Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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Giving Vets the Care They Deserve
The Department of Veterans Affairs (VA) administers the largest integrated health care system in the United States.
The Nectar of Plants: Essential Oils and Chinese Medicine
Essential oils are a very hot topic these days, especially with the likes of the Ebola virus and the resurgence of measles lurking in our awareness, but when I first became interested in Chinese medicine, essential oils weren't on the radar screen for acupuncturists.
How One Little Symbol (#) Gets You More Patients
Are you struggling to get more fans or followers for your acupuncture practice? Or are looking for ways to simply connect with your patients? Or do you just want to know how to keep them engaged (comments, retweeting, liking and sharing)?
The Source-Luo Point Combination
The luo collaterals are part of the acupuncture channel system presented in the Su Wen and the Ling Shu (The Nei Jing). The function and clinical application of the luo mai are primarily presented in chapter 10 of the Ling Shu, however, they are also found in others chapters in the Su Wen and the Ling Shu.
What Does Success Mean to You?
Recently, I was asked to speak to young, budding businesswomen about running a successful business — and at first I thought, "Me? You want me to speak to others about success?!"
Breath: The Movement of Oxygen and Energy
I remember with surprising clarity the first time a patient started crying during an acupuncture treatment I was giving. This is now quite a long time ago, back in 1999, when I was a student.
Calculating Billable Units
I recently learned of an office that was audited based on the number of acupuncture sessions performed in one day. Is there a maximum number of sessions that can be performed in one day?
Green Tea Improves Cognitive Function in Elderly Subjects
Publishing their results in the journal Nutrients in May 2014, researchers showed that drinking the equivalent of 2-4 cups of brewed green tea (or bottled tea) daily improved cognitive function or reduced the progression of cognitive dysfunction in elderly subjects.
Use Technology to Gain New Patients and Improve Efficiency
From the smartphone in your pocket to your microwave oven, advancements in technology have made almost every aspect of our lives easier.
The Modern Acupuncturist
You studied ancient Chinese medicine, but I'll bet you don't practice it! Contrary to popular belief, our medicine has evolved A LOT over the years. Let's take a brief walk through history and discover the differences between ancient and modern acupuncturists.
Marijuana, Apathy and Chinese Medicine, Part 2
A talented young woman presented herself with emotional mood swings, which included being nervous, anxious and jittery.
First Do No Harm?
There's no questioning the frightening nature of breast cancer, which strikes one in eight women in the U.S. – eclipsed only by skin cancer in terms of prevalence.
Acupuncture in the U.K. Today: A Personal View
When asked to write a short piece on the current state of the U.K. acupuncture profession, my first response was to say it has all been relatively quiet.
The Year to Make Things Happen
It is hard to believe that the Year of the Ram – 2015 is half over. Time seems to be moving especially fast. This is the year for things to happen for the acupuncture profession.
TMF 2015 Scholarships
The Trudy McAlister Foundation (TMF), a nonprofit organization established to support students who are on track to make contributions either to clinical practice and/or to the understanding of the role of Traditional Oriental Medicine, has announced the 2015 scholarship recipients.
Rethinking Musculoskeletal Pain – A Public Health Perspective
The American Public Health Association (APHA) is the world's oldest and largest association of its kind, founded more than 140 years ago and boasting over 25,000 members.
Reducing the Autogenic Inhibition Reflex: Making Weak Muscles Strong
The autogenic inhibition (AI) reflex is a sudden relaxation of a muscle in response to excess tension.
Spieth Thanks His Chiropractor After Historic Masters Win
Jordan Spieth didn't just capture the hearts of golf enthusiasts worldwide with his record-setting, wire-to-wire victory at the 79th Masters Tournament.
Leg-Length Inequality and Pelvic Fixation: A New Approach to the Negative Derifield (Part 2)
As we noted in our previous article, with a positive Derifield (+D), the doctor observes the reactive (shorter) leg in the prone position that becomes longer or "crosses over" in the flexed position.
Professional Credentialing and Board Certification: An Ethical Faux Pas
Because of the Affordable Care Act, health care systems are coordinating care through accountable care organizations (ACOs) in order to reduce the cost of care and improve quality of care.
ACA or ICA: Which Best Represents You?
Last June, I was honored to represent Texas ICA members as their representative assemblyman at the ICA Annual Meeting in Kansas City.
Green Tea Improves Cognitive Function in Elderly Subjects
Publishing their results in the journal Nutrients, in May 2014, researchers showed that drinking the equivalent of 2 to 4 cups of brewed green tea (or bottled tea) daily improved cognitive function or reduced the progression of cognitive dysfunction in elderly subjects.
Our Biggest Challenges to Compete in Wellness Care
In the first article in this four-article series [May 1 DC], I made the case that chiropractors should either embrace offering lifestyle wellness in their practices or face the possibility of losing their place in the wellness care marketplace.
A Poor Choice for Pain Relief
Acetaminophen is the most popular pain reliever in the U.S., accounting for an estimated 27 billion annual doses as of 2009. With 100,000-plus hospital visits a year by users, it's also the most likely to be taken inappropriately.
Acupuncture and the Pulse
In 1991, I attended a martial arts workshop hosted coincidentally by Sung Baek, a martial artist and the head of his lineage as a Korean trained acupuncturist. I was enamored by the details Sung could attain from the pulse, as told to me by some of his apprentices.
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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