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"Doctor ... Always Do the Right Thing"
So says "Da Mayor" in the iconic Spike Lee movie. As a fresh grad questioning in-network versus out-of-network, it struck me that some doctors have explicitly skirted the issue, while others have argued adamantly for the latter and "sticking it to the man."
Halt Allergies With Moxibustion Therapy
An allergy is an immune system disorder in which the body is hypersensitive to normally harmless substances in the environment.
News in Brief
D'Youville Vet Program Gets High Praise; A Moment of Silence for Dr. Paul Reginald ("Reg") Hug.
Don't Trust What a Patient Says
When a patient presents to the office for care, they typically have a specific complaint in mind – lower back pain, whiplash, sinus congestion, sciatica, etc.
Employers Need Chiropractic First and Sooner
From the Journal of Occupational and Environmental Medicine comes a study that gives excellent direction to employers (and insurers) regarding the management of low back problems (LBP).
CRREW Rallies for Ongoing Acupuncture Relief Effort in the Philippines
On November 8, 2013, Typhoon Yolanda (Haiyan) made her way through the Philippine Islands, leaving in her wake at least 7,000 people dead, millions homeless and complete communities destroyed.
The Importance of Knowing Mainstream Lingo
There is a secret lingo within mainstream medicine of which the vast majority of acupuncturists and Chinese medical professionals are unaware.
Shared Mechanisms Between Computer-Assisted Mechanical Adjusting and Contemporary Acupuncture?
Can contemporary acupuncture provide clues to the mechanisms responsible for pain relief provided by computer-assisted mechanical adjusting instruments, and clarify whether certain mechanical frequency combinations are superior to others for modulation of acute peripheral pain?
Working With The Yuan-Source Level: Resonance and the Extraordinary Vessels
How do we stay fresh with our medicine? As healers, how do we balance our medical selves with creative artistry? Chinese Medicine is not a fixed dogmatic entity, but a living system, reliant on a mysterious force called "resonance."
We Get Letters & E-Mail
Imagine What More Could Be Achieved With Your Support; A Lesson in Hygiene: What Do You Do in Your Office? Open Letter to the Profession.
The Boston Benevolent Chiropractic Clinic: Standing Up for the Needy
Our chiropractic assistant, Bridget, greeted an arriving patient at the Emmanuel Church in downtown Boston. She said, "Hi, Michael, good to see you. It's been awhile. Have a seat and Dr. Ken will see you soon."
Replenishing and Restoring Jing
I learned an important principle from my great Taoist Master Sun Hak. He taught me that all people "leak" Jing, and that we can mitigate or stop this leaking, and as a result strengthen our life force, develop enhanced adaptability and lengthen our life.
Medical Qigong for the Heart: Part I
According to the Center for Disease Control and Prevention, heart disease is the leading cause of death in the United States, affecting people of all ages and backgrounds. Coronary heart disease, in just the United States alone, costs close to 109 billion dollars a year.
Vibrational Medicine: Frequency Micro-Current and Color Acupuncture
Vibrational medicine involves the application of various forms of energy frequencies to the body for pain relief, healing and rejuvenation. Vibrational medicine will become a major growing trend in our medical systems for the following reasons:
The Search for the Origin of the Wiggle Technique
When Bob had adjusted me previously, most of the time I knew what he was doing. But this time, he had me lie on the treatment table in the usual side-posture position, and he "wiggled" my sacroiliac with the fingers of both hands, while stabilizing my pelvis with his forearm.
Wellness: A New Buzzword at the Aging in America Conference
Aging in America is "the nation's largest gathering of a diverse, multidisciplinary community of professionals in healthcare, social service, government, business and philanthropy with expertise in providing services and products for older adults."
Home Sweet Medical Home
While the Affordable Care Act (ACA) has received its fair share of praise and criticism since its adoption, few question the value of its emphasis on collaborative, patient-centered health care.
Medial Knee Pain: 11 Potential Causes (and Corrections)
We have all seen patients with medial knee pain that either has no traumatic origin or lasts well beyond when it should be resolved. How can we help these patients? Here is an overview of clinical scenarios and how we can provide conservative care.
Deciphering the New CMS-1500 Claim Form
Q: I am confused about how and when to use the new 1500 form, particularly block 14 and block 15. What is required and how do I properly fill out these fields? And do I actually have to use this new form or may I continue using the old version?
News In Brief
Pacific College of Oriental Medicine obtains grant funding from NIH; Yo San University of Traditional Chinese Medicine Announces New President; Kentucky Gets Licensed; PCOM Receives Approval from WASC to Offer FPD.
New Leadership Era at the WFC
The World Federation of Chiropractic recently announced not only a new president, as is customary every two years, but also an incoming secretary-general, marking the first time since the WFC's inception in 1988 that someone other than David Chapman-Smith, Esq., will serve in that capacity.
