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How to Stay Sane During the Elections: Understanding Through the Lens of Chinese Medicine
In Chinese Medicine philosophy, everything consists of Yin and Yang. The law of polar opposites – one cannot exist without its opposite.
Acupuncture Muscle Trigger Point and Oriental Medicine Sports Therapy
It is difficult to ascertain the internal condition of professional basketball player Lebron James during game one of the 2014 NBA finals, in which he developed debilitating muscle cramps that led to his premature removal from the game.
Three Tips to Help You Analyze the Acupuncture Case Studies of the NCCAOM Exam
Confirm the answer quickly by the elimination method. Case study:
After two treatments for back pain, a patient presents for a third
session complaining of rapid breathing and wheezing that is made worse
during cold weather.
Kansas Achieves Licensing Law
Kansas Governor Sam Brownback signed House Bill 2615 into law on Friday, May 13, 2016. HB2615 includes provisions for the licensure of acupuncturists in the state of Kansas.
Sit or Stand? Analyzing a Mixed Message
I'm more than a bit confused. At my age, that seems to be a rather common occurrence. However, today more than ever, I'm getting a mixed message.
Multivitamin Supplement May Reduce Breast Cancer Recurrence
There is a great deal of controversy regarding the value of multiple vitamin supplements in cancer prevention.
AOM Hospital-Based Practice: A Future Reality?
The natural evolution of health care on the planet is integrative health. We may have some challenges ahead, but based on my research, all indicators are pointing in a positive direction. There seems to be an evolving consciousness among our patient population that is "getting it."
Tai Chi Documentary Premier
First Run Features recently announced the world theatrical premiere of Barry Strugatz's documentary The Professor: Tai Chi's Journey West, which premiered last month at the Laemmle Music Hall in Los Angeles.
Chronic Pain: Become Part of the Solution
I have lectured to more than 7,000 chiropractic physicians over the past five years regarding the chronic pain and opioid epidemic in this country.
Believe it or not, an estimated one-third of your patients have eaten some form of fast food within 24 hours of their appointment with you.
What You Say Isn't Always What Patients Hear
A few years ago, my aunt Edna (name changed for the purpose of this story) suffered a stroke. After a short hospital stay, she was transferred to a nursing home for rehabilitation. When she arrived at the nursing home, Edna requested a private room.
Increasing the Value of Spine Care: CMS Approves New Low Back Pain Registry
The Centers for Medicare and Medicaid Services has approved the Spine IQ Low Back Pain Registry as a qualified clinical data registry for the Physician Quality Reporting System (PQRS) in 2016.
Adventures with the San Jiao
Those of us who have been in practice for several decades relish the way meridians and points reveal new diagnostic clues and new insights. I love to encourage my students to see this as an adventure that goes way beyond the textbooks.
An Emerging Partnership Model
Maryland University of Integrative Health (MUIH) has educated integrative health and wellness practitioners for the last 40 years, originally as an acupuncture clinic and school. The institution's transformative, relationship-centered programs integrate traditional wisdom with contemporary science
Insuring Quality Control in Herb Importation: An Interview with Wilson Lau
Wilson Lau is the vice president of Nuherbs, a Chinese herb importation company based in San Leandro, California. Before joining Nuherbs, he trained as a lawyer specializing in FDA law.
Treating Hip & Groin Pain With Abdominal Release of Upper Lumbar Nerve Impingements
Have you encountered patients with groin and hip pain you can't seem to solve? You know it's not a worn-out hip; you suspect the pain is somehow connected to the spine. But somehow, you just can't help them break through.
What's New in Phytonutrition: Mangifera Indica, "The King of Fruits"
One hundred percent pure Indian green mango fruit (mangifera indica), harvested at a special degree of ripeness for efficacy and taste, can now be concentrated as a phytonutrient nutraceutical powder.
