resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Infertility: Managing Irregular Menses
Infertility is an area where Chinese medicine is particularly helpful. In the main, in women below the age of 38 without organic disturbance, the success rate using TCM (Traditional Chinese Medicine) should exceed 85%.
Letter to the Editor
On December 7, 1999, the U.S. FDA reclassified the status of acupuncture needles from class III (investigative devices subject to investigative device exemptions...) to class II (special controls).
NBCE Fumbles Computerized Testing Process
Imagine being a student again, about to take one of the four tests required to become a doctor of chiropractic. You've studied almost nonstop for the past few weeks. You can feel your anxiety level rise as you sit down in front of the computer screen.
Forward Head Carriage and the Feet: What's the Connection? (Pt. 2)
Clinical evaluation of standing posture using relatively low-tech tools has been confirmed as valid and reliable by several studies. The original device used to evaluate posture was the plumb line, which served as a reference line for the effects of gravity on body alignment.
Six Things Every Chiropractor Should Know About Opioids
An increase in addictions and deaths due to opioids has raised significant concern and media attention. We offer this brief overview on this important public health problem for the practicing chiropractor.
CE Regulations Are Hurting Chiropractic
During my 35 years in the chiropractic profession, I have been forced to attend available continuing-education programs that were occasionally incredibly beneficial, but frequently not worth my time.
Acupuncture's Essential Role
Acupuncture should play a more prominent role in U.S. healthcare during and after this post-Affordable Care Act era when chronic care and population health management are key concerns for all healthcare providers.
Acupuncture Earns BLS Unique Code
The United States Bureau of Labor Statistics recently announced that acupuncturists will have their own unique occupational code in the 2018 BLS Handbook. The new Standard Occupational Code (SOC) is 29-1291, will be included in the next edition of the BLS Occupational Handbook, which will be published in 2018.
News in Brief
F4CP MEmbership Milestone Reached; ICA Challenging New California Vaccine Law; TCC Names New President; New Provost at UWS.
The Drug Epidemic: Are You Guilty, Too?
Attention-deficit / hyperactivity disorder (ADHD) has become epidemic among children in the United States. According to the Centers for Disease Control and Prevention (CDC), the percentage of school-aged children diagnosed with ADHD has grown from 7.8 percent in 2003 to 11.0 percent in 2011.
The Most Important Vitamin You've Never Heard Of: K2
Imagine if one in every three patients who walked through your door was afflicted with a debilitating, yet completely preventable and treatable disease.
The Lung Official
The Lung is known as the "Official Who Receives the Pure Chi From the Heavens." The act of breathing in, known as inspiration, brings oxygen into the body from the atmosphere. Each exhalation or expiration removes and releases carbon dioxide, a waste product of the body, into the atmosphere.
Dealing with a Pain in the Butt
The patient came into my office with the classic antalgic stoop. She was bent over almost to ninety degrees, leaning on her husband for support and staggering to walk. She had been under supportive care for a long time, but this new pain scared her.
Patience vs. Patients
How long have you been in practice? I began my journey more than 20 years ago and opened my first acupuncture clinic in 2008. Just like you, I've learned a lot over the years. Recently, I sat in an interview and was asked what made me successful.
Physical Examination in an Evidence-Based World
I have always had a fascination with physical examination procedures, particularly orthopedic tests. The origin of my fascination began just after graduation when I began the chiropractic orthopedics program.
Putting POLITE Into Practice
First came the acronym RICE (Rest, Ice, Compression, Elevation), which eventually became PRICE (Protect, Rest, Ice, Compression, Elevation). Then in 2015, we started hearing POLICE (Protect, Optimal Loading, Ice, Compression, Elevation).
Concerns Regarding CDC Guidelines for Pain Management
In response to the epidemic rates of opioid and heroin addiction, the Centers for Disease Control and Prevention (CDC) set new guidelines for physicians regarding treatment for pain.
We Get Letters & Email
Our Medicare Challenges Aren't an Education Issue; Passion to Succeed: More Pivotal Than GPA?
Why We Need to Fix the Mechanoreceptors (Part 2)
The muscle spindle, a particular type of mechanoreceptor, is located deep within the muscle belly, encapsulated in fascia made up of intrafusal fibers, all within the extrafusal muscle fibers.
University of Bridgeport Acupuncture Students Make Rounds at Sisters of Notre Dame
Nuns are not stereotypical acupuncture patients, Dr. Jennifer Brett acknowledges with a laugh. But then again, acupuncture has gone mainstream, just like cappuccinos and recycling. "It's changed a lot from the '70s and '80s," said Brett.
HVLA Technique: Addressing Myths
In the annals of chiropractic history and literature, and in the imagination of the public, there is one manual adjusting technique that can produce a wide range of responses, both from patients and casual observers.
Comparing Costs of Care: DCs, MDs or PTs - Who Costs More?
In a health care era where evidence is increasingly the benchmark for insurance coverage, patient care and even cultural authority, we get plenty of it courtesy of a retrospective cost analysis spanning 10 years, more than 660,000 "covered lives" and nearly 7.5 million claims from Blue Cross Blue Shield of North Carolina.
Sacroiliac Joint Fusion: Where's the Wisdom?
We should be very skeptical of the purportedly less invasive version of the already defrocked sacroiliac fusion surgery, "minimally invasive" sacroiliac joint fusion; and concerned this procedure simply represents the device manufacturer's attempt to find yet another new market.
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.
Join the conversation
Comments are encouraged, but you must follow our User Agreementcomments powered by Disqus
Keep it civil and stay on topic. No profanity, vulgar, racist or hateful comments or personal attacks. Anyone who chooses to exercise poor judgement will be blocked. By posting your comment, you agree to allow MPA Media the right to republish your name and comment in additional MPA Media publications without any notification or payment.