resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Practicing with Authenticity
To extrapolate from the above quote, patients love healthcare providers they can trust. One way to earn the trust of your patients is by practicing with authenticity. What does that mean, exactly?
The New Age of Communication
In the age of technology, everyone, including the patient, is seeking faster, easier ways to communicate. With a wealth of social media, blogs, websites and videos, we are constantly barraged with information – to the point of overload.
Modernization of Chinese Medicine
Language – written, spoken, signed, or otherwise is learned as a means to express our individualized perceptions about the world around us. Language is designed to communicate our personal experiences.
Help: A Need at Every Level
One of the great gifts of training in acupuncture is the ability to take good care of oneself. I recently had a bout of frozen shoulder — an inflammatory syndrome which can be debilitatingly painful and take years to resolve.
Practice Policy (Gone Bad): The Sign
Every once in a while, you see something and think to yourself, That's a really bad idea. Case in point: I went to see my medical doctor the other day. Just after being "roomed," as they say, the nurse checked my vital signs. Then she left.
Fish Oil: A Key Component of Positive Clinical Outcomes
Patients seem to be presenting with more complex problems, and many are responding to care more slowly or have completely unexpected results. Why?
Change Lives by Supporting Chiropractic Research: Are You In?
The Palmer Center for Chiropractic Research (PCCR), in celebration of its 20th anniversary, has announced it is spearheading a fund-raising campaign to support chiropractic research.
Dorsiflexion Dysfunction: Evaluation & Manipulation Techniques
Almost every condition from the foot to the hip can be attributed to the inability to dorsiflex the ankle mortice and other joints that participate in dorsiflexion. Let's start by understanding normal versus abnormal dorsiflexion.
Harvard Health References Flawed AHA Position Paper
In its special health report, "Stroke: Diagnosing, Treating, and Recovering From a 'Brain Attack,'" Harvard Health Publications includes information from the American Heart Association's 2014 position statement on cervical manipulation and cervical dissection – a statement the American Chiropractic Association emphasized in a letter to Harvard Health mixes "scientific facts with half-truths."
Surprising Reasons for Orthotic Efficacy
Clinical outcome studies show orthotics are effective in the management of a wide range of injuries, including plantar fasciitis, Achilles tendinitis and patellofemoral pain syndrome.
Fertility and Poly-Unsaturated Fatty Acids
Starting or expanding one's family is a major milestone. It's something that more and more people seek out health care advice and support for.
Nuts Reduce Risk of Heart Disease, Cancer and Other Health Problems
Several recent studies suggest regular consumption of nuts may provide a significant degree of protection against certain types of cancer, heart disease, possibly type 2 diabetes and some neurodegenerative diseases.
Healing Trauma: Cultivating Resilience and Presence Through Mindfulness, Part 2
In the last issue of Acupuncture Today, the first part of this article introduced the topic of trauma and resilience, and their relationship to the autonomic nervous system response and the concept of the spirit being grounded in the body, and suggested the importance of mindfulness as a tool for healing.
Do Some Good and Grow Your Business with Cause Marketing
Cause marketing is truly one of the best ways that you can promote your services as a acupuncture professional. Cause marketing refers to a type of marketing where a business partners with a non-profit organization to help bring awareness to a charitable cause.
A Chiropractor's Guide to Yoga
"Doctor, can I continue to do yoga while undergoing your care?" "Is it OK for me to go back to yoga while I'm getting my back treated?" "It is safe to start my yoga classes again after my neck pain improves?"
Patient-Centered Care vs. Payer Restrictions: Your Ethical Obligation
Do you have an ethical obligation to evaluate your patients, make a diagnosis and provide evidence-based, patient-centered health care, irrelevant to the payer restrictions?
Improving Communication Between AOM and Biomedical Providers
How comfortable do you feel talking to Western medical providers? If you are like me, you may not feel as comfortable as you would like. Some of my interactions with MD's haven't been the fruitful steps toward integrative medicine for which I had hoped.
The Zen Art of "One Point"
We were always told in our Zen Shiatsu training (by Japanese and Japanese American instructors) that our ultimate aim was to to find that "One Point." To be so focused we could touch just one point to transform Qi throughout a client's body.
Oriental Medicine on the World Stage
"Let me win. But if I cannot win, let me be brave in the attempt." This simple, yet powerful statement was lived out time and time again by so many of the athletes from around the world during the Special Olympics World Games in Los Angeles.
Getting a YES: An Effective Strategy for Overcoming Patient Objections
Patients make more excuses for declining care from an acupuncturist than perhaps any other type of doctor. Various reasons hold them back from making a commitment to care.
The Short Leg Dilemma
When evaluating a new patient, it is common to note a relative shortening of one leg to the other. Some patients will even tell you they have one, and then pull out the store-bought heel lift they read about online.
News in Brief
Call for Abstracts Announced - Parker Las Vegas 2016; Logan Adds Doctorate Degree; New Role for Dr. James Edwards.
The Food Conversation: Nutrition and Your Practice
It's morning and your first patient rolls in with a triple espresso steaming in one hand and a frazzled, desperate look in her eye. "You gotta help me, doc, I am constipated unless I drink one of these, and I am exhausted and anxious all the time."
Acupuncture Rising: From Acupuncture Anesthesia to Assisted-IVF, Part 1
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.
What's Chiropractic Research Worth to You?
The Palmer Center for Chiropractic Research (PCCR), in celebration of its 20th anniversary, has announced it is spearheading a fundraising campaign to support chiropractic research.
