resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Integrative Medicine Can Shape the Profession
As the AOM profession struggles to define the role of "integrative" medicine within their practices their schools and organizations, students, faculty, alumni and administrators at schools wrestle with discussions of how much, where, how, and what to "integrate."
Asking the Insurance Rep the Right Questions
One of the first or last questions a potential patient often asks is: "Do you take insurance?" An ill-informed or optimistic, "yes" can result in delayed or non-payment. Instead, just say: "Let me check if you are eligible first."
Spine Surgery: A Tale of Greed and Corruption
All too often, where there's substantial money to be made, greed and corruption inevitably follow.
Top 10 Fitness Trends for 2016
The American College of Sports Medicine (ACSM) published its annual fitness trend forecast in the November / December 2015 issue of ACSM's Health & Fitness Journal.
Changing the Cultural View of Medicine
Many hospitals in the U.S. are incorporating integrative clinics that include Traditional Chinese Medicine. Cleveland Clinic has led the charge for adding a traditional Chinese herbal medicine clinic to their existing acupuncture program.
The Future of Functional Neurology
Functional is the hot buzzword in health care these days; witness the rising popularity of functional medicine, functional testing and yes, functional neurology.
We Get Letters & Email
In the Dec. 1, 2015 issue, we have Donald Petersen reporting on "the adapting chiropractic practice," which includes multidisciplinary practice as an option; a ChiroPoll indicating 59 percent of DCs are seeing at least 21 patients per day and 27 percent are seeing more than 40.
Preventing ACL Injuries in Female Athletes
For female athletes, the key to optimal athletic health lies in preventing ACL injuries. In medical terms, the anterior cruciate ligament (ACL) is the primary restraint to the anterior displacement of the tibia on the femur at all angles of the knee flexor.
Ethics: The Glue That Holds Us Together
Kudos to the National Certification Commission for Acupuncture and Oriental Medicine (NCCAOM) for creating a code of ethics for the nationwide profession and for deciding to make courses in ethics a requirement for certification renewal.
East Meets West
Gung Hay Fat Choi. Welcome to the year of the Monkey. There will be fireworks for both January and February this year. What great celebrations.
News in Brief
A Winner in and Out of the Office; Ready for the "Have-A-Heart" Campaign? New Integrative Medicine Journal.
Interprofessionalism: What it Means and Why You Should Care
Interprofessionalism in education and in practice is a growing trend across health care in the United States. The idea that team-based care and collaborative practice can improve health care has been around more than 50 years.
Percussion Therapy: An Experiment
My study of qi began more than 20 years ago — long before my study of TCM, points or pathways. It all started with an awareness in my hands and physical manifestations in the way of blockages while working on clients.
Forgotten Options for Musculoskeletal Health
Challenges with musculoskeletal health are of tremendous concern for many people today.
Elevated Shoulder? Check the QL
As you know, posture reveals a great deal about the body. Posture is a unique mental and physical landscape revealing compensations and adaptations to life. It's a classic mind-and-body story.
Window of the Sky Points
The acupuncture points known as Window of the Sky are a modern creation. There is no reference in Chinese medical texts for an acupuncture point category called Window of the Sky.
How to Humanize Your Content to Create Stronger Relationships
Content marketing is about building relationships, whether that is through updates on social media, offers on your website, blog posts, email campaigns, or even printed material. Now days a business needs to make a human connection.
The MRI: When and Why to Order One
As I lecture around the country to both chiropractors and medical specialists, it's clear one of the main disconnects between the two professions is that of an accurate diagnosis.
Do You Teach Patients How to Breathe Properly?
Spinal manipulation often produces quick results in terms of pain alleviation and improved range of motion. Unfortunately, once the patient is no longer in pain, they may discontinue therapy, only to be plagued by the same complaint at a future date.
Sell Out: Using Research for the Wrong Reasons
The above chorus is from the ska band Reel Big Fish's 1997 hit song, "Sell Out," from their album, "Turn the Radio Off." In the song, the singer sarcastically relates the plight of a musician who is tired of "flipping burgers" and is willing to get "lots of money" by playing "what they want you to hear" in order to get a recording contract.
Yo San University Helps Make LA Communities Healthier
An element of healthcare training often overlooked is the residual benefit to communities served by Acupuncture and Oriental Medicine (AOM) schools nationwide.
From Antiquity to Modernity: Huang Qin Tang at Yale Medical School, Part 1
Traditional Chinese medicine is a coherent medical system with several unique characteristics: it originated almost 3,000 years ago; in its area of origin, it has been practiced without interruption since its inception.
The Roots of Insomnia
One of the most common clinical presentations is insomnia. Next to digestive disorders, sleep disorders are one of the most common complaints the clinician will encounter in daily practice.
Billing and Coding for Moxibustion
Q: I am trying to locate a code for cupping and moxibustion, and have had various fellow acupuncturists indicate that they bill using the existing codes for heat, 97010 hot packs or 97026 infra-red for moxa and 97016 vasopneumatic device for cupping.
