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MPA Media Wins 7 Publishing Awards
MPA Media, publisher of Dynamic Chiropractic and DC Practice Insights, among other titles, has been recognized for editorial and design excellence with an unprecedented seven publishing awards by the American Society of Business Publication Editors (ASBPE), the nation's largest organization for business-to-business publications.
Building From the Bottom Up
I caught up with my dear friend Honora Wolfe, in her Colorado painting studio where, if she is not praying in Bhutan or doing charitable work in a Nepali free clinic, she spends most of her time now.
A History Worth Telling
The popularity and the use of acupuncture for the treatment of animals in the United States is at its peak.
CCE Finally Takes a "Baby Step" Toward Reform
During a 16-month period from October 2010 to February 2012, I devoted four separate columns to the heavy-handed attempt by the Council on Chiropractic Education to radically change the chiropractic profession through the accreditation process.
Medical Qigong for the Heart: Part III
Part 1 and Part II of this series focused on the physical aspect of the Heart and mental emotional aspects of the Heart respectively. Now, I would like to focus on the spiritual aspect of the Heart.
A Vibrating Capsule for Constipation? Relevance to Your Chiropractic Practice
The relationship between gastrointestinal (GI) complaints and back pain is not typically written about or discussed.
Finders Keepers: The Secret to Relationship-Based Marketing
Becoming a successful practitioner has less to do with what you learned in school, and more to do with your ability to find new patients and keep them!
Waking Up the Gluteus Maximus
In previous articles in this series, we expounded on the importance of the gluteus maximus (GM) in athletic performance and protecting the knee from injury. We also know there is a link between iliotibial band syndrome and GM weakness.
New Medical Technologies You Need to Know
We're all familiar with how fast computers become obsolete, as well as the rapid pace of development in the field of cell phone technology. The latest smart phones are far more powerful than desktop computers were only a few years ago.
Chiropractic Research in Review
Chiropractic Treatment of Lateral Epicondylitis; Cost / Benefit Analysis: Different Doses of SMT for Low Back Pain; Imaging for Occult Rib and Costal Cartilage Fractures; Treating Neck Pain: Thoracic Thrust Manipulation vs. Non-Thrust Mobilization.
News in Brief
National Chiropractic Health Month: Be Proactive; Collegiate Roundup: Academic Appointments at Parker, Logan.
Pain Underfoot: Metatarsalgia
Foot pain can interfere significantly with normal activities and severely limit participation in sports. Metatarsalgia is foot pain involving the metatarsal bones in the forefoot – the complaint of pain on the bottom of the ball of the foot.
A Chinese Medicine Story: An Interview with Mazin Al-Khafaji
Mazin Al-Khafaji's work has interested me for years. In February 2014, we invited him for the second time to speak at the Southwest Symposium in Austin, Texas.
9 Common Causes of Thyroid Imbalance and How You Can Help
How you sleep, how easily you wake up, and how much energy and stamina you have during the day are directly related to levels of the thyroid hormones.
Peer Points: Always Seeking To Grow
Ellen "Kiki" Geary has spent the last decade honing her craft. As a specialist in integrative holistic care, she went straight from completing her master's degree in acupuncture and chinese herbal medicine from Bastyr University to building a successful and thriving practice in the small community of Anacortes, Washington.
Don't Turn a 2 Into a 10
The Wong-Baker FACES Pain Rating Scale1 is so useful because it can be used by almost anyone. Patients can use the numbers associated with the faces depicted on the scale or select the face that demonstrates their current level of pain from 0-10.
A Guide for Talking to Doctors about Acupuncture and Brain Chemistry
Before I begin any discussion of how to talk about the effects of acupuncture on brain chemistry, nervous and endocrine function, it is essential to understand just what physicians most need help with.
Why Young People Need Chiropractic Now More Than Ever
According to a recent study published in BMC Musculoskeletal Disorders, "It is now widely acknowledged that neck pain (NP), mid back pain (MBP), and low back pain (LBP) (spinal pain) start early in life and that the lifetime prevalence increases rapidly during adolescence to reach adult levels at the age of 18."
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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