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Physical Exam 101: The Hands
I am sure you are familiar with the old adage: "When the only tool in your toolbox is a hammer, everything starts to look like a nail."
A Chinese Medicine Story: An Interview with Mazin Al-Khafaji
Mazin Al-Khafaji's work has interested me for years. In February 2014, we invited him for the second time to speak at the Southwest Symposium in Austin, Texas.
Remembering Clarence Gonstead and 50 Years of the Gonstead Clinic
Dr. Clarence Selmer Gonstead (1898-1978) took chiropractic practice from back-alley bone setting to an understandable biomechanical science. His life was dedicated to clinical competency.
Fibromyalgia: Put the Pain in Its Place
While some fibromyalgia patients respond favorably to regular chiropractic care, others experience minimal relief. Unfortunately, many of these patients must rely on pharmacological management to relieve their constant pain.
Vaccines and Chiropractic: Evidence-Based Medicine or Medical Dogma?
Right or wrong, the chiropractic profession has historically been against vaccinations. However, a growing trend within the profession is seeking to reverse this position.
Knee Pain From the Kinetic Chain
As practitioners of manual medicine, chiropractors often treat patients suffering from knee pain.
The Science of Stretching
In 1986, Rob DeCastella set a course record by running the Boston Marathon in 2:07:51, just 39 seconds off the world record.
Medical Qigong for the Heart: Part III
Part 1 and Part II of this series focused on the physical aspect of the Heart and mental emotional aspects of the Heart respectively. Now, I would like to focus on the spiritual aspect of the Heart.
Are You a Bad Chiropractic Patient?
My father was a great DC. In fact, as you might expect, he was the doctor of chiropractic I measured all other doctors against. Sadly, he died at age 61 when I was in my early 30s.
Coding for the Subluxation: ICD-9 vs. ICD-10
When I attended chiropractic school, I was taught that chiropractors approach health care differently than the traditional medical establishment.
By the Numbers: 3 Common Financial Mistakes With Major Consequences
Warren Buffett is on record for sharing the hidden art of becoming wealthy and making it simple enough for anyone to grasp.
Curbing Label Overwhelm
For the average consumer, reading a food package can be overwhelming: natural, organic, non-GMO, gluten free, free range ... you get the picture.
Building From the Bottom Up
I caught up with my dear friend Honora Wolfe, in her Colorado painting studio where, if she is not praying in Bhutan or doing charitable work in a Nepali free clinic, she spends most of her time now.
Immunizations by Colorado DCs: Really?
You probably didn't hear about it, but back on Nov. 21, 2013, the Board of Directors of the Colorado Chiropractic Association (CCA) adopted "immunization authority" for Colorado DCs as its No. 2 legislative goal.
A History Worth Telling
The popularity and the use of acupuncture for the treatment of animals in the United States is at its peak.
Peer Points: Always Seeking To Grow
Ellen "Kiki" Geary has spent the last decade honing her craft. As a specialist in integrative holistic care, she went straight from completing her master's degree in acupuncture and chinese herbal medicine from Bastyr University to building a successful and thriving practice in the small community of Anacortes, Washington.
Finders Keepers: The Secret to Relationship-Based Marketing
Becoming a successful practitioner has less to do with what you learned in school, and more to do with your ability to find new patients and keep them!
Why You Should Include the Single-Leg Stance Test in Every Patient Assessment
The single-leg stance (SLS) test, also known as the single-limb stance test, unipedal stance test or one-legged stance / balance test, is often used in the geriatric population to assess static postural and balance control.
A Guide for Talking to Doctors about Acupuncture and Brain Chemistry
Before I begin any discussion of how to talk about the effects of acupuncture on brain chemistry, nervous and endocrine function, it is essential to understand just what physicians most need help with.
May, 2013, Vol. 13, Issue 05
Marketing Your Practice: A Lesson in Press Release Writing 101
By Cary Bayer
There are certain things to bear in mind when creating a press release. At the top left, indicate who is sending out the release; in other words, the name and contact information (email address, phone number) of the person who will be in charge of receiving any phone calls from inquiring press members.Also, indicate the date that the release is being sent out. This enables members of the press to know how timely the release is should they not happen to attend to it for some weeks.
Underneath the contact information at the top of the press release is the headline. This is an important part of the release for the press because it summarizes the gist of the story. It does so in just a few bold-faced words in capital letters, and in a larger font size than the body of the press release — say 18 point versus 14 point. If the story concerns a licensing of a new massage therapist in Florida, for example, a sample headline might read:
Notice the use of all capital letters for the first part of the headline, and upper and lower letters for the second part, which is called the subhead and which explains the kind of work she'll focus on and where she'll practice. Notice also the use of a skipped line (return) between the headline and the subhead, to make it easier for a reporter to read. After that, to the left, will follow the dateline (see below), and then the body of the release. This text will explain the who, what, where, when and why of the release, and will do so as quickly as possible. As a former journalist, I can tell you with absolute certainty that members of the press never have enough time to do all the things that they are required to do. As a result, they hate when their time is wasted by PR people or people who know little about PR who are attempting to perform that function for a business. Consequently, they want to be able to quickly get the essence of a story. The first paragraph — or the second at most — should convey all the highlights of the story. (See sample press release below.)
A sample press release about the addition of a new therapist at an existing massage office follows below.
Press Release Post-Game Report
Let's take a moment to analyze the sample press release that I wrote above. If you study it carefully, you'll discover that, in 10 words, the headline tells the reporter instantly the name of the new therapist and the name of the office that she'll be joining. The sub-head indicates where the office is based, the modality the new therapist is noted for and how that modality complements the two other modalities of that office. It does all this in just 11 words. To paraphrase a well-known aphorism, brevity is the soul of headline writing.
Then the press releases first paragraph (known in the trade as the lead) tells the journalist the name of the new therapist, her age, where she's joining from and the kind of modality that she's noted for practicing, reinforcing a point made in the subhead. In some cases, this is all that the publication may report on. Depending on the nature of the publication in question, it may also have room for the contents of the second paragraph which quotes the owner of the company that the therapist is joining and also fleshes out, in a succinct manner, how Ms. Doe's addition rounds out the massage business's offerings.
The third graph is pretty superfluous, but the quotation might be picked up by monthly wellness publications; the free weekly community newspaper that reports on the Las Olas neighborhood and Florida's two statewide newsletters, one of which is a bimonthly (every two months), and the other comes out three times a year. The fourth graph is also quite unnecessary for most reporters, but could also be picked up by the state newsletters, as well as the community paper.
The -30- at the end that finishes off the press release is trade talk that lets the reporter know that the release has come to an end. It will also let the reporter know that you know what you're doing. Even if you really don't know that much about what you're doing, the -30- will make the journalist think that you do.
Click here for more information about Cary Bayer.
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