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Identify & Adjust the Apex Posterior Sacrum
Low back pain involving an apex posterior sacrum (+θX-axis misalignment) typically presents with signs of lumbosacral joint impingement or facet syndrome.
The Rest of the Patient Story
I've written previously about allowing a patient to tell you their story – about taking the time to listen and engage all the aspects of their case history, the injury in question, and the related issues.
Roots in the Community, Branches Far Beyond
The Jung Tao School of Classical Chinese Medicine (JTS) was founded in 1998 by Sean Christian Marshall in Sugar Grove, North Carolina, a small community near Boone in the state's westernmost mountains.
The Value of Melatonin in Breast Cancer Prevention and Adjunctive Treatment
Although melatonin (MLT) is best known for its sleep-aid properties and as a natural remedy to prevent jet lag, extensive experimental studies suggest it possesses anticancer activity through several biological mechanisms.
F4CP Launches New Social Media Campaign
The Foundation for Chiropractic Progress has launched a new service to help member doctors: a social media campaign called "Accelerator."
Excited to Share the Science of Chiropractic: An Interview With Dr. Heidi Haavik
Dr. Heidi Haavik has become known in the circle of chiropractic researchers as not only a rising star, but also one willing to do research that can have a major impact in the scientific world and how chiropractic is perceived.
An Alarming Lack of Accountability
Accountability seems to be a lost quality today. The simple act of taking responsibility and doing the right thing just doesn't happen as often as it should. Maybe it is the litigious nature of our society.
Day in the Life of an Advanced-Practice DC
Can you tell us a little about your background in the profession? Why did you want to become a DC? I studied at Boston University from 1968-1972 as a pre-med student majoring in biology.
Transparency is Key at ASA First Annual Meeting
On March 4th and 5th the American Society of Acupuncturists (ASA) held a successful first annual meeting in Albuquerque, New Mexico.
News in Brief
Northwestern Student Honored for Addressing Concussions Head-On; Northwestern Announces New CFO; Life U. to Provide Unique Opportunity.
Let's Streamline Your Front Desk
Your front office can be your greatest source of efficiency or a constant bottleneck. Increasing the productivity of this area without sacrificing the quality of patient interaction can be a little tricky.
Asking Patients the Right Questions
When was the last time you asked a patient a question? Maybe 30 seconds ago? But, are you asking the right questions to elicit valuable and useful information? As a healthcare provider, you've likely spent hundreds of hours learning to ask the right questions to gather critical health information from your patients.
Misconceptions & Opportunities With Medicare
As I speak around the country on how to properly document Medicare patient encounters, I get questions regarding opting out of Medicare. There are many misconceptions about opting out of Medicare, including just what it means to opt out.
Building Relationships and Referral Networks with Allopathic Practitioners
Dr. Doug, an orthopedist of 20 years, had heard stories from patients who tried acupuncture. While he was able to address many of their complaints effectively, some appeared to gain additional benefit when their care included TCM.
Health and Wellness Partnership
Yo San University of Traditional Chinese Medicine and The Wellness Center at the LAC + USC Historic General Hospital recently joined forces to extend care to the residents of Boyle Heights area of Los Angeles.
Constructing Our Reality: The Primary Channels and Perception, Part 1
My favorite topic of discussion within Chinese medicine is the acupuncture channel systems. First of all, each of us have them. They are part of our bodies; not something external to us. To learn about the acupuncture channels is to learn about ourselves.
The Art of Listening
One of the most important clinical concepts for me was voiced by the legendary physician William Osler. "Listen to your patient, he/she is telling you the diagnosis." After treating literally thousands of patients, it can become almost second nature to quickly discover clues which reveal the underlying diagnosis.
Filling the Gap: The Role of Alternative Practitioners in a Broken Health Care System
I have been asked many times what got me into alternative medicine. My answer is simple: I want to truly help and make a difference in people's health.
An Interview with Amanda Shayle
JW: Can you share with us some of your history and how you became an acupuncturist? What did you do prior to becoming an acupuncturist? Where did you go to school?
NCCAOM Launches New Membership Organization
The National Certification Commission for Acupuncture and Oriental Medicine (NCCAOM) recently launched a new national membership organization, the NCCAOM Academy of Diplomates.
How Many of Your Patients Have Sarcopenia?
Figure 1 demonstrates the typical appearance of sarcopenia in the paravertebral muscles. Have you considered evaluating your patients for this problem? Sarcopenia is the progressive loss of skeletal muscle mass and function that affects the older population.
Energy: For Life and For Death
Energy is a deep topic in Traditional Chinese Medicine. Qi is understood to underlie all of existence, animated or not, and the qi of the living is studied with special attention.
Specialized Pro-Resolving Mediators: 21st Century Inflammation Fighters
Specialized pro-resolving mediators, or SPMs, are a portion of the omega-3 fatty-acid spectrum that have been shown to have a powerful effect on reducing inflammation.
Designing a Fitness Plan (Part 4): Blending Pain Relief With Healthy Aging
Pain relief is still the No. 1 reason patients come to my office. However, most of my patients have other goals as well, such as: "I want to lose 10 to 20 pounds"; "I feel old and want to slow down the aging process"; "My doctor says I am becoming a diabetic and need to exercise"; or "I'm tired and want more energy."
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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