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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.
Decompression-Traction: A Core Treatment Method in Chiropractic's Future
We're all competing for new patients. We're competing for new patients with physical therapists, massage therapists, medical specialists and hospital fitness centers. We're even competing with side-effect-ridden medications that quit working every four hours.
Take Care of Your Skin: Tips to Pass on to Your Patients
Many of our patients are not aware that the largest organ in the human body is actually the skin. Accounting for 16 percent of total body weight and covering up to 22 square feet of surface area, the skin is more than just a "covering," as originally thought.
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.
Watch Out for Red Herrings
In clinical practice, when one condition mimics another, it makes it difficult to obtain an accurate and timely diagnosis.
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.
News in Brief
Oregon Gov. John Kitzhaber (a medical doctor, no less) proclaimed October 2014 "Oregon Chiropractic Health and Wellness Month" in an official proclamation signed Aug. 25, 2014.
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.
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.
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.
From the Other Side of the Table
People come to us to gain freedom from pain, to feel better, to live better. As D.D. Palmer stated, "We Chiropractors work with the subtle substance of the soul." Therein also lies the rub.
Your Patients' Best Health Resource
There is nothing as powerful as information. The right information has won wars, saved lives and changed hearts; lack of information has led to hesitation, poor decisions and unintended consequences.
Building the DC-MD Bridge
From MDs practicing integrative holistic medicine to the family internist, many DCs are enjoying unprecedented attention from their allopathic colleagues.
How to Find Your Ideal Patient – and Help Your Ideal Patient Find You
Just imagine: You're at the front desk looking at the scheduler and a smile creeps across your face. Row after row, name after name, hour after hour; you're blessed with an entire day of ideal patients. Every day should be like this, you whisper. Exactly!
The Life & Legacy of James Sigafoose, DC (1933-2014)
Surrounded by his family and closest friends, Dr. James M. Sigafoose passed away quietly on Thursday, July 3, 2014. With his wife of 60 years, Patsy, along with his children, Tina, Daun, Kieth, Selina and Carey – all chiropractors – at his side.
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?
Ringing in a Fiscal New Year With a Recommitment to Cost-Effectiveness
Back when the Foundation for Chiropractic Education and Research was in its heyday, I used to send out New Year's greetings and virtual noisemakers to some close friends on July 1 – the beginning of our new fiscal year – wishing for prosperity in the year ahead.
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.
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.
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.
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!
Don't Forget About the Performers
Donald Petersen Jr.'s recent article, "Your Chance to Go Back to High School" [May 1, 2014 DC], focused on the injuries incurred by high-school athletes and the subsequent opportunities for the chiropractic profession.
November, 2013, Vol. 13, Issue 11
10 Event Planning Tips for Your Practice
By Stephanie Beck
Have you always thought about planning a holiday event for your clients, but you just have no idea where to start? With the holidays approaching quickly, I think I can help you still make this dream a reality.
Have you ever heard of Small Business Saturday? First, there is Black Friday (the Friday after Thanksgiving), then Cyber Monday (the Monday after Thanksgiving) and a fairly new day to celebrate and support small businesses known as Small Business Saturday – is the Saturday after Thanksgiving. Although your event doesn't have to be during the holiday season, with that time of year quickly approaching, I thought it might be a good time to share the top 10 tips for throwing a successful event.
You can also reference these at other times during the year; for example, if you are planning a grand opening or customer appreciation day. For several of us, October through January is that time of year when most people are making their plans. If your practice normally takes a little dip in appointments, you might want to consider planning an event during that time.
Whether it is an online or live event, sometimes the thought of hosting can be intimidating for small-business owners; and it can be even more overwhelming if you are a solo practitioner. Granted, there are lots of details to manage when you are planning an event, so I have compiled these 10 tips to help you plan and execute your next event with ease.
Start with an end in mind – what is the ultimate purpose of the event? (Besides the obvious, which might be to sell services and products.) What are other possible outcomes you would like to achieve? Is it to attract local radio, TV or newspaper attention? Is it to create local awareness of your practice? Increase your mailing list of potential new clients or patients? Get rid of some slow-moving products? Whatever the objective is, always start by setting achievable goals. Once you have that completed, you can start building on your foundation.
Determine what kind of event it will be – will there be any food and beverages? What is going to be the main draw? Will you invite a guest speaker or provide educational training? If you are just getting started, I recommend trying to keep it small and manageable your first time out.
Consider how many people your facility is capable of handling, and you may even want to limit the hours, rather than have a full-day event. Sometimes manufacturers are willing to send in samples or a sales rep to answer questions or demo products to help with launches. Perhaps you are adding some new treatments, so is there a way for people to experience a small sample of the new treatment?
