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Managing Patient Expectations About Acupuncture
Last year, I attended the Pacific Symposium in San Diego for the first time in six or seven years. It was the 25th anniversary of this event, and on one evening there was a panel discussion with the title; "What is Qi?."
Correcting Pelvic Rotation Around the Long Axis: Adjustment Protocol
The pelvis can be considered a ring that can misalign on the sacrum rotating around the long axis. The following is a description of an adjustment that helps to correct sacroiliac rotation around the long axis.
Pulse Diagnosis: What We Know
I am still finding pearls of wisdom from the books and papers that I inherited from my pulse diagnosis mentor Jim Ramholz.
Dr. George Goodman and His Legacy to Logan University
Those who knew him called him a revered leader, a visionary and one of chiropractic's biggest advocates. George A. Goodman, DC, Logan University's sixth and longest-serving president, passed away on Sept. 9. He was 70 years old.
The Wonders of Light Therapy: An Interview with Wes Burwell
I first met Wes Burwell in 2011 when he was teaching a class on light. Since then, every time I hear him speak, his understanding of the benefits, function and capacity of light has evolved.
The Tao of Gender
If you think gender is as simple as having a new client check off the "male" or "female" box on your intake form, we hope this article will expand your understanding and thus the reach of your health care.
A Commonly Missed Spinal Fixation: The Upper Lumbar Spine (Part 2)
As mentioned in part 1, using a flexion-distraction table is a great way to unlock this particular fixation. You have found the stuck segment. You have determined whether it is unilateral, midline or bilateral.
AOMA Strengthens Leadership Team
AOMA Graduate School of Integrative Medicine, a leading college of acupuncture & herbal medicine, announced the appointment of Donna LaPoint Hurta, MBA as the new VP of Finance & Operations this Fall.
The Case for Immunization
As long as I have been a chiropractor, I have seen many in this profession oppose vaccinations. Indeed, it has often been taken as a "given" that to be a principled chiropractor requires a curmudgeon's willingness to hold aloft that banner of opposition.
Uncle Sam Needs You (Part 2)
Where chiropractic care has been used in the military health services, it has been deemed very successful.
Communication 101: Please Explain Yourself!
Twice this past week, I overheard conversations about chiropractic. As you can imagine, it is a topic my ears naturally pick up. In both cases, a patient was talking to a friend about their experience with a chiropractor.
Essential Orthopedic Testing: Tests That Involve Standing on One Leg
Since these tests have a common mechanism of performance (standing on one leg), there are differential diagnostic concerns during testing. The tests cannot be completely isolated from each other for performance.
To The Finish Line With the Help of TCM
When acupuncturist Eddy De Smedt pursued a career in Traditional Chinese Medicine, he knew he wanted to make a difference.
Simple Ways To Find True Happiness
Patients in our clinics are always seeking happiness. As their health advocate, we need to ensure we inform them that in order to find happiness, they have to make sure to identify what makes them happy in the first place.
Sports Science: What's in That Drink?
Athletes frequently ask me what the best liquid is to drink during exercise – water or a sports drink? Water provides the necessary hydration, but unfortunately, it lacks the key nutrients to aid in performance and recovery.
Jingei Diagnosis: An Effective and Powerful Diagnostic
I graduated from the Kotatama Institute under the direction of Drs. Masahilo and Katsuharu Nakazono in 1984. As a student, I was exposed to the practice of most of the various theories and modalites of Oriental Medicine.
Lime Jello on Morphine
Taste is in the eyes... actually the mouth... of the beholder. My food preferences have changed, lightening from the food of my youth. My parents loved heavy eastern European cuisine and I loved it as a child. Now I enjoy leaner, healthier whole foods.
Chiropractic Research in Review
Predicting Pain With Disability in Office Workers; Traction Approaches for Discogenic Cervical Radiculopathy; Intra-Articular Gas Bubbles Following Manipulation; Nonresponsive Chronic Ankle Sprains: Think Tendon Rupture.
The Heart Protector
On the physical level, the Pericardium is a double-layered sac of fibrous tissue that envelops the Heart. The space between the layers is filled with serous fluid that protects the Heart from external shock or trauma and lubricates to allow for normal Heart movement.
Healing With TCM at San Quentin State Prison
For the prisoners at San Quentin State Prison, life-sentences are the reality of every day life. It is not often that prisoners get the opportunity to use alternative medicine to deal with common ailments they encounter behind bars such as, depression, anxiety and pain.
