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Solving the Pain Puzzle
Legendary former New York Yankees baseball player Yogi Berra once said, "You can observe a lot just by watching." He would have been a great chiropractor. We are trained to become experts with our hands: palpation, adjusting, soft-tissue release, etc.
Avoiding "Just a Pop Doc" Syndrome
Yes, it's harsh. Patients don't like to admit it. They have an unspoken plan when they first visit you: to come one time, get rid of their pain and then get rid of you. They know it's unrealistic, but they'd like to pay nothing for this service.
Capturing the Essence of Tai Chi
Over the last 12 years, I have been working on one of the few documentaries about Tai Chi. It's called The Professor: Tai Chi's Journey West and it's about Cheng Man-Ching who moved to New York in the 1960s.
We Get Letters & Email
Is It Time for a Popeye Moment? The Flaw in Recommending Chiropractic as a Career.
Chinese Medicine: The Natural Way to Children's Wellness
As a child, I did not like going to the doctor. For the most part, when I had to go I wasn't feeling good to begin with, and I was heading into a sterile environment to be awkwardly probed by a man in a white coat for a very short, impersonal period of time.
Five Element Acupuncture Can Enhance Your Practice
For eight years I have been teaching and supervising TCM students at an acupuncture college in Colorado, in Five Element acupuncture.
DC App – The Next Generation
According to a survey by technology firm CDW, health care professionals gain approximately 1.2 hours per day in productivity simply by using a tablet computer in practice.
Introduce Your Patients to Collagen Induction Therapy
Cutaneous (skin) aging generally occurs from either intrinsic or extrinsic processes. Intrinsic aging results from natural skin tissue damage and degeneration.
Chronic heightened emotional states create a perfect breeding ground for illness. Through my practice I noted the increasingly obvious relationship between one's mental focus on negative thinking, emotions, resistance to experiencing feelings and disease.
Why Drugs and Supplements Can't Cure Disease
Chronic diseases are the outcome of disease-promoting, goal-oriented behaviors. So, the notion that diseases can be cured with drugs or supplements should be abandoned. Hypertension is the best example of this.
News in Brief
Life to Open Branch Campus in Italy; Northwestern Research Arm Benefits From Big Donation.
Foundation for Chiropractic Progress Announces First Group Member
The Michigan Association of Chiropractors has joined the Foundation for Chiropractic Progress as its first group member.
The Acupuncture Now Foundation: What Our Profession Needs
Although acupuncture is growing in popularity it continues to be underutilized due to misunderstandings about its true potential. Only a fraction of those who could be helped by acupuncture know enough to seek it out.
Treating Chronic Depression with Acupressure
In Traditional Chinese Medicine there already exists a comprehensive theory linking the body and mind.
Meat in the Middle
Have you ever wondered what's the truth about meat? Is it really as bad as many people think?
Implications of Section 2706: The Non-Discrimination Provision Survey
In late April 2014, NCCAOM diplomates received an email survey with the subject line: "End discrimination against acupuncturists" polling CAM practitioners for a Request for Information from the Department of Health and Human Services, released in mid-March.
Treating Acute and Chronic Neck Pain With Ischemic Compression and Exercise
There are many reasons not to manipulate the neck with cavitation: the patient is too old, their neck is too tight, etc. But the most common reason is that plenty of patients are afraid of "the crack," mostly because of the bad publicity about that procedure.
The Death of the Travel Card
As long as I have been in practice, the travel card has stood as the primary style of documentation for chiropractic. It is quick, simple and direct. Unfortunately, the rules have changed.
Inspire Your Patients to Make Healthy Choices
Have you tried to get your patients to change their eating habits or their diet and couldn't get them to succeed? Were they confused and unsure of what the right thing was to eat? You are not alone!
Are You Ready for the 2016 Patient?
In October, Apple released its iOS 8 operating system for the iPhone and iPad. The new system includes Health, a new app that will interface with an ever-growing number of other apps.
Step by Step: Long-Term Treatment of Soft-Tissue Injuries Combines Skill and Care
Treating soft-tissue injuries with long-lasting results starts the moment an individual enters the office. When it comes to pain, the only thing that matters to the patient is relief.
The Power of Mu Xiang to Treat Irritable Bowel Disease
Bloating and gas pain is something that everyone has had to deal with at one point or another; however, that's usually reserved for holiday dinners and other large gatherings.
Are You Ignoring the 10,000-Hour Rule?
Having trained interns and mentored new practitioners, it has been my observation that their No. 1 clinical concern is adjusting skills. Their second clinical concern is their ability to read X-rays. Physical diagnostic skills are a distant third.
Treating Menopausal Women in Your Practice
I love what I do for a living. It's a great way to trade health for bread. And no topic of health, with the right bedside manner, is taboo.
Make Low-Level Laser Therapy Part of Your Evidence-Based Practice
Low-level laser therapy (LLLT), also referred to as photobiomodulation, has been increasingly utilized in the clinical setting over the past decade.
Acupuncture Detox as Part of Drug Rehabilitation
In the U.S., more than 2,000 alcohol and drug rehabilitation programs have added ear acupuncture to their practice. The development of the protocol was determined by Lincoln Hospital as it delivered 100 acupuncture treatments daily.
Following the Thinking of the Classics
I have heard about the "best time of day" to carry out certain examinations or therapies. For example, I remember making a note years ago that early morning is the best time to take someone's pulses.
Home Safety: Help Families Avoid Common Injury Hazards at Home
These days, many parents childproof their homes before a baby is even mobile. You will see an array of electrical outlet covers, bumpers on the corners of the coffee table and safety latches on the cupboards.
