resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Right Back Where We Started?
More than 25 years after Judge Susan Getzendanner issued her historic opinion in the Wilk v AMA anti-trust case, evidence suggests that despite increasing collaboration between doctors of chiropractic and their allopathic medical counterparts, when it comes to organized medicine, we may be right back where we started.
The Conscious Evolution of Healing: Importance of Opening the Sensory Portals in Classical Chinese Medicine
The Chinese medical classics are not just clinical guides. They give advice; ways we can awaken more fully into conscious awareness.
Fight Colorectal Cancer With Folic Acid
CRC is the second most common cause of cancer mortality in the U.S. and Canada. Although genetic susceptibility plays a role in the etiology of CRC, dietary factors, including certain vitamins, have also been shown to influence the development of the disease in various studies.
Movement Assessments: The DC's Sphygmomanometer
I think back to when I was going through chiropractic school outpatient clinic. I was embarrassed to have my family and friends come in for treatment because initial evaluations took three hours to complete.
I Felt it in My Fingers First
I'm not afraid to say it. Massage therapists make better acupuncturists. I'll tell you how I know, but first I have a question: What do a microcurrent device, a laser and a hippie massage therapist have in common?
Animal Acupuncture Gaining in Popularity
We have just finished the year of the fire hoarse and now it is time to spend some time alone, daydreaming and thinking outside the box in terms of where our profession is headed. The sheep person is well organized and creative so this should not be difficult to do.
Ringing in the Billing New Year
What are the new modifiers that replace modifier 59? Will they allow doctors of chiropractic to be paid for 97140, manual therapy, when done with chiropractic manipulation?
Acupuncture and its Place in the Integrative Healthcare Practice: The Need to Move from Modality to Profession
Acupuncture and oriental medicine (AOM) has grown and flourished from its inception thousands of years ago in China. In surrounding regions of Asia, AOM developed as a response to differing cultural, pathological, health and wellness care needs.
Environmental Toxins: Cause of Modern Illness, Part 2
In Part I of this article, we detailed the variety of environmental toxins assaulting our bodies. These include pesticides and herbicides; plastics; preservatives; cosmetics; gasoline additives, solvents and glues; and heavy metals.
The Way of Zen Performance Enhancement
Working with elite athletes and implementing various techniques to keep athletes focused and at their optimal performance for a sustained period of time includes incorporating various meditation techniques that counterbalance their sport-specific physical and mental demands, which is an important element of success throughout the years.
Two for One: The Cervical Distraction Test
In today's healthcare system, diagnoses and treatment plans follow a western medical model - especially if you work with attorneys or insurance companies.
Trouble Down Under: San Zhen Therapy for Lower Jiao Issues
In the last several columns, I have discussed many clinical options for utilizing San Zhen or Three Needle Therapy. In this installment, I will continue this trend and discuss several foundational patterns which can be found in several very common clinical presentations.
News in Brief
While indignation may be your immediate reaction to H.R. 5780, the Protecting the Integrity of Medicare Act of 2014, the American Chiropractic Association suggests the legislation is just what the chiropractic profession needs.
Chiropractic Research in Review
Occupational LBP in Primary- and High-School Teachers; Treating MVA Complications With Chiropractic Care; Neck Pain: Immediate Effects of Active Scapular Correction; Taping Benefits Stride, Step Length in Fatigued Runners.
The App Advantage: Get More for Less
You may have noticed the list of "app-exclusive" articles in the directory on the front page of the print issue and in the Table of Contents on page 4. You can't find these articles in print or even in our online archives.
Taking the Freeze Out of Adhesive Capsulitis
Adhesive capsulitis or "frozen shoulder" is a relatively common condition resulting in severe shoulder pain and global loss of glenohumeral joint range of motion. Incidence of the condition is approximately 3 percent in the general population.
Happy New Year 2015 Gong Hoy Fat Choi
Welcome to the year of the sheep! We begin a new year guided by the sign of a quietly and creatively organized animal.
The Static Postural Pelvic Exam
I include a static postural analysis in my evaluation routine whether you are a patient in pain or an elite-sport athlete in training. In my day-to-day practice, I require patients to stand still while I "just look" at them.
Age and Fertility: Why We Should Worry Less About Age and More About Overall Health
Recently, on one of the acupuncture alumni forums, the topic of age and fertility came up when a practitioner posted a question regarding a patient that was about to turn 40-years-old.
Helping to Create the Healthiest Generation
The imperative to create the "Healthiest Generation by 2030," envisioned by the American Public Health Association (APHA), was in full force at the APHA's 142nd Annual Meeting held in New Orleans from November 15-19, 2014.
We Get Letters & Email
Rethinking Our Approach to Immunization; Coming Together for the Good of Our Patients.
AWB Makes a Difference in the Yucatan
We are in the sleepy town of Izamal, located about an hour from the Merida airport where our group arrived last night. Later that morning, on a bus winding through the dusty roads of the Yucatan, fourteen acupuncturists, two facilitators from AWB and two tour guides make their way to the small rustic town of Popola.
