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Targeting the Bad Apples in the Bunch
While everyone was focused on the conversion to ICD-10, the Office of Inspector General for Health and Human Services released a new report on chiropractic titled "CMS Should Use Targeted Tactics to Curb Questionable and Inappropriate Payments for Chiropractic Services."
Making Sense of an Increasingly Obvious Conclusion
Where's U.S. health care heading? Like it or not, the list of telltale signs is growing to a point that stands out to even the most myopic observer. Consider this list of facts as you look into the future of health care in the United States:
North Carolina Acupuncture Board Files Dry Needling Lawsuit
In early September, the NCALB filed a complaint against the North Carolina Board of Physical Therapy Examiners over the issue of dry needling, a form of acupuncture that uses solid needles to puncture the skin and muscle tissue to relieve pain.
Footsteps of the Sages: An Apprenticeship with Dr. Kezhan Zhang
When I met Dr. Kezhen Zhang in May 2013, I was his translator and the integrity, creativity, and passion he demonstrated as a practitioner and advocate of the medicine convinced me to travel to Beijing to study with him.
Chinese Herbs and Pulmonary Fibrosis: A Case Study
"Mary M."* recently celebrated her 90th birthday. Even the former sheriff dropped by to kiss the hand of this diminutive retired teacher, to honor the years she interpreted for him during interviews with Latinas and Latinos.
Syncretism: Acupuncture and Public Health in Cuba
"Syncretism" is defined as a union of diverse tenets or practices. On a recent trip to Cuba designed to demonstrate the integration of Traditional Medicine and biomedicine, our group witnessed this union firsthand.
Omega-3 Fish Oil: An Underappreciated Element of Men's Health
As a clinician with many male patients -- and as a man myself -- I am all too aware of the fact that we like to convince ourselves that we are doing great, when that may be the farthest thing from the truth.
Designing a Fitness Plan (Part 1)
It doesn't matter if you come to my practice for pain relief, weight loss, healthy aging or something else. The formula I talk about for each patient's fitness strategy is pretty much the same.
Mechanism: Experimental Approaches to Understanding Acupuncture, Part 1
The clinical benefits of acupuncture are difficult to ignore, but also can be difficult to explain to a Western audience. For nearly 50 years, relentlessly inquisitive scientists and physicians have been working toward a conceptual model to explain acupuncture.
Too Many to Remember: Tips to Revive Your Ortho / Neuro Test Skills
When I was at Palmer in the mid-1980s, we were given a set of notes in one of our diagnostic courses. The notes covered approximately 70 orthopedic and neurological tests for various regions of the body.
Diagnose Sprain Injuries in MVA Cases With Dynamic X-Rays (Pt. 1)
Am I the only person to notice hospitals are doing a seemingly insufficient job lately in their initial radiological workup of motor vehicle accident (MVA) victims?
F4CP Making a High-Impact Impression
The Foundation for Chiropractic Progress has released details of its 2016 strategy, certain elements of which are already in play. The strategy includes ads, posters and other resources available to all F4CP members.
Tailor-Made Knee Pain: The Sartorius Muscle
A patient was referred to my office after receiving treatment from various providers with no results. The patient was training for the Olympics as a marathon runner and was unable to run or walk without severe medial knee pain.
The Modern Application of Ancient Mei Rong
Chinese Medical Cosmetology (Mei Rong) has a well-documented and venerated history dating back to the Qin (221-206 BC) Dynasty.
Your Billing Questions Answered
I hear a lot of the following questions: I am afraid I may doing something illegal. I have heard I cannot have different fees for the same service.
Which Way is the Energy Going? Are You Burning Yourself Out?
One of the simple methods that I use to define Yin/Yang theory to patients is to ask the question, "Which way is your energy going?"
Dietary Fat and Prostate Cancer: An Important Update
K.M. Di Sebastiano and M. Mourtzakis published a review paper examining the role of dietary fat on prostate cancer development and progression late last year that does a stellar job of summarizing the available data on fat and prostate cancer.
One Size Does Not Fit All: Exercise and Nutrition According to Your Yin/Yang Body Type
There are countless new exercise and nutrition plans out there, emphasizing the latest ground-breaking research and claiming to revolutionize the way we view health.
It's Time to Review
It is amazing to see the changes that are occurring in the acupuncture profession. Let's look at some of the news and events that have contributed to this growth and awareness.
Acupuncture Rising: From Acupuncture Anesthesia to Assisted-IVF, Part 2
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.
The Concussion-Subluxation Complex
In the Aug. 1, 2014 issue of Dynamic Chiropractic, I reviewed some of the literature demonstrating the role of the chiropractic adjustment in post-concussive care.
Acupuncture and Oriental Medicine in the West
We know acupuncture and Oriental medicine as the indigenous medicine of East Asia; in particular China, Korea and Japan are the countries of origin of this wonderful healing system.
Pro-Con: Swaddling for Newborns
The practice of swaddling has been used for thousands of years and was popular until the 1700s, when it was slowly abandoned by many cultures that considered it old-fashioned or barbaric.