Micro-Needle Dermal Roller Use in the Treatment Room
Recently micro-needle dermal rollers have been getting a lot of media attention. As a practitioner who specializes in acupuncture facial rejuvenation, I know that skin needling with a dermal roller (also known as collagen induction therapy), promotes the natural reproduction of collagen and elastin, making the skin feel smoother and tighter.
It Pays to be a Foodie
If there is an inner foodie in you, just waiting to burst out—this article is for you! Do you want to know how I know? I'm that girl. My middle name might as well be "Foodie." I love food! And if my patients are any indication, many of them do as well.
Peer Points: Promoting TCM Knowledge
When Elaine Wolf Komarow, LAc, received her first acupuncture treatment in 1989, she said it changed her life. "I felt more aware, calmer, and happier. I was so fascinated by the changes that I began to learn everything I could about the underlying philosophy of Chinese medicine," said Komarow.
October, 2008, Vol. 08, Issue 10
The Power of Newsletters
By Jenn Sommermann, LCMT
If you have read any of my previous articles, you know that I am passionate about marketing and that success comes to those who do it efficiently and effectively. Unfortunately, many massage therapists don't feel it is necessary and rely solely on word-of-mouth, only to shut their doors after a year or two of being in business.Most of my articles and marketing tips focus on techniques that are simple and cost-effective. It doesn't have to cost a lot of money and it can be quite enjoyable.
One of the most overlooked marketing techniques is a newsletter. Why everyone doesn't produce one is beyond me. It is one of the single best ways to inform clients, keep you in their minds and get the phone ringing. Read on and find out how simple it is. By the end of the article, you should be jumping at the opportunity to produce one.
There are two types of newsletters: print and e-mail. Many years ago, the former was the only option and it was more costly. It not only involved production, but also printing, labeling and postage. Although this is still used successfully, you can choose the more cost-effective route of e-mail. At the very least, you should be gathering contact information on your clients including their e-mail addresses. Even if you are not ready to start an e-mail newsletter, you want to have the addresses for when you are ready. Not only should you collect your current clients' e-mail addresses, but those of potential clients as well. When you are at events, whether socially, providing chair massage or networking, ask people for their contact information. Before you know it, you'll have a substantial database of e-mail addresses. I like to keep mine organized on an Excel spreadsheet.
At this point, many of you are probably saying, "I have no time to write a newsletter" and your point is well-taken. In fact, the industry has recognized these time limitations and done much of the work for you. There are several companies that offer massage-specific newsletters for sale. Google "massage newsletters" and you will find them. You can purchase a template for hard copy or e-mail. Some are generic in nature, but others can be personalized for your business, often with a personal message from you. These companies offer a list of topics from which to choose, ranging from the benefit of water to gardening injuries. Choose the topic that fits the season and/or your clientele. When you purchase the hard-copy template, you are responsible for the printing, labeling and postage. Many massage therapists still use this method but keep in mind, it is more time-consuming and more expensive than the e-mail variety.
The e-mail template is similar in that you chose the topic and can often customize. Your task is then to distribute the newsletter to your database. Unfortunately, with so much spam in people's e-mails, Internet service providers (ISPs) are very strict about sending bulk e-mail. The goal is to get the newsletter into the mailbox of your prospective client. If it goes into a spam folder, it is a waste of your time and effort.
To remedy this, many companies will do bulk mailing for you. In fact, you have probably received an e-mail from one of these services and perhaps didn't even know it. Some of these services charge for the quantity of e-mails you send and for the frequency of use of the service: The more you use it, the less you pay per e-mail. If you regularly send newsletters to your clients and e-mail them with weekly specials or appointment openings, this service is a must and very cost-effective. Of course, you can send each newsletter individually. However, assuming you have at least 100 e-mail addresses, this can be time-consuming. Some ISPs will grant special permission to send bulk e-mails but it takes some effort to contact the company and request this special status.
Remember that any monies spent for a newsletter counts as a business deduction. Keep track of the printing, labeling and postage or the ISP and of course, the cost of the template and mark it as a promotion or marketing expense.
Last but not least, you can create a newsletter yourself. Many people fear doing so because they think it has to be an elaborate tri-fold with lots of color and photos. And then there is the issue of content. Who will write these professional, educational columns? It doesn't have to be that hard. In fact, it doesn't have to be hard at all. The only purpose of a newsletter is to keep your business fresh in your prospective clients' minds. This can be done through a simple e-mail.
My monthly newsletter consists of four paragraphs and one graphic. I have contacted my ISP and asked for permission to send bulk e-mail. Once a month, I e-mail about 300 people with a friendly e-mail. The graphic is on the top of the e-mail, corresponding to the season or the holiday. The first paragraph is about me and my practice. I always like to share a little bit about myself in the beginning. My clients genuinely care about me and want to hear about some little tidbit of my life. The second paragraph consists of the "special" of the month. For example, in the month of May, I offer a Mom's Day Special package, and this is the place I let my clients know about it. The third paragraph is a perfect place to either add something about massage or some other interesting tidbit. One month I added a recipe for BBQ pizza. One month I wrote something about the benefit of nylon vs. cotton socks for exercise. Of course, feel free to write something about massage, its benefits or any other health-related article.
Whatever it is, write from the heart. Your clients will appreciate your effort and since they already know and like you, they will enjoy whatever you have to say. The last section of my monthly newsletter never changes; the frequently asked questions or FAQs. Where do I travel? What do I charge? What modalities do I use? Do I accept tips? Is there a cancellation policy? What can I expect from my massage? I cut and paste them into the new e-mail each month. And that's it! Pretty simple and wildly effective.
Keeping in touch with your clients via a newsletter is one of the best ways to boost business. It never ceases to amaze me how the day newsletters are received, my e-mail inbox gets fuller, faster and my phone rings more. What do you have to lose? You have so much to gain.
Click here for more information about Jenn Sommermann, LCMT.
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