Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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Technology Meets Practice: Chiropractic Every Day
About a year ago, I had an interesting conversation with a DC who made house calls. When I asked why, she was quick to explain she learns much more about her patients when she sees them at home than she could ever observe in the office.
Treat Every Patient as an Athlete
Frontal-plane movement pattern dysfunction can set the stage for musculoskeletal injury. Frontal-plane stabilization is essential during the normal activities of daily living: think single-leg stance and gait cycle.
Fish Oil: A Key Component to Positive Clinical Outcomes
Patients seem to be presenting with more complex problems, and many are responding to care more slowly or have completely unexpected results. Why?
The Ethics of Herbal Prescribing
While teaching ethics classes, I often encounter licensed acupuncturists who are surprised that our use of herbs and supplements has a specific section in the material. It is often an aspect within ethics that clinicians don't think of in practice.
Data: The New Frontier in Health Care
Your practice is empowered with the data you need to improve patient health, run a more efficient (read: profitable) practice, get paid in timely fashion and help show the efficacy of chiropractic on the national stage in the midst of sweeping changes in health care!
Exercise Recommendations for Healthy Aging
Aging is inevitable, but how you age is not. Common physical signs of aging include decreased muscle mass, decreased muscular power, increased body fat, and decreased aerobic (lung) capacity.
Aetna Updates 97140 Policy
In a development the Association of New Jersey Chiropractors is calling "a resounding victory for chiropractors nationwide," Aetna Insurance Company has updated its national reimbursement policy regarding 97140 (manual therapy), reaching an agreement two years after the association filed a declaratory judgment suit in federal court against the insurer.
ASA Ready to Impact Profession
The American Society of Acupuncturists (ASA) is a 501(c)6 (pending), not-for-profit collaboration among state based, acupuncturist professional associations.
Online Marketing Basics: Website Creation
The various online marketing options make it a challenge, especially when all you want to do is help your patients feel better. With such a broad topic, I'm going to share some basics you should know about website creation.
Acupuncture Treatment of Trauma in the Canine
From 1972 until 1976, John Ottaviano and I were treating dogs at five different veterinary clinics in the Los Angeles county area. Usually, we were at a clinic for seven to eight hours.
Healing the Core: AWB Nepal Earthquake Relief Project
With almost 9,000 people killed during the earthquakes in April and May, another 23,000 suffering injuries, hundreds of thousands left homeless when entire villages collapsed, and many sacred sites destroyed, no one in this country of approximately 28 million has been left untouched by the disaster.
Learning the Transformative Language of the Channel System: The Sinew Channels
The Chinese medical classics describe the energetic terrain of the body in much detail. The acupuncture channel systems, as presented in the Ling Shu illustrate the various expressions our qi energy can take.
Integrative Sports Medicine
One of the most rewarding and challenging clinical scenarios is the treatment of athletes.
Healing Trauma: Cultivating Resilience and Presence Through Mindfulness, Part 1
All humans, by the very nature of being human, will experience moments of trauma and suffering. What, then, makes the difference in how the individual who experiences trauma, suffering, and spiritual loss reacts to such experiences?
ICD-10 Is Not Scary (and Not About Billing)
In my 13 years of consulting with doctors on billing and coding matters, ICD-10 has aroused the biggest combination of misguided fear and ignorance I can remember.
Patient Retention Techniques
When talking about techniques to grow your business, we tend to focus on the "large" aspect of the patient base, that is, on strategies to attract new patients. However, it is important to remember that "loyal" is equally, if not more, important.
Peaching to the Choir: How to Extend Our Reach Beyond the CAM Community
Professional conferences offer unique opportunities to network, be exposed to cutting-edge innovators, share your interests and work, and be inspired.
A War You Can Help Patients Win
The average American consumes approximately 60 percent of calories from sugar, flour and refined oils. A donut is a good example of a so-called "food" that represents these calorie sources.
Making Public Health a Chiropractic Priority
As highlighted in this edition's News in Brief, Rand Baird, DC, MPH, FICA, FICC, editor and occasional author of our long-running column, "Chiropractic in the American Public Health Association", was recognized by the organization recently for 40 years of membership.
It's Time to Wake Up
It is time for this profession to wake up and tell someone about the healing benefits of acupuncture. This is the time for Asian Medicine. Its popularity, growth and unusual acceptance is nothing short of amazing.