How to Use Online Video as a Tool to Market Your Practice
Health care practitioners, including chiropractors, should consider online videos as a key element of their Internet marketing strategy. In the next three years, videos are expected to account for nearly 70 percent of all consumer online traffic, according to Cisco.
Professionalism and Evidence-Based Health Care
Today's chiropractors are facing a conundrum with the Affordable Care Act and its health care reform requirements, including evidence-based practice and health technology assessment.
Show Up and Show Respect
I was recently asked about my chiropractic philosophy. My answer surprised my questioner.
March, 2008, Vol. 08, Issue 03
The 80/20 Rule: Maximizing the Return on Your Investment
By David Kent, LMT, NCTMB
Let's examine the 80/20 rule, which also is called Pareto's principle (or Pareto's law), after Italian economist and sociologist Vilfredo Pareto.1 Pareto's original principle applied to land ownership and wealth distribution when, at that time, 20 percent of the people owned 80 percent of the land.However, I've discovered that the general theme of Pareto's principle can be loosely applied to other circumstances. In fact, the 80/20 rule has saved me valuable time, energy and money, while helping me improve my practice and produce a better return on my investment.
I first understood how I could make the 80/20 rule work for me when I realized I was spending far too much time on a specific project without any positive return. Although I was dedicating an exhaustive amount of time and effort to this project, it was costing me money and my business was suffering because I wasn't focusing on other areas that needed my attention. To utilize the 80/20 rule in this new way, I determined I would have to focus 80 percent of my efforts on 20 percent of the tasks that matter most to me.
Consider that it is 20 percent of the actions we take that produce 80 percent of our results; however, it is learning to tap into that 20 percent that is pivotal to making this philosophy work. What 20 percent of tasks can you focus on to have the biggest positive impact on your practice?
Let's start with clients: Do 20 percent of your clients produce 80 percent of your income? If so, work on nurturing those relationships by making follow-up phone calls or offering occasional treatment discounts. Do 20 percent of your referral sources send you 80 percent of your clients? If so, what 20 percent of your actions can you take to help maintain and improve those relationships while producing new ones? Do you apply 20 percent of your techniques 80 percent of the time? Then become a master at utilizing those techniques in your practice. And remember: No matter what type of massage practice you have, the 80/20 rule can work for you.
Saying "Thank You"
One of the easiest actions you can take is to send a thank-you card to new patients, as well as the person or business that referred them. Include your business card with each thank-you note, and consider sending a gift certificate for a complimentary treatment. Each week, I strive to make contact with current referral sources. Usually, I deliver a healthy snack when I visit so I can demonstrate how valuable these relationships are to me. Likewise, send your new clients a thank-you card for giving you the opportunity to be of service. Let them know you will do everything possible to merit the confidence they have shown in you.
Don't dismiss the importance of spending a portion of your 20 percent researching potential new leads. To obtain referrals from the medical community, research physicians in your area and determine who would be a viable resource. Seated massage therapists may want to research various professional office buildings to determine where seated massage might be a good fit. I will be discussing more about showing gratitude to your referral sources and generating new business in my April column - you won't want to miss it!
To avoid spending too much time on less-than-quality educational and supplemental training materials, look for programs that give you more bang for your buck. DVD programs are very popular and have multiple benefits. And some DVDs may double as educational tools for your clients to demonstrate trigger-point locations or stretching techniques. Select programs with clearly indexed menus and supplemental materials that complement the DVD, such as manuals or workbooks.
The dissection lab is another great place where I can apply the 80/20 rule because the amount of knowledge I gain from the time I spend in the lab is invaluable, and it gives me more confidence in my hands-on abilities. Just ask Edgar Moon, a blind massage therapist I wrote about in my second article for Massage Today, "Feeling is Believing." Edgar, who "sees" with his hands, attended a dissection seminar and said that it helped enhance his kinesthetic skills tremendously.
As everyone knows, we never get a second chance to make a good first impression. And it doesn't take much to be prepared: dress professionally; have all of your paperwork with you, including copies of your massage license, liability insurance and certifications; and do a little homework to learn everything you can about your potential employer. Does the clinic provide a certain type of therapy that matches your skill set? Do you already have the proper training and experience? What current skills do you have that can benefit your future employer? The most important 20 percent of this exercise will be during the interview, so make it count! Prove that you are ready to work!
Recognizing the importance of and focusing on that 20 percent will make a huge difference in your life. It will revolutionize your practice and give you maximum return on all of your investments of time, energy - everything, really. Review your goals every day, plan your outcomes, and then ask yourself, "What items on my list are the 20 percent that really count?" I invite you to read my previous articles at www.massagetoday.com, such as "The Power of the List" or "The Power a Minute," for more practice-building ideas. Each article supports the other, so make sure you check them out.
Visit my Web site where you can listen to free podcasts that provide additional tips to keep you focused on the 20 percent that counts. (I recently interviewed a CPA who also is an LMT, and she shared the 20 percent of things that will save you money at tax time!)
Drop me a line at to let me know how you are applying the 80/20 rule to improve your practice. Next month, I'll expand on the idea of thanking referral sources and generating new business. See you then!
Click here for more information about David Kent, LMT, NCTMB.
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