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The Tao of Gender
If you think gender is as simple as having a new client check off the "male" or "female" box on your intake form, we hope this article will expand your understanding and thus the reach of your health care.
The Heart Protector
On the physical level, the Pericardium is a double-layered sac of fibrous tissue that envelops the Heart. The space between the layers is filled with serous fluid that protects the Heart from external shock or trauma and lubricates to allow for normal Heart movement.
Jingei Diagnosis: An Effective and Powerful Diagnostic
I graduated from the Kotatama Institute under the direction of Drs. Masahilo and Katsuharu Nakazono in 1984. As a student, I was exposed to the practice of most of the various theories and modalites of Oriental Medicine.
Essential Orthopedic Testing: Tests That Involve Standing on One Leg
Since these tests have a common mechanism of performance (standing on one leg), there are differential diagnostic concerns during testing. The tests cannot be completely isolated from each other for performance.
The Case for Immunization
As long as I have been a chiropractor, I have seen many in this profession oppose vaccinations. Indeed, it has often been taken as a "given" that to be a principled chiropractor requires a curmudgeon's willingness to hold aloft that banner of opposition.
Commingling Money: 12 Questions for the ACA About the CHAMP / NCLAF Merger
The American Chiropractic Association recently announced it was merging the National Chiropractic Legal Action Fund and the Chiropractic Health Advocacy and Mobilization Project into a single entity that will support both legal and legislative actions.
The Wonders of Light Therapy: An Interview with Wes Burwell
I first met Wes Burwell in 2011 when he was teaching a class on light. Since then, every time I hear him speak, his understanding of the benefits, function and capacity of light has evolved.
A Commonly Missed Spinal Fixation: The Upper Lumbar Spine (Part 2)
As mentioned in part 1, using a flexion-distraction table is a great way to unlock this particular fixation. You have found the stuck segment. You have determined whether it is unilateral, midline or bilateral.
Simple Ways To Find True Happiness
Patients in our clinics are always seeking happiness. As their health advocate, we need to ensure we inform them that in order to find happiness, they have to make sure to identify what makes them happy in the first place.
Healing With TCM at San Quentin State Prison
For the prisoners at San Quentin State Prison, life-sentences are the reality of every day life. It is not often that prisoners get the opportunity to use alternative medicine to deal with common ailments they encounter behind bars such as, depression, anxiety and pain.
To The Finish Line With the Help of TCM
When acupuncturist Eddy De Smedt pursued a career in Traditional Chinese Medicine, he knew he wanted to make a difference.
Managing Today's Fertility Patient
I recently received an email from one of my fertility patients: "Got my lab results back. FSH is 11, AMH is 0.7. My doctor said these numbers aren't good. I guess I'm infertile. Just as a thought. Just set up an appointment to speak with an adoption agency."
CMT & Stroke Risk: Myth vs. Fact
By now, most of you have probably heard that the American Heart Association recently published a statement regarding the association between cervical dissection (CD) and cervical manipulative therapy (CMT).
Sports Science: What's in That Drink?
Athletes frequently ask me what the best liquid is to drink during exercise – water or a sports drink? Water provides the necessary hydration, but unfortunately, it lacks the key nutrients to aid in performance and recovery.
Chiropractic Research in Review
Predicting Pain With Disability in Office Workers; Traction Approaches for Discogenic Cervical Radiculopathy; Intra-Articular Gas Bubbles Following Manipulation; Nonresponsive Chronic Ankle Sprains: Think Tendon Rupture.
Dr. George Goodman and His Legacy to Logan University
Those who knew him called him a revered leader, a visionary and one of chiropractic's biggest advocates. George A. Goodman, DC, Logan University's sixth and longest-serving president, passed away on Sept. 9. He was 70 years old.
Correcting Pelvic Rotation Around the Long Axis: Adjustment Protocol
The pelvis can be considered a ring that can misalign on the sacrum rotating around the long axis. The following is a description of an adjustment that helps to correct sacroiliac rotation around the long axis.
Pulse Diagnosis: What We Know
I am still finding pearls of wisdom from the books and papers that I inherited from my pulse diagnosis mentor Jim Ramholz.
