resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Is the New Medicare Reporting Exemption Right for You?
What you've heard is not a rumor – there will be exemptions for providers of Medicare patients, with no penalties assessed for offices that do not do Quality Payment Program (EHR, PQRS, MACRA and MIPS) reporting.
Give Yourself the Digital Advantage
When you see this article in the print version of this issue and swear you read it already, don't be alarmed: you probably did. That's because by that time, the May issue will have been available online in digital format for three weeks.
Raditation & Your Smartphone: Is it Worth the Risk?
If radial arteries could talk (and in my experience they can to some extent), they would say, "Step away from the smartphone." At least that is the message I am receiving loud and clear as I feel the pulses of many patients.
Bill With Confidence: Learn What to Collect
Q: I am trying to understand what I may collect from my patient when there is insurance. Do I have to accept the amount allowed by the plan or may I collect up to my billed amount? Please note, I am not a member of any insurance plan.
Universal Design: Principles & Practice
In many respects, universal design serves as the core of ergonomics. It's also a good tool to use when designing a return-to-work program for injured and/or ill patients. Let's take a closer look at universal design and why it should matter to you and your patients.
Is It Time to Rethink Mental Illness? (Pt. 1)
Invariably, patients will ask their chiropractor about depression or various mental illnesses. Some practitioners will reflexively offer a cervical adjustment, suggest St. John's wort or contemplate a referral to a specialist.
The Visual Error Scoring System: A Concussion Tool
Postural stability and oculomotor function are the most easily recognized physical indicators of neurologic motor dysfunction associated with concussions.
An Unexpected Diagnosis: The Result of Lacking Communication
A couple years ago I had a case that showed me the importance of open communication between health practitioners. We need to show up with less fear, and let go of our judgments so we can do better for the patient.
An Integrated Approach to Chronic Pain
Findings from a unique Medicaid pilot project in Rhode Island involving high-use Medicaid recipients from two health plans were recently presented to the state's Department of Health, demonstrating stellar outcomes with regard to medication use, ER visits, health care costs and patient satisfaction.
A Daily Strategy for Heavy-Metal Detox
In modern society, we are constantly exposed to heavy metals such as cadmium, lead and mercury. These heavy metals have no essential biochemical roles in our body, and conversely, can cause us a great deal of harm if they build up to toxic levels.
Eczema & Acupuncture: A Sound Solution (Part 1)
Eczema affects approximately 3.5 percent of the global population and is one of the most common skin complaints seen by dermatologists.
Why I Quit Doing House Calls
My father was a chiropractor who did house calls, so when I became a DC, I figured doing house calls was part of the job. My March article recalled my experience as a small boy, accompanying my dad while he went to patients' homes to treat them.
New Relationships, Old Trauma: AOM & Other Healing Strategies
Being in love is one the most beautiful and enjoyable experiences. Most of us are willing to pay almost any price to have that experience, and still often find it elusive or fleeting. Navigating the ups and downs of loving relationships are often challenging — even for the most psychologically balanced among us.
Balancing Spring Challenges
As the winter months come to a close and warmer spring weather appears, patients may begin to present with new challenging pattern presentations.
Taking the Chiropractic Message to the Press
"There is no better place on earth to have a news event," the National Press Club boasts, and it's easy to understand why: Every year, the 108-year-old Washington, D.C.-based organization hosts countless press conferences on the hottest topics impacting America and often the world.
Women's Hormones: A Western & Eastern Perspective
Sometimes it may seem that you require a degree in medicine to understand hormones and how they function.
A Major Role in Back Pain: The Multifidus
Back pain affects roughly 80 percent of the population at one time or another and is one of the leading causes of doctor visits.
Creating Good Business Buzz
What do patients really think about working with you? Rarely do you hear the whole truth. Those who improve may be candid in their gratitude.
News in Brief
ACA Adopts New Governance Model; ACA 2017 Awards; CCA Helps Calif. DCs "Share the Love"; $1 Million to Help Advance the Profession; D'Youville Raises the Bar on Anatomy Education; ErRatum.
July, 2012, Vol. 12, Issue 07
The Importance of Knowing What to Outsource
By Stephanie Beck
We are all in business to conduct a service or provide a product. Most would agree what drew you to the massage profession was ultimately to "help others." And if that was all you had to concentrate on every day, all day, you would be the happiest person on the planet, correct? So, is your current massage business generating the same feelings it did when you first started? Have you ever thought, "When did life get to be so complicated?" Perhaps you got into this profession to help people through massage and now find yourself performing tasks and doing things you never thought you would have to do instead of doing the ONE thing you love to do, MASSAGE.
