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Getting Unstuck: Healing From Trauma With TCM, Qigong & Movement
We all come into this world vulnerable, with seeds to grow into our strength. Some of us — through a combination of good fortune (i.e., family and culture we are born into, constitutional inheritance, or ability to learn) grow with minimal interruption from traumatic injuries and experiences.
ICA Goes on the Vaccine Offensive
Have you watched the vaccination documentary, "Vaxxed: From Cover-Up to Catastrophe," by Andrew Wakefield MD, director, and Del Bigtree, producer? This is the documentary Robert DeNiro was pressured to remove from his Tribeca Film Festival.
The Large Intestine Official
The large intestine (AKA colon) is the great eliminator, or as J.R. Worsley called it, "The Drainer of the Dregs." Dregs are defined as the remnants of liquid with its sediment left in a container, or the basest, least valuable portion of anything.
Advancing the "Whole Organ" Spine Model
Historically, the human spine has been organized by body region utilizing specific anatomical landmarks and transition zones.
Waist Circumference: A Conversation Starter
New estimates suggest more than two-thirds of Americans are either overweight or obese. The medical significance of this statistic is astounding.
4 Things Every DC Should Know About Levels of Care & Prevention
As health practitioners, we help people with their health problems and assist them with health promotion and disease prevention.
Correcting Rib Dysfunction: Improve Patients' Pain, Posture and Breathing
As chiropractors, we tend to focus on the spine, and rightly so. Many problems our patients face can be corrected by manipulating the correct spinal level.
Gather & Grow
I recently attended a faculty seminar held by one of the acupuncture schools. There was a facilitator who led us through some very interesting experiences. The attendees were a diverse group with varying opinions.
Spiritual Initiation: Opening Your Higher Healing Abilities
People drawn to the field of acupuncture and Oriental Medicine tend to be those who march to the beat of a different drummer.
VF Works / DMX Works Epilogue: Almost Two Decades Later, the Lawsuits Continue
An article in the March 8, 1999 edition of Dynamic Chiropractic examined whether then-VF Works / Nu-Best Franchising was selling its franchises illegally to doctors of chiropractic.
Latest Cassidy Study on Stroke Risk Published
The latest study to investigate whether a unique association between chiropractic manipulation and risk of cervical artery dissection / stroke exists has yielded similar encouraging findings, with the authors noting "no excess risk of carotid artery stroke after chiropractic care" and no significant risk difference between patients receiving care from a DC or a primary care medical provider.
House Calls With Dad
My father was a chiropractor and he did house calls. On Wednesday nights, while my mother attended the weekly women's meeting at the Odd Fellows and Rebekahs hall in our small town, dad loaded up the portable adjusting table, fired up the Pontiac and drove off to treat a few patients in their homes. I went with him.
Reader Beware: Consider the Source
The aftermath of last year's presidential elections brought a running conversation on the role played by "fake news" that was largely presented via social media.
Near-Infrared Therapy for Diabetic Neuropathy
The pain experienced by people with diabetes is a symptom of diabetic neuropathy. The impact on quality of life is significant. Pain makes walking difficult, sleep troublesome, and eventually contributes to a decrease in social interaction.
Chiropractic in Texas Is Under Attack
The profession of chiropractic faces an unprecedented challenge in Texas, an attack that is more aggressive, sustained and dangerous than anything previously seen. The medical lobby has launched a coordinated, multi-front assault.
Treating the Lower Pelvis (Pt. 2): Midline Structures and Fascia
My previous article [October 2016 issue] outlined evaluation and treatment of pelvic issues involving the sacrotuberous ligament and the pubic symphysis. Now let's discuss two case studies that illustrate how to address additional problematic areas of the pelvis.
TCM & the Caregiving Population: Treatment Considerations & Our Vital Role
Informal caregiving is increasingly a reality for many Americans who find themselves providing unpaid care for a loved one or a family member with a long-term, terminal, or chronic illness.
A Brief History of Acupuncture and Oriental Medicine Doctoral Programs
A doctorate in acupuncture and Oriental medicine has been a goal of the profession since its beginnings in the late 1970s. At that time, however, the maturity of the educational institutions and the regulatory environment made it a goal with only a distant completion date.
Paperwork Done Wrong, Done Right
I was visiting a doctor's office recently and a member of his staff brought a stack of forms to his private office and laid them on the doctor's desk. She informed him he needed to complete the forms for patients and a few third parties.
Helping Patients With Parkinson's Disease
Parkinson's disease (PD), a long-term degenerative disorder of the central nervous system that mainly affects motor function, has a slow onset over time.
News in Brief
The American Association of Acupuncture and Oriental Medicine (AAAOM) board members recently met with the Korean Customs Service, which is similar to the FDA, to discuss herbal safety and importation issues.