Lime Jello on Morphine
Taste is in the eyes... actually the mouth... of the beholder. My food preferences have changed, lightening from the food of my youth. My parents loved heavy eastern European cuisine and I loved it as a child. Now I enjoy leaner, healthier whole foods.
AOMA Strengthens Leadership Team
AOMA Graduate School of Integrative Medicine, a leading college of acupuncture & herbal medicine, announced the appointment of Donna LaPoint Hurta, MBA as the new VP of Finance & Operations this Fall.
Communication 101: Please Explain Yourself!
Twice this past week, I overheard conversations about chiropractic. As you can imagine, it is a topic my ears naturally pick up. In both cases, a patient was talking to a friend about their experience with a chiropractor.
Uncle Sam Needs You (Part 2)
Where chiropractic care has been used in the military health services, it has been deemed very successful.
May, 2014, Vol. 14, Issue 05
Offline Marketing Techniques: Opportunities to Help Grow Your Business
By Daniel Ruscigno
In a world that is becoming increasingly dominated by connected devices, when we think of marketing, we often think of online and social media marketing. A lot of attention is given to Facebook and Twitter, as well as CPC advertising.While those channels often provide great results, it's important to take some time to remember that the offline world offers plenty of marketing opportunities to help grow your business.
While marketing occurs at various points throughout the customer life cycle, we will primarily focus on marketing strategies to obtain new clients. The key to growing any business is getting your name out there and while it will happen organically through word of mouth (if you provide a service worth talking about), there are quite a few things you can do to get the ball rolling.
The first strategy to discuss is direct mailing of acquisition post cards. This means sending a post card to all the homes in your neighborhood to let them know your business exists and you are looking for new customers. In terms of content, you want to use relaxing imagery and focus your writing on only the most important message. You will want to include your business name, address, contact information and a list of the services you provide. Acquisition cards work best when you have a special offer. For example, you can offer a 10% discount to people that bring in your post card. Not only is this a great incentive, but it also allows you to measure how effective your direct mail campaign is.
Once your card is designed, the next step is choosing where to send the post cards. For a highly populated area, you might only send to all homes within a one or two mile radius of your business. For a more rural area, it may be a ten-mile radius. The goal is to reach people within a reasonable distance of your clinic. Sending mail this way is referred to as ad-mail and there are plenty of companies that can help you organize mailing out your campaign.
Another great way to get your name out there is to get involved with the local community. Most neighborhoods throw community events and look for sponsorship money to help fund the event. These are great opportunities to get your name out there, because in return for your sponsorship dollars, your business name will be placed on banners, in brochures and often mentioned during speeches. Showing your support for the community is a great way to gain publicity and leave a positive impression with people. As with acquisition cards, you may want to offer a special to go along with your sponsorship.
In addition to neighborhood events, communities also often host trade shows or markets. What's available in your area largely depends on the size of your city and you may see opportunities ranging from exhibiting at large fitness trade shows to smaller street festival events where you can set up your massage table and promote your business to festival goers.
Continuing with the theme of getting involved with your community, the next marketing strategy is the sponsorship of a local sports team. This really seems to be an untapped opportunity for massage therapists. It's likely that your community has adult sports leagues for football, baseball, basketball and several other sports. This is great opportunity because when people play sports, they often sustain injuries and would benefit from a visit to your clinic. As the sponsor of a local sports team, your name will be first and foremost on the minds of the team you've sponsored, as well as all of their opponents, which amounts to hundreds of active adults in your neighborhood.
The strategy of targeting active adults doesn't stop there. You can also get in touch with your local gym and ask to leave some business cards or put up posters promoting your business. Active people tend to want to keep their muscles healthy and going to the gym is just one part of it. Letting them know that regular massages will improve their performance is a surefire way to grow your business. To reciprocate, you can offer to promote their gym to your clients.
Local, offline marketing can really be fun and allows you the opportunity to really get creative. We've only scratched the surface here, but the key take away is that you and your business are part of the local community and you shouldn't be afraid to get involved, shake a few hands and be shameless in the promotion of your business. After all, it's much harder to put a face to a name if you're trapped behind Facebook or Twitter all day.
Daniel Ruscigno is the co-founder of ClinicSense (previously PatientCal). ClinicSense offers practice management software that helps with scheduling, soap notes, billing, electronic insurance claims and more. For more information, visit www.ClinicSense.com.
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