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CMT & Stroke Risk: Myth vs. Fact
By now, most of you have probably heard that the American Heart Association recently published a statement regarding the association between cervical dissection (CD) and cervical manipulative therapy (CMT).
Commingling Money: 12 Questions for the ACA About the CHAMP / NCLAF Merger
The American Chiropractic Association recently announced it was merging the National Chiropractic Legal Action Fund and the Chiropractic Health Advocacy and Mobilization Project into a single entity that will support both legal and legislative actions.
The Case for Immunization
As long as I have been a chiropractor, I have seen many in this profession oppose vaccinations. Indeed, it has often been taken as a "given" that to be a principled chiropractor requires a curmudgeon's willingness to hold aloft that banner of opposition.
The Wonders of Light Therapy: An Interview with Wes Burwell
I first met Wes Burwell in 2011 when he was teaching a class on light. Since then, every time I hear him speak, his understanding of the benefits, function and capacity of light has evolved.
Uncle Sam Needs You (Part 2)
Where chiropractic care has been used in the military health services, it has been deemed very successful.
Sports Science: What's in That Drink?
Athletes frequently ask me what the best liquid is to drink during exercise – water or a sports drink? Water provides the necessary hydration, but unfortunately, it lacks the key nutrients to aid in performance and recovery.
The Tao of Gender
If you think gender is as simple as having a new client check off the "male" or "female" box on your intake form, we hope this article will expand your understanding and thus the reach of your health care.
Chiropractic Research in Review
Predicting Pain With Disability in Office Workers; Traction Approaches for Discogenic Cervical Radiculopathy; Intra-Articular Gas Bubbles Following Manipulation; Nonresponsive Chronic Ankle Sprains: Think Tendon Rupture.
Correcting Pelvic Rotation Around the Long Axis: Adjustment Protocol
The pelvis can be considered a ring that can misalign on the sacrum rotating around the long axis. The following is a description of an adjustment that helps to correct sacroiliac rotation around the long axis.
Lime Jello on Morphine
Taste is in the eyes... actually the mouth... of the beholder. My food preferences have changed, lightening from the food of my youth. My parents loved heavy eastern European cuisine and I loved it as a child. Now I enjoy leaner, healthier whole foods.
Simple Ways To Find True Happiness
Patients in our clinics are always seeking happiness. As their health advocate, we need to ensure we inform them that in order to find happiness, they have to make sure to identify what makes them happy in the first place.
Communication 101: Please Explain Yourself!
Twice this past week, I overheard conversations about chiropractic. As you can imagine, it is a topic my ears naturally pick up. In both cases, a patient was talking to a friend about their experience with a chiropractor.
Managing Today's Fertility Patient
I recently received an email from one of my fertility patients: "Got my lab results back. FSH is 11, AMH is 0.7. My doctor said these numbers aren't good. I guess I'm infertile. Just as a thought. Just set up an appointment to speak with an adoption agency."
AOMA Strengthens Leadership Team
AOMA Graduate School of Integrative Medicine, a leading college of acupuncture & herbal medicine, announced the appointment of Donna LaPoint Hurta, MBA as the new VP of Finance & Operations this Fall.
The Heart Protector
On the physical level, the Pericardium is a double-layered sac of fibrous tissue that envelops the Heart. The space between the layers is filled with serous fluid that protects the Heart from external shock or trauma and lubricates to allow for normal Heart movement.
Healing With TCM at San Quentin State Prison
For the prisoners at San Quentin State Prison, life-sentences are the reality of every day life. It is not often that prisoners get the opportunity to use alternative medicine to deal with common ailments they encounter behind bars such as, depression, anxiety and pain.
Jingei Diagnosis: An Effective and Powerful Diagnostic
I graduated from the Kotatama Institute under the direction of Drs. Masahilo and Katsuharu Nakazono in 1984. As a student, I was exposed to the practice of most of the various theories and modalites of Oriental Medicine.
Essential Orthopedic Testing: Tests That Involve Standing on One Leg
Since these tests have a common mechanism of performance (standing on one leg), there are differential diagnostic concerns during testing. The tests cannot be completely isolated from each other for performance.
Pulse Diagnosis: What We Know
I am still finding pearls of wisdom from the books and papers that I inherited from my pulse diagnosis mentor Jim Ramholz.
Managing Patient Expectations About Acupuncture
Last year, I attended the Pacific Symposium in San Diego for the first time in six or seven years. It was the 25th anniversary of this event, and on one evening there was a panel discussion with the title; "What is Qi?."
A Commonly Missed Spinal Fixation: The Upper Lumbar Spine (Part 2)
As mentioned in part 1, using a flexion-distraction table is a great way to unlock this particular fixation. You have found the stuck segment. You have determined whether it is unilateral, midline or bilateral.
