resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Asking the Insurance Rep the Right Questions
One of the first or last questions a potential patient often asks is: "Do you take insurance?" An ill-informed or optimistic, "yes" can result in delayed or non-payment. Instead, just say: "Let me check if you are eligible first."
From Antiquity to Modernity: Huang Qin Tang at Yale Medical School, Part 1
Traditional Chinese medicine is a coherent medical system with several unique characteristics: it originated almost 3,000 years ago; in its area of origin, it has been practiced without interruption since its inception.
How to Humanize Your Content to Create Stronger Relationships
Content marketing is about building relationships, whether that is through updates on social media, offers on your website, blog posts, email campaigns, or even printed material. Now days a business needs to make a human connection.
The Clinical Versatility of Milk Thistle (Part 2)
Evidence is growing that the silymarin complex of flavonolignans from milk thistle can impact serum ferritin and iron overload in various clinical circumstances.
Chiropractic Around the World: WFC Country Reports December 2015
The following country updates are reprinted with permission from the December 2015 World Federation of Chiropractic (WFC) Quarterly World Report. Information is excepted for space and edited to DC-specific style guidelines.
Interprofessionalism: What it Means and Why You Should Care
Interprofessionalism in education and in practice is a growing trend across health care in the United States. The idea that team-based care and collaborative practice can improve health care has been around more than 50 years.
Integrative Medicine Can Shape the Profession
As the AOM profession struggles to define the role of "integrative" medicine within their practices their schools and organizations, students, faculty, alumni and administrators at schools wrestle with discussions of how much, where, how, and what to "integrate."
Forgotten Options for Musculoskeletal Health
Challenges with musculoskeletal health are of tremendous concern for many people today.
Diet, Nutrition and the Context of Risk (Part 1)
Food and supplement safety is a topic that often comes up when I speak to chiropractors for CE relicensing, even when it is not the advertised subject.
Treating Pain: The Hypermobile Coccyx
When I write about the coccyx, I recognize that I am talking about a relatively small subset of patients. When I write for Dynamic Chiropractic, I am trying to reach 60,000 chiropractors.
Percussion Therapy: An Experiment
My study of qi began more than 20 years ago — long before my study of TCM, points or pathways. It all started with an awareness in my hands and physical manifestations in the way of blockages while working on clients.
East Meets West
Gung Hay Fat Choi. Welcome to the year of the Monkey. There will be fireworks for both January and February this year. What great celebrations.
Yo San University Helps Make LA Communities Healthier
An element of healthcare training often overlooked is the residual benefit to communities served by Acupuncture and Oriental Medicine (AOM) schools nationwide.
Lab Rats (Roaming the Streets)
The title of this article is an accurate description of American consumers (regardless of age) in the modern era.
Enhancing Performance in Cross-Fit Athletes
Cross-fitness centers are expanding in number and increasing in popularity. To remain relevant to this growing portion of society, practitioners need to learn about the exercises and injuries common to this group.
Is There a Neurological Basis and Correction for Macular Degeneration?
Macular degeneration, aka AMD (age-related macular degeneration), is a common eye disease and a leading cause of blindness in people age 50 years and older, according to the National Institutes of Health National Eye Institute.
Do Doctors Lie to Patients? (Do You Lie to Yours?)
In a previous column ["When Patients Lie (Bribe or Flatter)," Oct. 1, 2015], I discussed the issue of patients lying to doctors, and the many reasons why this can occur.
Ethics: The Glue That Holds Us Together
Kudos to the National Certification Commission for Acupuncture and Oriental Medicine (NCCAOM) for creating a code of ethics for the nationwide profession and for deciding to make courses in ethics a requirement for certification renewal.
Taking Another Step Toward a Secure Future
In 2008, the Council on Chiropractic Guidelines and Practice Parameters (CCGPP) released a literature review on chiropractic care for low back disorders.
The Roots of Insomnia
One of the most common clinical presentations is insomnia. Next to digestive disorders, sleep disorders are one of the most common complaints the clinician will encounter in daily practice.
Window of the Sky Points
The acupuncture points known as Window of the Sky are a modern creation. There is no reference in Chinese medical texts for an acupuncture point category called Window of the Sky.
RAND Study Recruiting DCs
Dr. Ian Coulter, RAND / Samueli chair for integrative medicine and senior health policy researcher for the RAND Corporation, has issued a call for participation, recruiting doctors of chiropractic for a practice-based research study that will examine "the impact of evidence, outcomes, costs and patient preferences on the choice of treatment for chronic low back pain and neck pain."
The MRI: What to Do With the Results
As I wrote in my previous article on this topic, it is my goal for you, the doctor, to be an expert in interpreting MRI images yourself; and to be able to independently make decisions based upon a combination of clinical presentations and findings, followed by the MRI images.