Treating LBP in Golfers: Beyond Basic Assessment
The drive to master the most efficient swing demands a tremendous amount from the lower back. Maintaining stability in a flexed posture, supporting torso rotation and repetitively supporting the golf swing all put the lower back in a vulnerable position.
Lower-Extremity Overuse Injuries: Primer on Causes and Corrections
From ankle sprains to stress fractures, shin splints to plantar fasciitis, the research is clear: These common overuse injuries of the lower extremities – among dozens of others – may be related to abnormal foot function in your patients.
An Unexpected Superfood: All About Eggs
About 40 years ago, excessive dietary cholesterol was labeled a public health concern. Specifically, it was thought that there was a causal link between consumption of cholesterol-laden foods and increased risk of heart disease.
Relationship Marketing: A Modern Approach
Remember when you used to get real letters in the mail? Not the automated type, but the real deal, hand written with a personal message just because someone was thinking about you? You know what I'm talking about.
What to do When Today Sucks
Have you ever had one of those days when nothing went the way it should have? The patient with migraines got worse instead of better from a treatment similar to one you've effectively used on him before.
News in Brief
Support of F4CP Continues With Latest Donations; Walter Reed Honors Dr. William Morgan; Recognizing 40 Years of Public-Health Activism; Allstate Decision Reversed.
October, 2013, Vol. 13, Issue 10
Searching for Simple Rules in Massage and Cancer Care
By Tracy Walton, LMT, MS
In a Facebook post, a massage therapist requested quick advice for working with a client with cancer. On Facebook, of course, everything is quick.Almost immediately, he was bombarded with massage recommendations, safety protocols, references to books and trainings and encouragement to get a note from the client's doctor before beginning massage therapy. Opinions were all over the place and some didn't agree, but most were strongly held.
There are many safety protocols in massage for people with cancer, depending on the approach, and some of them may seem strict and even intimidating. They may even call to mind an old-school style teacher with a stern face and pointer in hand, barking a lot of, "No!" and "Never!"
And it's just as tempting to condense the protocols into a "Ten Commandments" format, a simple list to keep everyone out of trouble, without having to think much more about it.
More Than One Disease
But real oncology massage practice is not as simple as a quick list and here is why: the word "cancer" represents more than 200 different diseases. Even "breast cancer" is not a single condition but is classified into several different types. Drilling it down even further, two clients with the same type of primary breast cancer can present very differently, depending on the extent of the disease, reactions to treatment and other factors.
With so many ways our oncology clients can present, a list of "10 Things to Remember for Massage for a Client with Cancer" would not begin to capture them all. This is disappointing for those of us who've come to expect our advice in neat 5- or 10-point lists, packaged and propagated on social media.
Moreover, many of us learned and practice massage contraindications based on a client's diagnosis. Massage is contraindicated for X or Y condition. Unfortunately, this approach has never been adequate for any condition. But it particularly backfired in the case of cancer, where we had a single, flat-out, send-them-home massage contraindication that endured for decades. That one never worked well for clients or therapists. All it did was keep them apart.
Things have improved since then, with plenty of literature and training on oncology massage, a growing cohort of oncology massage therapists and even a professional organization, the Society for Oncology Massage (www.s4om.org). Thanks to the Society, there are standards of practice and even standards of oncology massage education with a fleet of recognized instructors around the globe. Some massage schools, as well, have made improvements in instruction, with careful attention to this population.
But in some places, the thinking hasn't evolved much at all. In many circles, "Send them home," has been replaced with, "Work lightly and you should be fine." This single approach is hard to justify for 200 different conditions representing thousands of different client presentations. Unfortunately, a blanket contraindication is not any improvement over a blanket contraindication. Still, we cling to rules like this. Sometimes too tightly. We strive to follow them to the letter because, if we do this, we will be doing everything "right" and the outcome will be positive. Or will it?
Beware the Blanket
Take all the many different types of cancer alongside all the different types of PEOPLE in the world – age, gender, level of activity, health history, ability to bounce back from illness, responses to cancer treatment and the thousands of other factors that make up who they are – and there just isn't a blanket rule big enough to cover it all. Nor should there be.
At a recent oncology massage practice clinic, we had two clients with similar-sounding diagnoses. Both had been diagnosed with breast cancer within the past four years, had received similar treatments and were about the same age. On paper, they could have been twins, except for their answers to this question: "What kind of activities are you able to participate in?" "Client A" wrote "kayaking and yoga." "Client B" wrote "babysitting grandchildren." Without making assumptions, this was our first hint that one might be more active than the other.
