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Show Up and Show Respect
I was recently asked about my chiropractic philosophy. My answer surprised my questioner.
How to Use Online Video as a Tool to Market Your Practice
Health care practitioners, including chiropractors, should consider online videos as a key element of their Internet marketing strategy. In the next three years, videos are expected to account for nearly 70 percent of all consumer online traffic, according to Cisco.
Movement Assessments: The DC's Sphygmomanometer
I think back to when I was going through chiropractic school outpatient clinic. I was embarrassed to have my family and friends come in for treatment because initial evaluations took three hours to complete.
Animal Acupuncture Gaining in Popularity
We have just finished the year of the fire hoarse and now it is time to spend some time alone, daydreaming and thinking outside the box in terms of where our profession is headed. The sheep person is well organized and creative so this should not be difficult to do.
Three for One: The Cervical Distraction Test
Taking the time to do an exam is important, but it is time spent. The exam serves as a way to physically validate your clinical impression following a history and clinical consultation.
I Felt it in My Fingers First
I'm not afraid to say it. Massage therapists make better acupuncturists. I'll tell you how I know, but first I have a question: What do a microcurrent device, a laser and a hippie massage therapist have in common?
Happy New Year 2015 Gong Hoy Fat Choi
Welcome to the year of the sheep! We begin a new year guided by the sign of a quietly and creatively organized animal.
The App Advantage: Get More for Less
You may have noticed the list of "app-exclusive" articles in the directory on the front page of the print issue and in the Table of Contents on page 4. You can't find these articles in print or even in our online archives.
Helping to Create the Healthiest Generation
The imperative to create the "Healthiest Generation by 2030," envisioned by the American Public Health Association (APHA), was in full force at the APHA's 142nd Annual Meeting held in New Orleans from November 15-19, 2014.
Age and Fertility: Why We Should Worry Less About Age and More About Overall Health
Recently, on one of the acupuncture alumni forums, the topic of age and fertility came up when a practitioner posted a question regarding a patient that was about to turn 40-years-old.
Taking the Freeze Out of Adhesive Capsulitis
Adhesive capsulitis or "frozen shoulder" is a relatively common condition resulting in severe shoulder pain and global loss of glenohumeral joint range of motion. Incidence of the condition is approximately 3 percent in the general population.
News in Brief
While indignation may be your immediate reaction to H.R. 5780, the Protecting the Integrity of Medicare Act of 2014, the American Chiropractic Association suggests the legislation is just what the chiropractic profession needs.
We Get Letters & Email
Rethinking Our Approach to Immunization; Coming Together for the Good of Our Patients.
Environmental Toxins: Cause of Modern Illness, Part 2
In Part I of this article, we detailed the variety of environmental toxins assaulting our bodies. These include pesticides and herbicides; plastics; preservatives; cosmetics; gasoline additives, solvents and glues; and heavy metals.
The Way of Zen Performance Enhancement
Working with elite athletes and implementing various techniques to keep athletes focused and at their optimal performance for a sustained period of time includes incorporating various meditation techniques that counterbalance their sport-specific physical and mental demands, which is an important element of success throughout the years.
Chiropractic Research in Review
Occupational LBP in Primary- and High-School Teachers; Treating MVA Complications With Chiropractic Care; Neck Pain: Immediate Effects of Active Scapular Correction; Taping Benefits Stride, Step Length in Fatigued Runners.
Right Back Where We Started?
More than 25 years after Judge Susan Getzendanner issued her historic opinion in the Wilk v AMA anti-trust case, evidence suggests that despite increasing collaboration between doctors of chiropractic and their allopathic medical counterparts, when it comes to organized medicine, we may be right back where we started.
The Conscious Evolution of Healing: Importance of Opening the Sensory Portals in Classical Chinese Medicine
The Chinese medical classics are not just clinical guides. They give advice; ways we can awaken more fully into conscious awareness.
AWB Makes a Difference in the Yucatan
We are in the sleepy town of Izamal, located about an hour from the Merida airport where our group arrived last night. Later that morning, on a bus winding through the dusty roads of the Yucatan, fourteen acupuncturists, two facilitators from AWB and two tour guides make their way to the small rustic town of Popola.
Trouble Down Under: San Zhen Therapy for Lower Jiao Issues
In the last several columns, I have discussed many clinical options for utilizing San Zhen or Three Needle Therapy. In this installment, I will continue this trend and discuss several foundational patterns which can be found in several very common clinical presentations.
Professionalism and Evidence-Based Health Care
Today's chiropractors are facing a conundrum with the Affordable Care Act and its health care reform requirements, including evidence-based practice and health technology assessment.
Ringing in the Billing New Year
What are the new modifiers that replace modifier 59? Will they allow doctors of chiropractic to be paid for 97140, manual therapy, when done with chiropractic manipulation?
Fight Colorectal Cancer With Folic Acid
CRC is the second most common cause of cancer mortality in the U.S. and Canada. Although genetic susceptibility plays a role in the etiology of CRC, dietary factors, including certain vitamins, have also been shown to influence the development of the disease in various studies.
Acupuncture and its Place in the Integrative Healthcare Practice: The Need to Move from Modality to Profession
Acupuncture and oriental medicine (AOM) has grown and flourished from its inception thousands of years ago in China. In surrounding regions of Asia, AOM developed as a response to differing cultural, pathological, health and wellness care needs.
The Static Postural Pelvic Exam
I include a static postural analysis in my evaluation routine whether you are a patient in pain or an elite-sport athlete in training. In my day-to-day practice, I require patients to stand still while I "just look" at them.
