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U.S. Olympians Have a DC in Their Corner
It's probably old news to you that doctors of chiropractic play an increasingly prominent role in treating athletes, from youth sports participants to weekend warriors, to elite / professional competitors.
Decoding the Mystery of Medical Insurance Acceptance
In the constantly evolving profession of acupuncture, one of the least understood areas is medical insurance acceptance. The profession is filled with controversy surrounding this topic: Is it ethical?
Power to the Patient
Against a backdrop of splintered political parties, polarizations within nations, civil unrest, and distrust of established government (such as the growing anti-Washington, D.C. sentiment) comes the not-so-surprising finding that health care authorities and practitioners (with perhaps the exception of insurers) are turning over more and more powers to the individual patient.
Pediatric Footwear: Function Over Fashion
As practitioners, it is not uncommon for parents to bring us their children to treat or ask us questions related to the pediatric population. Children's feet tend to be a perplexing region for parents and practitioners alike.
Workers' Back Pain: Causes, Costs & Solution
You will want to share two important papers published in the past several months. Why? When read separately, each provides valuable information relevant to your patients, community and practice; together, they tell a compelling story.
Update from the International AIDS Conference
The 21st International AIDS Conference in Durban, South Africa, brought together more than 15,000 of the world's leading scientists, activists, funders, policy makers, and consumers from 153 countries.
Upgrade to "Parker 2.0" in Las Vegas
Continuing your education and refining your practice: two key elements of a successful chiropractic career. Parker Seminars promises both as it celebrates its 65th anniversary in Las Vegas next February, according to Parker University President, Dr. William Morgan, and seminar consultant Dr. Mark Sanna.
Going Beyond Just Feeling Good
We all know that most patients come to us for some pain complaint: neck pain, back pain, sciatica, carpal tunnel, etc. We also all know that acupuncture is a great first-line care for these issues, as well as supporting overall health and wellness.
Natural Cancer Prevention: Pomegranate for the Prostate
In recent years, the ingestion of pure pomegranate juice (8 ounces per day) has been shown in clinical studies with human subjects to slow, and to some degree, reverse, the progression of prostate cancer – the second leading cause of cancer death in North American men.
ITB Syndrome: Treat the Tensor Fascia Latae
Iliotibial band syndrome is usually the result of repetitive knee flexion, such as in runners or cyclists. Pain may be experienced in the knee and/or the hip. The patient may express a sense of the hip dislocating, popping or snapping.
Treatment Success at the Won Institute
According to the World Health Organization's 2003 report titled, "Acupuncture: Review and Analysis of Controlled Clinical Trials," acupuncture has been shown to improve many physical, emotional, and mental conditions.
Treating Peripheral Neuropathy: Multi-Faceted Approach Including Laser Therapy
Peripheral neuropathy affects at least 20 million people in the United States1 and nearly 60 percent of all people with diabetes suffer from diabetic neuropathy. Many suffer from the disorder without ever identifying the cause.
Dysautonomia: The Medical Condition You May Already Be Treating
TCM practitioners have spent thousands of years healing patients without knowing or needing the names of their diseases as defined by allopathic medicine. We have syndrome names that are both poetic and efficient.
Six Things Every DC Should Know About the Zika Virus
The Zika outbreak continues to spread across the continental United States and U.S. territories. We offer this brief overview on this important public health problem for the practicing doctor of chiropractic.
First Annual ICD-10 Updates Take Effect
Yes, there was an update to ICD-10 codes on Oct. 1. It was a regular update to the diagnosis coding system and will take place every Oct. 1, just as it did when the ICD-9 system was in place.
Using the Lens of Chinese Medicine
One of the most common medications I see in clinical practice on a daily basis is fluoxetine or Prozac. Consequently, I hear many complaints concerning the side effects of this medication and am frequently asked by patients to help manage these side effects with acupuncture and Chinese medicine.
Integrative Cancer Care: Chiropractic for Chemotherapy-Induced Hiccups
Hiccups (singultus) are a frequent occurrence during cancer treatment. The cause of the hiccups may be the chemotherapy drug itself, such as Cisplatin; or the prophylactic use of corticosteroids such as Decadron, which is used to prevent nausea and/or vomiting.
Pediatric Asthma: A Case Study
I have had very good success with pediatric asthma, combining acupuncture with Chinese herbal products. Treatment is given over four to eight months, twice monthly, with herbal formulas rotated every month.
Four Ways to Attract Patients
Acupuncturist A has been in practice for six years and has struggled since day one. She spends as much time and money on marketing as she can, but since her practice is slow, her budget isn't that big.
Getting Paid by Medicare Is Getting a Major Adjustment
The 2015 Medicare Access and CHIP Reauthorization Act (MACRA) was signed into law to implement a new approach to clinician payments and replace the Sustainable Growth Rate formula.
National Board Apologizes for Testing Issues
The National Board of Chiropractic Examiners (NBCE) has issued a formal apology following a series of computer-based testing malfunctions that impacted two separate examinations (March and June 2016) and caused "widespread confusion and frustration" to the nearly 1,500 examinees taking the tests.
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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