On the day of the clinic, "Client A" sailed into the treatment room, looking robust and buoyant with energy. She greeted everyone with clear eyes and shook hands vigorously. "Client B" was much more careful with her steps, stopping for frequent rests on the way up the stairs, her gait slower than her "twin-on-paper." The difference between the two was immediately obvious.
Different Presentation, Different Massage
"Client A" needed some adjustments in massage – notably in stroke direction, placement and pressure over the arm and trunk compromised by missing lymph nodes. With lymphedema risk, she had to receive thoughtful work in that area, as described in Gayle MacDonald's epic text, Medicine Hands: Massage Therapy for People with Cancer.
But outside these careful measures, "Client A" could take slightly stronger work in places, and that's what she received that day. Afterward, she was relaxed, glowing and effusive about the massage therapist's skills.
"Client B" needed the gentlest massage – light pressure, slow speed, even rhythms, gradual transitions and a host of other adjustments to the information in her history. Also at risk for lymphedema, she received similar work in the at-risk area. After such a gentle session, she looked blissfully relaxed. A stronger session could easily have wiped her out. Instead, she seemed to float out the door as slowly as she'd entered it.
After thoughtful interviews and sound clinical reasoning, each client received an individualized session. But had we practiced with a "go lightly and you should be fine" mentality, Client A and Client B would have received identical sessions. Client A would have received the massage meant for Client B, with the possibility of a much less satisfying experience.
This has serious consequences, because without customized care, we can lose clients. Why? Because they can feel as if they are not being heard or being seen for who they are beyond the "cancer" label. We want to stay far away from the possibility of causing injury to our clients with cancer, of course. Our hearts are in the right place. But if we are TOO careful, we can be seen as being out of touch with what our client really needs and what they are capable of safely receiving.
Some of those harder-and-faster "rules" are easy and there is comfort in that ease. But sometimes, in our quest to compartmentalize and label and follow rules X, Y and Z, the client themselves – how they present, what they want, who they ARE – gets pushed aside. When our client comes and sits down in our treatment room for the first time, they deserve more than an imaginary "cancer" stamp on their forehead.
A Place for Protocols
There is a time and place, certainly, for sticking closely to protocols that we have been taught so that we can deliver a safe massage. I'm a fan of protocols as a place to start.
But I also like principles – general guidelines to use in different scenarios with thought as to how they are applied. These wear better than rigid, inflexible rules. In my book, Medical Conditions and Massage Therapy, I offer principles to follow. One is the Unstable Tissue Principle, which states, "If a tissue is unstable, do not challenge it with too much pressure or joint movement in the area." Tissue can be unstable for many different reasons, but in the "twin clients' case," lymph node removal put them both at risk of lymphedema. (A carefully structured, gentle approach was necessary and it's impossible to describe it fully in a sentence or two.)
There, the clients' similarities ended. The Activity and Energy Principle states, "A client who enjoys regular, moderate physical activity or a good overall energy level is better able to tolerate strong massage than one whose activity or energy level is low." Client A could take more. Not lots more, because of some lifelong changes that can be caused by cancer treatment. But more.
Yet, by themselves, even principles are not enough to go on without good thought, good interviewing and solid hands-on skills for this population and other medically complex scenarios. Neither of the principles above captures the full range of clinical possibilities in people with cancer or cancer histories. That's the point.
We have to step back from the name of the disease, from the so-called "rules," and even from the friendlier "principles." Zoom out and see how the condition presents in this one person, this one individual so different from anyone else. This person living this person's life, not someone else's life. Then, a client receives the massage for the client; not the massage meant for someone else.
This is what we figure into our interview and hands-on work. Instead of one-dimensional, black-and-white rules for massage contraindications, critical thinking, clinical reasoning and interview skills deserve emphasis in massage education and clinical practice.
Some massage therapists can figure out what is needed by reading, self-teaching or prior experience with medically complex populations. But most need training in these skills. Training is just as important for learning what we can do, as what we should not do. That's where the Society for Oncology Massage comes into play. They laid a foundation; now the rest of us don't have to reinvent the wheel.
And there are many other resources out there. On my website (www.tracywalton.com), there are several bibliographies, a blog, and I've put up webinars about massage in cancer care for an intro to the deeper issues at work. For my own education, I read everything on oncology massage that I can get my hands on and I ask my students and colleagues to as well. Unlike 20 years ago, there is now plenty of literature available.
And plenty of clients deserving great, customized care.
Click here for more information about Tracy Walton, LMT, MS.
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