Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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The Short Leg Dilemma
When evaluating a new patient, it is common to note a relative shortening of one leg to the other. Some patients will even tell you they have one, and then pull out the store-bought heel lift they read about online.
Oriental Medicine on the World Stage
"Let me win. But if I cannot win, let me be brave in the attempt." This simple, yet powerful statement was lived out time and time again by so many of the athletes from around the world during the Special Olympics World Games in Los Angeles.
The New Age of Communication
In the age of technology, everyone, including the patient, is seeking faster, easier ways to communicate. With a wealth of social media, blogs, websites and videos, we are constantly barraged with information – to the point of overload.
A Chiropractor's Guide to Yoga
"Doctor, can I continue to do yoga while undergoing your care?" "Is it OK for me to go back to yoga while I'm getting my back treated?" "It is safe to start my yoga classes again after my neck pain improves?"
Patient-Centered Care vs. Payer Restrictions: Your Ethical Obligation
Do you have an ethical obligation to evaluate your patients, make a diagnosis and provide evidence-based, patient-centered health care, irrelevant to the payer restrictions?
Fish Oil: A Key Component of Positive Clinical Outcomes
Patients seem to be presenting with more complex problems, and many are responding to care more slowly or have completely unexpected results. Why?
An Acupuncturist's View of Medicinal Marijuana
The use of cannabis for medical purposes is very controversial. Use as a panacea by physicians uninitiated to the proper application of herbal medicine, as well as an excuse for recreational use have greatly confused the issue.
Acupuncture Rising: From Acupuncture Anesthesia to Assisted-IVF, Part 1
Acupuncture's cultural and historical roots go back to the emergence of Chinese civilization. For more than 2,000 years, acupuncture needling has been continuously practiced on the largest population in the world.
Improving Communication Between AOM and Biomedical Providers
How comfortable do you feel talking to Western medical providers? If you are like me, you may not feel as comfortable as you would like. Some of my interactions with MD's haven't been the fruitful steps toward integrative medicine for which I had hoped.
Surprising Reasons for Orthotic Efficacy
Clinical outcome studies show orthotics are effective in the management of a wide range of injuries, including plantar fasciitis, Achilles tendinitis and patellofemoral pain syndrome.
Practice Policy (Gone Bad): The Sign
Every once in a while, you see something and think to yourself, That's a really bad idea. Case in point: I went to see my medical doctor the other day. Just after being "roomed," as they say, the nurse checked my vital signs. Then she left.
Dorsiflexion Dysfunction: Evaluation & Manipulation Techniques
Almost every condition from the foot to the hip can be attributed to the inability to dorsiflex the ankle mortice and other joints that participate in dorsiflexion. Let's start by understanding normal versus abnormal dorsiflexion.
The Zen Art of "One Point"
We were always told in our Zen Shiatsu training (by Japanese and Japanese American instructors) that our ultimate aim was to to find that "One Point." To be so focused we could touch just one point to transform Qi throughout a client's body.
More Chiropractors Required
An intriguing study published in the Journal of the American Board of Family Medicine examines how "chiropractic care affects use of primary care physician (PCP) services."
Harvard Health References Flawed AHA Position Paper
In its special health report, "Stroke: Diagnosing, Treating, and Recovering From a 'Brain Attack,'" Harvard Health Publications includes information from the American Heart Association's 2014 position statement on cervical manipulation and cervical dissection – a statement the American Chiropractic Association emphasized in a letter to Harvard Health mixes "scientific facts with half-truths."
Healing Trauma: Cultivating Resilience and Presence Through Mindfulness, Part 2
In the last issue of Acupuncture Today, the first part of this article introduced the topic of trauma and resilience, and their relationship to the autonomic nervous system response and the concept of the spirit being grounded in the body, and suggested the importance of mindfulness as a tool for healing.
Nuts Reduce Risk of Heart Disease, Cancer and Other Health Problems
Several recent studies suggest regular consumption of nuts may provide a significant degree of protection against certain types of cancer, heart disease, possibly type 2 diabetes and some neurodegenerative diseases.
Do Some Good and Grow Your Business with Cause Marketing
Cause marketing is truly one of the best ways that you can promote your services as a acupuncture professional. Cause marketing refers to a type of marketing where a business partners with a non-profit organization to help bring awareness to a charitable cause.
Practicing with Authenticity
To extrapolate from the above quote, patients love healthcare providers they can trust. One way to earn the trust of your patients is by practicing with authenticity. What does that mean, exactly?
What's Chiropractic Research Worth to You?
The Palmer Center for Chiropractic Research (PCCR), in celebration of its 20th anniversary, has announced it is spearheading a fundraising campaign to support chiropractic research.
News in Brief
Call for Abstracts Announced - Parker Las Vegas 2016; Logan Adds Doctorate Degree; New Role for Dr. James Edwards.
The Food Conversation: Nutrition and Your Practice
It's morning and your first patient rolls in with a triple espresso steaming in one hand and a frazzled, desperate look in her eye. "You gotta help me, doc, I am constipated unless I drink one of these, and I am exhausted and anxious all the time."
Modernization of Chinese Medicine
Language – written, spoken, signed, or otherwise is learned as a means to express our individualized perceptions about the world around us. Language is designed to communicate our personal experiences.
Fertility and Poly-Unsaturated Fatty Acids
Starting or expanding one's family is a major milestone. It's something that more and more people seek out health care advice and support for.
Getting a YES: An Effective Strategy for Overcoming Patient Objections
Patients make more excuses for declining care from an acupuncturist than perhaps any other type of doctor. Various reasons hold them back from making a commitment to care.
Change Lives by Supporting Chiropractic Research: Are You In?
The Palmer Center for Chiropractic Research (PCCR), in celebration of its 20th anniversary, has announced it is spearheading a fund-raising campaign to support chiropractic research.
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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