An MD Who Understands the Opioid Epidemic
Doctors of chiropractic have an important role to play in ending the opioid epidemic and dealing with chronic pain by conservative means (see our top story in this issue) – but who's to blame for opioid dependence and abuse in the first place?
The Pertinent Negative
We all have to perform evaluations on patients. Most of us don't like doing it – exams take time, and worse it takes even more time after the evaluation to put together a narrative summary of the findings. Sometimes, this process becomes downright tedious.
A Long-Overdue Win for Oregon Medicaid Patients - and the Implications for Other States
Beginning July 1, 2016, Oregon Medicaid patients with spinal pain (cervical, thoracic, lumbar, pelvic) who are determined to be low risk based on a biopsychosocial assessment tool (STarT Back – Keele University) can receive four chiropractic visits per episode.
Beating the Odds: Interview With Para-Powerlifter Adeline Dumapong-Ancheta
Since October 2015, the FICS Foundation, the charitable organization affiliated with the International Federation of Sports Chiropractic (FICS), has been supporting disabled athletes internationally.
Acupuncture's Impact on the World
For several years, I have been hearing about the town of Rothenburg, Germany. It seemed just a dot on a map until I arrived. It is the home of the TCM Kongress which began in 1968. It has been held annually for 47 years and it has only missed one year.
July, 2004, Vol. 04, Issue 07
How to Write "Call Me" Ads
By Colleen (Steigerwald) Holloway, LMT
Are you curious about what a "Call Me" ad is? Actually, I made it up. But if I've caught your attention and you are reading this column then my intention worked. That is precisely what effective advertising does: It grabs your attention.Keep reading and you will learn how to write effective, catchy advertisements that will increase your volume of responses.
If you've ever tried newspaper or telephone directory advertising to market your business, chances are you've received a mixed response, or no response at all. Don't feel bad, though; most advertising is ineffective. Some believe the specific placement of an ad can result in a poor response, or that a different day of the week can make a difference in the number of responses. Some also believe the larger the ad, the better the response. But bigger ads are not necessarily better.
So, what makes an ad effective? It's simple: the content. Let's pretend for a moment that you are a consumer looking for a massage appointment. Open up your telephone directory to the "massage therapy" section. You will notice display and in-column ads. Which business will you call first? Why did you choose this business over the other ones? For most consumers, making this decision would be easier if they just pulled out a coin and flipped it, because the ads are all the same. The ads typically mention massage and other services offered, and list the owners' names, addresses and telephone numbers. Some ads are fancy and list specific modalities such as CranioSacral Therapy and Neuromuscular Therapy, but to the average consumer, this means absolutely nothing -- it is foreign terminology.
After reviewing the ads, average consumers will typically resort to picking up the telephone and dialing each business until they reach a human on the other end who can answer their questions. The three questions consumers are thinking about as they view the ads are: "Is this a legitimate, professional business?"; "Can I get an appointment today?"; and "Will the money I spend equal or exceed the value of the services?"
Revising your advertisement to address these questions will help your business stand out among the others, and you will dramatically increase your odds of the consumer choosing your business to call first. To improve your ad, the first thing you must do is list what makes your business better and different than your competitors. Here are some ideas to help you:
Depending on the size of your advertisement, choose a few or several of these features to place in your ad.
By now, you may be thinking that it would be great to increase the volume of callers, but what happens when the consumer calls and gets your answering machine? Good for you, for thinking ahead!
Add some of the features above to your voicemail message. Also, you can change your voicemail message daily to indicate the date and to inform callers that you are open, have appointments available that day, and will return their call within the hour. Again, answering some of these questions will increase your chances of receiving more calls and messages.
You can also add a one-line eye-catching slogan. This will be placed on the top portion of your advertisement instead of your business name (which you will place on the bottom of the ad next to your telephone number).
Here are a few examples:
With just a little imagination and effort, you can turn an average advertisement into an effective, high-response ad that far surpasses your competitors!
Click here for previous articles by Colleen (Steigerwald) Holloway, LMT.
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