Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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Modernization of Chinese Medicine
Language – written, spoken, signed, or otherwise is learned as a means to express our individualized perceptions about the world around us. Language is designed to communicate our personal experiences.
A Chiropractor's Guide to Yoga
"Doctor, can I continue to do yoga while undergoing your care?" "Is it OK for me to go back to yoga while I'm getting my back treated?" "It is safe to start my yoga classes again after my neck pain improves?"
Change Lives by Supporting Chiropractic Research: Are You In?
The Palmer Center for Chiropractic Research (PCCR), in celebration of its 20th anniversary, has announced it is spearheading a fund-raising campaign to support chiropractic research.
Practice Policy (Gone Bad): The Sign
Every once in a while, you see something and think to yourself, That's a really bad idea. Case in point: I went to see my medical doctor the other day. Just after being "roomed," as they say, the nurse checked my vital signs. Then she left.
Help: A Need at Every Level
One of the great gifts of training in acupuncture is the ability to take good care of oneself. I recently had a bout of frozen shoulder — an inflammatory syndrome which can be debilitatingly painful and take years to resolve.
Acupuncture Rising: From Acupuncture Anesthesia to Assisted-IVF, Part 1
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.
Improving Communication Between AOM and Biomedical Providers
How comfortable do you feel talking to Western medical providers? If you are like me, you may not feel as comfortable as you would like. Some of my interactions with MD's haven't been the fruitful steps toward integrative medicine for which I had hoped.
Fertility and Poly-Unsaturated Fatty Acids
Starting or expanding one's family is a major milestone. It's something that more and more people seek out health care advice and support for.
Dorsiflexion Dysfunction: Evaluation & Manipulation Techniques
Almost every condition from the foot to the hip can be attributed to the inability to dorsiflex the ankle mortice and other joints that participate in dorsiflexion. Let's start by understanding normal versus abnormal dorsiflexion.
An Acupuncturist's View of Medicinal Marijuana
The use of cannabis for medical purposes is very controversial. Use as a panacea by physicians uninitiated to the proper application of herbal medicine, as well as an excuse for recreational use have greatly confused the issue.
Nuts Reduce Risk of Heart Disease, Cancer and Other Health Problems
Several recent studies suggest regular consumption of nuts may provide a significant degree of protection against certain types of cancer, heart disease, possibly type 2 diabetes and some neurodegenerative diseases.
The Zen Art of "One Point"
We were always told in our Zen Shiatsu training (by Japanese and Japanese American instructors) that our ultimate aim was to to find that "One Point." To be so focused we could touch just one point to transform Qi throughout a client's body.
More Chiropractors Required
An intriguing study published in the Journal of the American Board of Family Medicine examines how "chiropractic care affects use of primary care physician (PCP) services."
Fish Oil: A Key Component of Positive Clinical Outcomes
Patients seem to be presenting with more complex problems, and many are responding to care more slowly or have completely unexpected results. Why?
What's Chiropractic Research Worth to You?
The Palmer Center for Chiropractic Research (PCCR), in celebration of its 20th anniversary, has announced it is spearheading a fundraising campaign to support chiropractic research.
Oriental Medicine on the World Stage
"Let me win. But if I cannot win, let me be brave in the attempt." This simple, yet powerful statement was lived out time and time again by so many of the athletes from around the world during the Special Olympics World Games in Los Angeles.
Harvard Health References Flawed AHA Position Paper
In its special health report, "Stroke: Diagnosing, Treating, and Recovering From a 'Brain Attack,'" Harvard Health Publications includes information from the American Heart Association's 2014 position statement on cervical manipulation and cervical dissection – a statement the American Chiropractic Association emphasized in a letter to Harvard Health mixes "scientific facts with half-truths."
The Short Leg Dilemma
When evaluating a new patient, it is common to note a relative shortening of one leg to the other. Some patients will even tell you they have one, and then pull out the store-bought heel lift they read about online.
News in Brief
Call for Abstracts Announced - Parker Las Vegas 2016; Logan Adds Doctorate Degree; New Role for Dr. James Edwards.
The New Age of Communication
In the age of technology, everyone, including the patient, is seeking faster, easier ways to communicate. With a wealth of social media, blogs, websites and videos, we are constantly barraged with information – to the point of overload.
Getting a YES: An Effective Strategy for Overcoming Patient Objections
Patients make more excuses for declining care from an acupuncturist than perhaps any other type of doctor. Various reasons hold them back from making a commitment to care.
Healing Trauma: Cultivating Resilience and Presence Through Mindfulness, Part 2
In the last issue of Acupuncture Today, the first part of this article introduced the topic of trauma and resilience, and their relationship to the autonomic nervous system response and the concept of the spirit being grounded in the body, and suggested the importance of mindfulness as a tool for healing.
Patient-Centered Care vs. Payer Restrictions: Your Ethical Obligation
Do you have an ethical obligation to evaluate your patients, make a diagnosis and provide evidence-based, patient-centered health care, irrelevant to the payer restrictions?
Practicing with Authenticity
To extrapolate from the above quote, patients love healthcare providers they can trust. One way to earn the trust of your patients is by practicing with authenticity. What does that mean, exactly?
