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The Modern Application of Ancient Mei Rong
Chinese Medical Cosmetology (Mei Rong) has a well-documented and venerated history dating back to the Qin (221-206 BC) Dynasty.
Making Sense of an Increasingly Obvious Conclusion
Where's U.S. health care heading? Like it or not, the list of telltale signs is growing to a point that stands out to even the most myopic observer. Consider this list of facts as you look into the future of health care in the United States:
Acupuncture Rising: From Acupuncture Anesthesia to Assisted-IVF, Part 2
Acupuncture's cultural and historical roots go back to the emergence of Chinese civilization. For more than 2,000 years, acupuncture needling has been continuously practiced on the largest population in the world.
It's Time to Review
It is amazing to see the changes that are occurring in the acupuncture profession. Let's look at some of the news and events that have contributed to this growth and awareness.
Your Billing Questions Answered
I hear a lot of the following questions: I am afraid I may doing something illegal. I have heard I cannot have different fees for the same service.
One Size Does Not Fit All: Exercise and Nutrition According to Your Yin/Yang Body Type
There are countless new exercise and nutrition plans out there, emphasizing the latest ground-breaking research and claiming to revolutionize the way we view health.
Omega-3 Fish Oil: An Underappreciated Element of Men's Health
As a clinician with many male patients -- and as a man myself -- I am all too aware of the fact that we like to convince ourselves that we are doing great, when that may be the farthest thing from the truth.
Which Way is the Energy Going? Are You Burning Yourself Out?
One of the simple methods that I use to define Yin/Yang theory to patients is to ask the question, "Which way is your energy going?"
The Concussion-Subluxation Complex
In the Aug. 1, 2014 issue of Dynamic Chiropractic, I reviewed some of the literature demonstrating the role of the chiropractic adjustment in post-concussive care.
North Carolina Acupuncture Board Files Dry Needling Lawsuit
In early September, the NCALB filed a complaint against the North Carolina Board of Physical Therapy Examiners over the issue of dry needling, a form of acupuncture that uses solid needles to puncture the skin and muscle tissue to relieve pain.
Too Many to Remember: Tips to Revive Your Ortho / Neuro Test Skills
When I was at Palmer in the mid-1980s, we were given a set of notes in one of our diagnostic courses. The notes covered approximately 70 orthopedic and neurological tests for various regions of the body.
Tailor-Made Knee Pain: The Sartorius Muscle
A patient was referred to my office after receiving treatment from various providers with no results. The patient was training for the Olympics as a marathon runner and was unable to run or walk without severe medial knee pain.
Pro-Con: Swaddling for Newborns
The practice of swaddling has been used for thousands of years and was popular until the 1700s, when it was slowly abandoned by many cultures that considered it old-fashioned or barbaric.
Targeting the Bad Apples in the Bunch
While everyone was focused on the conversion to ICD-10, the Office of Inspector General for Health and Human Services released a new report on chiropractic titled "CMS Should Use Targeted Tactics to Curb Questionable and Inappropriate Payments for Chiropractic Services."
Chinese Herbs and Pulmonary Fibrosis: A Case Study
"Mary M."* recently celebrated her 90th birthday. Even the former sheriff dropped by to kiss the hand of this diminutive retired teacher, to honor the years she interpreted for him during interviews with Latinas and Latinos.
Designing a Fitness Plan (Part 1)
It doesn't matter if you come to my practice for pain relief, weight loss, healthy aging or something else. The formula I talk about for each patient's fitness strategy is pretty much the same.
Dietary Fat and Prostate Cancer: An Important Update
K.M. Di Sebastiano and M. Mourtzakis published a review paper examining the role of dietary fat on prostate cancer development and progression late last year that does a stellar job of summarizing the available data on fat and prostate cancer.
Footsteps of the Sages: An Apprenticeship with Dr. Kezhan Zhang
When I met Dr. Kezhen Zhang in May 2013, I was his translator and the integrity, creativity, and passion he demonstrated as a practitioner and advocate of the medicine convinced me to travel to Beijing to study with him.
Acupuncture and Oriental Medicine in the West
We know acupuncture and Oriental medicine as the indigenous medicine of East Asia; in particular China, Korea and Japan are the countries of origin of this wonderful healing system.
Syncretism: Acupuncture and Public Health in Cuba
"Syncretism" is defined as a union of diverse tenets or practices. On a recent trip to Cuba designed to demonstrate the integration of Traditional Medicine and biomedicine, our group witnessed this union firsthand.
Born to Energize the Human Spirit: Recollections of Sig Miller
Sig Miller, longtime executive director of the Association of New Jersey Chiropractors (ANJC), passed away on Sept. 17 after a long battle with cancer.
Diagnose Sprain Injuries in MVA Cases With Dynamic X-Rays (Pt. 1)
Am I the only person to notice hospitals are doing a seemingly insufficient job lately in their initial radiological workup of motor vehicle accident (MVA) victims?
F4CP Making a High-Impact Impression
The Foundation for Chiropractic Progress has released details of its 2016 strategy, certain elements of which are already in play. The strategy includes ads, posters and other resources available to all F4CP members.
Mechanism: Experimental Approaches to Understanding Acupuncture, Part 1
The clinical benefits of acupuncture are difficult to ignore, but also can be difficult to explain to a Western audience. For nearly 50 years, relentlessly inquisitive scientists and physicians have been working toward a conceptual model to explain acupuncture.
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 more information about Cary Bayer.
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