resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
2016 Trudy McAlister Foundation AOM Scholars
This year, the Trudy McAlister Foundation (TMF) received a record number of excellent applications for the 2016 scholarship awards and has awarded five scholarships for $2000 each. More information is available on our website: AOMScholarship.org
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.
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.
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.
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.
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.
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.
May, 2012, Vol. 12, Issue 05
The New Internet Marketing Machine
By Stephanie Beck
In 2011, 97% of consumers used online searches when researching products and services. When searching for specific products and services, where do you think these smart savvy shoppers are finding this information? Where are you going to find your IDEAL customers, or any customers for that matter? You have new marketing machines at your disposal and as long as you are using them correctly, they will produce great results.As a massage therapist, you want to focus on what you do best, massaging people. Finding those people doesn't have to be a struggle. Go where your customers are spending time and implement new marketing machines with strategies to get you the results you desire.
Social media and online marketing options keep advancing and it can be difficult to keep up with the changes, let alone trying to figure out which option is right for you. For some, about the time they decided to step into the social media world, all the rules changed; like the recent 180 degree change with Facebook. If you're one of the people late to the social media party, there is a bright side. Instead of trying to catch up with your competition, you now have an even playing field because everyone has to upgrade their technology. The truth is that marketing has shifted from a one-way broadcast to a multi-point conversation and you need to take action to stay competitive.
"Old school" marketing techniques like sending out catalogs, direct mail and Yellow Page ads are losing their effectiveness without additional help from online marketing. According to Yahoo, 92% of all business searchers start looking online, either at home or on their mobile phones. Is your massage business easy to find online by your ideal customers? Are you active in all the places where your ideal customers are hanging out online? Do you have an easy, automated way to follow up with them over time? If not, why not?
Developing A New Online Strategy
Updating your strategy is important. When I started working for a massage manufacturer more than 12 years ago, as part of our distributor criteria we would ask massage businesses inquiring about distributorships to submit a copy of their Yellow Page ad with their application. A few years later, we upgraded by requiring websites and even more changes have been implemented since then. Do you realize that brand new massage business owners entering today's workforce have no idea what a Yellow Pages phone book is? Last week, the Encyclopedia Britannia announced they would no longer be printing any new editions because everything would be accessed online. This isn't just about the newest generation. When today's consumer wants to look something up they grab their phone or computer, not a book.
In 2011, more than 90% of the U.S. population used a cellular phone. Sixty five percent of mobile users said they used their mobile device to find a business to make a purchase. In terms of the types of information mobile users will be looking for via their devices, 31% said they will look for updates on sales and promotions and 27% will look for local store hours and directions. Guess what, a certain percentage of those people are looking for massage. In how many online directories have you listed your massage business? Yelp, City Search, Insider Pages, Merchant Circle, Google Places, Facebook Places and Yahoo Local are great ways to get started and all free. Your strategy for directories is to be complete and be consistent. Make sure you use the same spelling, the same way for all listings. Fill in as much as you can; photos, videos, mission statement, services and anything else they want to know about your business. Finally, ask friends to like and place reviews on these directories and let your customers know where you can be found.
With any social media sites, one great strategy is to always think like the customer. Anticipate their needs and what they will be searching for online. Maybe they are looking for a way to relax, de-stress or seeking information about pain management? Could a massage benefit anyone struggling with stress or pain? Of course, so be smart when it comes to sharing information. Think in terms of how your ideal customers will need help. What kind of answers are your customers and potential customers seeking and how does your service meet those needs? Now pretend you are having a conversation with them, ask questions and share information about solutions without being a commercial about your business. Use the 80/20 rule; 80% educational, 20% promotional. At least once a week, be sure to include a post specifically for a special, promotion, offer, coupon or other reason for potential or current customers to make a purchase now.