Do Some Good and Grow Your Business with Cause Marketing
Cause marketing is truly one of the best ways that you can promote your services as a acupuncture professional. Cause marketing refers to a type of marketing where a business partners with a non-profit organization to help bring awareness to a charitable cause.
The Food Conversation: Nutrition and Your Practice
It's morning and your first patient rolls in with a triple espresso steaming in one hand and a frazzled, desperate look in her eye. "You gotta help me, doc, I am constipated unless I drink one of these, and I am exhausted and anxious all the time."
January, 2011, Vol. 11, Issue 01
When Money Is Tight: Five Tips for Marketing Cheaply and Effectively
By Diana Moore
Small businesses face a perpetual challenge: how to grow the business and stay within the marketing budget at the same time. Follow these tips to market your bodywork business for next to nothing.
Be Picky About Business Cards
Business cards are arguably the cheapest marketing tool around. They are also fun to choose! But don't forget that you want a business card that will dazzle the people you hand it to.
First, look around and see what appeals to you. Be picky about how it will represent your business. What graphics do you find inviting, yet won't interfere with the readability of the text?
Second, decide what you want it to say. Make your message short and concise so people can quickly grasp what you do in their brief look at your card. Include your name and/or business name, contact phone number(s), e-mail/Web address and possibly your physical address. Then add a tagline or summary statement about what you do best: "Sports Massage and Injury Treatment"; "Chair Massage at Your Worksite"; or "Pregnancy and Infant Massage". Don't list techniques like myofacial release or neuromuscular therapy that people may not understand. That's for your brochure and your Web site. Instead briefly state, for example, that you can help relieve back pain, headaches or chronic tension.
Third, get them professionally printed.
Target Your Ideal Clients
It is a waste of time and money to market to people who don't care about what you have to offer. Look at the second step again. What did you write for the tagline for your business card? Does this tell you anything about what kind of person benefits most from your work? Those are the kind of people who will care about your ability to help them, whether they are pregnant, seniors or people with chronic pain.
Get creative and focus your marketing efforts (and dollars) on these ideal clients. Go out and find places they go: community centers, gyms, office buildings, etc. Opportunities abound in these arenas. Hospitals and corporations, for example, have employee bulletin boards where you can post flyers. Look for places you can leave business cards, such as clinics, salons or gyms. Write articles for corporate or community newsletters that target particular groups.
Boost Client Rebooking
Encourage your clients to come in more often. One marketing adage says that getting repeat business costs less by far than gaining new clients. But massage therapists often don't want to seem pushy. Realize that people rely on professionals to help them determine how to cope with challenges. You are one of those professionals. If you want to help your clients feel better, you will encourage them to receive bodywork regularly. This can be as simple as having your schedule book out as your clients are leaving, asking them, "Would you like to reschedule now?"
Clients who come in sporadically often appreciate efforts made to contact them. Use marketing to encourage clients to re-book at the same time you affirm that you care about their well-being. Call to find out if their last session helped. Send a postcard or e-mail announcing mid-day openings to clients with flexible schedules. Mail or e-mail newsletters or articles with self-care information.
Make the Most of E-mail
Unless your clients aren't the online sort, use e-mail to notify them (inexpensively!) of your availability. Online communication reinforces the warm, personal connection you establish with clients in your studio. It encourages back and forth exchanges, helpful to the client and good for building a more client-centered practice. Here are some examples. Send e-mails about an upcoming special targeted to particular clients who might like it. If a client has a particular condition, send information about an upcoming yoga, tai chi or other class that might help. If a client is having a particularly stressful time, send a check-in e-mail and share your openings that might fit his or her schedule. To take it a step further, send an e-mail newsletter, an even more in-depth client education tool.
Contact Other Professionals
Whether they are looking for injury treatment, spa experiences, stress reduction or something else, your ideal clients seek out what they need in the community. Who are the other professionals providing solutions to the problems characteristic of this group? Let them know what you are doing.
Say your ideal clients are professional women over 40. You know that most of them get their hair cut, styled and colored. Many of them workout in a gym and/or attend yoga, Pilates or tai chi classes. Some of them have sought mental health counseling and support. Send a letter of introduction to hair stylists, personal trainers, directors of yoga studios or mental health counselors. Then drop by, introduce yourself and ask if you can leave your business cards. Hand out gift certificates or discount coupons and invite them to come experience your work. You may even want to give a presentation or two to groups such as the staff at your favorite health club or your local chapter of the American Holistic Nurses Association. None of these efforts will cost much other than your time.
If advertising isn't in your budget, don't give up on marketing. There are plenty of good avenues for expanding awareness of your practice in your town and community. Try one of these suggestions at a time, and find out what works for you.
Diana Moore has worked in marketing for more than 10 years. Currently, she works as a writer and editor for Natural Touch Marketing for the Healing Arts. Before her career in marketing she practiced massage therapy for 14 years, many of them as a hospital-based massage therapist in Olympia, Wash. Diana also teaches yoga to people with heart disease and other chronic conditions. Reach her at
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