November, 2003, Vol. 03, Issue 11
By Cliff Korn, BS, LMT, NCTMB
Several issues back, I talked about "Giving Back," and suggested you join me in stepping up your volunteer efforts (www.massagetoday.com/archives/2003/08/07.html).This month, I'm going to expand the discussion of "giving back" to include other types of philanthropy. I'm talking about giving of time, talent and money - and not as Joe or Jill Therapist, but as your business. The reasons are many, the foremost being that far too few massage therapists consider themselves as conducting a business in the first place. If you don't charge money for your work and consider it a hobby, please stop reading now, because this column isn't for you. If you want to have a successful business or are participating in one now, please read on!
Why should your business give? "Because it's the right thing to do" certainly comes to mind, but there are more practical reasons why businesses choose to give back to their communities. Business philanthropy can provide business advantage - forging connections and generating goodwill with employees, clients and communities. However, that advantage doesn't mean your business philanthropy begins with, "What are we going to get out of this?" It is better to start off from a standpoint of, "How is everyone going to win in this situation?" A good reason to give is because your company sees its success tied to the success of the communities in which it conducts business. After all, your business isn't separate from the community. While I don't have the source to credit, I recall one quotation that says it succinctly: "Positive change in community makes for positive change in business."
National research bears out that community involvement and investment matters to customers, employers and stockholders. In an October 2001 study, Cone/Roper Research found that more than three-fourths of Americans feel a company's commitment to causes is an important consideration when deciding what to buy or where to shop. Now, here's your chance for an MBA (Massage Business Administration!) degree. Have you ever heard the phrase, "cause marketing"? It is simply a fancy term for business philanthropy. Concepts such as "venture philanthropy," "social responsibility" and "cause marketing" are creeping rapidly into business vocabulary, and they certainly mean more than just writing checks! The key is to help the community while advancing your business identity. With research and strategy, philanthropic investments can have great impact on the cause, the community and the business. This is what cause marketing is all about - win-win-win! The community not-for-profit, charity or cause wins because it receives increased support and outreach; your business wins because it receives increased exposure and revenues; and your customers win because they feel good about supporting a good citizen of society.
I was able to participate in an event recently that I think serves as a perfect example of win-win-win, and epitomizes social responsibility and cause marketing. The 1st Annual Biofreeze Pain Management with the Masters Symposium was held recently in Las Vegas. It was promoted to massage therapists from the Southwest and all over the country, and ended up drawing therapists from Canada, as well. Michael Holloway of Custom Massage Care served as event planner and developed the program, and Perry Isenberg of Performance Health, Inc. (makers of Biofreeze and Prossage) bankrolled the proceedings. Since this was the initial symposium of this kind, the attendance was probably less than 100 people. I believe those attendees (myself included) are some of the most fortunate massage therapists in America! Designed to discuss ways in which the massage therapy industry is a part of overall health and wellness, some of the most renowned educators and presenters available came together to discuss how their methods could enable massage therapists to gain knowledge and expertise. In his introduction, Perry said, "As you explore the many topics presented here, I hope you are inspired to keep seeking out ways to better yourself and your industry. Learning form each other will undoubtedly create opportunities that will allow you to accomplish great things."
The most common remark I heard from the attendees was, "I can't believe all these people are here just for me!" It was hard to believe! How often does a small group of massage therapists get to hear a keynote by Dr. Tiffany Field of the Touch Research Institute? How often does a small group of massage therapists get to listen to James Waslaski talk about orthopedic massage and pain management; David Kent talk about practice building; Michael McGillicuddy talk about sports massage; George Kousaleos talk about myofascial/structural integration; and Erik Dalton talk about myoskeletal alignment technique - all at one venue and with one purpose? I was honored to be able to moderate a panel discussion on clinical issues that included all of the presenters. I can't see how future symposia in this series won't be some of the largest and most successful in the country. They are just too valuable to practitioners and the profession not to be!
I use this as an example of effective cause marketing because it was evident that Performance Health did not convene this wonderful educational event to sell its products. They weren't even available for sale! While not familiar with the financials of the event, my guess is that that Performance Health actually lost money on it. Perry is savvy enough though to realize what an investment this event actually was. A core group of massage therapists will help promote future symposia based on the superb experience this one provided. Each and every one of them is now more educated in the possibilities and capabilities of their chosen profession to integrate hand-in-hand with the larger health and wellness industry. The massage community and the practitioners who attended are improved, and the clients who choose care from them will get benefits they wouldn't otherwise. Performance Health, Inc. has become the "good guy" for all of them. My guess is that every symposium attendee is now more likely to use Biofreeze and Prossage in his or her practice, have it available for clients and use it for self care. Everybody wins! And I didn't even mention that Perry presented Dr. Field and John Balletto, president of the American Massage Therapy Association Foundation, checks for $2,500 each! We all win with additional research into the efficacy of massage and bodywork.
So, will cause marketing work in your business? Perry Isenberg and his partners obviously believe their company sees its success tied to the success of the communities in which it conducts business. Modeling after their good example, here are some thoughts to help you succeed:
Good luck, and thanks for listening!
Massage Today encourages letters to the editor to discuss matters relating to the publication's content. Letters may be published in a future issue of Massage Today. Please send all correspondence by e-mail to , or by regular mail to the address listed below:
Former editor of Massage Today, Cliff is owner of Windham Health Center Neuromuscular Therapy LLC. He is nationally certified in therapeutic massage & bodywork and is licensed as a massage therapist by the states of New Hampshire and Florida. Cliff is a member of the International Association of Healthcare Practitioners; a professional member and past president of the New Hampshire chapter of the American Massage Therapy Association; a certified member of the Associated Bodywork & Massage Professionals, Inc.; and a past chairman of the board of directors of the National Certification Board for Therapeutic Massage & Bodywork.
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