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Thoracolumbar Syndrome: The Great Mimic
The thoracolumbar junction is a common area of joint dysfunction. The most obvious cause is dysfunctional breathing or lack of diaphragmatic breathing. Treating this breathing problem will ultimately be the long-term cure for the syndrome.
MPA Media Wins Seven Publishing Awards
MPA Media, publisher of Acupuncture Today, among other titles, has been recognized for editorial and design excellence with an unprecendented seven publishing awards by the ASBPE, the nation's largest organization for business-to-business publications.
The Science Behind Happiness
Are you happy right now? Whether yes or no, there are a myriad of reasons why you feel that way. A whole academic discipline has developed to find out what causes or obstructs happiness, and how to amplify it.
The Truth About Herbs
I appreciate the effort and research put into the article written in the June issue of Acupuncture Today regarding pesticides and Chinese herbs.
Let the Patient Tell Their Story
Often when a patient presents with an injury, they want to tell their story. People by nature like to talk about themselves, particularly when they're worried about their health.
A Commonly Missed Spinal Fixation: The Upper Lumbar Spine (Part 1)
When we think of lower back pain, we tend to think in terms of the lower lumbar spine and the SI joint. These joints and their discs are obviously important. However, we tend to miss fixations that occur just above – in the upper lumbar spine. Three questions come to mind: 1) Why is the upper lumbar spine so important? 2) Why do we miss the fixations here? 3) How can we adjust them?
News in Brief
NBCE Launches Computer-Based Testing Era; California Chiropractors Get Expanded DOT Exam Privileges; New Jeff Hays Documentary.
Rethinking GMO: Less Panic, More Context
Some of you may have noticed that after writing parts 1 and 2 of “Genetic Modification of Organisms for Human Consumption” a while back [Nov. 15, 2013 and Jan. 1, 2014 issues], part 3 never appeared.
Healing Community Trauma in Israel and Palestine
It's the beginning of August and Israel and Hamas have just agreed to a 72-hour ceasefire after a month of brutal fighting. In the last four weeks, 1,830 Palestinians and 67 Israelis have been killed.
The Problem With Prolonged Sitting
We need to constantly talk to our patients about spending less time sitting and about what can go wrong with poor sitting postures. The fact is we sit too long in repetitive malpositions.
Get Ready For AOM Day
This year, AOM Day 2014 falls on Friday, (October 24th). This is a great opportunity to make your AOM Day celebration or event even bigger by extending it throughout the weekend!
The Spirit of the Point
After receiving a large amount of positive feedback on my San Zhen Protocols series, I have decided to focus this article on some relevant clinical aspects of acupuncture therapy prior to moving on to San Zhen Protocols III.
If You Get a Request for Records, Respond!
In our previous two articles, we discussed two of the main reasons for denial when chiropractic records are reviewed by Medicare contractors.
Uncle Sam Needs You
Scrutiny into the Department of Veterans Affairs (DVA) continues to grow after efforts to reform the DVA by the former Secretary of Veterans Affairs, Eric Shinseki, were deemed "a stunning period of dysfunction" by Senate Minority Leader Mitch McConnell (R-Ky.).
Help Secure Our Future by Sharing It
The National Board of Chiropractic Examiners (NBCE) conducts one of the most comprehensive surveys of the U.S. chiropractic profession every 4-5 years.
Improving Our Political Effectiveness
The November 2014 elections are right around the corner; members of Congress, governors and state legislators are all running. Now is a good time to talk frankly about our overall political involvement.
A Healthy Dose of Failure is Vital to Your Success
As an acupuncturist I tend to see people after they have already suffered for years and "tried everything." They are so desperate for some relief that they want to know everything about how to get better, right now.
Medicalization and Mindfulness
The past several years have seen a veritable explosion of research on mindfulness. Research abstracts we've published in each issue of Health Insights Today under the heading "Mind-Body News" have increasingly reported on studies about mindfulness interventions.
A Glimpse Into China's Top Brain Hospital
The sounds of the city pass through the open window are overwhelming the microphone - car horns, construction machinery - and then there's the family at the adjacent bed talking loudly on cell phones, yet you can still hear the faint beep of our patients monitoring equipment.
When Big Pharma Meets Chinese Medicine
Earlier this year, Bayer made a media splash with their decision to buy the Dihon Pharmaceutical Group Co., a Chinese TCM manufacturer.
Thoughts to Live By
When speaking to your patients about their health make sure to ponder the following points and have them assess if they are making themselves even more sick by the thoughts they have about life. Are these some of the traits and thoughts that your patients might have?
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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