An Acupuncturist's View of Medicinal Marijuana
The use of cannabis for medical purposes is very controversial. Use as a panacea by physicians uninitiated to the proper application of herbal medicine, as well as an excuse for recreational use have greatly confused the issue.
April, 2006, Vol. 06, Issue 04
The Zen Teachings of TV Commercials, Part 1: How to Find Happiness and Peace of Mind
By Cary Bayer
The last thing you might expect to find in a massage journal is a column about the wisdom of television commercials. But, as we say, God works in mysterious ways - humorous ones, too. This coaching column has always been dedicated to finding the lessons available in everyday life, when we're ready to see them, even in the most overlooked places.Every massage therapist has many desires, but the three near the top - if not at the very top - are happiness, peace and financial success.
This column shows how multinational advertisers have been giving profound teachings on these topics for years - and still do every night on your TV screen. If you watch consciously, you might find that the message is coming to you less from McDonald's than from the Universe.
But, let me back up a bit. Half a lifetime ago, I worked at a large advertising agency for three years and, for a couple of years before that, as an editor at Adweek, reporting on advertising, marketing and media. Even though all copywriters and art directors want you to choose their products over their competitors', they're not in cahoots with the Devil; nefarious, seductive and sometimes insidious, yes; but evil and demonic, no. I know firsthand they are good people.
Advertisers often pump hundreds of millions, and sometimes billions, of dollars into mini-messages to make you like them and buy their wares. Their slogans are pop-culture mantras repeated nightly. (That's where the billions of dollars of TV time comes in.) Ad agencies run these messages for their clients' bottom lines. But because the Universe has more profound purposes than increasing brand market shares, "Its" creative intelligence often encodes a deeper meaning into ad messages. These become electronic wisdom, inspiring an enlightened life of peace and prosperity.
You might wonder, after taking a yoga class, how TV spots could possibly lead you to a peace greater than the one your clients feel after getting off your table. Allow me to explain. Centuries ago, the great yogi Maharishi Patanjali preserved kernels of wisdom on spiritual development in verse form called The Yoga Sutras of Patanjali. That classic inspired "The Yoga Sutras of Television Commercials" that follows.
Verse 1: You Deserve a Break Today - Stress Management (McDonald's)
As a massage therapist, you succeed in your business because your clients recognize the therapeutic value they receive from a restful and rejuvenating break from their daily activity. An hour-long treatment each week likely will help restore balance to their bodies. The Puritan ethic suggests that such treatments are an indulgence; after all, you don't need them to live. And they're right; you don't need them. But life is more than just work, productivity and need; it's also about rejuvenation, recreation and desire.
Since 1971, McDonald's has flooded our consciousness with a vital message: You do deserve a break today. Not for a Big Mac with cheese, as the copywriter intended, but for stress management, for you and your client, as the Universe intended.
Verse 2: The Pause that Refreshes - Transcendence (Coca-Cola)
The principle of rest and activity McDonald's introduced in verse 1 is expanded upon by Coca-Cola in this verse, suggesting that not only do you deserve a break today, but that the break also refreshes you. After years of twice-daily breaks of Transcendental Meditation (I've taught it to hundreds of people since the 1970s, as well), I can speak from experience when I say the pause refreshes physically, mentally and spiritually. TM, of course, simply is one form of stress management - albeit the most thoroughly researched by scientists. There are many other stress management techniques that can help you recharge your batteries on every level. Yoga, Tai Chi, Qi Gong and breathwork are a handful of such methods. The method you choose isn't important; what's important is to give yourself a break, a daily pause for multi-level refreshment. Besides, you deserve it. So where does this rejuvenation come from? Coca-Cola clarifies that point in the next verse.
Verse 3: In the Back of Your Mind, What You're Hoping to Find It's the Real Thing - Where to Go for Transcendence (Coca-Cola)
As a human being, you're continually in search of greater happiness. Becoming a massage therapist is something you did to give yourself greater joy. Learning Thai or Lomi-Lomi methods, for example, were further expressions of this natural quest. We all find happiness in our own ways. But what if you could find a place where a concentrated, virtually unlimited reservoir of happiness was available?
There is one that exists, and great teachers throughout history have pointed us inward to find it. The Bhagavad Gita, where Yoga was taught for the first time, locates this reservoir of joy at the source of thought, at the basis of (or back of) your mind; it's transcendental. Since happiness is what you always seek, and since it exists in abundance at the back of your mind, what you're always hoping to find can be found at the back of your mind. And, Coca-Cola is right; it is the real thing.
Verse 4: You Can Be the Happiest Place on Earth - Tap the Joy Deep Within, (Disney)
Disney has been depicting each of its magic kingdom amusement parks as "the happiest place on earth." But they're wrong, and Coke is right: the happiest place on earth isn't there; it's at the quietest level of your own being, deep within you, at the back of your mind. Coca-Cola is right about the location of what you're looking for (verse 3), but it's Disney, in this verse, which recognizes that this "real thing" is pure happiness.
Naturally, none of the commercials described can give you the happiness and peace you seek, but they do tell you that you deserve to experience it (verse 1); that it's refreshing (verse 2); that it's within you (verse 3); and contact with it can turn you into the happiest place or person on earth (verse 4). That's quite a bit for the 30-second interruptions you use as an excuse to go to the fridge or bathroom.
Part two of this article, which will focus on how to create success in your activities and prosperity in your massage business, will appear in a future issue.
Click here for more information about Cary Bayer.
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