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Synergy Doesn't Happen in Silos: Acupuncture in Hospitals and Other Healthcare Settings
As acupuncture and traditional East Asian medicine continue to intersect and integrate with biomedical approaches, the conversation about integration expands and becomes richer.
Optimism = Compassion = Trust
A randomized clinical trial recently published online in JAMA Oncology examined how patients viewed their doctor based upon how the practitioner presented bad news to the patient.
Applying the Thin Skull Principle
The "thin skull" principle, also known as the "you take your victim as you find them" principle, is a legal principle that can be summed up by the following statement.
The Need for a New Medical Model: A Challenge for Biopsychosocial and Ecopsychologica Medicine
Chinese medicine speaks of alignment between humans, heaven and earth. It is a complex view with a focus upon relationship. These are comprehensive ideas with no specific terms in contemporary medical practice.
A Well-Kept Secret: 5 Element Acupuncture, Part II
Supervising acupuncture interns at a TCM college, it has always struck me how funny it is to hear the clinic manager tell the patients that the Five Element clinic specializes in treating emotions, as if patients with physical pain have no emotions!
Low Back Pain in Professional Golf: A Common Muscular Relationship
Every sport creates its own unique demands on the body. Some sports require such a myriad of body positions that assessing pathology is often difficult and unpredictable.
An Excerpt from TCM Case Studies: Pediatrics
This excerpt is reprinted with permission from Jamie Wu. TCM Case Studies: Pediatrics was released in 2014 by People's Medical Publishing House.
A View From the ER
The University of Western States has inked an innovative agreement with local nonprofit health system Legacy Health whereby UWS sports-medicine fellows can experience observational clinical rotations in emergency-room settings within the Legacy system.
Term Limits: What's in a Word?
It was the French historian and philosopher Voltaire who once declared the Holy Roman Empire was neither holy nor Roman nor an empire.
Converting More Patients to Your Practice
In 2013 and 2014, the theme was "the money is in the list." This meant that if you had a big email list, you were really making some "cha-ching." Unfortunately, having thousands of emails doesn't equate to thousands of dollars in profit.
Will You Be an Amplifer or a Mute?
These times are changing, and changing quickly. There have been many challenges to this profession throughout the past few years. The challenge is to talk, then talk and talk some more about this medicine.
There Really is No Room for Sexism
Recently, Matteo* (a transgender male) approached me during a break in an advanced shiatsu class in Berlin where he was one of two men in a group of 20 women. "Pamela. Don't forget to remind the translator to include male endings."
The Dietary Supplement Research Dilemma
I do not care what the truth is, one way or another; I just want to know it. And when it comes to dietary supplements, the truth can be hard to find for a number of reasons.
Functional Hip Impingement (Part 1)
Every time I sit down to write an article, I realize how much more there is to know about musculoskeletal pain. I also learn something new every time. (I want to give special thanks to Lucy Whyte Ferguson for assisting with this article.)
Talking to Patients About Lumbar Facet Denervation (Medial Branch Neurotomy)
Lumbar facet denervation, more appropriately termed medial branch neurotomy (MBN), is a procedure that may be considered when patients suffer from recalcitrant non-radicular axial back and/or leg pain.
Sleep, Less Sleep or No Sleep?
I had a dream I wasn't getting enough sleep. It was a very realistic dream, even though I was probably slightly awake and not really deep dreaming. Most likely I had been dozing, caught in that twilight of sleep and wakefulness.
Recreational Cannabis Use and TCM
Many people are drawn to cannabis for its effects physically, mentally and emotionally. Medically, cannabis has some legitimate uses, however the scope of this article is limited to the recreational use of cannabis.
Turning a Blind Eye to History – and Reality
The American Medical Association is taking the Supreme Court's Feb. 25, 2015 decision exactly as it always does – by turning a blind eye to history, legal precedent and reality.
TCM Congress in Rothenburg is Largest in Western World
In the medieval town of Rothenburg, deep set within the Bavarian countryside in Southern Germany, the TCM Kongress Rothenburg each year draws around 1.200 participants from more than 40 different countries to attend the biggest TCM conference in the Western world.
The Way We Are Designed: A Conversation with Gil Hedley, PhD
I was first introduced to the work of Gil Hedley by Tom DiFerdinando. He gifted me Gil's DVD series.
A House Divided?
The American Chiropractic Association's House of Delegates voted on 30 resolutions at its annual business meeting in Washington D.C., but two in particular took immediate center stage due to their controversial nature.
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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