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Older Patients, Stroke Risk and Manipulation
The first population-based study in the United States to evaluate stroke risk following spinal manipulation – and the first involving older adults – suggests that "[c]hiropractic cervical spine manipulation is unlikely to cause stroke in patients aged 66 to 99 years with neck pain.
Viewpoints: Massage Reduces Nonspecific Shoulder Pain, Improves Function
While seemingly universal, pain and stiffness in the shoulders can be a significant cause of disability. Often a pain that does not go away on its own, shoulder complaints tend to linger, sometimes for 12 months or longer.
How We Can Help the Injured Brain
The majority of patients with mild traumatic brain injuries recover within seven to 10 days. If concussion signs and symptoms continue beyond seven days, the diagnosis changes from acute concussion to post-concussion syndrome.
Pain Is Only a Piece of the Puzzle
More often than not, when a patient presents to the office, it is for a pain complaint: headache, neck pain, low back pain, sciatica, carpal tunnel, etc.
A Well-Kept Secret: 5 Element Acupuncture, Part II
Supervising acupuncture interns at a TCM college, it has always struck me how funny it is to hear the clinic manager tell the patients that the Five Element clinic specializes in treating emotions, as if patients with physical pain have no emotions!
Striking a Blow to the Medical Monopoly
The U.S. Supreme Court has issued a landmark ruling in North Carolina State Board of Dental Examiners v Federal Trade Commission.
Treating Beyond Pain
More often than not, when a patient presents to the office, it is for a pain complaint. Headache, neck pain, low back pain, sciatica, carpal tunnel... The pain is often the focus of the patient's mindset, and they don't often have any thought of what comes after the pain.
Recreational Cannabis Use and TCM
Many people are drawn to cannabis for its effects physically, mentally and emotionally. Medically, cannabis has some legitimate uses, however the scope of this article is limited to the recreational use of cannabis.
Managing Tibialis Posterior Tendon Injuries
The tibialis posterior is the deepest, strongest and most central muscle of the leg, with fibers originating from the tibia, fibula and interosseous membrane.
Treating GERD and Incontinence: Focus on Trigger Points
Gastroesophageal reflux disease (GERD) is defined as the regurgitation of stomach acid in the esophagus. Previously, it was thought that GERD was caused by a hiatal hernia, but recent trials suggest the cause is an inability of the hiatal sphincter to contract normally.
There Really is No Room for Sexism
Recently, Matteo* (a transgender male) approached me during a break in an advanced shiatsu class in Berlin where he was one of two men in a group of 20 women. "Pamela. Don't forget to remind the translator to include male endings."
Synergy Doesn't Happen in Silos: Acupuncture in Hospitals and Other Healthcare Settings
As acupuncture and traditional East Asian medicine continue to intersect and integrate with biomedical approaches, the conversation about integration expands and becomes richer.
Converting More Patients to Your Practice
In 2013 and 2014, the theme was "the money is in the list." This meant that if you had a big email list, you were really making some "cha-ching." Unfortunately, having thousands of emails doesn't equate to thousands of dollars in profit.
The Way We Are Designed: A Conversation with Gil Hedley, PhD
I was first introduced to the work of Gil Hedley by Tom DiFerdinando. He gifted me Gil's DVD series.
TCM Congress in Rothenburg is Largest in Western World
In the medieval town of Rothenburg, deep set within the Bavarian countryside in Southern Germany, the TCM Kongress Rothenburg each year draws around 1.200 participants from more than 40 different countries to attend the biggest TCM conference in the Western world.
What Do You Know About Physician Compare?
Physician Compare is a website that allows consumers to search for and obtain information about physicians and other health care professionals who provide Medicare services.
News in Brief
ACA Exec. Vice President Out, Acting EVP In; F4CP Executive Director Retires; New ED Named.
Keep Seniors Safe: Age-Proofing the Home
I want to give Dr. Claudia Anrig kudos for her Dec. 1, 2014 column, which highlighted safety issues youngsters might encounter in the home.
God and the Chiropractor
My wife went to church last Wednesday night and brought home a CD of the pastor's message. As she handed it to me, she said, "You should listen to this; you'll like it." Our family regularly goes to church and our faith plays a major role in our lives.
An Excerpt from TCM Case Studies: Pediatrics
This excerpt is reprinted with permission from Jamie Wu. TCM Case Studies: Pediatrics was released in 2014 by People's Medical Publishing House.
The Dietary Supplement Research Dilemma
I do not care what the truth is, one way or another; I just want to know it. And when it comes to dietary supplements, the truth can be hard to find for a number of reasons.
Will You Be an Amplifer or a Mute?
These times are changing, and changing quickly. There have been many challenges to this profession throughout the past few years. The challenge is to talk, then talk and talk some more about this medicine.
Joint Supplements for Athletes (Part 2)
A fairly recent discovery in nutrition supplemental medicine has proven to be a breakthrough in maintaining athletic joint health. Research suggests a combination of undenatured type-II collagen and tetrahydro-iso-alpha acids helps revitalize joint function and performance in athletes.
The Need for a New Medical Model: A Challenge for Biopsychosocial and Ecopsychologica Medicine
Chinese medicine speaks of alignment between humans, heaven and earth. It is a complex view with a focus upon relationship. These are comprehensive ideas with no specific terms in contemporary medical practice.
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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