August, 2003, Vol. 03, Issue 08
By Steve Capellini, LMT
Author's Note: The Spa Letters column features news, personality profiles, trends, and plenty of professional possibilities for LMTs in the spa industry. The style is epistolary, meaning the articles are letters to a fictional massage therapist friend of the author.
The spa that was in your dreams a few months ago is now just weeks away from opening! Things are happening awfully fast, aren't they? I bet you never thought you'd have such a huge number of items on your "to-do" list.Brace yourself; it doesn't slow down for quite some time now.
You've laid the groundwork for a successful business by coming up with a mission for your new spa, something you and your partner, Barbara, believe in and hammered out as a team. You've incorporated your spa as a legal entity, and you've got a new name. It wasn't that hard was it?
It's like having a whole new identity, isn't it? You've got a new checkbook, new business cards, new stationary and a new logo. I'm glad my suggestion to try "automatic writing" worked for you in finding a name for your new spa. You and Barbara had some shared ideas on what you wanted to include in the overall spa concept, but you couldn't come up with a way to synthesize them into one simple name.
Let's examine them: First, you wanted to capitalize on the location-a beautifully renovated Victorian house right in the middle of the downtown-shopping district. Next, you wanted the spa's name and look to say something about your belief in natural, organic products and treatments. Finally, you wanted your spa's identity to reflect your personal journey, the way you and Barbara moved up through the spa ranks and put this unique vision together. So, you took this jumble of words and phrases, tossed them around, and started writing without stopping or censoring your thoughts until something clicked:
And voila, there it was. Even though you and Barbara continued to fill in a full 100 entries on your list, there it was - number 6: "The Spa House." Sweet and simple: A home away from home where people can go to enjoy all-natural treatments. You settled on a Southwestern color scheme of sandstone, terra cotta and umber to reflect the earthy and organic properties of your chosen ingredients. Your logo is a simple child's drawing of a house with two figures in front holding hands - a symbol of the friendship between you Barbara.
I like it, Lou. Some of the graduates of my spa certification class have inspired me in a similar way with the creative and unique names they've come up with for their new spas. One woman wanted a place where spa guests could bring their pets to get groomed in an adjacent facility; she called it the "Doggy Day Spa." Another man, who was a paramedic prior to becoming a massage therapist and opening his mobile spa-on-wheels, named his "Back Savers to the Rescue." The cutest one was the couple that plans on opening a joint dude ranch and spa. They specialize in those wanting to ride horses and relax. The proposed name is "Just Horsin' Around"; their logo is a horse in a hot tub.
Out of Identity, a Mission
You've naturally found your mission within your new identity as The Spa House, Inc. It's a short phrase you can post on your wall and include in your literature and on your Web site. I like this mission statement as much as I like your new name: "The Spa House uses top-quality natural ingredients and world-class service to make each visitor feel at ease and at home, improving the health and well-being of the entire community."
It's good; you've gone beyond the narrow view and broadened your stated mission to help everyone in the community, not just your target audience. Of course, those of us in the spa industry are aware that when we treat an individual, we're also making an impact on his or her family. In turn, that family impacts other families, and the whole community. You can also - as do many spas - dedicate some of your efforts (and profits) to the community and chosen charities.
Remember, the more you connect with the underlying reason for building your spa and starting this new venture, the more successful you'll be, in the truest sense of the word. To get lost in profit-making alone may leave you stranded in a place you do not want to be. Look to your mission statement often as a life preserver in future months; while navigating treacherous waters.
The Unique Selling Proposition
That said, let's be real, here, too. You can't save the world if you go out of business! You also need to have a good handle on what you're offering to people so they'll want to buy it.
One of the quickest and easiest ways I've found to get the word out about a new business is called the "Unique Selling Proposition" (USP). It's also been called the "elevator speech" because it's a short "sell" that can be told during a brief elevator ride. It goes like this: First you start with a problem (you know how _____?); then you offer a solution (well, my business _____). It's that simple. Consider this example for a computer repair business: "You know how your computer freezes sometimes and you have to waste time rebooting or even suffer a loss of valuable data? Well, I come to your location and in just twenty minutes adjust your computer so that never happens again, money-back-guaranteed."
What would your response be to that person? You'd likely ask for his or her card. You might possibly become a customer. You need to think of something similar to get people to visit your spa. Think in terms of problem/solution or need/fulfillment.
Why don't you write down the USP for The Spa House and send it to me in your next letter? (maybe even on your stationary!) I know how busy you must be now, in the midst of a whirlwind of color schemes; decor decisions; furnishings; supplies; equipment; pre-marketing; and another crucial issue: people! That's right; several new people are about to come into your life. They are often called employees, but make no mistake - they have lives of their own and can take up a lot of your time if you don't learn early on how to manage them appropriately. I'll talk a little about them next time I write.
You're already getting a taste of life on the other side of the manager's desk; it's not as simple as you thought it was while you were an employee at the resort spa, right Lou?
Until next time,
Steve Capellini, LMT
Click here for previous articles by Steve Capellini, LMT.
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