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Beating the Odds: Interview With Para-Powerlifter Adeline Dumapong-Ancheta
Since October 2015, the FICS Foundation, the charitable organization affiliated with the International Federation of Sports Chiropractic (FICS), has been supporting disabled athletes internationally.
AOM Hospital-Based Practice: A Future Reality?
The natural evolution of health care on the planet is integrative health. We may have some challenges ahead, but based on my research, all indicators are pointing in a positive direction. There seems to be an evolving consciousness among our patient population that is "getting it."
Sit or Stand? Analyzing a Mixed Message
I'm more than a bit confused. At my age, that seems to be a rather common occurrence. However, today more than ever, I'm getting a mixed message.
Kansas Achieves Licensing Law
Kansas Governor Sam Brownback signed House Bill 2615 into law on Friday, May 13, 2016. HB2615 includes provisions for the licensure of acupuncturists in the state of Kansas.
Three Tips to Help You Analyze the Acupuncture Case Studies of the NCCAOM Exam
Confirm the answer quickly by the elimination method. Case study:
After two treatments for back pain, a patient presents for a third
session complaining of rapid breathing and wheezing that is made worse
during cold weather.
Tai Chi Documentary Premier
First Run Features recently announced the world theatrical premiere of Barry Strugatz's documentary The Professor: Tai Chi's Journey West, which premiered last month at the Laemmle Music Hall in Los Angeles.
Introducing the Acupuncture Today Digital Edition
In response to the changing habits of our readers, Acupuncture Today will introduce a digital edition of the publication (in addition to our print edition) beginning with the August 2016 issue.
Increasing the Value of Spine Care: CMS Approves New Low Back Pain Registry
The Centers for Medicare and Medicaid Services has approved the Spine IQ Low Back Pain Registry as a qualified clinical data registry for the Physician Quality Reporting System (PQRS) in 2016.
What's New in Phytonutrition: Mangifera Indica, "The King of Fruits"
One hundred percent pure Indian green mango fruit (mangifera indica), harvested at a special degree of ripeness for efficacy and taste, can now be concentrated as a phytonutrient nutraceutical powder.
A Long-Overdue Win for Oregon Medicaid Patients - and the Implications for Other States
Beginning July 1, 2016, Oregon Medicaid patients with spinal pain (cervical, thoracic, lumbar, pelvic) who are determined to be low risk based on a biopsychosocial assessment tool (STarT Back – Keele University) can receive four chiropractic visits per episode.
Adventures with the San Jiao
Those of us who have been in practice for several decades relish the way meridians and points reveal new diagnostic clues and new insights. I love to encourage my students to see this as an adventure that goes way beyond the textbooks.
What You Say Isn't Always What Patients Hear
A few years ago, my aunt Edna (name changed for the purpose of this story) suffered a stroke. After a short hospital stay, she was transferred to a nursing home for rehabilitation. When she arrived at the nursing home, Edna requested a private room.
Believe it or not, an estimated one-third of your patients have eaten some form of fast food within 24 hours of their appointment with you.
The Pertinent Negative
We all have to perform evaluations on patients. Most of us don't like doing it – exams take time, and worse it takes even more time after the evaluation to put together a narrative summary of the findings. Sometimes, this process becomes downright tedious.
Chronic Pain: Become Part of the Solution
I have lectured to more than 7,000 chiropractic physicians over the past five years regarding the chronic pain and opioid epidemic in this country.
Acupuncture's Impact on the World
For several years, I have been hearing about the town of Rothenburg, Germany. It seemed just a dot on a map until I arrived. It is the home of the TCM Kongress which began in 1968. It has been held annually for 47 years and it has only missed one year.
Insuring Quality Control in Herb Importation: An Interview with Wilson Lau
Wilson Lau is the vice president of Nuherbs, a Chinese herb importation company based in San Leandro, California. Before joining Nuherbs, he trained as a lawyer specializing in FDA law.
Acupuncture Muscle Trigger Point and Oriental Medicine Sports Therapy
It is difficult to ascertain the internal condition of professional basketball player Lebron James during game one of the 2014 NBA finals, in which he developed debilitating muscle cramps that led to his premature removal from the game.
An Emerging Partnership Model
Maryland University of Integrative Health (MUIH) has educated integrative health and wellness practitioners for the last 40 years, originally as an acupuncture clinic and school. The institution's transformative, relationship-centered programs integrate traditional wisdom with contemporary science
Treating Hip & Groin Pain With Abdominal Release of Upper Lumbar Nerve Impingements
Have you encountered patients with groin and hip pain you can't seem to solve? You know it's not a worn-out hip; you suspect the pain is somehow connected to the spine. But somehow, you just can't help them break through.