Marketing online is no longer just having a website where people can come to find your business. It's about going where your customers are online and connecting with them in those locations. Internet search engines, directories and social media are fast, fuel-burning engines. If you're not delivering something new on a regular basis, you're going to get left on the side of the road by someone else who is. Once you get found, engage with your followers on their terms. Get them to follow you on Twitter, Fan you on Facebook, or subscribe to your YouTube channel. Offer more insightful information, expert perspective, recommendations and news.
The Power Of YouTube
If used effectively, online video is the most powerful way to educate, inform, and build a community of customers and potential customers for your business.
Did you know most consider YouTube to be the second largest search engine? YouTube gets more than 300,000,000 visitors a month who watch more than 2,000,000,000 videos. Consumers go there to look for videos to answer their questions, show them how to do something, or review a product or business. When consumers are searching for information online and given a choice of reading content or watching a video, approximately 56% will choose to watch a video. If you want to use YouTube as a part of your marketing machine, you need to create informational-based videos, not promotional videos. People don't care about your product or service. They care and choose to do business with people who have solutions to problems they need solved. If you are going to create videos, make them about solving problems for your customers and remember to include a clear "call to action" or next step that you want them to take after they watch the video. Also, when you post your video, include in your description a website link or contact information of how viewers are to reach you.
Another avenue for business development is a blog. Did you know there are more than 200,000,000 blogs? People are more likely to visit blogs that align with their interests because blogs are non-selling environments. This should be good news for massage therapists who are not comfortable "selling." Think about it, you have completed several hours of education and attended many continuing education courses. You have more knowledge of the working body than the average consumer. Do you think you can share helpful information about the body or how massage can help the body? If your best friend was suffering from stress, inflammation or other forms of pain, what advice would you share to help them? Does massage help any of these? How? Why? You could probably easily explain in 500 words or less to your best friend how massage can help them. Try that mind set when you think about blogging. Topical blogs and article directories establish authority and credibility for you and your massage business. Wordpress is the most used website with a blog format; you can also use livejournal, Tumblr or Travelpod.
Many Options To Choose From
More than 800,000,000 monthly users of Facebook make this a very powerful part of the new internet marketing machine. The fact that Facebook recently changed their strategy has created an even playing field for all businesses using this tool. The new strategy for Facebook is to visually attract your customers, engage them and converse with them on a regular basis. No drive by postings. Don't post something and walk away for a week. Set it up so your page responses are connected to your e-mail so you can easily respond to anyone who makes a comment or likes your page when you are checking your e-mails. Set aside a specific time to invest in any social media sites and stick to this time.
One of the fastest growing social sites is Google+ and Google+ Pages. Google reported more than 100,000,000 active users within the first year. Facebook took almost 18 months to reach their first 100,000,000 and Google seems to have picked up steam. They offer many features for businesses; you can create circles and your content is indexed quicker since it is owned by Google.
LinkedIn has more than 100,000,000 users monthly. Since this forum is mostly used by professionals, the most powerful strategy is to be part of the discussions. Join groups where your knowledge and services can be applied. Look for discussions with other business owners where you both can benefit. This is also a good way to stay connected with other professionals and organizations within your massage industry. We all need to be connected and sometimes it is best to do that with others that share an understanding of our struggles first hand.
One of the more "up and coming" social sites is Pinterest. This new social site is certainly visually engaging. Businesses and individuals "pin" interesting photos, poems, inspirational quotes, recipes, patterns, and all kinds of information. Have a similar strategy as the new Facebook, use visually engaging photos and share educational information. Although you cannot mention your website, phone or e-mail, you can still share information that will increase your changes of being viewed as an expert and develop trust with potential clients.
Marketing online isn't an option anymore, it's a requirement. It's where your prospects and customers are searching to find businesses they can trust to buy services and get their problems solved. As you build relationships, you will earn their trust and more importantly, earn their business. Continue to engage and follow up. Continue to provide valuable information and continue to make offers 20% of the time. Integrate all the elements of your marketing machine so they amplify each other and are working together to keep your massage business going and growing.
Click here for more information about Stephanie Beck.
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