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When I started to think about what I wanted to do, I toured different schools to choose where to pursue my original chiropractic education.
Targeting the Bad Apples in the Bunch
While everyone was focused on the conversion to ICD-10, the Office of Inspector General for Health and Human Services released a new report on chiropractic titled "CMS Should Use Targeted Tactics to Curb Questionable and Inappropriate Payments for Chiropractic Services."
The Concussion-Subluxation Complex
In the Aug. 1, 2014 issue of Dynamic Chiropractic, I reviewed some of the literature demonstrating the role of the chiropractic adjustment in post-concussive care.
Building Community: A New Way to Socialize Your Practice
Social Media can seem like a slippery slope when, in fact, it is fairly easy to understand. With social media platforms, you can connect with current and potential new clients, build strong customer loyalty and increase brand awareness.
Diagnose Sprain Injuries in MVA Cases With Dynamic X-Rays (Pt. 1)
Am I the only person to notice hospitals are doing a seemingly insufficient job lately in their initial radiological workup of motor vehicle accident (MVA) victims?
Detoxification Demystified and the Crucifers that Help
"Let food be your medicine and medicine be your food," is a quote often attributed to Hippocrates, a philosopher of the 5th century BC.
Born to Energize the Human Spirit: Recollections of Sig Miller
Sig Miller, longtime executive director of the Association of New Jersey Chiropractors (ANJC), passed away on Sept. 17 after a long battle with cancer.
Suffering Makes Us Human
It is possible that suffering, instead of being something negative, can be one of the greatest gifts to bring out one's humanity — if we allow it to be.
Cold and Flu Season: Expanding the Repertoire
As we move into the winter months, it is important for clinicians to have a solid working knowledge of effective herbal protocols for treating and managing clinical cold and flu presentations.
Making Sense of an Increasingly Obvious Conclusion
Where's U.S. health care heading? Like it or not, the list of telltale signs is growing to a point that stands out to even the most myopic observer. Consider this list of facts as you look into the future of health care in the United States:
Yo San University Receives $1 Million Gift
Long-time Yo San University supporter Thomas S. Blount recently gave a $1 million dollar gift to the University, it's largest charitable gift to date. Mr. Blount was a retired naval officer, aerospace consultant and philanthropist.
Are You a Stakeholder?
In today's world many new things are occurring, especially in the world of information technology. With these changes, comes an entire new set of vocabulary words and definitions.
How to Market to the Medical Profession
The world of health care is changing dramatically. When situations occur that cause expenses to increase, it is time for you to develop strategies that maintain and grow revenue.
Too Many to Remember: Tips to Revive Your Ortho / Neuro Test Skills
When I was at Palmer in the mid-1980s, we were given a set of notes in one of our diagnostic courses. The notes covered approximately 70 orthopedic and neurological tests for various regions of the body.
F4CP Making a High-Impact Impression
The Foundation for Chiropractic Progress has released details of its 2016 strategy, certain elements of which are already in play. The strategy includes ads, posters and other resources available to all F4CP members.
The 2015 Nobel Prize Shines a Spotlight on TCM Research
Traditional Chinese Medicine continues to make it's presence felt on the world stage as the 2015 Nobel Prize in Physiology or Medicine was jointly awarded to William C. Campbell and Satoshi Omura for their work on combating parasites and YouYou Tu for her discoveries in combating Malaria.
Create Community and Grow Your Practice
Many healthcare providers are fortunate to enjoy the freedom and independence of owning their own businesses. However, the constant demands can lead to a lonely and isolating experience unless you make an effort to get out of your office.
Pro-Con: Swaddling for Newborns
The practice of swaddling has been used for thousands of years and was popular until the 1700s, when it was slowly abandoned by many cultures that considered it old-fashioned or barbaric.
Tailor-Made Knee Pain: The Sartorius Muscle
A patient was referred to my office after receiving treatment from various providers with no results. The patient was training for the Olympics as a marathon runner and was unable to run or walk without severe medial knee pain.
Breech Baby: A Scientific Approach
You learned a classic cookbook style treatment strategy in college for treating breech baby presentation. I'm sure you've used it. The main ingredient: moxa at Urinary Bladder 67.
January, 2014, Vol. 14, Issue 01
Using Press Releases to Help Build Your Practice
By Stephanie Beck
This article is not going to be about how to write a press release because in the May issue of Massage Today, Cary Bayer offered a great lesson in writing a press release. In fact, I would recommend you review his article to understand structurally what a press release would look like when you are ready to type it up.What I'm going to share with you is strategy; the "why" you should be writing and "how" press releases, when crafted properly, can build your practice. The reason I wanted to share this is because I constantly hear from massage practitioners that they need new ways to get more customers. Press releases can help in multiple ways. They can add more traffic to your website, build your social media status, increase your authority and credibility and increase the ranking for special keywords.
I find there are basically two types of press releases: those primarily for search engine optimization (SEO) and others that are primarily to build authority and credibility for you or your practice. It is always best when creating a press release to add keywords that help your SEO rankings. In fact, if you have read some of my recent articles in Massage Today, you know I have spent a lot of time discussing ranking, building your reputation and backlinking. Keywords are crucial to these processes.
