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Waking Up the Gluteus Maximus
In previous articles in this series, we expounded on the importance of the gluteus maximus (GM) in athletic performance and protecting the knee from injury. We also know there is a link between iliotibial band syndrome and GM weakness.
Chiropractic Research in Review
Chiropractic Treatment of Lateral Epicondylitis; Cost / Benefit Analysis: Different Doses of SMT for Low Back Pain; Imaging for Occult Rib and Costal Cartilage Fractures; Treating Neck Pain: Thoracic Thrust Manipulation vs. Non-Thrust Mobilization.
9 Common Causes of Thyroid Imbalance and How You Can Help
How you sleep, how easily you wake up, and how much energy and stamina you have during the day are directly related to levels of the thyroid hormones.
A Healthy Dose of Failure is Vital to Your Success
As an acupuncturist I tend to see people after they have already suffered for years and "tried everything." They are so desperate for some relief that they want to know everything about how to get better, right now.
A Vibrating Capsule for Constipation? Relevance to Your Chiropractic Practice
The relationship between gastrointestinal (GI) complaints and back pain is not typically written about or discussed.
Thoughts to Live By
When speaking to your patients about their health make sure to ponder the following points and have them assess if they are making themselves even more sick by the thoughts they have about life. Are these some of the traits and thoughts that your patients might have?
Healing Community Trauma in Israel and Palestine
It's the beginning of August and Israel and Hamas have just agreed to a 72-hour ceasefire after a month of brutal fighting. In the last four weeks, 1,830 Palestinians and 67 Israelis have been killed.
CCE Finally Takes a "Baby Step" Toward Reform
During a 16-month period from October 2010 to February 2012, I devoted four separate columns to the heavy-handed attempt by the Council on Chiropractic Education to radically change the chiropractic profession through the accreditation process.
Don't Turn a 2 Into a 10
The Wong-Baker FACES Pain Rating Scale1 is so useful because it can be used by almost anyone. Patients can use the numbers associated with the faces depicted on the scale or select the face that demonstrates their current level of pain from 0-10.
Get Ready For AOM Day
This year, AOM Day 2014 falls on Friday, (October 24th). This is a great opportunity to make your AOM Day celebration or event even bigger by extending it throughout the weekend!
MPA Media Wins Seven Publishing Awards
MPA Media, publisher of Acupuncture Today, among other titles, has been recognized for editorial and design excellence with an unprecendented seven publishing awards by the ASBPE, the nation's largest organization for business-to-business publications.
When Big Pharma Meets Chinese Medicine
Earlier this year, Bayer made a media splash with their decision to buy the Dihon Pharmaceutical Group Co., a Chinese TCM manufacturer.
News in Brief
National Chiropractic Health Month: Be Proactive; Collegiate Roundup: Academic Appointments at Parker, Logan.
Pain Underfoot: Metatarsalgia
Foot pain can interfere significantly with normal activities and severely limit participation in sports. Metatarsalgia is foot pain involving the metatarsal bones in the forefoot – the complaint of pain on the bottom of the ball of the foot.
The Spirit of the Point
After receiving a large amount of positive feedback on my San Zhen Protocols series, I have decided to focus this article on some relevant clinical aspects of acupuncture therapy prior to moving on to San Zhen Protocols III.
The Science Behind Happiness
Are you happy right now? Whether yes or no, there are a myriad of reasons why you feel that way. A whole academic discipline has developed to find out what causes or obstructs happiness, and how to amplify it.
MPA Media Wins 7 Publishing Awards
MPA Media, publisher of Dynamic Chiropractic and DC Practice Insights, among other titles, has been recognized for editorial and design excellence with an unprecedented seven publishing awards by the American Society of Business Publication Editors (ASBPE), the nation's largest organization for business-to-business publications.
Why Young People Need Chiropractic Now More Than Ever
According to a recent study published in BMC Musculoskeletal Disorders, "It is now widely acknowledged that neck pain (NP), mid back pain (MBP), and low back pain (LBP) (spinal pain) start early in life and that the lifetime prevalence increases rapidly during adolescence to reach adult levels at the age of 18."
The Truth About Herbs
I appreciate the effort and research put into the article written in the June issue of Acupuncture Today regarding pesticides and Chinese herbs.
History of Animal Acupuncture: Part II
In Part I of this article, I had gone back to 1969 and tried to describe the atmosphere and events of that year that engulfed many of the younger generation, some who were all the core members of the National Acupuncture Association.
A Glimpse Into China's Top Brain Hospital
The sounds of the city pass through the open window are overwhelming the microphone - car horns, construction machinery - and then there's the family at the adjacent bed talking loudly on cell phones, yet you can still hear the faint beep of our patients monitoring equipment.
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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