resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MASSAGE MART SCHOOLS & EDUCATION FEEDBACK DIGITAL EDITION FAQ
A Novel Way to Prevent Elderly Falls: Toe Strength
In any given year, nearly 40 percent of senior citizens ages 70 and older will fall at least once. Each fall significantly increases the risk of not only sprains, strains and contusions, but also fractures.
Prevention: Stop Recurrent Urinary Tract Infections
The recurrent urinary tract infection (UTI) is one of those nuisance conditions that can play havoc with quality of life, and this particular infection is much more common than most people realize.
The Acupuncturist and the Opioid Crisis: Conquering Pain & Addiction in the U.S.
The current opioid epidemic dominates the discussion among national health leaders, recovery advocates and families nationwide. Opioids include heroin as well as prescription pain relievers such as oxycodone, hydrocodone, codeine, morphine, fentanyl, and others.
Is Primary Spine Care the Answer for Chiropractic?
Recently, we sat down with Mark Studin, DC, FASBE(C), DAAPM, DAAMLP, to discuss the state of chiropractic and why primary spine care may hold the key to chiropractic's future. Read what he had to share in this exclusive interview.
Dropping Insurance: 4 Steps
My office manager just got off the phone with the secretary of a long-standing patient. I have treated this woman and 10 members of her family for more than a decade. She has, as have all of my patients, paid my fee at the time of service since I dropped insurance in 1997.
It's Time for a Functional Approach to Chronic Illness
It seems one of the more modern buzzwords is chronic, referring to diseases – that is to say, "ongoing and incurable." However, we can take a different perspective and recognize that, although the body may have been traumatized and injured, healing should always be viewed in the realm of possibility.
Cyber Threat Checklist: Defend Your Business With These 10 Steps
Living in an internet connected society brings many conveniences and benefits. The power of the internet to connect us with customers, store data, and find information has opened the door for many small business owners to grow and flourish.
Bastyr University: On the Front Lines of the Pain Epidemic
At University of Washington's Harborview Medical Center, the Seattle region's only Level I Trauma and Burn Center, the demands for in-patient care are dramatically different from a private clinic environment.
Reducing Allostatic Load & Stress Through Heightened Awareness
Your contemporary mental health and psychotherapy colleagues may often approach the treatment of allostatic load as a mental health condition and use prescription psycho-pharmaceutical medicine to affect general and specific central nervous system (CNS) pathways and brain neuro-chemistry medicine to alleviate the associated symptoms.
State by State: Chiropractic Leads Changes in Health Care
Monumental legislative bills in support of the chiropractic profession were passed recently in Washington, West Virginia and Oregon. Here is a review of this important legislation, state by state...
Better With Chiropractic
While chiropractic care is receiving high levels of exposure these days, most pain patients who consult with a health provider still do so with their primary-care MD. And of course, that means in most cases, they're receiving standard medical care, not chiropractic.
Prompting Memory: How to Stimulate Cognition
Recently I gave a talk titled, The Art of Memoir – Tapping the Past to Sharpen the Present at a senior lunch event in Austin, Texas.
Catch the Workplace Wellness Wave
Do you offer workplace wellness services to local businesses? If not, you might want to consider this lucrative channel for expanding your practice. Workplace wellness programs and wellness-related benefits have grown in popularity over the past several decades.
Spring Allergies & The Spleen: Looking at Pattern Differentiation
As the season of Spring fades away and we shift into the warm summer months, many patients suffer from chronic allergies. This is by far one of the most common issues I see in the clinic as well as often mistreated and misdiagnosed.
First World Spine Care Graduate: Hildah Molate
Hildah Molate, the first World Spine Care (WSC) scholarship student, graduated from Palmer College of Chiropractic earlier this year and is now working at the WSC community spine clinic in Shoshong, Botswana.
NBCE to Reinstitute Computer-Based Exams
The National Board of Chiropractic Examiners (NBCE) has announced it will reinstate computer-based testing in January 2019 courtesy of a partnership with testing and assessment solutions provider Prometric.
Transforming Exam Delivery
The NBCE Board of Directors has never wavered on its promise to deliver an excellent, on-campus computerized testing experience to students. Likewise, there has never been a compromise to the delivery of fair, valid and legally defensible exams.
TCM Codes for the World
I just received an email concerning the ICD-TM11 codes. The World Health Organization (WHO) will be presenting the new ICD-11 codes to World Health Assembly very soon.
Chiropractic's Next Frontier: Adjusting the Microbiome
Restoring a healthy microbiome to help treat disease may be the next frontier in chiropractic offices around the country.
Multi-Dimensional Acupuncture: 3D, 4D & 5D
Maggie is an intuitive healer and workshop leader who I met on a recent hike. While we were talking she told me how she had to take it easy because of her knees. She said that her doctor told her that she has the early signs of arthritis.
Practice Pearls: There's More to ROM Than Meets the Eye
As part of my neuromusculoskeletal examination, I perform range-of-motion (ROM) evaluations. I can "eyeball" the range and measure, I can use a goniometer and measure, I can use my phone app and measure, or I can use various other instruments to help determine degrees of motion.
New Opportunities for DCs
For decades, the model chiropractic practice has been the single-doctor practice. Recent surveys have found that approximately two-thirds of U.S. doctors of chiropractic still practice this way, with another 20 percent practicing in multiple-chiropractor practices.
