Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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Sports Medicine 101: Surgery or No Surgery?
In the world of sports medicine, many careers are saved by surgeries that correct traumatic damage to the body. Muscle tears, ligament damage, fractures, spinal disc herniations, and joint instabilities are a few of the issues frequently addressed with surgical intervention.
The Source-Luo Point Combination, Part 2
The Da Cheng includes symptoms for the source-luo points that indicate when to use them for treatment. Yang defines the method as the guest-host (it is one of a variety of acupuncture point combinations called guest-host).
Nomenclature and Classification of Lumbar Disc Pathology: Version 2.0
The Nomenclature and Classification of Lumbar Disc Pathology consensus, published in 2001 by the collaborative efforts of the North American Spine Society, the American Society of Spine Radiology and the American Society of Neuroradiology, has guided radiologists, clinicians and the public for more than a decade.
Marketing with a Microphone
When given an option, it stands to reason that people prefer to do business with those they know, like, and trust.
The Risks I Took
We all take risks when we choose this profession. For some, it is not knowing if you can make a living practicing TCM. For others, it is parental or cultural disapproval.
Q&A With the First VA Chiropractic Residents
As you may have read previously, a major step forward for the profession occurred in July 2014 when the Department of Veterans Affairs began piloting a chiropractic residency program at five locations.
Leg-Length Inequality and Pelvic Fixation: A New Approach to the Negative Derifield (Part 3)
A patient with sacroiliac fixation and dysfunction ordinarily demonstrates a noticeable leg-length inequality when placed in the prone position on the adjusting table.
Creating Relationships at Southwest Symposium
The month of May brought many interesting activities. As I have said in many previous columns this year, this profession is moving in a very exciting direction. Make sure you are getting involved. If you're not, you just might get left behind.
NCCAOM Video Contest
The NCCAOM is excited to announce the launch of the second annual video contest "Because it Works!" 2015.
News in Brief
Investigating the Cellular Impact of Mechanical Force; National Board Seats (Not-So) New Officers at Annual Meeting.
Going On-Site With Chiropractic Care
The Foundation for Chiropractic Progress has released a position paper highlighting the financial, clinical and patient-satisfaction benefits of providing chiropractic care at on-site corporate health clinics.
Should You Change an Athlete's Natural Running Form?
Once past the ankle, impact forces travel at about 200 mph into the knee. In addition to allowing the quad to absorb force, bending the knee (E) prevents the hip and pelvis from moving up and down too much (F), which is important for injury prevention and efficiency.
The Three Heater Official
This Official, belonging to the element Fire, is responsible for maintaining and regulating the heating system of the body, mind, and spirit. It is named for its function. The trunk is divided into three "burning spaces" or "jiaos."
Desert: A Metaphor from the Study of Genetics
In most of the human lives I know about, there are stretches of time which feel stagnant, or worse. We can feel adrift, or wounded and sidelined, and these times don't seem to carry much usefulness while they are unfolding.
I was sitting in a Pizza Hut in Peoria, Ill., with my friend Reggie, sometime in the spring of my senior year in college, when he started doodling on his paper placemat. In those days, the company had a picture of U.S. on the mats, showing all the locations of the "Huts" in the country.
Treatment of PTSD: An Opportunity for the Practice of Integrated Medicine
PTSD is widespread across America today. Not only do many of our honored men and women in uniform bring it home with them from the war zones they have been active in, but it often follows any life-threatening event people go through when their lives have been in danger.
Free Yourself From the Pocketbook Practice
Let's take a journey together; there's an important lesson to be learned. Imagine a town or city just like yours.
Key Changes and Updates to the 7th Edition CNT Manual
Acupuncture Today recently interviewed Jennifer Brett, ND, L.Ac. regarding the updates to the CNT manaul.
Chinese Doctors Poke Holes in Australian Study
A recent Australian clinical trial, published in the Journal of the American Medical Association (JAMA) in 2014 by Rana Hinman, et el., evaluating the effectiveness of both needle and laser acupuncture for chronic knee pain.
An International Life: An Interview with Mary Elizabeth Wakefield
I met Mary Elizabeth Wakefield during her class last summer in Seneca Falls, New York at the Finger Lakes School of Chinese Medicine.
Meet Cheyenne: Your Future Colleague
Allow me to introduce you to Cheyenne (Chey), the daughter of some of our family's closest friends. We attend and serve at the same church together, and have known each other for many years.
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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