question seems obvious, almost familiar.
The answer is No, but there was a moment in the communication of those who sold Tecar from 2005 to 2008, where the message was imperative:
Physiotherapy must start from the T and finish at the R of the acronym Tecar!
Tecar: Trasferimento Energetico Capacitivo Resistivo.
“Tecar” is a registered trademark which today has become commonplace: in 2019 everyone’s mouth is filled but it has become just a sticker!
The company mission must always be carried out to the maximum of operational possibilities: the concept is not immediate.
The motto has always been, “Minimum effort for maximum results”, and so for example, scientific research and operator training have often been used only as a honey trap.
However, then I arrived and slowly by changed the meaning of a scientific basis.
8. D. You are unquestionably the most excellent expert of “Tecar” ever. How many therapists have you trained over the years?
R. I am currently counting on how many training courses I had held as a speaker before in Italy with the Italian Indiba distributor (Unibell company) and then, in the world when I went directly to the Spanish product consultant called Indiba SA.
I guess I met at least 10,000 therapists in training between physiotherapists and masseurs.
I have trained all the trainer who then, in turn, have trained other trainer who work to execute educationally the information they need to handle “Tecartherapy”.
9. With all the therapists you’ve trained over the years, have you managed to cultivate and grow lasting work relationships? “Do you have followers?”
R. I don’t like being considered a Guru.
I keep more than 200 whiteboard sheets from those used for the presentations. I care about these sheets. These are all the tests I did alone to practice putting together the key concepts and then tell them to the audience of shift physiotherapists.
I learn from every physiotherapist I meet, every time, in every course, and then it happens that there are many requests to come and learn by following me directly during my private activity.
I continue to allow many young people to do a practicum with me. However, it is a difficult job to teach someone if you have other things to do, and today I am no longer so inclined to accept trainees in my structure.
10. To disseminate must go. Do you travel a lot?
R. Yes sure.
I participated as a speaker at many conferences in Italy and abroad.
Two years ago, for example, I was in Moscow the days before Christmas, and I stuck for 7 hours at the airport due to a sudden snowstorm.
I participated as an Indiba expert at the Summer and Winter Olympics, World Championships in many sports to optimize the fitness of the athletes who identify an additional weapon in the prevention to reach the final result.
11. You have always been a consultant to professional medical staff. The question now is: have you ever officially been part of a stable sports team?
R. Well, since 2001 my working life had taken a decisive turn: in the following 3 years, I was part of the Fila Running Team (later Nike) of Dr Rosa.
Then in 2006, I was able to have significant experience of continuous assistance to an athlete who was preparing for the European championships and who then won in a speciality of athletics.
For the first time, I was able to fully understand the dynamics concerning the management of the accident, and the swirling progress of the strenuous training phases of a world-class athlete who must always go to “taste” the limit of his physical structure.
From then on, I felt that this was my way.
Where the game gets complicated, I start to have fun and make a difference.
I like to think that I can always make a difference with my work.
I worked a lot with the athletes of the cross-country skiing, starting with the “Bergamo athletes” close to home and then the time came when I had called by the national cross country ski team with whom I worked officially 2 very full seasons.
After the Sochi 2014 Winter Olympics, the team’s organization has changed, and although my experience is over there, I continue to take care of cross counrtry ski and his athletes always having fun as a child.
For the past five years, I have been a member of the staff of the national women gymnastics team, where I am responsible for the quality of the movement (AQM), and to me today it is an exceptional test bench, where the continuous traumatisms make these athletes people who are not of this world, and I have the task of keeping these exceptional young athletes in order, identifying the weak links of the muscular chains of the movements and correcting them through a codified system of exercises that today is known as FMS (Functional Movement System).
Since 2016, the year of his creation, I am honoured to be “the mechanic” of the Two Running Club professional running team which is the first reality of its kind in the world created by Coach Claudio Berardelli in Kenya.
12. D. Can you tell an episode of your work on the Italian national cross-country team?
R. I was working with a muscle activation protocol FMS to decrease cold exposure time before a race.
My athlete was lying on the massage bed. Suddenly, due to the push and pull maneuvers I was doing, one leg of the massage bed was broken.
Federico Pellegrino (the strongest sprinter in the world) falls with me, and together we do a single somersault, he backwards and I forward and finish above him ending our acrobatics on the ground and against the wall upside down laughing at cracks: none of the two got hurt.
…To be continued