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A Letter to the Profession from the New President at AAAOM
Volunteering for a national, nonprofit organization brings with it such highs, lows, and accomplishments, as well as a steep learning curve.
Molecular Motors: Tiny Machines Behind the Rhythm of Life
In the clinic, we aim to restore healthy patterns of movement for qi that has gotten trapped or misdirected, or may have even collapsed. We may be focused on freeing stagnation, releasing heat or redirecting counterflow qi, but it often comes down to helping re-establish a flow of sorts.
Chiro School Reunion: Whatever Happened to...?
I opened the door to the closet slowly, carefully, since I knew it contained a large number of precariously stacked file boxes. It also held numerous outdated gizmos with electrical cords of various lengths that could trip or strangle a person.
Dedicated to Defending Chiropractic
Whether you're a veteran DC or a first-trimester student, the name George McAndrews should be part and parcel of your professional vernacular, as familiar as the word chiropractic.
Can a Multivitamin Reduce Breast Cancer Recurrence?
There is a great deal of controversy regarding the value of multivitamin supplements in cancer prevention. However, with respect to preventing breast cancer recurrence, an important study was published in the Journal of Breast Cancer Research and Treatment in 2011 by Kwan ML, et al.
All Fiber Is Not Created Equal
Sometimes the best place to start is at the end. So, the conclusion of this article is that all fiber is good ... but some fiber is better. Let's break it down. There are two main types of fiber: soluble fiber and insoluble fiber.
News in Brief
New President / CEO Takes Office at Yo San University. Electroacupuncture for Constipation?
2016: A Year in the Life of Acupuncture
Happy Holidays, may you, your family and friends have peace, joy and blessings throughout this special time of year. As 2016 comes to a close, we can look back and celebrate the many events and accomplishments for the profession of acupuncture.
Overuse Injuries in Young Athletes (Pt. 2)
Most overuse injuries are benign, but there are some high-risk injuries that, if unrecognized or inappropriately treated, can result in significant loss in time from the sport or even require leaving the sport.
6 Steps to Make 2017 Your Best Year Yet
People often ask me what defines success. Success, for me, is simple: doing exactly what you want to do in life. Whether it's the kind of practice you run, your life at home, your hobbies or something else, it's achieving anything you put your mind to.
A Simple Protocol for Holiday Stress
It's winter, a time when we should be deep in reflection, eating warming foods and sleeping long hours. Following nature's rhythms, we restore our bodies and minds in preparation for the renewal of spring.
Assessing Core Stability and ROM: 5 Basic Checks
One of the first steps in addressing core stability is assessing static posture, ranges of motion, and motion of the pelvic bones, sacrum, femurs, lumbar spine and thoracic spine.
Branding: Set Your Practice Apart
Dr. Brad started his practice seven years ago on a shoestring budget. He created his generic logo in five minutes using a website because he didn't have the time to figure out how to make something special.
Herbs for Digestion: The Power of Bitter
Many cultures (and indeed herbal clinicians) around the world have long respected the role of bitter herbs and foods for promoting digestion. For example, aperitifs – drinks consumed before a meal to stimulate appetite and digestion – were originally derived from bitter herbs.
End of an Era Looms at NYCC
New York Chiropractic College recently announced that Dr. Frank Nicchi will retire in August 2017 after 36 years with the college, the past 17 as president.
What We Can Learn From Spine Surgery
Patients with lumbar stenosis presumably present for conservative care to improve their quality of life and avoid surgery. However, providing clear guidance to these patients can be difficult for a number of reasons.
DVT: Know the Signs and You Could Save a Life
I lost a friend several months ago. He died from a pulmonary embolism (PE) secondary to a deep-vein thrombosis (DVT) that originated in his lower leg. Bobby was in his mid-60s, soft-spoken and had a big heart.
Southwest Acupuncture College Brings It to Division 1 Athletes
When Michael Phelps' photograph with the distinctive round marks left by cupping went viral, the Division 1 student athletes treated through the Dal Ward Athletic Center at the University of Colorado (CU) could relate.
Little Sticker, Big Impact
It's the end of an election year. Hilary Clinton and Donald Trump were the subject of conversation for everyone, everywhere for the entire 2016 calendar year. I don't think any of us can deny that this election affected us all very deeply on a personal level.
Another Chance to Make a Difference
Just a few months ago, "the worst natural disaster to strike the United States since Hurricane Sandy" hit Louisiana. During this storm, one area experienced 31 inches of rain in 15 hours as almost 7 trillion gallons of water rained down in just one week across the state.
A First for the Profession: CCE Accredits First Chiropractic Residencies
The Council on Chiropractic Education (CCE) has awarded accreditation to all five chiropractic residency programs currently administered at Veterans Administration facilities, "the first residency programs in the nation ever to be awarded this distinction, a significant advancement in the evolution of chiropractic education," according to a VA press release announcing the milestone.
A Q & A About Updated Codes
Yes, indeed there was an update to ICD-10 on Oct.1, 2016. This is a regular update to the diagnosis coding system and this type of update will occur every Oct. 1, just as it did when the ICD-9 system was in place.
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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