resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
One of the most common trends to see in clinical medical practice and public health is the cycles of health "buzzwords." These come and go depending upon the current cultural zeitgeist. One year, "parasites" are causing all the issues, and the next year it's "candida."
A Different Way of Looking at It
The way you and your chiropractic colleagues access information has changed over the past decade. According to a recent survey conducted by Dynamic Chiropractic, almost half (48 percent) of DCs read online articles on their personal computer or laptop daily.
Distal Style Treatment of Neurogenic Pain
Treat locally or distally? This question has frequented my thoughts for the treatment of pain throughout my acupuncture career. Each style has strengths and weaknesses, thus the versatile practitioner would do well to forgo dogmatic adherence to any one style in deference to the needs of the individual patient.
Understanding Levels of Evidence
The concept of levels of evidence is a cornerstone of research literacy and a great starting point for understanding basic principles of how research works.
Sleepless nights, anxiety, mood swings, euphoric energy bursts, obsessive thinking, and a strange feeling in his chest. That is what Matt was experiencing when he first entered my practice. Rather than being concerned, he was loving every minute of it.
Streamline Your Front Desk
Your front office can be your greatest source of efficiency or it can be a constant bottleneck. Increasing the productivity of this area, while not sacrificing the quality of patient interaction, can be a little tricky. However, with some focused effort and intention, your front desk can keep your practice running smoothly.
Holistic Skin Care and Modern Technology
Anti-aging is a concept that we hear in reference to skin rejuvenation and growing older on a daily basis. Aging begins as soon as we are born; therefore "pro-aging" is embracing all stages of life gracefully, with vitality, wisdom, joy, and gratitude as the goal.
Keeping Malpractice Allegations at Bay
It has been suggested that in the litigious environment in which we live, the practice of chiropractic should be defensive and practitioners should constantly be watching their backs. An element of defensive practice is a good idea.
Billing One-on-One, Direct Patient Contact
This is often misunderstood and leads to trepidation when documenting and subsequently billing timed services.
News in Brief
NYCC Aggregates Degree Programs in New School; Palmer Chancellor Receives Education Award From ICA; Oklahaven Announces "Have a Heart" Winners.
The Need for Standards
ISO-TC-249: You may look at these letters and numbers and wonder what they are and what they might mean. They turn into: International Standards Organization- Technical Committee – 249. There is a global organization called The International Organization for Standardization.
Hip Flexor Contractures & LBP in Above-the-Knee Amputations
Patients with above-the-knee amputations (AK or AKA) are particularly prone to developing hip flexor contractures. Not to be confused with muscle tightness, contractures are a permanent shortening of tissues which cause deformity or distortion.
Prostate Cancer Risk
A large study published in January 2016 in the American Journal of Clinical Nutrition showed that men who are vegans had a 35% lower risk of developing prostate cancer compared to non-vegan men. The study followed more than 26,346 men who are part of the Adventists Health Study-2.
Discovery: Finding Insights and Each Other in Different Disciplines
Recently I've been thinking about all sorts of things which are hidden from our daily direct experience. That general category is what links nearly everything that catches my attention and then demands some kind of investigation.
Billing Timed Services
Q: I do not always use physical medicine services but in my state I do have a scope of practice that allows me to provide many of these services. I am trying to understand what "direct one-on-one patient contact" means in relation to physical medicine services.
Constructing Our Reality, Part 2
My last article discussed perception and its relationship to the primary channels. Before we get to the channels most commonly used to treat sensory disturbances, the small intestine and triple heater, we should first talk about the bladder channel.
Finger (Pad) Pointing: Repetitive-Use Injury Waiting to Happen
"My wrist and hand hurt. I spend all day working on computers and then I come home and spend more time on a computer, usually playing video games."
With Low-Back Pain, Sometimes Little Things Matter
Typical treatments for low back pain involve large muscles like the quadratus lumborum, iliopsoas, and piriformis. However, there are situations when a very small muscle, the multifidus, can play a significant role in the diagnosis and treatment of low back muscular or spinal injury.
A Whole-Body Approach to Chronic Tension Headaches
Nearly every day in our practices, we see patients with chronic headaches that have not responded to traditional treatment. They present in our offices with a feeble hope that "maybe" a chiropractor can help.
Transforming Las Vegas
On a warm spring day in Las Vegas, Sonia Kim, clinic front desk staff, is busy preparing for a full day of intern shifts at Wongu Health Center. She greets patients, makes sure documents are properly signed, and lets the interns know that their patients have arrived.
Low Fat vs. Low Carb & the Power of Protein
A science-based website recently posted a nice summary of 23 randomized, controlled trials from peer-reviewed journals pitting low-carb diets against low-fat diets.
In This Current Age of Anxiety
Anxiety, also referred to angst or hysteria, goes by many names. One, popularized by the sagacious Zhang Zhong Jing, who many practitioners of Chinese Medicine may be familiar with, is known as Restless Zang/Fu disorder.
Living Well: Lessons From Our Oldest Old
Aging is a significant public health problem, important to chiropractors in practice and important to DCs who teach students training to become chiropractors.
How to Reach Your World With the Chiropractic Message
My latest effort to share chiropractic occurred in mid-May while I was sitting at an introductory parent information night for high schoolers. The IT instructor informed us that each student would be receiving a computer for all their studies.