How to Stay Sane During the Elections: Understanding Through the Lens of Chinese Medicine
In Chinese Medicine philosophy, everything consists of Yin and Yang. The law of polar opposites – one cannot exist without its opposite.
Multivitamin Supplement May Reduce Breast Cancer Recurrence
There is a great deal of controversy regarding the value of multiple vitamin supplements in cancer prevention.
June, 2011, Vol. 11, Issue 06
Summer Fun is Marketing Time
By Jenn Sommermann, LCMT
This is a wonderful time of year for marketing and it is in your best interest to capitalize on it. Not only will it benefit you immediately but your efforts can have lingering effects into the next season and even next year.It is proven that people feel healthier and have more energy when the weather turns warmer and days are longer. Outdoor fun increases as we have more daylight hours to accomplish activities. In addition, people tend to eat healthier and find they shed some winter weight. Sun-kissed skin and bare feet replace long layers and shoes. Why not ride that health train and drum up some business?
In my own practice, I find my clients tend to take better care of themselves in the spring and summer months. It is a wonderful cycle to witness. Increased daylight leads to increased activity. Increased activity leads to weight loss. Weight loss leads to increased energy. Increased energy leads back to increased activity and so on and so on. Since my practice is full of these newly "fit" folks, it is easy for me to suggest increased frequency of massage sessions to them.
For example, if I see a client once a month, I suggest that during these months of increased activity, they come for an appointment every three weeks. Often, my clients are asking their bodies to perform a new activity or resume an activity they haven't done for six months. Things like bicycle riding, golfing, gardening and swimming (to name a few) all put extra strain on muscles that might not have been used for several months. Extra massage to alleviate the discomfort associated with the new activities makes sense. What I find is that clients tend to respond and like the new schedule and even after the summer months are over, they stick with it. On average, that means the client now comes to me an extra five times per year, totaling $500. If I see someone every 2 weeks, I recommend every 10 days or adding one extra session per month. That can mean as many as 10 extra sessions per year or $1000.
The clients you already see have an affinity for you and your work. They are easy clients to market to. For the sake of argument, I will assume you believe in the cumulative benefits of massage. It is in your client's best interest to receive massage, to be on a maintenance plan and stick to a consistent schedule of receiving it. That schedule and frequency varies from person to person, but I urge you to help the client find the happy balance. It is also in the client's best interest to receive "more" massage and that means increasing frequency. I call it Lifetime Value of the Client (LVC). Your marketing goal should always be to increase LVC. With a population that already is familiar with your work, likes you, reschedules and pays you, it is easier than finding new clients. Remember, it costs less and takes less effort to increase LVC, compared to going out and searching for new business.
I have a client who I used to see monthly. Last spring she took up a new sport and was experiencing discomfort as her body transitioned into the new things she was asking of it. She commented that the week before our massage appointment, her body ached and she longed for the appointment. She was able to go three weeks without pain and complaints but the last week in waiting was "torture." I suggested she not wait the full month and that we see each other BEFORE she experienced discomfort. It was as if a bolt of lightning struck! "Genius," she said. I have seen her every three weeks for the last year and she (for the most part) remains pain-free between appointments. Rocket science? I think not; just good marketing.
There are also more opportunities to drum up new business in the warmer months. People who hibernated all winter have come outside to play, shop, dine and enjoy the outdoors. Moods tend to be better and I find people more approachable this time of year. Venues like street fairs, outdoor concerts, kid's sporting events, festivals and flea markets provide a wonderful opportunity to meet new people and discuss your profession. Be ready with what to say and have business cards on hand. Remember, you have five seconds to attract someone's attention. What you say in that initial five seconds can make or break a professional relationship. I know this kind of marketing isn't everyone's cup of tea but if you have the personality or the drive, it can be extremely beneficial.
Suggesting increased frequency of massage or LVC is a win-win for everyone. Warmer months and increased activity lends itself to receiving more massage. Most clients just need the seed planted. After you read this, pick one client to try it on. Make the suggestion to increase frequency or add just one more massage to their current schedule. What's the worst that can happen? They might say no but they won't leave your practice over it. But maybe, just maybe, they say yes. And then... imagine the possibilities.
Click here for previous articles by Jenn Sommermann, LCMT.
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