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Giving Chiropractic Some Much-Needed PR
Public relations has not always been the chiropractic profession's strong suit, a shortcoming that has subjected the profession to countless attacks on its legitimacy and seemingly perpetual confusion among the public and the health care world as to the skills and services doctors of chiropractic provide.
Alcohol Consumption Strongly Linked to Risk of Colorectal Cancer
Alcohol intake is one of the primary risk factors for many human cancers, and is strongly associated with cancers of the oral cavity, pharynx, larynx, esophagus, liver, breast, and notably, the colon and rectum.
News in Brief
Foundation for Chiropractic Progress Enrolls Second Group Member; Focus on Chiropractic Education at WFC-ACC Conference in Miami; Are You Ready for Another "Have-a-Heart" Campaign?
It Pays to be a Foodie
If there is an inner foodie in you, just waiting to burst out—this article is for you! Do you want to know how I know? I'm that girl. My middle name might as well be "Foodie." I love food! And if my patients are any indication, many of them do as well.
The McGill Approach to the Lower Back (Part 1)
Stuart McGill, PhD, brings a unique combination of tools to the table. He is a scientist who also functions as a clinician. He describes himself as a medical consultant who is referred challenging patients. He is both evidence based and practical.
"Turn, Turn, Turn"
Many people are credited with saying, "If you remember the '60s, you really weren't there." Given the fact I didn't become a teenager until 1970, I actually do remember the '60s (or at least part of it). And as a child of the '60s, I was, of course, influenced by the music.
Treating Menopausal Women in Your Practice
I love what I do for a living. It's a great way to trade health for bread. And no topic of health, with the right bedside manner, is taboo.
Five Element Acupuncture Can Enhance Your Practice
For eight years I have been teaching and supervising TCM students at an acupuncture college in Colorado, in Five Element acupuncture.
Inspire Your Patients to Make Healthy Choices
Have you tried to get your patients to change their eating habits or their diet and couldn't get them to succeed? Were they confused and unsure of what the right thing was to eat? You are not alone!
Following the Thinking of the Classics
I have heard about the "best time of day" to carry out certain examinations or therapies. For example, I remember making a note years ago that early morning is the best time to take someone's pulses.
The Acupuncture Now Foundation: What Our Profession Needs
Although acupuncture is growing in popularity it continues to be underutilized due to misunderstandings about its true potential. Only a fraction of those who could be helped by acupuncture know enough to seek it out.
The Bottom Line ... From a Surgeon Who Knows
Regardless of individual relationships between providers, there continues to be a type of Hatfield-McCoy feud between the philosophies of medicine and chiropractic, particularly when it comes to musculoskeletal ailments.
Treating Chronic Depression with Acupressure
In Traditional Chinese Medicine there already exists a comprehensive theory linking the body and mind.
Implications of Section 2706: The Non-Discrimination Provision Survey
In late April 2014, NCCAOM diplomates received an email survey with the subject line: "End discrimination against acupuncturists" polling CAM practitioners for a Request for Information from the Department of Health and Human Services, released in mid-March.
Chinese Medicine: The Natural Way to Children's Wellness
As a child, I did not like going to the doctor. For the most part, when I had to go I wasn't feeling good to begin with, and I was heading into a sterile environment to be awkwardly probed by a man in a white coat for a very short, impersonal period of time.
Capturing the Essence of Tai Chi
Over the last 12 years, I have been working on one of the few documentaries about Tai Chi. It's called The Professor: Tai Chi's Journey West and it's about Cheng Man-Ching who moved to New York in the 1960s.
Acupuncture Detox as Part of Drug Rehabilitation
In the U.S., more than 2,000 alcohol and drug rehabilitation programs have added ear acupuncture to their practice. The development of the protocol was determined by Lincoln Hospital as it delivered 100 acupuncture treatments daily.
Chronic heightened emotional states create a perfect breeding ground for illness. Through my practice I noted the increasingly obvious relationship between one's mental focus on negative thinking, emotions, resistance to experiencing feelings and disease.
Finders Keepers: The Secret to Relationship-Based Marketing
Becoming a successful practitioner has less to do with what you learned in school, and more to do with your ability to find new patients and keep them!
Introduce Your Patients to Collagen Induction Therapy
Cutaneous (skin) aging generally occurs from either intrinsic or extrinsic processes. Intrinsic aging results from natural skin tissue damage and degeneration.
Correcting Dysfunctional Movement Patterns – Is Local Treatment Enough?
It is widely believed that mechanical, non-traumatic back pain is largely related to dysfunctional or compensatory movement patterns the body has adopted over time.
The Power of Mu Xiang to Treat Irritable Bowel Disease
Bloating and gas pain is something that everyone has had to deal with at one point or another; however, that's usually reserved for holiday dinners and other large gatherings.
Drug War Rages in Wisconsin
Based on its actions over the past 15 years (review the sidebar in the app version of this article), controversy and the Wisconsin Chiropractic Association seem to go hand in hand.
Meat in the Middle
Have you ever wondered what's the truth about meat? Is it really as bad as many people think?
Peer Points: Promoting TCM Knowledge
When Elaine Wolf Komarow, LAc, received her first acupuncture treatment in 1989, she said it changed her life. "I felt more aware, calmer, and happier. I was so fascinated by the changes that I began to learn everything I could about the underlying philosophy of Chinese medicine," said Komarow.
Micro-Needle Dermal Roller Use in the Treatment Room
Recently micro-needle dermal rollers have been getting a lot of media attention. As a practitioner who specializes in acupuncture facial rejuvenation, I know that skin needling with a dermal roller (also known as collagen induction therapy), promotes the natural reproduction of collagen and elastin, making the skin feel smoother and tighter.
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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