The Amazing Clinical Versatility of Milk Thistle (Part 1)
Most of us know that the standardized extract from the seeds of milk thistle (Silybum marianum) is probably the best-proven herb for protecting the liver from chemical and inflammatory damage.
August, 2007, Vol. 07, Issue 08
Perception Is Reality
By Angie Patrick
Perception is reality. We have all heard that saying and have seen firsthand instances where it held true. We are taught our whole lives "not to judge a book by its cover," yet the basic human reaction is to do just that.We live in a society that values fashion, the latest trends, the coolest cell phones, the hottest technologies and the most popular celebrities. It's a culture built on perception. The perceived value of a commodity often is leveled by the presentation it provides rather than the quality within.
The same philosophy is true in business. Often, a consumer will decide to bestow their business to the one with the slickest advertising, catchier name or the better customer comps. They turn to the Yellow Pages, to the community mailers or individualized direct mail pieces to make their decisions. The better-known name often gets the first shot at a customer's initial business. If this were not true, then advertising would not be the multibillion dollar industry it is.
In this sea of competition, how do you make your business shine above the others? How do you make your business name the one in your community synonymous with massage, alternative medicine or general wellness? It's not as difficult or as costly as you might think. It simply requires a bit of time and a commitment to succeed. Here are a few business image-building tips that can assist you in your quest for greater exposure and higher customer perception.
1. Be a part of your community. Join the Chamber of Commerce for your city or county. By taking this initial step, you instantly will be a part of a rewarding networking opportunity with other businesses in your area. Everyone you meet is a potential client, and they all are attending the event for the same reasons you are; they want to contribute to the community while building their potential customer base. This provides you with a wealth of opportunity to make your practice known to businesses and individuals alike who can and will spread the news about your practice.
2. Many communities have promotional mailers that enable you to send your message to hundreds, if not thousands, of households in your community. This type of exposure has a cost associated with it, but is often nominal compared to the exposure it provides.
3. Volunteer for community or charity events and provide free services. Often, you will learn of these events as a natural progression of your relationship with the Chamber of Commerce. By offering your time and services, you will allow a firsthand opportunity for people to try your services before making a commitment to buy. If ever it were possible to pass out samples of massage, this would be the trick. Virtually no one will want to pass up an opportunity for a moment's relaxation, and in the time you hold them in your capable hands, you have the opportunity to share with them your talent, as well as information about your business. They leave feeling refreshed and now they also are a bit more educated in how they can obtain further services from you and your practice.
4. Have quality marketing material. It honestly does pay to take the time to settle on a branding for your company. Be it a logo, a phrase, a cute cartoon character or a slick cutting-edge philosophy, make sure it's properly represented in the materials you share with others. There are so many places available now that can provide you assistance with the design of your marketing materials. Additionally, templates can be found online and free of charge for things such as business cards, informational brochures and flyers. Any office supply store can provide you with inexpensive software that can assist you in choosing the look that is right for you. The bottom line: The material you provide is the reference piece on which potential customers will base their buying decision. Be sure yours is professional, clear and concise, and relays the positive image you wish the customer to have of you and your practice.
5. Have professional-looking invoices and receipts. Your company name should appear clearly on the documents, and contact information should be found easily. Often people retain these receipts and invoices for various reasons, and to have them appear as professional documentation leaves the client with the same impression of your practice.
6. Always answer your telephone in a professional manner. This often is the first personal impression a potential client may have of your company. And a phone answered "Hello," just doesn't cut it. Be clear about your business name and your role in it. A professional way to answer your phones may be, "Thank you for calling Massages by Sue. This is Sue Smith, how may I assist you?" This speaks volumes to the potential client about your professionalism. It is a much better representation than your basic greeting. Be sure your answering service message is equally clear and concise. Provide a call to action asking the client to leave their name and number for you to contact as soon as you are free.
7. Maintain a professional appearance when you are involved in anything where you will be representing your business. From the meetings you attend to the clients you see, be sure you are dressed professionally. Your individual concept of professional attire may vary, but rarely is it appropriate to wear the same type of clothing you might wear to a club or social gathering. Conservative, professional attire can convey the message that you can be relied upon and are trustworthy. An example may be a pair of khaki slacks and a polo shirt. Perhaps you prefer medical scrubs. As long as you are neat, clean and well-organized in your appearance, you can speak volumes about your capability without saying a word.
Your business is your vehicle for income, professional growth and your future. Be sure you give it the best possible opportunity to grow and prosper by adopting a few of these tips as your own. You undoubtedly will see the rewards in an increase in first-time customers. Once you have the opportunity to show what you know, you have the opportunity to make them a recurring customer. Getting them in your door first is the key. Giving them the proper perception about you and your business is the way to insure you capitalize on all potential client opportunity.
Click here for more information about Angie Patrick.
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