Dr. George Goodman and His Legacy to Logan University
Those who knew him called him a revered leader, a visionary and one of chiropractic's biggest advocates. George A. Goodman, DC, Logan University's sixth and longest-serving president, passed away on Sept. 9. He was 70 years old.
January, 2007, Vol. 07, Issue 01
The One-Month Program
By Cary Bayer
There's nothing quite like getting a new client who looks like they might come in for a massage once every month. It's the kind of good news that qualifies for the proverbial, "Something to write home about." With this in mind, let me ask you a simple question: Do you tell your husband/partner/significant other each time a monthly client decides to book a session in two weeks instead of the usual four? I didn't think so.And yet, the once-a-month client who shifts to twice a month is equivalent to getting a new client who comes in once a month. As far as the bottom line is concerned, it's an identical situation. But you probably don't relate to it that way.
Most massage therapists think about the numbers of clients they have, rather than the number of sessions they give, because few therapists think of clients in terms of revenue. As a healer who loves to help people, you probably focus more on a client's shoulders and back than you do on them being an income stream. This occurs because most therapists think of their massage work as a practice rather than as a business.
Let's shift our thinking a bit and evaluate a client in terms of revenue. For the sake of this discussion, let's call your fee $70 per session. If Mr. Jones is a client who comes in like clockwork once each month, he's a $70-per-month client. If you're like most therapists, you always encourage your enthusiastic clients to tell their friends or family about your work. If Mr. Jones does just that and inspires his wife to come in for a massage, and she loves your work, too, and also comes for sessions once each month, you now have $140-per-month coming in from this enthusiastic couple.
But let's look at a different scenario. Let's forget Mrs. Jones for the moment. If her husband suddenly changes his frequency to twice per month, he becomes a $140 client. As long as we're exploring different scenarios, consider a third: Suppose he loves your work so much that he decides to come in each week. He then becomes a $280-per-month client. This is equivalent to him keeping his current once-per-month session, but bringing you three new clients, each of whom comes in monthly as well.
Far too many therapists spend far too much time trying to get new clients instead of inspiring the ones they already have to come in more frequently. It's easier to encourage those who currently enjoy your work to enjoy it more often than to bring in new people who don't know how good you are. And that's where my One-Month Program comes in.
The One-Month Program is a marketing tool enabling you to quadruple the number of sessions you do for existing clients. Here, in a nutshell, is how it works. Scour your database or client files for a list of all the people you treat. Then, isolate those who don't come in each week. For most massage therapists, that's virtually their entire roster. Now, target those who come in either once a month or even less often than that. The objective behind the One-Month Program is to convert monthly clients into weekly ones, or, in bottom-line terms, to transform $70-per-month clients into $280-per-month ones. As we just saw, that's like adding three new clients at the monthly frequency.
Clients who sign up for the One-Month Program pay you $280, for which they'll receive four sessions in the next month and a bonus fifth session the following week for free. Clients love this bonus - who doesn't love things for free? This contrasts to the five sessions in five months they otherwise might receive. This heightened frequency gives your client an opportunity to see how good it feels in body and mind to have weekly treatments. After the fifth session in five weeks, ask your client if they would like to book a session the following week. After all, they've had five in five weeks. There's a decent chance they'll say yes.
There's a famous post-World War I song that speaks to this point: "How ya gonna keep them down on the farm after they've seen Paree?" Most people are used to carrying around a great deal of tension or pain in their bodies. Monthly clients get relief from this every 30 days or so. Seeing and feeling the difference that comes with a weekly massage cycle might just be what their massage therapist ordered.
This switch in frequency also has the chance to quadruple your entire business if every monthly client is converted to a weekly client. If even just 10 such clients convert to weekly sessions, you'll have increased your monthly income by $700. That pays a lot of bills each month and also adds $8,400 to your annual gross. If 20 such clients convert, your monthly income surges by $1,400; your annual income skyrockets by nearly $17,000. All this without adding a single new client.
If, on the other hand, your One-Month Program client chooses to schedule their next session a month down the road, ask if they would like another free session again by signing up for the One-Month Program. If they do, you'll be giving away a free session, but you'll also be getting three additional sessions from them in a month. This same program also is useful to target clients who come in for sessions every two or three weeks.
By the way, if either of these scenarios play out, whereby you add between 10 or 20 more sessions each week, and you're unable to actually do this additional work, either because of lack of time or lack of strength in your hands, then you always can bring in another therapist. That raises the possibility of passive income. But that's the topic of a whole other special report.
Click here for more information about Cary Bayer.
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