Building Bridges with Discipline
As practitioners of traditional Chinese herbal medicine, our role is to educate patients and medical practitioners about the various safety aspects of our medicine. Medical doctors that embrace Chinese medicine want to collaborate and include Chinese herbal medicine in more aspects of clinical care to support their patients.
March, 2005, Vol. 05, Issue 03
By Linda Riach
Once upon a time there were many farmers all over the country with dairy cows producing milk of every variety. Some milk was from Jersey cows; some from Holsteins; some from Guernseys; some was organic; some not so organic, and so on.Some farmers mixed their milk with chocolate to create another offering for milk connoisseurs.
The diversity of the products was almost endless: one percent, two percent, with and without acidophilus, and more. Enterprising dairy farmers worked hard to meet the varied needs of their markets. Then, one day, the farmers realized that dairy consumption was going down; Pepsi, Coke, Snapple, Starbucks, orange juice (thanks to the efforts of the Orange Growers Association), Budweiser and Red Bull all competed for the attention of a thirsty public. The farmers realized that they'd have to do something for their industry to continue its growth. That's when the dairy farmers' organizations got together to determine how they could raise consumer awareness and the desire for all things dairy.
Thus, the (now) famous National Milk Mustache "Got Milk?"® Campaign, which is jointly funded by America's milk processors and dairy farmers, was born. The goal of the multifaceted campaign was to educate consumers on the benefits of milk and raise milk consumption by creating a single identity for milk. The industry created a brand - and it's working.
For the past 26 years, I've been lucky enough to be part of the massage therapy profession and to watch it grow. During that time, the industry has matured; it has created a standing and recognition of which it is rightfully proud. Endless success stories about high-profile sporting events, inspiring studies, expanding educational programs, and certification development ideas are tossed around to help meet the needs of the future by massage action leaders, as well as hardworking organizations. The opportunities and challenges in these areas are as vast as the inspiration these people and their efforts offer their individual communities.
Expanding equally fast is the volume of opportunities presented to the massage therapy industry by professions, including pain medicine, sports medicine, athletic training, physical therapy and spa communities, which are all part of growing global markets. There are opportunities for massage therapists to secure their scopes of practice in sports and sports medicine, pain medicine and pain management, rehab, psychotherapy, and more. But with growth comes expansion, sprawl and diversification. The industry has become so spread out, so disparate, that many of us hear only snippets of those accomplishments or the potential opportunities. This growth has also meant that many practitioners now only identify with their individual communities and not with the idea of a unified interest.
None of us presume to have the one "right" form of massage or the one "best" response to the needs of a touch-thirsty public. Each facet of the industry is an important part of a gleaming gem. One facet may shine especially brightly in a certain light, but the strength and durability will best be recognized if the whole gem is swathed in flattering light so that it gleams. So now, as we turn to face new challenges (much as the milk industry did), there are questions that we need to ask ourselves in examining what next steps should be taken to showcase the whole massage therapy industry and to keep it thriving.
For me, the answer about how to best respond to the burgeoning opportunities on the horizon is straightforward: Put more focus on communications as a practitioner and as a community, in our organizations and as a whole. Why? Because much of the public is not aware of the power and efficacy of massage therapy in all of its forms. Few are adequately educated to be able to identify how to find a therapist qualified to meet their needs, expectations and personal preferences. Few understand that it will require a series of visits to experience lasting results. And, on a more technical note, most consumers are not aware of all the research that has been done to establish the credibility and efficacy of massage in many situations.
The truth is that the market for the services of massage therapists is boundless; in fact, it's booming.
There are 77 million aging baby boomers primed to hear the message about your services. There are as many varying needs for therapeutic touch as there are people in the world. And yet the industry is so disparate, so spread out, that it is not seen as a single entity to consumers. We in the industry are missing an opportunity, which, by harnessing our combined strength, can corral the full potential of growth for the good of all. So, how can the massage therapy community promote itself within these venues? What needs to be done to teach to these opportunities? How do we establish credibility and working relationships with those who might be sources of referral?
A powerful unifying force lies in the creation of a brand for therapeutic touch - to use the brand to educate the masses, drawing them in for individualized pursuits of health and wellness. Promoting the use of massage therapy for pain and wellness management is easier than promoting the products made by the drug companies if for no other reason than there'd be no long laundry list of side-effects and contraindications. In a day and age where stress-related illnesses are at almost epidemic proportions, with such a potent tool in our tool box, don't we have a responsibility to promote what we have to offer and to find the resources to do what it takes to invest in, create and promote the brand as a whole? We also owe it to the students who will be attempting to make a living. As school graduation numbers increase, so must the numbers of people needing, desiring and pursuing the use of their services.
The world of massage therapy is as diverse as the universe of clients who need its services. There is room for all under the tent. To that end, we must all work together to solidify and hold in even higher esteem our expectations for each modality through modality-appropriate accreditation so that the end user can be ensured a positive, consistent experience. As the experience is unified, word-of-mouth increases and awareness goes up. Simply put, a rising tide lifts all ships.
While we are not producing a single product, we should be working to promote a unified experience, a brand called "massage." That brand should embody the experience for the customer of the personal pursuit of wellness and the role of the practitioner as partner in that ongoing endeavor. If we can get behind that, there's no end to the people we can reach.
Click here for previous articles by Linda Riach.
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