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Imagine What More Could Be Achieved With Your Support; A Lesson in Hygiene: What Do You Do in Your Office? Open Letter to the Profession.
"Doctor ... Always Do the Right Thing"
So says "Da Mayor" in the iconic Spike Lee movie. As a fresh grad questioning in-network versus out-of-network, it struck me that some doctors have explicitly skirted the issue, while others have argued adamantly for the latter and "sticking it to the man."
Don't Trust What a Patient Says
When a patient presents to the office for care, they typically have a specific complaint in mind – lower back pain, whiplash, sinus congestion, sciatica, etc.
Shared Mechanisms Between Computer-Assisted Mechanical Adjusting and Contemporary Acupuncture?
Can contemporary acupuncture provide clues to the mechanisms responsible for pain relief provided by computer-assisted mechanical adjusting instruments, and clarify whether certain mechanical frequency combinations are superior to others for modulation of acute peripheral pain?
Medical Qigong for the Heart: Part I
According to the Center for Disease Control and Prevention, heart disease is the leading cause of death in the United States, affecting people of all ages and backgrounds. Coronary heart disease, in just the United States alone, costs close to 109 billion dollars a year.
Low Melatonin Linked to Risk of Advanced Prostate Cancer
Epidemiological and experimental studies suggest the hormone melatonin, which plays a role in regulating the sleep-wake cycle, may play a role in the development of prostate cancer, as lower melatonin levels have been associated with an increased risk of prostate (and breast) cancer.
Don't Trust What Your Patients Say
When a patient presents to the office for care, they typically have a specific complaint – lower back pain, whiplash, sinus congestion, sciatica, etc. They are often not interested or engaged in what they consider "unrelated" personal health history.
News In Brief
Pacific College of Oriental Medicine obtains grant funding from NIH; Yo San University of Traditional Chinese Medicine Announces New President; Kentucky Gets Licensed; PCOM Receives Approval from WASC to Offer FPD.
New Leadership Era at the WFC
The World Federation of Chiropractic recently announced not only a new president, as is customary every two years, but also an incoming secretary-general, marking the first time since the WFC's inception in 1988 that someone other than David Chapman-Smith, Esq., will serve in that capacity.
Working With The Yuan-Source Level: Resonance and the Extraordinary Vessels
How do we stay fresh with our medicine? As healers, how do we balance our medical selves with creative artistry? Chinese Medicine is not a fixed dogmatic entity, but a living system, reliant on a mysterious force called "resonance."
The Boston Benevolent Chiropractic Clinic: Standing Up for the Needy
Our chiropractic assistant, Bridget, greeted an arriving patient at the Emmanuel Church in downtown Boston. She said, "Hi, Michael, good to see you. It's been awhile. Have a seat and Dr. Ken will see you soon."
Replenishing and Restoring Jing
I learned an important principle from my great Taoist Master Sun Hak. He taught me that all people "leak" Jing, and that we can mitigate or stop this leaking, and as a result strengthen our life force, develop enhanced adaptability and lengthen our life.
Employers Need Chiropractic First and Sooner
From the Journal of Occupational and Environmental Medicine comes a study that gives excellent direction to employers (and insurers) regarding the management of low back problems (LBP).
The Importance of Knowing Mainstream Lingo
There is a secret lingo within mainstream medicine of which the vast majority of acupuncturists and Chinese medical professionals are unaware.
News in Brief
D'Youville Vet Program Gets High Praise; A Moment of Silence for Dr. Paul Reginald ("Reg") Hug.
Wellness: A New Buzzword at the Aging in America Conference
Aging in America is "the nation's largest gathering of a diverse, multidisciplinary community of professionals in healthcare, social service, government, business and philanthropy with expertise in providing services and products for older adults."
Home Sweet Medical Home
While the Affordable Care Act (ACA) has received its fair share of praise and criticism since its adoption, few question the value of its emphasis on collaborative, patient-centered health care.
Deciphering the New CMS-1500 Claim Form
Q: I am confused about how and when to use the new 1500 form, particularly block 14 and block 15. What is required and how do I properly fill out these fields? And do I actually have to use this new form or may I continue using the old version?
Medial Knee Pain: 11 Potential Causes (and Corrections)
We have all seen patients with medial knee pain that either has no traumatic origin or lasts well beyond when it should be resolved. How can we help these patients? Here is an overview of clinical scenarios and how we can provide conservative care.
Halt Allergies With Moxibustion Therapy
An allergy is an immune system disorder in which the body is hypersensitive to normally harmless substances in the environment.
Changes in Herbal Medicines from Ancient Times to the Present
The classical literature of Chinese medicine remains highly relevant in the modern era, as many of the basic theories and herbal combinations emphasized in clinical practice were first established in texts that are nearly 2000 years old.
Vibrational Medicine: Frequency Micro-Current and Color Acupuncture
Vibrational medicine involves the application of various forms of energy frequencies to the body for pain relief, healing and rejuvenation. Vibrational medicine will become a major growing trend in our medical systems for the following reasons:
The Search for the Origin of the Wiggle Technique
When Bob had adjusted me previously, most of the time I knew what he was doing. But this time, he had me lie on the treatment table in the usual side-posture position, and he "wiggled" my sacroiliac with the fingers of both hands, while stabilizing my pelvis with his forearm.
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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