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Building Kidney Yang and Jing
Kidney yang, if we include mingmen fire, is the energy and heat source for the whole body. Jing is the essence of yang, and is stored in the kidney, extraordinary channels, and in the bone marrow, which in TCM also includes the brain.
A Very New Year: It's Time to Track
As we enter 2017, we find "affordable care" is not so affordable for many individuals. They are discovering what employers learned long ago: Health care is expensive – and keeps getting more expensive.
Change on the Horizon? New White House Spells Shift in Health Care Policy
On the morning after Election Day, many in our country were surprised to learn that not only did the Republican nominee win the White House, but also that the House of Representatives and the Senate remain under GOP control.
The Key to Recovery
Starting in the 1970s and developing over a decade of assessment and improvement, the South Bronx's Lincoln Recovery Center staff refined the method of using five basic ear-points, which became the NADA protocol for the treatment of addiction.
Herbs for Digestion: The Power of Bitter
Many cultures (and indeed herbal clinicians) around the world have long respected the role of bitter herbs and foods for promoting digestion.
What Are Prebiotics – and Why Should You Care? (Part 1)
In previous articles, I spoke about the different kinds of fiber and their effects, and the potential risks of taking probiotics without also consuming prebiotic soluble fiber (PSF) in foods and/or supplements [see August & October 2016 issues].
Case Study of Benign Hand Tremors
Patients without degenerative diseases causing tremors are often given the diagnosis of essential tremors, for which treatment options are limited to lifestyle changes and medications.
Increase Your Practice Income With Retail Products
With only so many hours in a day, there is a cap on the revenue an acupuncturist can generate by way of appointments. Once your appointment book is filled, you can't really add more without burning yourself out.
The Mysterious Divergent Channels
The divergent channels are among the most mysterious entities in all of Chinese medicine. They are rarely mentioned, lacking reference in modern TCM study, and rarely used within popular Chinese medical treatment.
Losing Your Mind? Try Coconut Oil
Alzheimer's disease (AD) is currently the 6th leading cause of death in America according to the CDC. It affects over 5 million Americans and 50 percent of nursing home residents (2014), and is projected to spike to 16 million by 2050.
Top 2017 Health & Fitness Trends
We really did sign up for a career of learning and development. Now that you have built a strong foundation of your manipulation skills, nutrition base, movement assessments and business knowledge, it's time to keep up with the American College of Sports Medicine's 2017 worldwide health and fitness trends.
MD-DC Affiliations Under Fire
I am George P. McAndrews, lawyer for the chiropractors in the Wilk, et al., v AMA, et al., antitrust suit that resulted in an injunction against the AMA and others, banning them from interfering in lawful professional relationships between medical physicians and doctors of chiropractic.
Your Patients With Cancer Need You
It was a chilly Minnesota morning in March 1999 when she asked to speak to me alone. My then-busy chiropractic practice wasn't built for much privacy, but I quickly scooted the 60-some-year-old, white-haired patient to my exam room, as the open adjusting area was buzzing with excitement.
An Education in Stroke Risk and Chiropractic
Dr. Steven Shoshany's ninth appearance on "The Dr. Oz Show" may prove to be his most significant, as he addressed questions related to the death of Katie May, who suffered two strokes in February 2016, hours after her third visit to a chiropractor for what she described in a Twitter post as a pinched nerve in her neck experienced during a photo shoot days earlier.
Scope of Chiropractic Practice: Time for Change?
The University of Bridgeport, College of Chiropractic Student Government Association sponsored a panel discussion on Oct. 25, 2016.
Acute Locked-Back Syndrome: Cause and Correction
As we all know, occasionally a patient will present with acute-onset low back pain with or without a precipitating incident. A distinguishing feature of the presentation is visible lateral antalgia, both standing and walking.
Scar Reduction With Acupuncture & Microneedling (Part 1)
Applied correctly, modern skin needling techniques can form part of a holistic treatment and incorporate the principles of Chinese medicine.
Clinical Outcomes & Safety for TCHM
The practice of Traditional Chinese Herbal Medicine (TCHM) may appear archaic to those who misunderstand the theories and principals that guide it. In fact, TCHM continues to evolve and new systems are consistently being discovered and applied within the tradition.
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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