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Acupuncture Earns BLS Unique Code
The United States Bureau of Labor Statistics recently announced that acupuncturists will have their own unique occupational code in the 2018 BLS Handbook. The new Standard Occupational Code (SOC) is 29-1291, will be included in the next edition of the BLS Occupational Handbook, which will be published in 2018.
Dealing with a Pain in the Butt
The patient came into my office with the classic antalgic stoop. She was bent over almost to ninety degrees, leaning on her husband for support and staggering to walk. She had been under supportive care for a long time, but this new pain scared her.
Why We Need to Fix the Mechanoreceptors (Part 2)
The muscle spindle, a particular type of mechanoreceptor, is located deep within the muscle belly, encapsulated in fascia made up of intrafusal fibers, all within the extrafusal muscle fibers.
The Drug Epidemic: Are You Guilty, Too?
Attention-deficit / hyperactivity disorder (ADHD) has become epidemic among children in the United States. According to the Centers for Disease Control and Prevention (CDC), the percentage of school-aged children diagnosed with ADHD has grown from 7.8 percent in 2003 to 11.0 percent in 2011.
University of Bridgeport Acupuncture Students Make Rounds at Sisters of Notre Dame
Nuns are not stereotypical acupuncture patients, Dr. Jennifer Brett acknowledges with a laugh. But then again, acupuncture has gone mainstream, just like cappuccinos and recycling. "It's changed a lot from the '70s and '80s," said Brett.
The Most Important Vitamin You've Never Heard Of: K2
Imagine if one in every three patients who walked through your door was afflicted with a debilitating, yet completely preventable and treatable disease.
Forward Head Carriage and the Feet: What's the Connection? (Pt. 2)
Clinical evaluation of standing posture using relatively low-tech tools has been confirmed as valid and reliable by several studies. The original device used to evaluate posture was the plumb line, which served as a reference line for the effects of gravity on body alignment.
Patience vs. Patients
How long have you been in practice? I began my journey more than 20 years ago and opened my first acupuncture clinic in 2008. Just like you, I've learned a lot over the years. Recently, I sat in an interview and was asked what made me successful.
News in Brief
F4CP MEmbership Milestone Reached; ICA Challenging New California Vaccine Law; TCC Names New President; New Provost at UWS.
Concerns Regarding CDC Guidelines for Pain Management
In response to the epidemic rates of opioid and heroin addiction, the Centers for Disease Control and Prevention (CDC) set new guidelines for physicians regarding treatment for pain.
Letter to the Editor
On December 7, 1999, the U.S. FDA reclassified the status of acupuncture needles from class III (investigative devices subject to investigative device exemptions...) to class II (special controls).
Sacroiliac Joint Fusion: Where's the Wisdom?
We should be very skeptical of the purportedly less invasive version of the already defrocked sacroiliac fusion surgery, "minimally invasive" sacroiliac joint fusion; and concerned this procedure simply represents the device manufacturer's attempt to find yet another new market.
Acupuncture's Essential Role
Acupuncture should play a more prominent role in U.S. healthcare during and after this post-Affordable Care Act era when chronic care and population health management are key concerns for all healthcare providers.
Six Things Every Chiropractor Should Know About Opioids
An increase in addictions and deaths due to opioids has raised significant concern and media attention. We offer this brief overview on this important public health problem for the practicing chiropractor.
The Lung Official
The Lung is known as the "Official Who Receives the Pure Chi From the Heavens." The act of breathing in, known as inspiration, brings oxygen into the body from the atmosphere. Each exhalation or expiration removes and releases carbon dioxide, a waste product of the body, into the atmosphere.
NBCE Fumbles Computerized Testing Process
Imagine being a student again, about to take one of the four tests required to become a doctor of chiropractic. You've studied almost nonstop for the past few weeks. You can feel your anxiety level rise as you sit down in front of the computer screen.
HVLA Technique: Addressing Myths
In the annals of chiropractic history and literature, and in the imagination of the public, there is one manual adjusting technique that can produce a wide range of responses, both from patients and casual observers.
CE Regulations Are Hurting Chiropractic
During my 35 years in the chiropractic profession, I have been forced to attend available continuing-education programs that were occasionally incredibly beneficial, but frequently not worth my time.
Case Study: 2-Year-Old Suffering From Urinary Reflux
A19-month-old female child presented to my office for treatment. Her mother reported the child had been diagnosed with urinary reflux and associated urinary tract infections, recurrent bouts of otitis media and inability to sleep.
Comparing Costs of Care: DCs, MDs or PTs - Who Costs More?
In a health care era where evidence is increasingly the benchmark for insurance coverage, patient care and even cultural authority, we get plenty of it courtesy of a retrospective cost analysis spanning 10 years, more than 660,000 "covered lives" and nearly 7.5 million claims from Blue Cross Blue Shield of North Carolina.
Putting POLITE Into Practice
First came the acronym RICE (Rest, Ice, Compression, Elevation), which eventually became PRICE (Protect, Rest, Ice, Compression, Elevation). Then in 2015, we started hearing POLICE (Protect, Optimal Loading, Ice, Compression, Elevation).
We Get Letters & Email
Our Medicare Challenges Aren't an Education Issue; Passion to Succeed: More Pivotal Than GPA?
Physical Examination in an Evidence-Based World
I have always had a fascination with physical examination procedures, particularly orthopedic tests. The origin of my fascination began just after graduation when I began the chiropractic orthopedics program.
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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