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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.
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.
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:
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.
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.
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."
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.
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.
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?
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?"
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.
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.
Born to Energize the Human Spirit: Recollections of Sig Miller
Sig Miller, longtime executive director of the Association of New Jersey Chiropractors (ANJC), passed away on Sept. 17 after a long battle with cancer.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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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