Changing the Cultural View of Medicine
Many hospitals in the U.S. are incorporating integrative clinics that include Traditional Chinese Medicine. Cleveland Clinic has led the charge for adding a traditional Chinese herbal medicine clinic to their existing acupuncture program.
July, 2011, Vol. 11, Issue 07
Don't Advertise What You Do, But What Your Client Receives
By Cary Bayer
Last year, I was teaching a series of classes in our nation's capital and, wanting to get some fresh fruit for a post-seminar snack, I went into a giant grocery store in Silver Spring, Maryland.Unlike just about every other supermarket and retail outlet that I've ever walked through throughout this vast nation of ours, it surprisingly did not have a customer relations department. But don't be shocked. That's because this giant had already awakened its own inner giant: it had a Solutions Center. The difference is quite palpable. Customer relations is what stores offer; solutions are what customers desire. Going into a store that sports its own department for solving your problems is a fresh breeze that would make anyone a loyal and devoted customer.
As a business coach for massage therapists and alternative healers, I often tell such practitioners that they can benefit immeasurably from this significant distinction when it comes to preparing advertising for their services, developing the proverbial 30-second elevator speech, and learning how to effectively talk about what they do. When I teach throughout the country, I come across dozens of different wellness magazines. As I peruse these (usually) monthly publications, I see ads from many therapists and virtually every single one of these, with rare exceptions, are usually just business cards plunked down in the publication. Each of these "so-called" ads makes the same basic mistake, and makes it in a big way.
I say "so-called" ad because it's not an ad at all, but a business card. What these messages do is communicate to a reader what the therapist will do for him, rather than what the prospective client will receive from the therapist. Advertising in this way is a huge missed opportunity for therapists and a big waste of the money they work so hard to get. What most alternative healers need to understand is that most of the people who could possibly find their way to their couches, tables and offices wouldn't recognize their shadow or their own myofacial if it hit them in the head.
Therapists would benefit enormously by realizing they'll be far more successful if they engage in technical shop talk only with other therapists, but use plain and simple English to clients and prospective clients. This holds true whether the healer is communicating through an ad, newsletter, brochure, website, or in an elevator, at a party, or in line at Starbucks. It's one thing to talk modality to other healers at a continuing education training or state convention; it's quite another thing to talk that way to a layman in physical or emotional pain who is simply looking for much-needed relief. To paraphrase the old acronym: Keep it Simple Therapist (KIST).
I'm not saying there's no value in discussing what you do and the technical aspect of the modalities you practice. They serve the valuable function of providing rationale for the rational side of your prospective client's nature. It intelligently explains the value of your work when telling potential clients the benefits they can receive. It speaks to the left side of their brains.
Commercials for wise marketers do this on television, on radio and in movie theaters. Print ads for savvy businesses do this in magazines and newspapers. A car spot, for example, might describe rack and pinion steering, anti-lock brakes and deployment of airbags. This explains how and why if you buy that vehicle, you can rest assured that your kids will be safe. The best of these commercials will analyze the features of the car but they'll demonstrate safe braking on icy roads, keeping your little ones safe. This speaks to the right side of your brain and your feelings.
A commercial for a vacation in Israel, for example, will show images of historic synagogues, churches and mosques for Jewish, Christian and Muslim viewers. It will provide the feeling of ancient peace in the Holy Land. This reaches your heart and the right side of your brain. If the creative team at the ad agency is smart, they'll also convince the left side of your brain that increased security and anti-terrorism forces will make you feel safe while you're there.
If you meet me at a party, a continuing education training, or your state convention and you ask me what I happen to do, I won't tell you that I'm a life coach. This is despite the fact that this is clearly what my business card says that I do professionally. Instead, I'll tell you that I regularly help people create breakthroughs in their finances, in their businesses, in their relationships and in their spiritual lives. I'll tell you that I have privately helped more than 150 different massage therapists and dozens of other alternative healers create breakthroughs in their business and their personal lives. In other words, what you'll hear me do is describe the results that someone can expect by working regularly with me. If you don't think this gets people's attention far more quickly and persuasively than falling into the trap of saying the type of service you provide, then you haven't been paying close attention to how people listen. Very few people care what you do while you're going into your description. They're far too busy listening for what benefits they can receive from you.
So, if I happen to meet you at that party or convention, and I ask you what you do, you don't have to say that you're a massage therapist. You could tell me that you give people the beautiful feeling of well-being. Or you could tell me that you relieve pain from people's bodies and souls. And if my feet are killing me from teaching all day or I'm feeling some other pains in my body, you can bet your sweet myofacial, if you're a massage therapist, that you'll have gotten my attention in a proverbial New York minute.
Click here for more information about Cary Bayer.
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