Determine what kind of help you may need to hire or ask friends to help. If you are going to be the one performing treatments, you need someone you trust who can be a good host/hostess to mingle, ask questions and entertain your guests while you are performing treatments.
Select the right date – because "timing is everything." When you are selecting the best date for your event, be sure to coordinate with your community calendar so you have the least amount of conflicts; or plan your event as part of your community event. Also consider how much advance notification people need to plan to attend. Will it be kid friendly or do people need to get a sitter? Are most of your clients working during the day, so an evening or weekend would work better? You may want to ask some of your best clients for their feedback so you can figure out the best time.
Create and set a budget for the event; things start adding up when you have an event. You need to set a limit ahead of time to determine what you can afford and have an estimated return on investment (ROI) planned. Perhaps you hadn't planned on actually making money the day of the event because your ultimate goal is to build your mailing list or acquire some new potential patients. As long as you can afford to invest the amount of money and never expect a return, because nothing in life is guaranteed. Don't spend more than you can afford.
Ultimately, no one ever plans on losing money. I just don't want you to overspend or create undo stress in your life because the results didn't happen as planned. Unforeseen circumstances can happen in any community. Sometimes it makes sense to partner with another local business to share some of the costs; or getting a sponsorship or selling tickets in advance might be an option to help defer some of the costs.
Craft a marketing plan – no surprise on this on,e right? Determine how you are going to best promote the event. Email, direct mail, social media, print media (such as radio or newspaper), flyers, postcards, signs at your facility, local TV spots, online community calendars, Craigslist, social media or other online ads, telephone calls ... the list goes on. There are many different ways to get the word out. Be aware that some advertising spots have to be planned 60 days in advance, and always allow a minimum of three weeks for any print materials to be ordered. (If you wait too late, you may incur rush fees for getting a job completed quickly.)
Contact your local media – they can be your best friend when it comes to building awareness of your event in your community. Most magazines, newspapers and radio stations have a submission section on their websites; this is the perfect place to submit a press release to the local reporters and bloggers about your event, and invite them to attend. Also send them a follow-up press release after the event so those who couldn't or didn't attend will see a value and make more effort to attend your next one.
Hint: consider adding a charity drive, as this helps encourage local media to participate. Toys for Tots, Make a Wish or a local food drive for your community's food pantry is a great way to encourage participation and build local goodwill.
Start the social buzz – obviously as the author of Social Trigger Points, I would be remiss if I didn't advise using social media to get your ideal target audience excited about your event. Post photos or get your fans to participate in your prep work by asking for their advice. Maybe even create a social contest around the event. Remember, social buzz isn't just prior to the event; enlist the help of a friend, co-worker or staff member to post and tweet photos and updates during the event. This will encourage participation and drive up your social engagement.
Lead capture promotions: In order to make the most of the event, you'll want to develop a way to capture all your attendees' contact information. Whether your goal is to build your lead list or make sales, you will want to continue to connect with your guests for future events, offers and services.
There are multiple ways to capture their information; the most common is to have a prize or drawing where you get their name, email and mobile number to enter on a form. You can make it really simple and have a guestbook for people to sign when they enter. If you are looking for a new-tech way that is lots of fun, set up a mobile contest campaign. People opt-in using the mobile text feature on their phones and there are random text messages sent out during the event notifying people that they have won. There are specific rules and spam laws you need to follow to perform this type of drawing, so consult an expert before you try it. The important thing is to capture as many of your guests' information as possible so you can continue to connect with them after the event.
Make it a FUN experience – if it doesn't go according to plan, almost nobody will know, unless you make it known. We all know nothing ever goes off without a hitch. There is no such thing as a disaster the day of an event, so keep a cool head and look for ways to make it work with a smile on your face. Make plenty of mental notes and give yourself permission to decompress afterwards so you can make corrections for next time.
The money is in the follow-up – one of the most overlooked parts of planning an event is in the follow-up afterwards. In the rush of planning for the event, remember to make plans for the follow-up email, social media posts, press releases and other direct-mailing pieces.
Have a way to evaluate the response from the event. How many new clients did you get? How many of them were already your clients? Did you get to spend time with your ideal customers? Did you book any treatments? How many attendees booked massages following the event? Did your current patients increase their frequency of treatments after the event?
It's a good idea to create and schedule three to four follow-up emails to send out after the event. This is a good way to automatically cultivate all your leads and encourage any potential new customers to make an appointment. More than likely, you are going to be excited, happy and exhausted for several days after the event, so the more pre-planning you do and the more elements you can automate, the easier it will be for you.
Whether you are planning for Black Friday, Cyber Monday, Small-Business Saturday, a grand opening, customer appreciation day or any other event, with a little bit of planning, you can make it a great success; one that will leave all your friends and customers talking for days and asking when your next one will be! Follow these tips and you should be less stressed and have more success.
Click here for more information about Stephanie Beck.
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