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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.
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."
Which Way is the Energy Going? Are You Burning Yourself Out?
One of the simple methods that I use to define Yin/Yang theory to patients is to ask the question, "Which way is your energy going?"
Syncretism: Acupuncture and Public Health in Cuba
"Syncretism" is defined as a union of diverse tenets or practices. On a recent trip to Cuba designed to demonstrate the integration of Traditional Medicine and biomedicine, our group witnessed this union firsthand.
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.
Making Sense of an Increasingly Obvious Conclusion
Where's U.S. health care heading? Like it or not, the list of telltale signs is growing to a point that stands out to even the most myopic observer. Consider this list of facts as you look into the future of health care in the United States:
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?
Footsteps of the Sages: An Apprenticeship with Dr. Kezhan Zhang
When I met Dr. Kezhen Zhang in May 2013, I was his translator and the integrity, creativity, and passion he demonstrated as a practitioner and advocate of the medicine convinced me to travel to Beijing to study with him.
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.
One Size Does Not Fit All: Exercise and Nutrition According to Your Yin/Yang Body Type
There are countless new exercise and nutrition plans out there, emphasizing the latest ground-breaking research and claiming to revolutionize the way we view health.
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.
Omega-3 Fish Oil: An Underappreciated Element of Men's Health
As a clinician with many male patients -- and as a man myself -- I am all too aware of the fact that we like to convince ourselves that we are doing great, when that may be the farthest thing from the truth.
Dietary Fat and Prostate Cancer: An Important Update
K.M. Di Sebastiano and M. Mourtzakis published a review paper examining the role of dietary fat on prostate cancer development and progression late last year that does a stellar job of summarizing the available data on fat and prostate cancer.
Acupuncture and Oriental Medicine in the West
We know acupuncture and Oriental medicine as the indigenous medicine of East Asia; in particular China, Korea and Japan are the countries of origin of this wonderful healing system.
The Modern Application of Ancient Mei Rong
Chinese Medical Cosmetology (Mei Rong) has a well-documented and venerated history dating back to the Qin (221-206 BC) Dynasty.
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.
It's Time to Review
It is amazing to see the changes that are occurring in the acupuncture profession. Let's look at some of the news and events that have contributed to this growth and awareness.
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.
North Carolina Acupuncture Board Files Dry Needling Lawsuit
In early September, the NCALB filed a complaint against the North Carolina Board of Physical Therapy Examiners over the issue of dry needling, a form of acupuncture that uses solid needles to puncture the skin and muscle tissue to relieve pain.
Chinese Herbs and Pulmonary Fibrosis: A Case Study
"Mary M."* recently celebrated her 90th birthday. Even the former sheriff dropped by to kiss the hand of this diminutive retired teacher, to honor the years she interpreted for him during interviews with Latinas and Latinos.
Acupuncture Rising: From Acupuncture Anesthesia to Assisted-IVF, Part 2
Acupuncture's cultural and historical roots go back to the emergence of Chinese civilization. For more than 2,000 years, acupuncture needling has been continuously practiced on the largest population in the world.
Mechanism: Experimental Approaches to Understanding Acupuncture, Part 1
The clinical benefits of acupuncture are difficult to ignore, but also can be difficult to explain to a Western audience. For nearly 50 years, relentlessly inquisitive scientists and physicians have been working toward a conceptual model to explain acupuncture.
April, 2010, Vol. 10, Issue 04
Is This Any Way to Run a Business?
By Cary Bayer
Retail advertising, discussed in my previous column, requires precise advertising layouts and copy. Make certain that the words "50 percent off" are not only prominent in type size, but the very headline of the ad as well.It should look something like the following: "50% OFF MASSAGE SALE." Directly below that, indicate what the actual cost will be for first-timers who respond. For example, if your normal fee is $70 for an hour-long session, indicate that your price has been slashed to $35. One effective way of doing this is to use the universal language of the line through the center of some image or piece of copy. Also, make certain that it's clear to any reader of your ad that the offer is only for new clients.
The buy-one-get-one-free promotion is the one I recommend more highly than the 50-percent-off special, because the new client gets to experience your healing art twice and also pays full price for it once. Your message should feature the word "free" in very big and bold letters. In recessionary times, that word is of huge importance to people. It seems as if every single aisle that I push my shopping cart through at my grocery store has a promotional offer featuring the word "free" in big letters. The supermarket isn't the only category of business doing buy-one-get-one-free appeals; so, too, are restaurants, bookstores, clothing stores and many other retail establishments. Your layout should look something along the lines of: "Buy One Massage, Get One Massage FREE" or "FREE MASSAGE when you purchase one massage for (your price)."
Don't waste any valuable advertising space mentioning the many modalities you practice. Most people, especially those who aren't familiar with massage, don't know much about neuromuscular, deep-tissue or Swedish, and they couldn't care less about each. LMT lexicon is great to share in more appropriate settings such as local chapter meetings and state/national conventions but not to the average consumer. The average client or prospect of massage wouldn't know their myofacial if it hit him in the head. Instead, talk to them about the many benefits they will receive from their service, not the service itself.
Keep your communications simple, particularly in your ad, where less is more. Open space in the ad is of value; it helps convey the feeling of relaxation the client desires to experience on your table and that you're eminently capable of delivering. Ad messages that are very copy-heavy are less effective than ones that have more "air" or negative space in them. Empty space is a good thing; think of it as a kind of Zen approach to advertising.
I recommend that any offer you're touting should have expiration dates. This can be inserted right underneath the price. If your ad comes out at the beginning of the month, give the reader about 30 days to take advantage of your special. This encourages a prompt response if people are to gain the price break. Creating a sense of urgency is important. After all, why shouldn't they get cracking to get a free massage?
I wouldn't waste ad space communicating that the new client needs to redeem their free massage within a week of getting their paid massage. That's something you can convey when they call you on the phone and book a paid session. The reason for the free massage within a week of the paid one is to give the client the experience of enjoying your work on a weekly basis so that if they become a client, they have established a small habit of seeing you weekly. Naturally, at the bottom of your ad, you'll need to include your name, phone number, Web site (if you have one), address (if you have an office) and license number.
Incorporate these creative elements in your ad and you will have some new customers. One client of mine had 19 people respond to such an ad. Sixteen of these people never came back as regular paying clients. On one level, you might argue that the advertising was a waste of several hundred dollars. After all, that's a lot of free massages to give out. If you're paying attention to the numbers, however, you will have noticed that I didn't mention the other three. One became a regular monthly client. One came in regularly every two weeks. The third opted for a weekly visit. One other thing about this weekly client: she is a medical doctor, and has been referring many patients who have also become clients.
When you consider that 16 massages were given away for nothing, was this promotion worth it? If you think it was a waste, you might never be able to grow your business. Let's try to analyze what these new clients will be netting the therapist. Let's suppose each client keeps up the massage frequency they have begun. Then let's suppose each client remains a client for what most therapists say is the average length of a client relationship: three years. At a $70 massage rate, the monthly client will pay $840 the first year and a total of $2,520 over the course of this estimated three-year term. The bi-weekly client will spend twice that amount, or $5,040, in those 36 months. The weekly client will pay $10,080 in that period. If you add all this up, you reach a total of $17,640; and that doesn't account for any MD referrals. To generate such revenues, the advertising expenditure was about $400.
To paraphrase the famous old National Airlines advertising slogan: "Is this any way to run a business? You bet it is."
Click here for more information about Cary Bayer.
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