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Acupuncture Rising: From Acupuncture Anesthesia to Assisted-IVF, Part 2
Acupuncture's cultural and historical roots go back to the emergence of Chinese civilization. For more than 2,000 years, acupuncture needling has been continuously practiced on the largest population in the world.
Which Way is the Energy Going? Are You Burning Yourself Out?
One of the simple methods that I use to define Yin/Yang theory to patients is to ask the question, "Which way is your energy going?"
The Modern Application of Ancient Mei Rong
Chinese Medical Cosmetology (Mei Rong) has a well-documented and venerated history dating back to the Qin (221-206 BC) Dynasty.
Mechanism: Experimental Approaches to Understanding Acupuncture, Part 1
The clinical benefits of acupuncture are difficult to ignore, but also can be difficult to explain to a Western audience. For nearly 50 years, relentlessly inquisitive scientists and physicians have been working toward a conceptual model to explain acupuncture.
Making Sense of an Increasingly Obvious Conclusion
Where's U.S. health care heading? Like it or not, the list of telltale signs is growing to a point that stands out to even the most myopic observer. Consider this list of facts as you look into the future of health care in the United States:
Acupuncture and Oriental Medicine in the West
We know acupuncture and Oriental medicine as the indigenous medicine of East Asia; in particular China, Korea and Japan are the countries of origin of this wonderful healing system.
Tailor-Made Knee Pain: The Sartorius Muscle
A patient was referred to my office after receiving treatment from various providers with no results. The patient was training for the Olympics as a marathon runner and was unable to run or walk without severe medial knee pain.
North Carolina Acupuncture Board Files Dry Needling Lawsuit
In early September, the NCALB filed a complaint against the North Carolina Board of Physical Therapy Examiners over the issue of dry needling, a form of acupuncture that uses solid needles to puncture the skin and muscle tissue to relieve pain.
Omega-3 Fish Oil: An Underappreciated Element of Men's Health
As a clinician with many male patients -- and as a man myself -- I am all too aware of the fact that we like to convince ourselves that we are doing great, when that may be the farthest thing from the truth.
Diagnose Sprain Injuries in MVA Cases With Dynamic X-Rays (Pt. 1)
Am I the only person to notice hospitals are doing a seemingly insufficient job lately in their initial radiological workup of motor vehicle accident (MVA) victims?
Designing a Fitness Plan (Part 1)
It doesn't matter if you come to my practice for pain relief, weight loss, healthy aging or something else. The formula I talk about for each patient's fitness strategy is pretty much the same.
Born to Energize the Human Spirit: Recollections of Sig Miller
Sig Miller, longtime executive director of the Association of New Jersey Chiropractors (ANJC), passed away on Sept. 17 after a long battle with cancer.
One Size Does Not Fit All: Exercise and Nutrition According to Your Yin/Yang Body Type
There are countless new exercise and nutrition plans out there, emphasizing the latest ground-breaking research and claiming to revolutionize the way we view health.
It's Time to Review
It is amazing to see the changes that are occurring in the acupuncture profession. Let's look at some of the news and events that have contributed to this growth and awareness.
Chinese Herbs and Pulmonary Fibrosis: A Case Study
"Mary M."* recently celebrated her 90th birthday. Even the former sheriff dropped by to kiss the hand of this diminutive retired teacher, to honor the years she interpreted for him during interviews with Latinas and Latinos.
Your Billing Questions Answered
I hear a lot of the following questions: I am afraid I may doing something illegal. I have heard I cannot have different fees for the same service.
Footsteps of the Sages: An Apprenticeship with Dr. Kezhan Zhang
When I met Dr. Kezhen Zhang in May 2013, I was his translator and the integrity, creativity, and passion he demonstrated as a practitioner and advocate of the medicine convinced me to travel to Beijing to study with him.
Pro-Con: Swaddling for Newborns
The practice of swaddling has been used for thousands of years and was popular until the 1700s, when it was slowly abandoned by many cultures that considered it old-fashioned or barbaric.
F4CP Making a High-Impact Impression
The Foundation for Chiropractic Progress has released details of its 2016 strategy, certain elements of which are already in play. The strategy includes ads, posters and other resources available to all F4CP members.
The Concussion-Subluxation Complex
In the Aug. 1, 2014 issue of Dynamic Chiropractic, I reviewed some of the literature demonstrating the role of the chiropractic adjustment in post-concussive care.
Targeting the Bad Apples in the Bunch
While everyone was focused on the conversion to ICD-10, the Office of Inspector General for Health and Human Services released a new report on chiropractic titled "CMS Should Use Targeted Tactics to Curb Questionable and Inappropriate Payments for Chiropractic Services."
Syncretism: Acupuncture and Public Health in Cuba
"Syncretism" is defined as a union of diverse tenets or practices. On a recent trip to Cuba designed to demonstrate the integration of Traditional Medicine and biomedicine, our group witnessed this union firsthand.
Dietary Fat and Prostate Cancer: An Important Update
K.M. Di Sebastiano and M. Mourtzakis published a review paper examining the role of dietary fat on prostate cancer development and progression late last year that does a stellar job of summarizing the available data on fat and prostate cancer.
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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