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Building Community: A New Way to Socialize Your Practice
Social Media can seem like a slippery slope when, in fact, it is fairly easy to understand. With social media platforms, you can connect with current and potential new clients, build strong customer loyalty and increase brand awareness.
How to Market to the Medical Profession
The world of health care is changing dramatically. When situations occur that cause expenses to increase, it is time for you to develop strategies that maintain and grow revenue.
Breech Baby: A Scientific Approach
You learned a classic cookbook style treatment strategy in college for treating breech baby presentation. I'm sure you've used it. The main ingredient: moxa at Urinary Bladder 67.
The 2015 Nobel Prize Shines a Spotlight on TCM Research
Traditional Chinese Medicine continues to make it's presence felt on the world stage as the 2015 Nobel Prize in Physiology or Medicine was jointly awarded to William C. Campbell and Satoshi Omura for their work on combating parasites and YouYou Tu for her discoveries in combating Malaria.
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.
Yo San University Receives $1 Million Gift
Long-time Yo San University supporter Thomas S. Blount recently gave a $1 million dollar gift to the University, it's largest charitable gift to date. Mr. Blount was a retired naval officer, aerospace consultant and philanthropist.
Create Community and Grow Your Practice
Many healthcare providers are fortunate to enjoy the freedom and independence of owning their own businesses. However, the constant demands can lead to a lonely and isolating experience unless you make an effort to get out of your office.
Cold and Flu Season: Expanding the Repertoire
As we move into the winter months, it is important for clinicians to have a solid working knowledge of effective herbal protocols for treating and managing clinical cold and flu presentations.
Detoxification Demystified and the Crucifers that Help
"Let food be your medicine and medicine be your food," is a quote often attributed to Hippocrates, a philosopher of the 5th century BC.
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.
When I started to think about what I wanted to do, I toured different schools to choose where to pursue my original chiropractic education.
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.
Are You a Stakeholder?
In today's world many new things are occurring, especially in the world of information technology. With these changes, comes an entire new set of vocabulary words and definitions.
Suffering Makes Us Human
It is possible that suffering, instead of being something negative, can be one of the greatest gifts to bring out one's humanity — if we allow it to be.
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?
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.
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.
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.
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.
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."
October, 2009, Vol. 9, Issue 10
The Media is the Massage
By Cary Bayer
The medium is the message. – Marshall McCluhan
One of the first things that a journalist learns is to ask and get answers for the five key questions: who, what, when, where and how.In a previous article, you learned what to say in an ad. In another one, you learned how to say what you want to say. In this one, you’ll learn where to say what you want to say.
The ads to which I’m referring are one of two types: either the retail-oriented ad (e.g. “half-price special for new clients,” or “buy one, get one free”), or the image ad that positioned you uniquely in the marketplace. While there is an art to how to communicate in an ad, there’s not a precise science to where to communicate, even though media specialists in advertising agencies ply their sophisticated demographic and psychographic analyses trying to make it as scientific as possible.
For a massage therapist promoting a discount pricing ad to attract new clients, there’s a bit of trial and error that will probably be necessary. The following media outlets are ones that you’ll likely wish to experiment with:
Depending on where you live, you may not have all these options available to you. If, for example, you live in New York City, you’ll have a multitude of these options, but there likely won’t be a weekly community newspaper for which you are asked to pay. If, on the other hand, you live in Woodstock, NY, there’s a paid weekly community newspaper but not a daily one. The options available for each media outlet are as follows:
Daily newspaper: In large metropolitan areas, advertising in the daily newspaper is going to be too expensive for most massage therapists. However, there are quite a few small cities that offer affordable daily papers. The Boca News in Boca Raton, for example, can be an excellent media choice for a south-Florida LMT.
The advantage of using an inexpensive daily in a small city is that it reaches a large audience. The disadvantages are three-fold: the potentially high cost for ad space; not everyone who sees your ad is interested in massage; and you are paying to reach some readers in further areas of distribution who might not want to drive that far to get a massage.
Weekly community free newspaper: Most communities feature a free newspaper that reports on local news and incorporates advertisements from local businesses. The cost is very affordable and everyone who reads the ad is located close to your massage table. The negatives in promoting your services here are two-fold: not everyone who reads the paper is particularly interested in getting massaged, and not everyone who receives the paper reads it very closely.
Paid weekly community newspaper: In Woodstock, residents are eager for Thursday afternoon arrival of the Woodstock Times, a well-written and well-liked weekly paper. If you’re a massage therapist in this newspaper’s distribution area and you’re contemplating advertising your services, this option is a no-brainer. If you live in an area that lacks a daily paper but has a paid weekly one, chances are strong that this is the first place to consider when advertising.
The major pros here are: a well-read paper, affordable costs, and most people are within driving distance of your table. The major con, again, is that not everyone who sees your offer is interested.
Free monthly or bi-monthly wellness newspaper/magazine: Not every community gives people access to a free monthly or bi-monthly wellness publication. But if yours does (and most populated areas now do, as the Natural Awakenings regional franchise business model has spread far and wide), this is an outstanding option.
The advantages are that virtually everyone who reads your ad understands the importance and benefits of massage, and readers look at the ads far more closely than people leafing through their daily newspapers. The disadvantages are that because distribution can reach into the hundreds of miles, you wind up paying to reach a large number of readers who are not willing to drive to your table, and they’re too far for you to drive to them. In addition, the cost for advertising here might be too pricey for some LMTs.
Weekly or monthly cultural newspaper (free): This can be a good option for some LMTs. In the New York City area, for example, the legendary Village Voice is a good choice. However, most therapists don’t have this kind of publication as an option. The benefits to advertising here: Readers looking for good entertaining and culinary adventures check out the ads quite carefully. The downside: The price can be steep, and many readers might be unwilling to drive to see you.
Experiment with these media choices and see what works best for you. Keep careful records of the responses to your advertising in terms of numbers of people trying you out, and what percentage keep on seeing you. In most cases, all it takes is one ongoing client to make it worth your while to advertise in any of these media outlets.
Click here for more information about Cary Bayer.
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