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The Acupuncturist's Problem
I want share with you some observations and insights into what seems to be the most common problem my colleagues in the acupuncture profession struggles with. If you also struggle with this problem, I hope you get a valuable "aha" moment from reading this.
Integrating Art with Clinical Practice for Patients with PTSD: The Artemis Project
Are you restricted by those one-on-one clinic dynamics? Why not join colleagues and clients in experimental group settings? Three of us volunteered to do just that in Austin on behalf of women veteranss from all branches of the service.
Functional Hip Impingement (Part 1)
Every time I sit down to write an article, I realize how much more there is to know about musculoskeletal pain. I also learn something new every time. (I want to give special thanks to Lucy Whyte Ferguson for assisting with this article.)
Applying the Thin Skull Principle
The "thin skull" principle, also known as the "you take your victim as you find them" principle, is a legal principle that can be summed up by the following statement.
Term Limits: What's in a Word?
It was the French historian and philosopher Voltaire who once declared the Holy Roman Empire was neither holy nor Roman nor an empire.
Optimism = Compassion = Trust
A randomized clinical trial recently published online in JAMA Oncology examined how patients viewed their doctor based upon how the practitioner presented bad news to the patient.
How Much Do You Know About the Benefits of Birds Nest?
Edible bird's nest is the nest made by the Swiftlet bird of Southeast Asia that is usually prepared as a soup and prized in Chinese culture as a healthful delicacy.
Medicine is Clumsy, Don't You Be
All medical systems have clumsiness in them. If the technique isn't, the practitioner is. Everyone in every form of medicine is striving to improve. That is why we call it practice.
A House Divided?
The American Chiropractic Association's House of Delegates voted on 30 resolutions at its annual business meeting in Washington D.C., but two in particular took immediate center stage due to their controversial nature.
Animal Acupuncture: A Case Study in the Treatment of Traumatic Injury in the Equine
The rise of animal acupuncture in the U.S. began in the early 1970's as a result of the work by members of the National Acupuncture Association in Westwood, Calif.
The Tide is Rising in the Acupuncture Profession
Former President Ronald Regan said, "When the tide rises all boats float." The tide is rising for the acupuncture profession. Many forces outside the profession are helping the tides to rise.
PCOM Granted Regional Accreditation
Pacific College of Oriental Medicine (PCOM) recently announce it has received regional accreditation from the Western Association of Schools and Colleges (WASC). This achievement reflects five years of hard work on the part of faculty, staff, and students.
Marijuana, Apathy and Chinese Medicine, Part 1
This article was written in response to the unheeded acceptance of marijuana as a harmless substance that potentially does good when used for the medical relief of pain.
Turning a Blind Eye to History – and Reality
The American Medical Association is taking the Supreme Court's Feb. 25, 2015 decision exactly as it always does – by turning a blind eye to history, legal precedent and reality.
Low Back Pain in Professional Golf: A Common Muscular Relationship
Every sport creates its own unique demands on the body. Some sports require such a myriad of body positions that assessing pathology is often difficult and unpredictable.
A View From the ER
The University of Western States has inked an innovative agreement with local nonprofit health system Legacy Health whereby UWS sports-medicine fellows can experience observational clinical rotations in emergency-room settings within the Legacy system.
The Challenges of Integrating Eastern and Western Medicine
My Masters thesis was titled, "The Challenges of Integrating Eastern and Western Medicine," which highlighted several reasons why it is hard for these two worlds to mix.
Talking to Patients About Lumbar Facet Denervation (Medial Branch Neurotomy)
Lumbar facet denervation, more appropriately termed medial branch neurotomy (MBN), is a procedure that may be considered when patients suffer from recalcitrant non-radicular axial back and/or leg pain.
5 Tips for Using Pinterest to Market Your Practice
Pinterest is a very popular, but often under-utilized, social media platform where people can bookmark, or "pin," fun and interesting things from all across the internet.
Sleep, Less Sleep or No Sleep?
I had a dream I wasn't getting enough sleep. It was a very realistic dream, even though I was probably slightly awake and not really deep dreaming. Most likely I had been dozing, caught in that twilight of sleep and wakefulness.
March, 2004, Vol. 04, Issue 03
Are You Sitting on a 24-Karat Gold Mine?
By Colleen (Steigerwald) Holloway, LMT
Author's note: It is my pleasure to share the knowledge I've acquired with my colleagues and friends within the context of this column. My goal is to assist massage therapists in practicing massage professionally, ethically, efficiently and profitably.If there are any issues you would like me to address, I would love to hear from you.
If you have been in business for one or more years, it's quite possible that you are sitting on a 24-karat gold mine! Let me explain what I mean. Nearly every day, I speak with a frustrated massage therapist who has been in the business for many years and still can't fill his or her appointment book. Given the various choices of marketing, it can be "hit or miss" when you choose to spend your hard-earned dollars on advertising. But what if you could spend very few dollars and still fill your schedule, simply by tapping into that gold mine?
Many massage therapists say their biggest challenge is getting new clients. Once clients come in, they are sold on the treatment and continue as dedicated clients for many years. The problem, as you know, is that new clients who don't know you are hesitant to trust you - and understandably so, considering they will be nearly naked (but properly draped), while allowing a stranger to touch them. Your job, therefore, is to convince them that you are trustworthy and professional.
This task can take a lot of time, proper marketing and advertising dollars. Some therapists would argue that the best way to fill their appointment books is through word-of-mouth referrals. After all, new clients who are referred to you are much more likely to trust you even though they don't know you, just because someone they trust referred them. I agree: This is a good and inexpensive way to get clients; however, it's not the gold mine to which I'm referring. There are actually people out there who trust you even more than those referred clients: your inactive clients. The clients who have visited you one or more times throughout your career are the seeds to your 24-karat gold mine. Remember, the inactive client already trusts you because he or she has a pre-existing relationship with you. Your only challenge is to get the inactive clients back into your practice.
What can be scary is that you don't know why those clients stopped coming to you. Did they relocate? Did they find another therapist? Maybe they simply fell out of the rhythm of regular massage? The reason doesn't matter - chances are good that they would come back to you if asked. How do you reactivate these clients? That's fairly simple: You send them an invitation! Here are some tips for writing an effective invitational letter:
If you've been in the field for several years, you'll surely have hundreds of inactive clients. Instead of attempting to write everyone at once, you will want to make this a marketing "project." In this case, I recommend making a list of the clients you have not seen in a while, and even those you only saw once. Set aside two hours per week to prepare the letters and send them out. Continue this until all of your inactive clients have received a letter. Monetarily, it will cost you a mere $37 in postage for every 100 inactive clients you reach. Inactive clients already know and trust you.
Start tapping into that 24-karat gold mine and before you know it, your appointment book will be overflowing.
Click here for previous articles by Colleen (Steigerwald) Holloway, LMT.
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