Paving the Way to Integrative Health & Wellness
Jared Polis (D-Colorado) and Mike Coffman (R-Colorado) launched the integrative health and wellness (IHW) caucus in October, 2018.
Official NCCAOM Practice Tests
The National Certification Commission for Acupuncture and Oriental Medicine (NCCAOM) is excited to announce the launch of the new NCCAOM Exam Preparation Center.
Acupuncture's Standard of Care
Both a concern and critique of acupuncture, frequently espoused by the bio-medical community is, "there is no standard of care in acupuncture." The following is why I believe this statement is disingenuous at best.
Missed Causes of LBP: It's the Syndrome, Not the Subluxation
When I read the chart notes of other chiropractors, I am usually disappointed. They list what vertebrae are fixated or misaligned. They may describe the involved fascia and muscles.
Regenerative Medicine: How to Do It by the Books
The "lay of the land" for regenerative therapies, including but certainly not limited to adult stem-cell treatments, seems to change almost daily.
News in Brief
Parker University Launches New Open-Access Research Journal for Chiropractic; Western States, Cleveland-KC Name New Deans of Chiropractic Colleges; Sherman College Goes Tobacco-Free; Life University Wins 11 Awards.
Old Trend, New Risks: Heavy Weight Training
With more opportunities to exercise than ever, a greater selection of exercise options, and the subsequent opinions supporting and challenging their merits, it's easy to be confused as to which approach is best.
January, 2011, Vol. 11, Issue 01
Your Brand: What Is That?
By Angie Patrick
Well, a "brand" is something you see or hear that automatically puts you in mind of what the brand represents. For instance, if you say "Porsche", you instantly think of luxurious, indulgent, super-fast cars.When you hear "Band-Aid" you immediately think of wound care and healing. And if someone mentions M&M's, it is likely you have a Pavlov's response to salivate at the mere mention of those two letters in conjunction with one another. So in a nutshell, the brand is the thing that is the embodiment of the image and emotion you wish to convey.
So, how does this apply to you? It is certainly easy to think that there would be no need to work to brand yourself as you are a practicing therapist, health care professional, and wellness coach. How do you brand a thing like that? Why would you brand a thing like that? But consider this: by building community awareness for You, Your Practice, Your Talent, Your Care, and Your Professionalism, you are indeed building your brand.
People Purchase Emotion
People make buying decisions based on emotion; pure and simple. They decide on the car they drive based on the emotion it provides, be it exclusivity, frugalness, energy efficiency, or style. They decide on the soap they use based on how the soap makes them feel, first in packaging and second in usage. They decide on which doctor they wish to see based on referral, and then stay with them based on a confidence they feel in the doctor's ability to fulfill their health care needs.
Presentation and Image
The same is true for you. It all begins in how you present yourself within your community. Let's say you are working a charity event and you are networking and providing a free 5-minute chair massage as a sample of your talent in return for a lead. The manners in which you handle yourself, present yourself, treat your client, and follow through with your leads differentiate you from others. You may have a catchy name for your practice, or maybe you just go by, "Insert Your Name Here", LMT. In either case, you want the end user (your client) to have an immediate feeling of confidence, calm, and overall assuredness in your ability to care for their needs.
Your branding is something that can help you stand out among your peer group. For instance, your appearance is the first thing people will notice about you when you are seen in the community representing your practice. Consider wearing clothing appropriate for the field you represent. Ratty jeans and a tank top, while perhaps cute, may not represent the level of professionalism you are hoping to convey. Consider the attire as part of your branding. A polo or dress shirt with your name embroidered on it, and business cards with the same font and logo work in tandem to present a two-fold presentation of professionalism.
Value and Experience
Whether or not you like it, anything for which people pay money in exchange - is a commodity. People want the best value for the money they spend. Additionally, people want to know what they are paying for is worth the money they spend, so price point is not always the deciding factor.
For many therapists, pricing below your main market competitors is the whole marketing strategy. And while there is some appeal in this whole approach, it can have an adverse reaction by making your service seem less than up to par with your competitors. Be careful if you are depending too much upon this marketing philosophy.
Make a Lasting Impression
Another way to set yourself apart from the rest is to make follow-up calls or e-mails to check on your client on the day after their visit. A therapist, who shows genuine concern for the client by taking the time to either personally call or have one of the staff call to check on the well-being and overall feelings of the client 24 hours after a massage - is service no one expects; and it can certainly go a very long way towards making the kind of impression and emotion you want your clients to have about you. Simply put, you want them to know you care about them. They want to feel as if they matter to you as a person, and they are not cattle herded through an office for the sake of driving revenue. Again, it is a shining example of how it is emotion that keeps people loyal to a brand.
Branding is not something relegated to the bigger retailers and service providers; it is something that pertains to each an every therapist who receives payment for the therapy they provide. It boils down to the proper perception first, then you give them a dose of your talent and they are yours! All of it can be summed up in just a few words. "People want to feel good, they come to you to feel better, and your service can make them confident they have chosen the best therapist for their needs."
Click here for previous articles by Angie Patrick.
Join the conversation
Comments are encouraged, but you must follow our User Agreementcomments powered by Disqus
Keep it civil and stay on topic. No profanity, vulgar, racist or hateful comments or personal attacks. Anyone who chooses to exercise poor judgement will be blocked. By posting your comment, you agree to allow MPA Media the right to republish your name and comment in additional MPA Media publications without any notification or payment.