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Bring on the Bitters
Out of all the possible flavor choices with foods, such as sweet, sour, salty, and umami (deliciousness), which would you choose first? Bitter, though not as enjoyable, is also a flavor.
What Should You Call Your Patients (and What Should They Call You)?
When I walked into the exam room, the new patient looked uneasy, fumbling with his cellphone. He was a huge Polynesian man, probably in his 40s, with unrecognizable island tattoos.
Chiropractic Needs a Lesson in Education
The American Chiropractic Association has launched a campaign, The National Medicare Equality Petition, to enact federal legislation that would achieve full physician status for DCs in Medicare.
The Effectiveness of Chinese Medicine in Treating Infertility in the Philippines
Infertility is defined as the inability to achieve a successful pregnancy after 12 months or more of regular unprotected intercourse.
Shoulder Rehab: The Gait Connection
Shoulder problems can be difficult to rehab completely for several reasons. The shoulder is made up of several joints that must function together smoothly to provide the extreme mobility that is possible and necessary for many activities.
Five-Element Reaches Out to Serve the Community
In 2006, a student at the Institute of Taoist Education and Acupuncture (ITEA) approached the administration about an idea for his senior project.
Day in the Life of an Advanced- Practice DC (Pt. 2)
Let's continue our Q&A with Stephen Perlstein, DC, APC, chair of the New Mexico Chiropractic Association PAC and president of the American Academy of Chiropractic Physicians. Part 1 of this interview appeared in the May 1 issue.
The Eight Extraordinary Confluent Points
The eight extraordinary confluent points are a very popular set of acupuncture points in the modern practice of acupuncture. They are also called the intersection, meeting, command, opening, master, and the flowing and pooling points of the eight extraordinary vessels.
Diet, Nutrition and the Context of Risk (Part 2): Food Poisoning
Other than the morbidity and mortality linked to eating too much food, "all-natural" organisms that contaminate our food cause more illness, more hospitalizations and more death than food contaminated by heavy metals, plastics, preservatives, artificial colors, emulsifiers, artificial sweeteners and pesticides combined.
Introducing the Dynamic Chiropractic Digital Edition
In response to the changing habits of our readers, Dynamic Chiropractic is proud to introduce a digital edition of the publication beginning with the July 2016 issue.
The Good, the Bad and the Successful in Social Marketing
You might be thinking, "social marketing, don't you mean social media?" No, I mean social marketing. Every day, I keep reading, hearing and learning more and more about the changes happening in social media.
Time for World-Wide Growth
Acupuncture is the organically growing around the world. The legislative body in Quatar has said acupuncture is "okay." The United States has five states to go to have every state recognized and regulated.
Are Herbs Useful for Chronic Pain?
The human nervous system is what makes us special, but our greatest strength also makes us vulnerable: witness the growing incidence of chronic addictions, anxiety, depression, sleep disorders and chronic pain syndromes.
We Get Letters & Email
Another Slap in the Face for DCs; I Know Where to Find the Missing Chiropractic Patients; Clarification on Vitamin D Study.
Does Anyone Know You're a Good Chiropractor?
If you had a chance to read the recent article in Time magazine (April 6), you know it provided some good information about the efficacy of chiropractic to the magazine's substantial consumer audience.
F4CP Campaign Addresses Public Misperceptions of Chiropractic
In late 2015, results of the Gallup-Palmer College of Chiropractic Inaugural Report: Americans' Perceptions of Chiropractic were published. The report found that 33.6 million U.S. adults (14 percent) had utilized chiropractic care within the previous 12 months.
Case Studies and Answer Analysis for NCCAOM Exam in Foundation of Oriental Medicine
Case studies are very common for acupuncture school students, either in class exams or during taking the national board exam. Most test takers feel they have no idea where they should start and how they should start to analyze those complicated cases.
Treatment of Type 1 Diabetes Mellitus: The Latest Breakthroughs
There are now more than 29 million diabetics in the U.S. and 10% of them have Type 1. The incidence has been increasing in recent years at an epidemic rate.
Herbal Medicine Continues to Evolve
Product manufacturers, industry partners, distributors and practitioners work as a collective Traditional Chinese Herbal Medicine (TCHM) community to produce high quality TCHM prescriptions that bring low-risk healthcare to thousands of patients everyday.
The Liver: The Official of Planning
The Liver, with its paired Official, the Gall Bladder, belongs to the Element Wood within us. Wood grants us the power of birth – new beginnings, growth, breaking through boundaries and surging forward. It is the vigorous, exuberant energy of the spring season.
Who is Your Ideal Patient?
