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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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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?
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.
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.
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.
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."
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.
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.
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.
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.
August, 2009, Vol. 9, Issue 08
Are You a Chicken or a Duck in Business?
By Jenn Sommermann, LCMT
Think back to massage school for a second. I know for some of you, that might be a distant memory but humor me. Do you remember learning about the difference between a chicken and a duck? It was about the difference between slow twitch and fast twitch muscles.Well, if this particular memory is escaping you, let me help to refresh it. Chickens have mostly fast twitch muscles, making them speedy and good for short bursts of energy. Conversely, ducks have mostly slow twitch muscles, making them better for endurance events, like flying. The same is true for human musculature, and you may have already thought about or have previous experience with the category you fall in. I am a chicken. Everything I do is for speed and in short bursts of energy. I am a sprinter by nature and as an athlete, I compete in short-speed events. There is no doubt about it. I have more fast twitch muscles, except when it comes to business. In business matters, I am a duck.
If you have read any of my previous articles, you know that practice management and success is about sales. In my article, "The Difference Between Sales and Marketing" (Massage Today, June 2007), this issue is specifically addressed. I don't want to rehash it. (It's a good article and I encourage you to read it). However, in order to be good at sales, selling yourself and your profession, you must be a duck. To be a duck in sales means you are willing to go the distance, treating the effort like an endurance event.
In marketing, there is no quick fix. Many of my consulting clients have been contacting me lately for quick-fix marketing solutions. The current economy has massage therapists scrambling for clients and income and instant solutions. I am sorry to disappoint you, but marketing is a marathon and cannot be treated like a sprint race. It takes time to plant seeds and requires watering, weeding and attention. Only then can the seeds you sow, grow and turn into paying clients.
I realize I am using lots of analogies but I think they apply. However, not everyone is an athlete or a gardener, so consider something else you had to put time and effort into in order to be successful. How about massage school? Did you choose the quick-fix school or were you willing to invest an appropriate amount of time and energy into becoming successful at your massage skills? Unfortunately, some graduates think that their amazing aura and social skills will build a business. Most of them have found that not to be true, only to contact me and say, "I didn't realize it would be so hard." It takes time. Period.
Slow and Steady Wins Every Time
Currently, I tell my students it takes at least two years to build a self-supporting practice. It was true 17 years ago when I started in this field and it is still true today. Of course, some folks can do it sooner, and for others it may take a bit longer but that is an average amount of time. Two years is not a sprint. In the big picture of your lifetime, it might seem like it but when you consider the average massage career is seven years, two years is a marathon.
Your marketing efforts must always be a combination of six to 10 ways to attract business. No one marketing tool is going to work 100 percent of the time. It must also be planned to work over time, building client retention and gaining referrals. If you approach marketing like it will be an instant fix, you will be disappointed. Chances are you might see a client one time but that alone will not build a supporting practice, based on client loyalty. There is no trick except time, perseverance and endurance. Remember the story about the tortoise and the hare? Remember who won? Slow and steady wins every time.
In almost all matters of my life, I am a chicken. However, when it comes to practice management, business building and developing a clientele, I am a duck. It takes a little extra effort to build slow twitch muscles. It is often out of my fast twitch comfort zone and sometimes my muscles get sore. But like an endurance athlete, I train, I stretch, I recover and then I do it all over again... and again. The key is not to give up until you cross the finish line.
Click here for previous articles by Jenn Sommermann, LCMT.
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