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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!
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.
History of Animal Acupuncture: Part II
In Part I of this article, I had gone back to 1969 and tried to describe the atmosphere and events of that year that engulfed many of the younger generation, some who were all the core members of the National Acupuncture Association.
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.
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.
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.
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.).
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.
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.
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.
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.
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?
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.
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.
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.
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.
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.
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?
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.
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.
News in Brief
NBCE Launches Computer-Based Testing Era; California Chiropractors Get Expanded DOT Exam Privileges; New Jeff Hays Documentary.
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 more information about Jenn Sommermann, LCMT.
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