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Nuts Reduce Risk of Heart Disease, Cancer and Other Health Problems
Several recent studies suggest regular consumption of nuts may provide a significant degree of protection against certain types of cancer, heart disease, possibly type 2 diabetes and some neurodegenerative diseases.
The Short Leg Dilemma
When evaluating a new patient, it is common to note a relative shortening of one leg to the other. Some patients will even tell you they have one, and then pull out the store-bought heel lift they read about online.
Improving Communication Between AOM and Biomedical Providers
How comfortable do you feel talking to Western medical providers? If you are like me, you may not feel as comfortable as you would like. Some of my interactions with MD's haven't been the fruitful steps toward integrative medicine for which I had hoped.
The Zen Art of "One Point"
We were always told in our Zen Shiatsu training (by Japanese and Japanese American instructors) that our ultimate aim was to to find that "One Point." To be so focused we could touch just one point to transform Qi throughout a client's body.
Harvard Health References Flawed AHA Position Paper
In its special health report, "Stroke: Diagnosing, Treating, and Recovering From a 'Brain Attack,'" Harvard Health Publications includes information from the American Heart Association's 2014 position statement on cervical manipulation and cervical dissection – a statement the American Chiropractic Association emphasized in a letter to Harvard Health mixes "scientific facts with half-truths."
Modernization of Chinese Medicine
Language – written, spoken, signed, or otherwise is learned as a means to express our individualized perceptions about the world around us. Language is designed to communicate our personal experiences.
Change Lives by Supporting Chiropractic Research: Are You In?
The Palmer Center for Chiropractic Research (PCCR), in celebration of its 20th anniversary, has announced it is spearheading a fund-raising campaign to support chiropractic research.
Help: A Need at Every Level
One of the great gifts of training in acupuncture is the ability to take good care of oneself. I recently had a bout of frozen shoulder — an inflammatory syndrome which can be debilitatingly painful and take years to resolve.
The Food Conversation: Nutrition and Your Practice
It's morning and your first patient rolls in with a triple espresso steaming in one hand and a frazzled, desperate look in her eye. "You gotta help me, doc, I am constipated unless I drink one of these, and I am exhausted and anxious all the time."
Healing Trauma: Cultivating Resilience and Presence Through Mindfulness, Part 2
In the last issue of Acupuncture Today, the first part of this article introduced the topic of trauma and resilience, and their relationship to the autonomic nervous system response and the concept of the spirit being grounded in the body, and suggested the importance of mindfulness as a tool for healing.
Fertility and Poly-Unsaturated Fatty Acids
Starting or expanding one's family is a major milestone. It's something that more and more people seek out health care advice and support for.
Practice Policy (Gone Bad): The Sign
Every once in a while, you see something and think to yourself, That's a really bad idea. Case in point: I went to see my medical doctor the other day. Just after being "roomed," as they say, the nurse checked my vital signs. Then she left.
News in Brief
Call for Abstracts Announced - Parker Las Vegas 2016; Logan Adds Doctorate Degree; New Role for Dr. James Edwards.
The New Age of Communication
In the age of technology, everyone, including the patient, is seeking faster, easier ways to communicate. With a wealth of social media, blogs, websites and videos, we are constantly barraged with information – to the point of overload.
Dorsiflexion Dysfunction: Evaluation & Manipulation Techniques
Almost every condition from the foot to the hip can be attributed to the inability to dorsiflex the ankle mortice and other joints that participate in dorsiflexion. Let's start by understanding normal versus abnormal dorsiflexion.
Oriental Medicine on the World Stage
"Let me win. But if I cannot win, let me be brave in the attempt." This simple, yet powerful statement was lived out time and time again by so many of the athletes from around the world during the Special Olympics World Games in Los Angeles.
More Chiropractors Required
An intriguing study published in the Journal of the American Board of Family Medicine examines how "chiropractic care affects use of primary care physician (PCP) services."
Surprising Reasons for Orthotic Efficacy
Clinical outcome studies show orthotics are effective in the management of a wide range of injuries, including plantar fasciitis, Achilles tendinitis and patellofemoral pain syndrome.
Acupuncture Rising: From Acupuncture Anesthesia to Assisted-IVF, Part 1
Acupuncture's cultural and historical roots go back to the emergence of Chinese civilization. For more than 2,000 years, acupuncture needling has been continuously practiced on the largest population in the world.
Patient-Centered Care vs. Payer Restrictions: Your Ethical Obligation
Do you have an ethical obligation to evaluate your patients, make a diagnosis and provide evidence-based, patient-centered health care, irrelevant to the payer restrictions?
Fish Oil: A Key Component of Positive Clinical Outcomes
Patients seem to be presenting with more complex problems, and many are responding to care more slowly or have completely unexpected results. Why?
Getting a YES: An Effective Strategy for Overcoming Patient Objections
Patients make more excuses for declining care from an acupuncturist than perhaps any other type of doctor. Various reasons hold them back from making a commitment to care.
A Chiropractor's Guide to Yoga
"Doctor, can I continue to do yoga while undergoing your care?" "Is it OK for me to go back to yoga while I'm getting my back treated?" "It is safe to start my yoga classes again after my neck pain improves?"
