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Teaching Qi Gong to Children
Many of us have come to embrace Qi Gong or Tai Chi practice as a regular part of our lives. Qi Gong has been a stabilizing factor in my life for the last twenty years.
A War You Can Help Patients Win
The average American consumes approximately 60 percent of calories from sugar, flour and refined oils. A donut is a good example of a so-called "food" that represents these calorie sources.
Data: The New Frontier in Health Care
Your practice is empowered with the data you need to improve patient health, run a more efficient (read: profitable) practice, get paid in timely fashion and help show the efficacy of chiropractic on the national stage in the midst of sweeping changes in health care!
Peaching to the Choir: How to Extend Our Reach Beyond the CAM Community
Professional conferences offer unique opportunities to network, be exposed to cutting-edge innovators, share your interests and work, and be inspired.
Integrative Sports Medicine
One of the most rewarding and challenging clinical scenarios is the treatment of athletes.
Relationship Marketing: A Modern Approach
Remember when you used to get real letters in the mail? Not the automated type, but the real deal, hand written with a personal message just because someone was thinking about you? You know what I'm talking about.
Technology Meets Practice: Chiropractic Every Day
About a year ago, I had an interesting conversation with a DC who made house calls. When I asked why, she was quick to explain she learns much more about her patients when she sees them at home than she could ever observe in the office.
Online Marketing Basics: Website Creation
The various online marketing options make it a challenge, especially when all you want to do is help your patients feel better. With such a broad topic, I'm going to share some basics you should know about website creation.
It's Time to Wake Up
It is time for this profession to wake up and tell someone about the healing benefits of acupuncture. This is the time for Asian Medicine. Its popularity, growth and unusual acceptance is nothing short of amazing.
What to do When Today Sucks
Have you ever had one of those days when nothing went the way it should have? The patient with migraines got worse instead of better from a treatment similar to one you've effectively used on him before.
An Unexpected Superfood: All About Eggs
About 40 years ago, excessive dietary cholesterol was labeled a public health concern. Specifically, it was thought that there was a causal link between consumption of cholesterol-laden foods and increased risk of heart disease.
Healing Trauma: Cultivating Resilience and Presence Through Mindfulness, Part 1
All humans, by the very nature of being human, will experience moments of trauma and suffering. What, then, makes the difference in how the individual who experiences trauma, suffering, and spiritual loss reacts to such experiences?
Acupuncture Treatment of Trauma in the Canine
From 1972 until 1976, John Ottaviano and I were treating dogs at five different veterinary clinics in the Los Angeles county area. Usually, we were at a clinic for seven to eight hours.
Lower-Extremity Overuse Injuries: Primer on Causes and Corrections
From ankle sprains to stress fractures, shin splints to plantar fasciitis, the research is clear: These common overuse injuries of the lower extremities – among dozens of others – may be related to abnormal foot function in your patients.
Making Public Health a Chiropractic Priority
As highlighted in this edition's News in Brief, Rand Baird, DC, MPH, FICA, FICC, editor and occasional author of our long-running column, "Chiropractic in the American Public Health Association", was recognized by the organization recently for 40 years of membership.
The Ethics of Herbal Prescribing
While teaching ethics classes, I often encounter licensed acupuncturists who are surprised that our use of herbs and supplements has a specific section in the material. It is often an aspect within ethics that clinicians don't think of in practice.
Treat Every Patient as an Athlete
Frontal-plane movement pattern dysfunction can set the stage for musculoskeletal injury. Frontal-plane stabilization is essential during the normal activities of daily living: think single-leg stance and gait cycle.
Healing the Core: AWB Nepal Earthquake Relief Project
With almost 9,000 people killed during the earthquakes in April and May, another 23,000 suffering injuries, hundreds of thousands left homeless when entire villages collapsed, and many sacred sites destroyed, no one in this country of approximately 28 million has been left untouched by the disaster.
News in Brief
Support of F4CP Continues With Latest Donations; Walter Reed Honors Dr. William Morgan; Recognizing 40 Years of Public-Health Activism; Allstate Decision Reversed.
ASA Ready to Impact Profession
The American Society of Acupuncturists (ASA) is a 501(c)6 (pending), not-for-profit collaboration among state based, acupuncturist professional associations.
ICD-10 Is Not Scary (and Not About Billing)
In my 13 years of consulting with doctors on billing and coding matters, ICD-10 has aroused the biggest combination of misguided fear and ignorance I can remember.
Aetna Updates 97140 Policy
In a development the Association of New Jersey Chiropractors is calling "a resounding victory for chiropractors nationwide," Aetna Insurance Company has updated its national reimbursement policy regarding 97140 (manual therapy), reaching an agreement two years after the association filed a declaratory judgment suit in federal court against the insurer.
Fish Oil: A Key Component to Positive Clinical Outcomes
Patients seem to be presenting with more complex problems, and many are responding to care more slowly or have completely unexpected results. Why?
Learning the Transformative Language of the Channel System: The Sinew Channels
The Chinese medical classics describe the energetic terrain of the body in much detail. The acupuncture channel systems, as presented in the Ling Shu illustrate the various expressions our qi energy can take.
Exercise Recommendations for Healthy Aging
Aging is inevitable, but how you age is not. Common physical signs of aging include decreased muscle mass, decreased muscular power, increased body fat, and decreased aerobic (lung) capacity.
Patient Retention Techniques
When talking about techniques to grow your business, we tend to focus on the "large" aspect of the patient base, that is, on strategies to attract new patients. However, it is important to remember that "loyal" is equally, if not more, important.
Treating LBP in Golfers: Beyond Basic Assessment
The drive to master the most efficient swing demands a tremendous amount from the lower back. Maintaining stability in a flexed posture, supporting torso rotation and repetitively supporting the golf swing all put the lower back in a vulnerable position.
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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