resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Treating Pain: The Hypermobile Coccyx
When I write about the coccyx, I recognize that I am talking about a relatively small subset of patients. When I write for Dynamic Chiropractic, I am trying to reach 60,000 chiropractors.
Do Doctors Lie to Patients? (Do You Lie to Yours?)
In a previous column ["When Patients Lie (Bribe or Flatter)," Oct. 1, 2015], I discussed the issue of patients lying to doctors, and the many reasons why this can occur.
Is There a Neurological Basis and Correction for Macular Degeneration?
Macular degeneration, aka AMD (age-related macular degeneration), is a common eye disease and a leading cause of blindness in people age 50 years and older, according to the National Institutes of Health National Eye Institute.
The MRI: What to Do With the Results
As I wrote in my previous article on this topic, it is my goal for you, the doctor, to be an expert in interpreting MRI images yourself; and to be able to independently make decisions based upon a combination of clinical presentations and findings, followed by the MRI images.
Window of the Sky Points
The acupuncture points known as Window of the Sky are a modern creation. There is no reference in Chinese medical texts for an acupuncture point category called Window of the Sky.
Taking Another Step Toward a Secure Future
In 2008, the Council on Chiropractic Guidelines and Practice Parameters (CCGPP) released a literature review on chiropractic care for low back disorders.
Diet, Nutrition and the Context of Risk (Part 1)
Food and supplement safety is a topic that often comes up when I speak to chiropractors for CE relicensing, even when it is not the advertised subject.
From Antiquity to Modernity: Huang Qin Tang at Yale Medical School, Part 1
Traditional Chinese medicine is a coherent medical system with several unique characteristics: it originated almost 3,000 years ago; in its area of origin, it has been practiced without interruption since its inception.
Changing the Cultural View of Medicine
Many hospitals in the U.S. are incorporating integrative clinics that include Traditional Chinese Medicine. Cleveland Clinic has led the charge for adding a traditional Chinese herbal medicine clinic to their existing acupuncture program.
Ethics: The Glue That Holds Us Together
Kudos to the National Certification Commission for Acupuncture and Oriental Medicine (NCCAOM) for creating a code of ethics for the nationwide profession and for deciding to make courses in ethics a requirement for certification renewal.
How to Humanize Your Content to Create Stronger Relationships
Content marketing is about building relationships, whether that is through updates on social media, offers on your website, blog posts, email campaigns, or even printed material. Now days a business needs to make a human connection.
Yo San University Helps Make LA Communities Healthier
An element of healthcare training often overlooked is the residual benefit to communities served by Acupuncture and Oriental Medicine (AOM) schools nationwide.
Forgotten Options for Musculoskeletal Health
Challenges with musculoskeletal health are of tremendous concern for many people today.
Enhancing Performance in Cross-Fit Athletes
Cross-fitness centers are expanding in number and increasing in popularity. To remain relevant to this growing portion of society, practitioners need to learn about the exercises and injuries common to this group.
RAND Study Recruiting DCs
Dr. Ian Coulter, RAND / Samueli chair for integrative medicine and senior health policy researcher for the RAND Corporation, has issued a call for participation, recruiting doctors of chiropractic for a practice-based research study that will examine "the impact of evidence, outcomes, costs and patient preferences on the choice of treatment for chronic low back pain and neck pain."
East Meets West
Gung Hay Fat Choi. Welcome to the year of the Monkey. There will be fireworks for both January and February this year. What great celebrations.
Interprofessionalism: What it Means and Why You Should Care
Interprofessionalism in education and in practice is a growing trend across health care in the United States. The idea that team-based care and collaborative practice can improve health care has been around more than 50 years.
Chiropractic Around the World: WFC Country Reports December 2015
The following country updates are reprinted with permission from the December 2015 World Federation of Chiropractic (WFC) Quarterly World Report. Information is excepted for space and edited to DC-specific style guidelines.
The Roots of Insomnia
One of the most common clinical presentations is insomnia. Next to digestive disorders, sleep disorders are one of the most common complaints the clinician will encounter in daily practice.
Percussion Therapy: An Experiment
My study of qi began more than 20 years ago — long before my study of TCM, points or pathways. It all started with an awareness in my hands and physical manifestations in the way of blockages while working on clients.
The Clinical Versatility of Milk Thistle (Part 2)
Evidence is growing that the silymarin complex of flavonolignans from milk thistle can impact serum ferritin and iron overload in various clinical circumstances.
Integrative Medicine Can Shape the Profession
As the AOM profession struggles to define the role of "integrative" medicine within their practices their schools and organizations, students, faculty, alumni and administrators at schools wrestle with discussions of how much, where, how, and what to "integrate."
Billing and Coding for Moxibustion
Q: I am trying to locate a code for cupping and moxibustion, and have had various fellow acupuncturists indicate that they bill using the existing codes for heat, 97010 hot packs or 97026 infra-red for moxa and 97016 vasopneumatic device for cupping.
Lab Rats (Roaming the Streets)
The title of this article is an accurate description of American consumers (regardless of age) in the modern era.
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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