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Home Safety: Help Families Avoid Common Injury Hazards at Home
These days, many parents childproof their homes before a baby is even mobile. You will see an array of electrical outlet covers, bumpers on the corners of the coffee table and safety latches on the cupboards.
Introduce Your Patients to Collagen Induction Therapy
Cutaneous (skin) aging generally occurs from either intrinsic or extrinsic processes. Intrinsic aging results from natural skin tissue damage and degeneration.
Avoiding "Just a Pop Doc" Syndrome
Yes, it's harsh. Patients don't like to admit it. They have an unspoken plan when they first visit you: to come one time, get rid of their pain and then get rid of you. They know it's unrealistic, but they'd like to pay nothing for this service.
DC App – The Next Generation
According to a survey by technology firm CDW, health care professionals gain approximately 1.2 hours per day in productivity simply by using a tablet computer in practice.
Chinese Medicine: The Natural Way to Children's Wellness
As a child, I did not like going to the doctor. For the most part, when I had to go I wasn't feeling good to begin with, and I was heading into a sterile environment to be awkwardly probed by a man in a white coat for a very short, impersonal period of time.
Treating Acute and Chronic Neck Pain With Ischemic Compression and Exercise
There are many reasons not to manipulate the neck with cavitation: the patient is too old, their neck is too tight, etc. But the most common reason is that plenty of patients are afraid of "the crack," mostly because of the bad publicity about that procedure.
The Death of the Travel Card
As long as I have been in practice, the travel card has stood as the primary style of documentation for chiropractic. It is quick, simple and direct. Unfortunately, the rules have changed.
Inspire Your Patients to Make Healthy Choices
Have you tried to get your patients to change their eating habits or their diet and couldn't get them to succeed? Were they confused and unsure of what the right thing was to eat? You are not alone!
Solving the Pain Puzzle
Legendary former New York Yankees baseball player Yogi Berra once said, "You can observe a lot just by watching." He would have been a great chiropractor. We are trained to become experts with our hands: palpation, adjusting, soft-tissue release, etc.
Treating Chronic Depression with Acupressure
In Traditional Chinese Medicine there already exists a comprehensive theory linking the body and mind.
Meat in the Middle
Have you ever wondered what's the truth about meat? Is it really as bad as many people think?
Following the Thinking of the Classics
I have heard about the "best time of day" to carry out certain examinations or therapies. For example, I remember making a note years ago that early morning is the best time to take someone's pulses.
Treating Menopausal Women in Your Practice
I love what I do for a living. It's a great way to trade health for bread. And no topic of health, with the right bedside manner, is taboo.
Implications of Section 2706: The Non-Discrimination Provision Survey
In late April 2014, NCCAOM diplomates received an email survey with the subject line: "End discrimination against acupuncturists" polling CAM practitioners for a Request for Information from the Department of Health and Human Services, released in mid-March.
The Power of Mu Xiang to Treat Irritable Bowel Disease
Bloating and gas pain is something that everyone has had to deal with at one point or another; however, that's usually reserved for holiday dinners and other large gatherings.
News in Brief
Life to Open Branch Campus in Italy; Northwestern Research Arm Benefits From Big Donation.
Chronic heightened emotional states create a perfect breeding ground for illness. Through my practice I noted the increasingly obvious relationship between one's mental focus on negative thinking, emotions, resistance to experiencing feelings and disease.
The Acupuncture Now Foundation: What Our Profession Needs
Although acupuncture is growing in popularity it continues to be underutilized due to misunderstandings about its true potential. Only a fraction of those who could be helped by acupuncture know enough to seek it out.
We Get Letters & Email
Is It Time for a Popeye Moment? The Flaw in Recommending Chiropractic as a Career.
Acupuncture Detox as Part of Drug Rehabilitation
In the U.S., more than 2,000 alcohol and drug rehabilitation programs have added ear acupuncture to their practice. The development of the protocol was determined by Lincoln Hospital as it delivered 100 acupuncture treatments daily.
Foundation for Chiropractic Progress Announces First Group Member
The Michigan Association of Chiropractors has joined the Foundation for Chiropractic Progress as its first group member.
It Pays to be a Foodie
If there is an inner foodie in you, just waiting to burst out—this article is for you! Do you want to know how I know? I'm that girl. My middle name might as well be "Foodie." I love food! And if my patients are any indication, many of them do as well.
Why Drugs and Supplements Can't Cure Disease
Chronic diseases are the outcome of disease-promoting, goal-oriented behaviors. So, the notion that diseases can be cured with drugs or supplements should be abandoned. Hypertension is the best example of this.
Are You Ready for the 2016 Patient?
In October, Apple released its iOS 8 operating system for the iPhone and iPad. The new system includes Health, a new app that will interface with an ever-growing number of other apps.
Five Element Acupuncture Can Enhance Your Practice
For eight years I have been teaching and supervising TCM students at an acupuncture college in Colorado, in Five Element acupuncture.
Step by Step: Long-Term Treatment of Soft-Tissue Injuries Combines Skill and Care
Treating soft-tissue injuries with long-lasting results starts the moment an individual enters the office. When it comes to pain, the only thing that matters to the patient is relief.
Make Low-Level Laser Therapy Part of Your Evidence-Based Practice
Low-level laser therapy (LLLT), also referred to as photobiomodulation, has been increasingly utilized in the clinical setting over the past decade.
Are You Ignoring the 10,000-Hour Rule?
Having trained interns and mentored new practitioners, it has been my observation that their No. 1 clinical concern is adjusting skills. Their second clinical concern is their ability to read X-rays. Physical diagnostic skills are a distant third.
Capturing the Essence of Tai Chi
Over the last 12 years, I have been working on one of the few documentaries about Tai Chi. It's called The Professor: Tai Chi's Journey West and it's about Cheng Man-Ching who moved to New York in the 1960s.
Micro-Needle Dermal Roller Use in the Treatment Room
Recently micro-needle dermal rollers have been getting a lot of media attention. As a practitioner who specializes in acupuncture facial rejuvenation, I know that skin needling with a dermal roller (also known as collagen induction therapy), promotes the natural reproduction of collagen and elastin, making the skin feel smoother and tighter.
Peer Points: Promoting TCM Knowledge
When Elaine Wolf Komarow, LAc, received her first acupuncture treatment in 1989, she said it changed her life. "I felt more aware, calmer, and happier. I was so fascinated by the changes that I began to learn everything I could about the underlying philosophy of Chinese medicine," said Komarow.
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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