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Let's Clear Up the Collection Confusion
This is an often-misunderstood practice swirling with misinformation. First, a few basics: Insurance is a contract between the patient and the insurance company. The insurance company is simply making a payment for services or care on behalf of the patient.
Shoulder Rehab: Start With the Scapula
The scapula is an incredible display of elegance and movement within the biomechanics of human motion. It's evolved for mobility and stability in the scapulo-thoracic region, giving us the ability to do things that are uniquely human, such as throwing with accuracy.
Five Branches University Has First Hospital TCM Residency
Established in 1984, Five Branches University (FBU) has campuses in Santa Cruz and San Jose, Calif., which serve the communities of Santa Cruz, the Monterey Bay, and Silicon Valley.
The winter season is upon us and offers unique challenges for the clinician and patient alike. To effectively navigate through the winter season there are two main TCM medicinals, Huang Qi and Gan Jiang, to consider, as well as two important formulas which feature these two TCM treasures.
Anti-Aging With Dr. Ping Zhang
Jennifer Waters, TCM practitioner and writer of the Acupuncture Today column, "Talking With the Masters" sat down with Dr. Ping Zhang to discuss aniti-aging with acupuncture.
Acupuncture Points: Broadening Our Scope and Diagnostic Work
As every practitioner knows, the correct diagnosis is everything. Most healing disciplines rely on the use of symptomatology for their treatment implementation. Beyond symptomatology, we have clinical tests to provide more objective findings.
Qigong for Substance Abuse
It is commonly believed that substance abuse, in addition to harming one’s physiological state, hurts the spirit. There is also a belief that one’s spirit does not weaken due to substance abuse, but rather, the person finds solace in addiction due to an already weak spirit.
Scar Reduction With Acupuncture & Microneedling (Part 2)
Protocols & treatment Timing
The Case Report: A Valuable Tool
Case reports are a valuable form of descriptive research. The most basic form of practice-based research, a case report is a detailed account of the history, presenting symptoms, assessment, observations, treatment and follow-up of an individual patient, discussed in the context of prior and potential future research.
A Conversation With Dr. Betty Edmond
This month's column is an exclusive interview with Betty Edmond MD, newly elected CEO/President of the AOMA Graduate School of Integrative Medicine in Austin, Texas.
Low Back Pain in Running Athletes
After 7 million years of adapting to upright postures, the lumbar spine and pelvis have become remarkably adept at managing ground-reactive forces associated with running.
An Education in Gluten Sensitivity
A relatively new syndrome officially documented as non-celiac gluten sensitivity (NCGS) or gluten sensitivity (GS) was officially recognized and published in the new list of gluten-related disorders in 2012.
A New Year and Vision for the ACA
Inadequate pain management coupled with the epidemic of prescription opioid overuse and abuse has taken a severe toll on the lives of millions of people in the United States. Every day, more than 1,000 people are treated in the ER for misusing prescription opioids.
Prepare for the End, From the Beginning: Wealth Building and Retirement with the Tao
Yin and yang flow into and out from one another continually. Beginnings become endings and endings become beginnings again. Wholeness and cycles are the nature of Tao.
An Opportunity & a Responsibility
Nearly 80 Americans die from an opioid-related overdose every day, and spine-related pain is one of the principle drivers of opioid use. This unfortunate situation creates both an opportunity and a responsibility.
Nutrition for Menopause: Front-Line Therapy for All Phases
Of all the changes women experience during their reproductive life, there is no doubt the most dreaded are the three phases of menopause. This is not surprising since all of the symptoms associated with menopause are replete with unpleasantness.
True Practice Mobility for the Chiropractic Profession
When natural disasters occur, chiropractors can literally travel to the other side of the world to offer humanitarian relief in less than a day. The chiropractor's license to legally practice, however, can't make it past the state line.
Flirting With Alternative Therapies
There are about as many adjunct therapies being marketed to acupuncturists as there are acupuncturists. While some may remain purist in their application of traditional Chinese medicine, others choose to explore new horizons of treatment.
We Get Letters & Email
Our Country Needs Us Between Elections, Too; Continuing Care: We Aren't There Yet; Our Associations Need to Do More.
The Acupuncture Channel System (Part 1)
The earliest Chinese reference to channels is in the Mawangdui Medical Manuscripts,1 which are dated to the Warring States period of the Zhou Dynasty (475 BC-221 AD). The text presents 11 channels. There are no acupuncture points listed in those channels.
Another Step Forward for Chiropractic
Chiropractic is now available to 86,000-plus Latter-Day Saints missionaries and you are invited to become a provider. LDS membership in not required; our only concern is that our missionaries get the best quality care available.
Crow Like the Rooster
As we welcome in the Year of the Rooster, we look at some of its major characteristics: confidence and communication, which suits the image we have of the Rooster...strutting in the farmyard, crowing to the others that it's time to wake up.
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 previous articles by Stephanie Beck.
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