The Acupuncture Channel System (Part 2)
The primary channels (main channels) are introduced in chapter 10 of the Ling Shu, these channels are referenced in many chapters throughout the Su Wen and the Ling Shu. The primary channels have become the main channel system used in TCM.
April, 2009, Vol. 09, Issue 04
Create Your Niche in the Marketplace
By Cary Bayer
What do people think of when they consider your service? Do they lump you in with the rest of the competition? If you're tired of trying to carve out a living in a competitive massage therapist marketplace, consider creating your niche to position yourself apart from the rest.
Creating Your Nouveau Niche
The word "niche" is derived from the French word "nicher" meaning to nest, where a person or thing is best fitted. In the marketplace, the word refers to being specialized, setting something or someone apart from the competition. There are two excellent ways to create such a niche.
One is by doing something nobody else does, and the other is by creating a perceived point of difference. The former is accomplished by having a unique training; the latter is achieved through advertising.
Let's consider the first way: Suppose there are 15 successful LMTs working in your market. And suppose you're the only one who practices Thai or Lomi Lomi massage. Positioning yourself as a Thai or Lomi Lomi expert brings you the overwhelming share of the market for those specialty techniques. This creates a huge surge in business.
Last year, I taught a CE seminar in which one participant was an LMT in the southeast who owned a day spa that offered prenatal massage. It was the only day spa in her city that offered massage for pregnant women. Mid-sized cities like hers are composed of huge numbers of pregnant women at any given time. This gave her spa a point of difference in the marketplace - it was her niche.
Let's take another example. Suppose you work in a small market in which all the other LMTs work out of rented offices. In other words, no therapist in your area does outcalls, and you don't mind driving. You could then position yourself as the therapist who makes house calls. At a time when medical doctors no longer do, you could stand out. You'd have no competition, giving you the lion's share of the market for clients wanting massages in their homes. Naturally, you would charge a premium for that service.
Advertising, as mentioned above, can create a position in the marketplace. Let's return to the outcall example. Whether you're working in a city in which nobody else does outcalls, or even if you work in one where virtually everybody does, your advertising can set you apart by positioning you as the therapist who makes house calls. Your promotional brochure and Web site could support that position. Miller Brewing's Miller Lite became the leading light beer when that category took off in the 70s, not because they were the first in the market, but because they were the first to promote the brand. Try to imagine a sports event on TV today without light beer commercials.
What if you're a massage therapist with no specific training that sets you apart from other LMTs in your city. How do you stand apart then? This, by the way, is the same problem that faces most packaged foods and products that you pile into your shopping cart at super markets every week. The answer in this case is advertising.
You could depict the hour that you give people on your table as a mini-vacation. I know of a few therapists in the south, who do just that. The copy would have to position the massage as a brief getaway, and graphics would have to further illustrate copy points with palm trees and the ocean, for example.
Advertising can be remarkably effective for an LMT. In what seems like a previous lifetime, I used to work in an ad agency in a small town called New York, New York. The company--Doyle Dane Bernbach--was widely known as the most creative agency in the business. Years earlier, they helped put Volkswagen and Avis on the map, and gave Heinz ketchup a huge point of difference. All three clients had perceived difficulties in the marketplace, but for all three it created enormous breakthroughs. I'll share this marketing history with you because it can help you see how much intelligent advertising can make a difference for you, as well.
Volkswagen was a small and ugly little import from Germany when it entered the U.S. in the 50s. Doyle Dane copywriters and art directors came up with novel new ways to see the auto. "Think small," it implored readers leafing through magazines like Life. "It's ugly, but it gets you there," said another ad, citing the sturdiness and reliability of the Bug that they helped make adorable.
Avis was number two in the car rental business, miles from the leader Hertz, and barely in front of number three. My agency's creative positioning: "When you're number two, you try harder." The slogan revolutionized the way Avis staffers felt about their jobs, changing them to highly dedicated employees.
Then, the piece de resistance, Heinz ketchup Here was a product with an obvious disadvantage: it took forever for the ketchup to pour out of the bottle. All the other brands delivered the goods much faster than Heinz. What to do? The agency turned the whole matter of speed on its head, by reframing the argument altogether. Their positioning for their ketchup became: "Too thick to win a ketchup race." Doyle Dane succeeded in changing the context entirely. Instead of the competition being about speed, they made it about thickness - and the results became a part of marketing history. Heinz is far and away the most successful ketchup in the world.
If your work stands head and shoulders (no pun intended) above your competition, chances are good that you're so busy you don't need to position yourself in the marketplace. You already enjoy the number one position. Only one therapist per market gets to enjoy that status, however. For everyone else, being "busier" will make a big difference, and positioning is one good way to accomplish that increase in numbers of massages given. If you don't have a point of difference with regard to the modalities you offer, use advertising to create one.
Click here for previous articles by Cary Bayer.
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