Practicing with Authenticity
To extrapolate from the above quote, patients love healthcare providers they can trust. One way to earn the trust of your patients is by practicing with authenticity. What does that mean, exactly?
An Acupuncturist's View of Medicinal Marijuana
The use of cannabis for medical purposes is very controversial. Use as a panacea by physicians uninitiated to the proper application of herbal medicine, as well as an excuse for recreational use have greatly confused the issue.
What's Chiropractic Research Worth to You?
The Palmer Center for Chiropractic Research (PCCR), in celebration of its 20th anniversary, has announced it is spearheading a fundraising campaign to support chiropractic research.
Do Some Good and Grow Your Business with Cause Marketing
Cause marketing is truly one of the best ways that you can promote your services as a acupuncture professional. Cause marketing refers to a type of marketing where a business partners with a non-profit organization to help bring awareness to a charitable cause.
August, 2002, Vol. 02, Issue 08
Step Eight: Initial Marketing
By John Fanuzzi
As your staff trains and prepares for your spa opening (to be discussed next month), a parallel process must take place: the initial marketing that announces the event, clears the way for the opening, and builds a foundation for future promotions.When I think of marketing, I think of what it takes to make the phone ring to book an appointment or make a sale. Although sales and marketing go hand in hand and are often misunderstood, there is still a distinct difference.
When considering marketing, think of eight "P" words -- Prospecting; Positioning; Packaging; Presentation; Pricing; Promotion; Public Relations; and Profitability. Assuming we have a marketing budget for initial startup and the first year, let's get started and look at these "P" words.
Prospecting: When I hear the word prospecting, I think of looking for the gold. In terms of your spa, the search is no different. Gold is what we need to find. We need to find out who our potential customers are. It is a searching and seeking process. It is a time to be a detective and figure out how to get the best return on the time and money you've invested. Times have recently changed, and I think the best buy for your money is using e-mail in your local area to announce your opening and your services. It is probably more important today to get an e-mail address than a phone number. By using e-mail and building that list, you can send out current information about pricing, specials, new services, new employees, and last-minute openings. You should always include a link to your website in the e-mail. Learn from the beginning how to capitalize on this most effective marketing tool. Of course, there is also good old word of mouth and advertising, which certainly have their place and should be used.
Positioning: This is how you place your services in comparison with the competition. How are you going to win customers? Unique services, better prices, an immaculate atmosphere, the best customer service, a free food and juice bar, limousine service, valet parking, or the most caring employees?
Packaging: Everything in retailing depends on it. The beautiful label can often sell a lousy product. The same applies to the services you sell - the written description that makes the customer want to have the experience, the photographs of the treatment that enhance the description, and the beautiful presentation of the products on the shelf.
Presentation: Think of the first impression you get when you meet someone who's well-dressed, visit a beautifully landscaped home, or dine at a restaurant where the meal looks like a piece of artwork. Your spa should make that same impression every time, with every customer. The way you welcome each customer and lead him/her to each station, the cleanliness of the juice bar, the neatness of the front desk, the graphics of the spa menus, and the logos on the employee's shirts - it all makes a difference. Be creative, but keep in mind which details will bring each customers back with all their friends.
Pricing: I like fair pricing. Check out your local competition to make sure you are in the range of your local economy. Your published prices should not be too high, because you could price yourself out of the market, especially in the beginning. They should not be too low, because you could give the impression that it is an inferior service. You also could be working for minimal margins and could create price wars with the competition, in which case everyone loses. You can have specials, but don't devalue your services. If you list a higher price with the right packaging, you have added perceived value, and if it is performed elegantly you will easily get your price and have repeat business.
Promotion: In the initial marketing stage, and until you have full capacity, you will need to offer specials of all sorts. I would start by having an invitation with a RSVP to all of the businesses and influential people you know. Host a "spa party" at which you could offer a free chair massage, for example. Maybe you could sponsor a fundraiser for some community cause, with half of your sales going to a charity. You could develop an incentive program, such that, for each new treatment a customer tries, a friend receives a free treatment . You could cross-promote with other businesses, especially wedding, restaurant and hospitality. You could offer a free service after three referrals. Be creative.
Public Relations: Send press releases to all the local media for everything you do, and invite the press in for complimentary treatments. If you can afford it, hire a PR person. Write articles or a column for the local newspaper - make yourself an authority for your profession. Attend local chamber of commerce meetings and network with everyone, so you keep a hand on the pulse of the community. It's all about public image. What do your customers really think about you and your spa, and what are their perceptions? Long-term business success boils down to building and nurturing relationships.
Profitability: Don't be discouraged if you are not profitable the first year or two. You are in business to make a profit. It is important to squeeze every bit out of your marketing effort. Take advantage of free publicity. If you do advertise, make sure you get some articles written about your business. Ideally, you want happy customers to do the promotion for you. Successful spas do not need to advertise. When this happens, you can take that marketing money you don't have to spend and turn it into pure profit.
Until next time, keep an eye out for the most giving and loving employees -- next month, we'll discuss initial training.
Click here for previous articles by John Fanuzzi.
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