Changes in Herbal Medicines from Ancient Times to the Present
The classical literature of Chinese medicine remains highly relevant in the modern era, as many of the basic theories and herbal combinations emphasized in clinical practice were first established in texts that are nearly 2000 years old.
Don't Trust What Your Patients Say
When a patient presents to the office for care, they typically have a specific complaint – lower back pain, whiplash, sinus congestion, sciatica, etc. They are often not interested or engaged in what they consider "unrelated" personal health history.
Low Melatonin Linked to Risk of Advanced Prostate Cancer
Epidemiological and experimental studies suggest the hormone melatonin, which plays a role in regulating the sleep-wake cycle, may play a role in the development of prostate cancer, as lower melatonin levels have been associated with an increased risk of prostate (and breast) cancer.
June, 2005, Vol. 05, Issue 06
Better Than Word-of-Mouth Marketing
By Colleen (Steigerwald) Holloway, LMT
When it comes to marketing your business, or any service-oriented business for that matter, word-of-mouth marketing consistently is believed to be the most effective means of getting referrals.After all, it's free marketing because zero advertising dollars are needed. And, the rate of return on your investment begins at 100 percent, and can only go up. It's risk-free advertising. Surprisingly, however, if you want a thriving bodywork business, word-of-mouth marketing is really not a good way of attracting new clientele. Now, if your head is shaking with disagreement, let me explain why.
People who have a bad experience with a service will tell between six to 10 people. Bad news travels quickly, and people love to complain and receive sympathy. If you don't believe me, turn on the news and count the number of good and bad stories in one 30-minute segment. The bad stories will always grossly outweigh the good stories.
Conversely, people who have a good experience with a service will tell only one or two people, and often only when it happens to come up in conversation. Therefore, although it's good when it happens, word-of-mouth marketing is really not a reliable means of marketing your business - not if you are serious about building your clientele. Many bodyworkers rely on word-of-mouth marketing solely to build business. If that's your current game plan, you can look forward to a long, slow journey toward a full appointment book.
Now that I've depressed you with bad news, let me share with you the easiest, most highly effective, cost-efficient way to market your business. This marketing strategy will reach a larger, captive audience with a personal testimonial about your business, prompting the audience to pick up the telephone right away. What's even more exciting is that it won't eat up your advertising dollars. It's called a joint marketing venture (JMV).
A JMV is created by partnering with another service-oriented business and endorsing each others' businesses with testimonial letters. This marketing strategy works well because it's a direct referral from a satisfied client to people who know and trust the client. Essentially, it's word-of-mouth marketing with a call to action offer.
Finding a JMV Partner
The optimal people for this joint marketing venture are your current clients who own a service-oriented small business and have an established clientele. Make a list of your clients who are also business owners such as attorneys, accountants, doctors, financial planners, plumbers, restaurant owners, dry cleaner owners, and so forth. Your most satisfied, loyal clients will be at the top of our list. If you are fairly new in the business and just establishing clientele, make a list of your relatives, neighbors and friends who operate their own businesses.
Establishing Your Endorsement Letter
Your endorsement letter needs to be a brief but strong endorsement for your JMV partner. Here are the three essential components:
Paragraph One: Explain the problem you are having. For example, if you are writing an endorsement letter for your chiropractor (JMV partner), begin the letter by stating the problem you've been experiencing such as, "I don't normally sit down and write a letter to all of my clients; however, I have had this ongoing chronic disc problem...I've tried everything...nothing came close to alleviating the pain until I met Dr. Jones."
Paragraph Two: Write a strong testament attributing the chiropractor's care as the solution to your problem such as, "After three years of living with chronic back pain and limited range of motion I can now say I'm pain-free and working on my golf game thanks to Dr. Jones."
Paragraph Three: Add a call to action offer such as, "Dr. Jones is such a terrific chiropractor that when I told him I was going to spread the word about him to all of my clients, he offered to give each of my clients a free initial examination. That's a $60 value! Did I mention that he's also very generous? If you're in need of some pain relief you would benefit from Dr. Jones's magical hands. Call him today at (555) 555-1212, and tell him I sent you."
When your endorsement letter is complete, type it on plain white paper to be copied onto your business stationery.
Implementing Your Joint Marketing Venture
Have your JMV partner write an equally compelling endorsement letter praising you and your business (including a compelling call to action offer), and copy it onto his or her business stationery. The final step is to choose an equal amount of clients to send the letters to - 100? 200? 500?At an investment of $.37 per client, in my opinion, there is no better strategy than a joint marketing venture for marketing your business and gaining clientele. Once your endorsement letter is complete, you can repeat this marketing strategy using your list of JMV partners. Hence, you don't have to keep reinventing the wheel when it comes to creating a marketing plan for your business.
Click here for previous articles by Colleen (Steigerwald) Holloway, LMT.
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