Sometimes it isn't about keywords, it's about creating authority and credibility for you and your practice. When a customer recommends or refers you or your practice to another person, what is one of the first things most people do? Most of the time, they will enter your name or the name of your practice into the search engines. What will they find? Maybe your personal or business social media profile? Sometimes, it's your website or reviews on other sites, but what if they found press releases from various news sites about you? Imagine the type of impression that would make on a potential customer? This doesn't have to be national news sites either. In fact, you have a stronger chance of the press release staying on the page if you focus on building your creditability and authority locally. You might be thinking, that sounds great, but how do I that? So, let's talk strategy.
Strategy of a Well Written Press Release
A well written press release can be published by any number of highly trafficked news organizations. The key is to provide content that is relevant and valuable to the audience. How do you know if you are writing a great press release? When you are writing, highlight a piece of valuable content. Whether it is a blog post, book launch, recapping an event, an article, adding a new social media site or video, you need to make sure your content is relevant to the readers. In order for you to be able to create a great press release, the content you are basing your press release on will need to do one of five different things:
When you are ready to craft your press release, write it as if you are reporting a news story. This means you need to be objective to the content. Even if you were the one who created the original content, separate yourself from it and highlight the benefits without making it personal. Then you have a much greater chance of getting it published by your local, as well as national, news sites.
Types of Topics
You can create a press release around a new or updated product or service as long as the content is focused on benefits only and not a promotional piece to purchase the product or service. You can write several press releases around events. For example, you can send out a press release two to three weeks before the event covering what is happening during the event or send out a special recap after the event in your community. Write a press release when you add a new staff member to your team; just be sure to highlight the value people receive from this addition without making it a sales pitch. You can write about new polices or terms of services you are adding to your practice. For example, let's say you start accepting Care Credit cards at your practice and your press release highlights the benefits for customers in your area.
Still lost? Here are a couple of websites where you can review press releases: www.Examiner.com or www.newswire.net. Both provide you good ideas of what people are talking about and how they are writing them to help inspire ideas and give you some examples.
The reason why press releases are a powerful strategy for getting traffic is that you can control the backlinks to your website. You can do this by in two ways:
When you use direct links to an inner page within your site, this is known as deep linking. An example of deep linking would be if you linked to an article on your resources tab or a specific blog post. Basically, you are taking the search engines to a page other than your home page. One of the most common mistakes made by people crafting press releases is when they only link directly to the home page or the general blog page on their website. If the press release is about a specific blog post, be sure to take them directly to that blog post. You need to link directly to the blog post because this is what is relevant to the press release and the easier you make it for the editors of the news sites, the more likely you are to get published.
For example, let's say I'm writing a press release about my blog post, "The Gift of Human Touch" and in the link I use www.srbsolutions.net/blog/. This link will take them to my blog page, but it won't take them directly to the blog post I'm talking about. I would need to use this link: www.srbsolutions.net/1057/the-gift-of-human-touch/ which takes them directly to that post and it would be the most relevant to my press release. When you submit your press releases, you always want to double check your links to ensure they are pointing to the correct reference.
Where to Send Your Press Release
Once you have crafted a great press release, where are you going to send it? There are a number of free press release sites available. Here is a link to a blog post from Mashable that lists more than 20 free press release distribution sites: http://mashable.com/2007/10/19/press-releases/. If you just want one recommendation from this list, I have had good success with PRLog.org. Incidentally, there are more than 120 press release sites you can submit press releases to, some are free and others have costs involved. Depending on how much time you have in your day, you may want to consider outsourcing this type of service.
I have found the free press release sites helpful, however, if you want to have the best success with getting your press releases picked up by news feeds, I recommend www.PRNewswire.com. The paid distribution sites can be cost prohibitive if you aren't using them regularly. Some of the annual memberships seem more expensive, however if you are releasing multiple press releases annually, they are quite affordable. Also, be aware, that marketing experts and firms who have annual subscriptions to these paid distribution sites will sometimes offer specials, discounts or packages for a number of press releases that can save you time, energy and money. Remember, sometimes outsourcing a project can make it more affordable in more ways than one. Perhaps a good strategy that fits into your budget would be for you to handle the submissions to the free sites, but save the paid distribution for those press releases that are going to make the most impact on your practice.
If you are struggling for content and still not sure what to write about, I have another suggestion. This strategy works especially well if you are creating press releases for SEO purposes. I recommend you set up a Google alert for your related keywords. This is a free service, you can register at www.google.com/alerts. Google will email you updates of the latest relevant Google results based on your queries. This is where selecting a narrowed niche of keywords rather than a broad term would be best and not clog your email. For example, I would not use a general term like "massage therapy," even a term like massage therapy in San Diego, might make you crazy. Even terms like "deep tissue massage," "low back pain," or "sports injuries" are way too general. Consult your webmaster or work with a marketing expert to provide you with keyword research for your niche. I wouldn't advise just entering words at random because they may not produce any data for you or provide items that are irrelevant to what you offer in your practice. However, when used effectively, Google alerts can jog your memory or be a good basis for writing a press release.
I have given you a great deal of information about ways to improve upon your press releases or hopefully inspire you to start implementing press releases for your practice. If you are feeling a little overwhelmed, then just start with one strategy and commit to one press release a month. Figure out what your goal is: to increase ranking for keywords or have more relevant links for your practice or your name, or both? How are you going to measure it? Be sure that if you are going to add a new strategy, you have a way to measure it so you know that it is working. Follow the outline I provided and review the structure that Carey provided in the May issue. Then try submitting it on the free press site and be consistent with it. Don't just try one time and give up, this is a work in progress, consistency is key, start with just once a month and after three to six months evaluate it. Make adjustments if needed and in no time you should be happy with the results.
Click here for more information about Stephanie Beck.
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