Running a business seems more complex today; the internet provides more ways to touch peoples' lives that need our help. Finding those people requires more of our time, especially if you want to try to do everything yourself. Understanding your limitations and knowing what items are best to outsource can relieve a lot of the daily pressure so you can concentrate on what you were most passionate about when you started.
A big secret that everyone knows is that marketing drives the sales of the business. Believe it or not, one of the most effective marketing tools to use is to remove you from this equation. You are in business to conduct a service, perform a massage, or provide a treatment, and that is what you LOVE to do. What you should be concentrating on is outsourcing those tasks that are time stealers. What is a time stealer? A time stealer is a project or task that for all intensive purposes you are able to perform. But, the truth is you are not the most efficient at it and end up doubling or quadrupling your time. When mentioning marketing, most think about websites. Having a website just isn't enough anymore, you need to constantly be updating, creating, being "social," blogging, posting, subscribing, liking, creating fans, or making friends ... which can leave you feeling overwhelmed. To make life simple, see the five most common marketing areas considered vital to today's business owners success and the most common marketing time stealers:
As mentioned, this list can be your best friend or worst enemy when it comes to your time; so these are the easiest to outsource. First, web design, almost anyone can create a word press site or join a business group site that will allow you to "choose" colors, layout, upload photos, make a video, and presto you have a website. Sounds simple, however, what about the extra time to create content for each section, deciding how many pages, what is your objective, and how you want it to look. Did you know that web designing and marketing is not the same thing? You can have a web designer that is a graphic artist but knows absolutely nothing about keyword research or how to get your website ranked so your ideal customer can find you. The most beautiful website won't matter if the content isn't delivering the right message or capturing the potential customer's information. Therefore, when you are considering web design, make sure you include these four features:
Ask the web designer if they are familiar with any of these or if that is included with the service. Find out if the service also includes SEO research for keywords. Having a good web designer to create a custom website so it easily functions for your customers is important. Most people assume a designer is also an expert on keywords, creating content or marketing and are disappointed when expectations and assumptions do not produce desired results.
The second thing to consider is video editing. Video is a great way to communicate with your clients and potential clients. Almost everyone has a video camera so creating a video isn't rocket science. However, there is a real art when it comes to editing it and adding fun applications to make it appealing to viewers. Common knowledge is it takes approximately five minutes of shooting and one hour of editing to equal a two minute video. So, save the editing for a more experienced person and give a clear directive of your objective and how it will be used. Some editors are $50 to $100 an hour, others charge much more and make sure you end up with the final product and not just a link to it.
The third thing to consider is content creator, as mentioned before the content shelf life online is extremely short lived. You have an average of six seconds to grab attention before they are moving on to the next piece of information. The average time spent on any online piece is about two minutes. That is why content is so important! Communicating with the right message, to the right person, at the right time equals success. Today's market message has changed. Every potential customer has a "what's in it for me" mind set. This isn't meant to sound negative. The truth is everyone is over inundated with information. Having to sort through information available everywhere can be so time consuming.
Therefore, to be in the top five of any search term is the most desirable position. You are the expert of your business and you know what you do and how you do it, you also know why you are doing it. Being able to communicate that to your ideal customer within six seconds is something most cannot do effectively. Prior to searching for a content creator establish a clear communication strategy for your business including:
Think about your company, your mission and your goals, why are you using these tools and what you want to accomplish so you can achieve your desired outcome.
The fourth thing to consider is research marketing. Understanding how to use keywords and getting the most traffic is a combination of strategy and luck. Researching how your ideal customer is searching for products or services you offer is time consuming. Knowing what tools to use and how to know if people are actually entering those terms into search engines is complex. Especially when the search engines keep changing the way the search results are produced on our computer screens. When working with an SEO expert or keyword research expert, they should be able to explain how competitive the terms are. The goal is to find the best keywords or keyword phrases that best that your ideal customers are searching for on a monthly basis. Since the search engines love to change the rules, consulting a research marketing expert two to four times a year should help to keep you at the top of the Google game. Any new changes in keywords take approximately 60 to 90 days for the website to begin to rank for those new terms. This, of course, is dependent on how competitive your keywords are and how "fresh" you are keeping your content.
The final area to consider is social media marketing where fresh content is the most important! Share your communication strategy and guidelines with this person as well. You will want all of your social media coordinated with your off line marketing and funneling traffic on line to your website. All while entertaining and maintaining the attention of your customers and potential customers. This should be someone you trust to manage the comments, answer questions promptly and update content timely. When people are engaged and connected they will convert to new business.
No one ever claimed running a business was easy. Luckily you don't have to do it all yourself to be productive, efficient and successful. Recognizing where your limitations are and how to use your time is a decision every business owner must make for themselves. Appreciating and understanding the different roles within the marketing process can help you to decide which ones are best served by you or someone else.
Click here for previous articles by Stephanie Beck.
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