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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.
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."
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.
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.
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?
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.
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.
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:
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.
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.
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.
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?"
Too Many to Remember: Tips to Revive Your Ortho / Neuro Test Skills
When I was at Palmer in the mid-1980s, we were given a set of notes in one of our diagnostic courses. The notes covered approximately 70 orthopedic and neurological tests for various regions of the body.
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.
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.
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.
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.
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.
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.
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.
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.
June, 2007, Vol. 07, Issue 06
The Difference Between Sales and Marketing
By Jenn Sommermann, LCMT
Many of my students don't like marketing because they immediately equate it with sales. For some reason, the word sales has a bad reputation. Perhaps it's because of a prior career and you swore you would never have anything to do with sales again.Maybe you had a bad experience with a salesperson and vowed to never be like them. Perhaps you think sales is pushy and you have chosen to escape the consumerism of America and are determined not to sell anything, ever. A psychological block about sales could be stopping you from feeling comfortable talking about what you do for a living. Whatever your reasoning is for not liking sales, you must get over it if you want to be successful. Like it or not, the business of massage is about selling yourself and your services. This article will attempt to re-educate you about what sales really is and hopefully your perspective will change.
So, for the sake of keeping your attention, let's start using the word marketing instead of sales. They really are the same thing, but one tends to have a better connotation. And before I launch into my sales pitch (no pun intended) about marketing, let me highlight the three components for true success in the massage therapy industry. I call it the One-Third Rule. Success in the massage industry is one-third hands-on skill, one-third business skills and one-third marketing techniques, all in equal proportions. Most therapists put all their emphasis in hands-on training, both during their initial schooling and post-graduate and I believe that is why so many practitioners fail in business. With the other two areas comprising two-thirds of success, why are more therapists not giving equal time to business skills ... including, you guessed it, marketing? Beats me. I believe if equal time was given to hands-on skills, business skills and marketing skills, every practitioner would be wildly successful. It's my dream for all therapists to treat the business part of their practice with as much enthusiasm as they approach hands-on classes.
I want to paraphrase a lesson I read that sums up a point ... no one notices good hair color. Everyone notices bad hair color. Come on, you know it's true. When you see someone with a bad dye job, don't you think to yourself (or say to your friend), "what were they thinking? Do they know how bad that looks?" Perhaps, like me, you have vowed never to change your hair color because you have equated hair color with bad hair color. Well, the same is true for sales. Everyone notices bad sales; the pushy used car salesman or the telemarketer. No one notices good sales. If someone is good at sales, it's easy, effortless and you don't even know it's happening. The trick is to be the good sales -person. Before I tell you how, let's define this sales concept more.
So, what is marketing, also known as sales? I believe it is sharing information and helping people make decisions. Have you ever noticed how hard it is for people to make decisions? Why not make it easier for them? Offer them a solution. If you are only trying to book a massage appointment, you are selling. If you are offering the solution of massage therapy to someone's back pain, you are providing information and helping someone make a decision. See the difference?
Part of the skill of marketing is being able to ask questions and recognize the information they need so that you can educate them and they can make the best decision for themselves. Remember when you learned how to conduct an intake interview for a client. You asked the right questions to find out if massage was the right thing for this person. The same is true here. Go back to basics and remember how to ask the right questions so you can offer your solution. They will appreciate you for it and it won't look or feel like sales.
Sales is caring enough about someone to help them get what they need versus how they can help you. Instead of being "me focused," it is "them focused." If you are only focused on how others perceive you, you are being selfish. If you really believe you have something that can help someone else, but are more concerned in how you are viewed, you are self-absorbed. Get out of your own way, help people, and it won't feel like sales.
Sales is about customer service. If you know you have something that someone needs and can benefit from, you are serving your customer. Can you imagine if doctors didn't offer solutions because they were afraid their patients would think they were pushy? Give the information and the clients decide what to do from there. Sales is the opportunity to serve and support a clientele. Whether it is rescheduling appointments or sending newsletters, you are supporting people with what they need.
If you are genuine, it won't feel like sales. If you are selfless about it, people won't feel pressured or hassled. When the interaction is that natural, it will feel effortless and you won't even know or feel like you are selling.
Click here for previous articles by Jenn Sommermann, LCMT.
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