Being in a healthcare practice requires you to think critically about many things including your equipment, techniques, documentation, financial goals, and the retention of clients and staff.
How to Bill Evaluation and Management Codes
Q: I am in need for guidance on how to bill evaluation and management (E&M) codes in addition to acupuncture the same date of service, I have never been paid for an exam when done with acupuncture and I believe I am doing it wrong.
Immunotherapy: Where Molecular Medicine Crosses Into Holistic Thinking
Immunotherapy, and its promise as a cancer treatment, has been in the news a lot in the last few years, and for good reason. Real shifts are happening in oncology and exciting researchers, clinicians, and patients.
Acupuncture at a Pain Clinic
Introduction: Pain is the most comprehensive human experience. The experience of pain is associated with the somatic, emotional and social impact. Pain has not only somatic symptoms, but also psycho-social dimension, especially in case of chronic pain.
February, 2012, Vol. 12, Issue 02
Target Your Marketing for Success
By Diana Moore
When asked what clients they want to work with, many massage therapists answer, "Everybody." When you try to market to everybody, that's called "blanket" marketing. Blanket marketing is an approach you might already use as part of your marketing strategy.You're trying to get anyone and everyone's attention when you pay for coupons or ads in the yellow pages, or post flyers on grocery store bulletin boards. This might work for you at times, such as when you're just starting out, or during busy times for gift certificate sales like Christmas or Valentine's Day. Blanket marketing strategies are often the first steps people think of when beginning to market their practices. Keep in mind, however, they might cost more than they give you in return.
What is Target Marketing
"Targeted" marketing has the advantage of efficiency in money, time and effort. But this means you won't be working with "everybody." You won't reach everybody because everybody doesn't care and won't take the time to listen. Trying to market to everybody is a waste of your time and money. As a bodyworker, you have a set of skills that is unique to you. You have a type of client you prefer, and that's who you should target with your marketing.
Three Minute Exercise
Think about what kind of clients you are drawn to working with. Describe your favorite client or two. Then think about what condition or conditions you enjoy working with. Write down your answers. These are clues to the kind of people who are a natural fit for your skills and who will benefit the most from your gifts. Use this information to target your marketing. Spend your time and money on promotional materials that speak directly to those you most want to serve, whether they are seniors, busy parents, executives or people with certain conditions. Apply target marketing by sending a specific message to people who you know want to hear it.
Why should you spend money and effort on clients, a group of people who already know who you are? Because it encourages them to come in a little more often. It makes new clients feel welcome and valued (which will hopefully encourage them to visit regularly). And targeting your clients reminds them you are still available and interested in being part of their healthy life.
Your existing clients are a group whose interests and concerns you already recognize. Target them with messages that speak to them that language. Target all your clients with specials or beneficial services you offer. Target specific groups, say people with fibromyalgia, with a message about how you can help them maintain their mobility, for example. Target other groups, such as working parents, with a message that the whole family will be healthier if Mom and Dad better manage their stress.
To reach a specific type of new client, go where he or she would go. Are you an active person who likes to be around other sports and fitness enthusiasts? You can draw those folks into your practice. Contact running stores and gyms. See what kind of sports events you can get involved in. Does a nearby running store or cycling club mail a newsletter to people on their mailing lists? Ask if you can buy an ad or write an article in it.
Love to be with seniors? It's the same idea. Call or, even better, go to the senior center. See what it would take to offer one brief, low-cost massage once a month. Put up flyers at the senior center, library, health food store or other places health-conscious seniors go (always ask permission). If you would love to offer massage to people in long-term care, go out to health fairs to give chair massage. Showcase your skills while meeting health care providers and decision-makers.
Are you drawn to the field of pregnancy and childbirth? Ask if you can post flyers at a gym that caters to women. Or find out who teaches birthing or pregnancy yoga classes and ask if you can offer a lesson on self-massage. Think of classes and presentations as opportunities to have a conversation on how your work makes lives better and to encourage folks you meet to take the next healthy step.
It's pretty straight-forward. Once you decide what groups you want to target, brainstorm ways to reach them. Examine the potential costs of time and money for those ideas, and choose to implement one or more of them. Start with something small at first and do a test run.
Evaluate your results. Number one, keep track of the response you get from your outreach efforts. Are you gaining new clients? Are you enjoying their visits? Two, ask yourself how it felt to be at places you distributed flyers and brochures. Did it feel good to be at that long-term care facility, gym or hospital birthing class? If you are happy with both your experience and the results, you've got a focus for your practice plus a direction for targeting your marketing efforts.
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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