CMT & Stroke Risk: Myth vs. Fact
By now, most of you have probably heard that the American Heart Association recently published a statement regarding the association between cervical dissection (CD) and cervical manipulative therapy (CMT).
Managing Today's Fertility Patient
I recently received an email from one of my fertility patients: "Got my lab results back. FSH is 11, AMH is 0.7. My doctor said these numbers aren't good. I guess I'm infertile. Just as a thought. Just set up an appointment to speak with an adoption agency."
Commingling Money: 12 Questions for the ACA About the CHAMP / NCLAF Merger
The American Chiropractic Association recently announced it was merging the National Chiropractic Legal Action Fund and the Chiropractic Health Advocacy and Mobilization Project into a single entity that will support both legal and legislative actions.
March, 2012, Vol. 12, Issue 03
Make a Resolution to End the Massage Therapy Discount
By Jenn Sommermann, LCMT
All too often, massage therapists discount their services in an effort to bring clients in the door. Sure, it is risky for a client to spend $100 and an hour (or more) of time on an unknown massage therapist.But why do many massage therapists feel it is their job to lessen this risk by providing deep discounts? Not only does this impact the bottom line of the massage therapist, but it also affects the perceived value of the massage. Furthermore, I believe it can have a negative impact on the industry in general.
The first point is obvious. If you discount too much or too often, you will not bring in the amount of money you planned to make, or need, or want to sustain your life. I've seen some therapists discount as much as 50% just to schedule a client and then be upset at the end of the month when they couldn't pay their rent. Well, whose fault was that? This is especially true now that deal-of-the-day sites are becoming more popular. The bottom line is, you can't give away the farm and still pay your bills.
Perceived value is the bigger point. It is up to the therapist to educate the client about the value of massage. This comes from discussing the benefits of massage, outcome of treatment, reputation, the relationship that is established between client and therapist and lastly, pricing. It is this perceived value that keeps clients coming back. After all, if it isn't "worth it," a client won't return and a successful practice is built on client retention. What does your pricing say about your product or service? Have you discounted yourself so much that your clients consider your services cheap or cut-rate? If you discount too much or too often, you run the risk of being viewed as less valuable compared to your competition. I have found that keeping prices steady and resisting the temptation to discount has long-term benefits for my practice and for the perceived value of my work.
This is true in so many other areas of life. Consider the vendor on the streets of New York City. If you have never been to the Big Apple, there are street vendors everywhere with deals that are sometimes too good to be true. When confronted with three of the same jackets at three different prices, I feel like a character in the Goldilocks story. One jacket is "too expensive" and one jacket is "too cheap." The third jacket is "just right." Why is that? It is human nature not to want to spend the most money for fear of being ripped off. Equally, spending the least amount of money symbolizes a cheaper or lesser product. The majority of consumers will pay the middle amount or what is considered fair market value. There is an underlying psychology behind every purchase you make and massage is no exception.
The psychology behind purchasing a product or utilizing a service is called neuro-marketing, a fast growing field. I recently read a book by Roger Dooley, called Brainfluence. In one study, the author points out that people who were given the same wine to drink thought the $45 bottle was superior to the $5 bottle, even though they were the same bottle of wine. In another study, 85% of the subjects given a placebo for pain relief reported a reduction in pain when they were told the pill cost $2.50 per dose. Only 61% reported pain relief when told the pill cost only 10c a dose. The pills had no active ingredients. The key point of these studies is that the price of a product or service has a very real and tangible effect on the perceived value. This perception is so powerful that people who thought they were drinking the expensive wine thought it tasted better and people who thought the were taking the expensive pill actually felt better. In other words, when you discount too much, you're damaging the perceived value of your service which, in the long-run, will reduce your ability to generate healthy revenues.
The industry has always struggled with the balance of what is the fair amount to charge a client and what is the appropriate amount a therapist should make. This battle happens annually as therapists debate whether to raise rates or not. I don't know a therapist who hasn't walked this line. Discounting too much or too often has ramifications on the entire profession. After all, clients will always have a plethora of MTs to choose from. Have you ever been asked, "Why should I schedule with you when I can go down the street for $30 less?" It's maddening, as I have to defend my position each and every time against the therapist who only wants to undercut my price. The answer lies in perceived value and that is where the conversation begins. You have the ability to boost the entire profession by not giving away too much. Consider these points and resolve to end the discount. It is win-win for everyone.
Click here for more information about Jenn Sommermann, LCMT.
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