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Giving Chiropractic Some Much-Needed PR
Public relations has not always been the chiropractic profession's strong suit, a shortcoming that has subjected the profession to countless attacks on its legitimacy and seemingly perpetual confusion among the public and the health care world as to the skills and services doctors of chiropractic provide.
It Pays to be a Foodie
If there is an inner foodie in you, just waiting to burst out—this article is for you! Do you want to know how I know? I'm that girl. My middle name might as well be "Foodie." I love food! And if my patients are any indication, many of them do as well.
Treating Chronic Depression with Acupressure
In Traditional Chinese Medicine there already exists a comprehensive theory linking the body and mind.
Chronic heightened emotional states create a perfect breeding ground for illness. Through my practice I noted the increasingly obvious relationship between one's mental focus on negative thinking, emotions, resistance to experiencing feelings and disease.
Following the Thinking of the Classics
I have heard about the "best time of day" to carry out certain examinations or therapies. For example, I remember making a note years ago that early morning is the best time to take someone's pulses.
Meat in the Middle
Have you ever wondered what's the truth about meat? Is it really as bad as many people think?
Alcohol Consumption Strongly Linked to Risk of Colorectal Cancer
Alcohol intake is one of the primary risk factors for many human cancers, and is strongly associated with cancers of the oral cavity, pharynx, larynx, esophagus, liver, breast, and notably, the colon and rectum.
Chinese Medicine: The Natural Way to Children's Wellness
As a child, I did not like going to the doctor. For the most part, when I had to go I wasn't feeling good to begin with, and I was heading into a sterile environment to be awkwardly probed by a man in a white coat for a very short, impersonal period of time.
Finders Keepers: The Secret to Relationship-Based Marketing
Becoming a successful practitioner has less to do with what you learned in school, and more to do with your ability to find new patients and keep them!
Five Element Acupuncture Can Enhance Your Practice
For eight years I have been teaching and supervising TCM students at an acupuncture college in Colorado, in Five Element acupuncture.
Inspire Your Patients to Make Healthy Choices
Have you tried to get your patients to change their eating habits or their diet and couldn't get them to succeed? Were they confused and unsure of what the right thing was to eat? You are not alone!
Implications of Section 2706: The Non-Discrimination Provision Survey
In late April 2014, NCCAOM diplomates received an email survey with the subject line: "End discrimination against acupuncturists" polling CAM practitioners for a Request for Information from the Department of Health and Human Services, released in mid-March.
News in Brief
Foundation for Chiropractic Progress Enrolls Second Group Member; Focus on Chiropractic Education at WFC-ACC Conference in Miami; Are You Ready for Another "Have-a-Heart" Campaign?
Correcting Dysfunctional Movement Patterns – Is Local Treatment Enough?
It is widely believed that mechanical, non-traumatic back pain is largely related to dysfunctional or compensatory movement patterns the body has adopted over time.
Capturing the Essence of Tai Chi
Over the last 12 years, I have been working on one of the few documentaries about Tai Chi. It's called The Professor: Tai Chi's Journey West and it's about Cheng Man-Ching who moved to New York in the 1960s.
The Bottom Line ... From a Surgeon Who Knows
Regardless of individual relationships between providers, there continues to be a type of Hatfield-McCoy feud between the philosophies of medicine and chiropractic, particularly when it comes to musculoskeletal ailments.
Introduce Your Patients to Collagen Induction Therapy
Cutaneous (skin) aging generally occurs from either intrinsic or extrinsic processes. Intrinsic aging results from natural skin tissue damage and degeneration.
Micro-Needle Dermal Roller Use in the Treatment Room
Recently micro-needle dermal rollers have been getting a lot of media attention. As a practitioner who specializes in acupuncture facial rejuvenation, I know that skin needling with a dermal roller (also known as collagen induction therapy), promotes the natural reproduction of collagen and elastin, making the skin feel smoother and tighter.
Acupuncture Detox as Part of Drug Rehabilitation
In the U.S., more than 2,000 alcohol and drug rehabilitation programs have added ear acupuncture to their practice. The development of the protocol was determined by Lincoln Hospital as it delivered 100 acupuncture treatments daily.
Drug War Rages in Wisconsin
Based on its actions over the past 15 years (review the sidebar in the app version of this article), controversy and the Wisconsin Chiropractic Association seem to go hand in hand.
The Power of Mu Xiang to Treat Irritable Bowel Disease
Bloating and gas pain is something that everyone has had to deal with at one point or another; however, that's usually reserved for holiday dinners and other large gatherings.
The Acupuncture Now Foundation: What Our Profession Needs
Although acupuncture is growing in popularity it continues to be underutilized due to misunderstandings about its true potential. Only a fraction of those who could be helped by acupuncture know enough to seek it out.
Peer Points: Promoting TCM Knowledge
When Elaine Wolf Komarow, LAc, received her first acupuncture treatment in 1989, she said it changed her life. "I felt more aware, calmer, and happier. I was so fascinated by the changes that I began to learn everything I could about the underlying philosophy of Chinese medicine," said Komarow.
The McGill Approach to the Lower Back (Part 1)
Stuart McGill, PhD, brings a unique combination of tools to the table. He is a scientist who also functions as a clinician. He describes himself as a medical consultant who is referred challenging patients. He is both evidence based and practical.
"Turn, Turn, Turn"
Many people are credited with saying, "If you remember the '60s, you really weren't there." Given the fact I didn't become a teenager until 1970, I actually do remember the '60s (or at least part of it). And as a child of the '60s, I was, of course, influenced by the music.
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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