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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.
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.
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.
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.
Clearing Blocks: A Way to Improve Cosmetic Acupuncture
As a Five Element acupuncturist who teaches facial acupuncture classes nationally, I was surprised to learn that one of the basic principles I was taught in school is unfamiliar to most acupuncturists.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
October, 2012, Vol. 12, Issue 10
The 7-Step Protocol That Gets New CranioSacral Clients Calling You
By Sharon Desjarlais, CC
One of the big myths passed down to CranioSacral therapists by well-meaning mentors is this: "You don't need to market your practice. Just do good work and new clients will find you." That may have been sage advice long before technology put thousands of therapists at virtually everyone's fingertips. But today, doing even great work isn't enough to ensure a thriving practice.
The solution? Use a high-tech and high-touch 7-step protocol that naturally attracts new clients. It takes a bit of effort to put each part in place. But once you do, you'll have an effective client-attraction system that takes the pain out of marketing your practice.
Step 1: Your Perfect Client
As a therapist in the "school of service," you might think it's your responsibility to make your hands available to anyone who needs them. But if you're willing to get real, you'll also admit there are certain types of people who bring out your best work. And others who consistently leave you frustrated and drained.
Just like touch therapy isn't for everyone, you're not the perfect match for every potential client. When you get crystal clear on the characteristics of the people who do make perfect clients, you can figure out where to find them and recognize them when you do.
Start by calling to mind those clients you most enjoyed over the last few years. People you had a deep connection with. People who left you with more energy at the end of every session. Then jot down all the characteristics those clients had in common. Maybe they were in the same age range. Maybe they were mainly men, women or children. Or maybe they enjoyed the same sports. Continue noting every common link you can find. Then, put them all together and you'll have a profile of your ideal client.
A few years ago I had lunch with a practitioner who had just completed a CranioSacral course for pediatrics. "How did you like it?" I asked. "It was great," she said. "Now I know for sure that I never want to put my hands on a child again!" Turns out that toddlers aren't her perfect clients. So she happily refers them to another practitioner in town, who repays the favor by referring other clients in return.
Step 2: Draft Your Message
If you think marketing means telling people all about you, think again. Fundamentally, it's about making a heartfelt connection that leads to a client relationship. And that relationship, even in the prospect stage, is all about your client.
So, what's the transformation your perfect clients want from your work? What's their big before-and-after? To begin drafting your transformational marketing message, look back at your perfect clients. Then notice, what are the top three symptoms, conditions and challenges that motivate them to call you? What specific issues are they struggling with that your hands-on care can help resolve? And what are the biggest benefits they get out of working with you?
When you create a marketing message that paints a picture of what's possible on the other side of your client's healing journey, they'll be inspired to picture themselves in the scene. And they'll see you taking them there.
Step 3: Create a Web Page
Once you've sketched out your transformational marketing message, one of the most powerful places you can feature it is on the International Association of Healthcare Practitioners (IAHP) website at iahp.com.
The IAHP is affiliated with The Upledger Institute (UI), a company that's invested millions in educating the public about the value of CranioSacral therapy. That's why people all over the planet contact them looking for therapists.
If your profile is featured on the IAHP website, your name pops up whenever someone searches for a CranioSacral Therapist in your zip code. And that's good news for you, because the people searching there don't need to be convinced to have a cranial session. They've either had one before, know someone who has, or they've learned about it in the news. Which means you're getting calls from pre-qualified candidates. Without having to do any of the extra work to get them there.
Step 4: Your Message Down in a Sound Bite
Where the transformational marketing message is the whole enchilada, a sound bite should be just enough to give someone a taste of what you do in 30 seconds or less. You'll use it to answer that age-old question, "What do you do?"
To make your sound bite extra appealing, include who you help, what they are struggling with, and what they get out of working with you. For instance, "I help people recovering from car accidents or injuries get out of pain faster and back on their feet in less time than with traditional methods alone." This way, anyone listening can instantly tell if they are a potential client for you, or if they know someone else who is.
Step 5: Meeting Your Perfect Clients
In the cranial world, we say you should always "meet your clients where they're at." That same principle is at play when you're networking to attract new clients. You only want to go to those places your perfect client is already hanging out. Otherwise, it doesn't matter how much networking you do. You'll still end up with no new clients. Or worse, someone who's a bad match for you.
How do you find out where to go? Check in with your current clients. (But only the ones you love, please!) Ask them what clubs they belong to, what type of community events they enjoy. Where they like to hang out on the weekends. Even where they like to shop. One therapist I know has met more than one perfect client at Whole Foods between the salt and the chocolate.
Step 6: Lead Them to Your Web Page
Once you connect with a potential client in person, it may seem counter intuitive to follow up with them through the mail. When someone's standing right there, it's easier to schedule a phone call, right?
When you meet someone who tries to get you into a phone call or worse, coffee or lunch, how do you feel? Probably put on the spot. That's not the sentiment you want potential clients to associate with you. Instead, you want to leave them with a sense of ease and optimism.
So, when you meet someone genuinely interested in your work, offer to pop some information in the mail. That puts all the opportunity into your hands. Because when they receive your note of appreciation with a brochure or article about your work, they're either at home or their office. Where they can sit right down at their computer and find your web page fast.
Step 7: Reassure Them
Now that your perfect client is on your web page learning more about you, the next step is to get them onto your table, right? No, it's still too soon. Like any touch therapy, cranial work is an intimate experience to many people. By inviting them to a complimentary phone consult before you offer your services, you're giving them the gift of hearing your voice, feeling your energy and reassuring them that you're the perfect CranioSacral therapist for them.
Click here for more information about Sharon Desjarlais, CC.
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