resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Right Back Where We Started?
More than 25 years after Judge Susan Getzendanner issued her historic opinion in the Wilk v AMA anti-trust case, evidence suggests that despite increasing collaboration between doctors of chiropractic and their allopathic medical counterparts, when it comes to organized medicine, we may be right back where we started.
Three for One: The Cervical Distraction Test
Taking the time to do an exam is important, but it is time spent. The exam serves as a way to physically validate your clinical impression following a history and clinical consultation.
Helping to Create the Healthiest Generation
The imperative to create the "Healthiest Generation by 2030," envisioned by the American Public Health Association (APHA), was in full force at the APHA's 142nd Annual Meeting held in New Orleans from November 15-19, 2014.
The Static Postural Pelvic Exam
I include a static postural analysis in my evaluation routine whether you are a patient in pain or an elite-sport athlete in training. In my day-to-day practice, I require patients to stand still while I "just look" at them.
Acupuncture and its Place in the Integrative Healthcare Practice: The Need to Move from Modality to Profession
Acupuncture and oriental medicine (AOM) has grown and flourished from its inception thousands of years ago in China. In surrounding regions of Asia, AOM developed as a response to differing cultural, pathological, health and wellness care needs.
Environmental Toxins: Cause of Modern Illness, Part 2
In Part I of this article, we detailed the variety of environmental toxins assaulting our bodies. These include pesticides and herbicides; plastics; preservatives; cosmetics; gasoline additives, solvents and glues; and heavy metals.
Movement Assessments: The DC's Sphygmomanometer
I think back to when I was going through chiropractic school outpatient clinic. I was embarrassed to have my family and friends come in for treatment because initial evaluations took three hours to complete.
The Conscious Evolution of Healing: Importance of Opening the Sensory Portals in Classical Chinese Medicine
The Chinese medical classics are not just clinical guides. They give advice; ways we can awaken more fully into conscious awareness.
AWB Makes a Difference in the Yucatan
We are in the sleepy town of Izamal, located about an hour from the Merida airport where our group arrived last night. Later that morning, on a bus winding through the dusty roads of the Yucatan, fourteen acupuncturists, two facilitators from AWB and two tour guides make their way to the small rustic town of Popola.
Trouble Down Under: San Zhen Therapy for Lower Jiao Issues
In the last several columns, I have discussed many clinical options for utilizing San Zhen or Three Needle Therapy. In this installment, I will continue this trend and discuss several foundational patterns which can be found in several very common clinical presentations.
Happy New Year 2015 Gong Hoy Fat Choi
Welcome to the year of the sheep! We begin a new year guided by the sign of a quietly and creatively organized animal.
The Way of Zen Performance Enhancement
Working with elite athletes and implementing various techniques to keep athletes focused and at their optimal performance for a sustained period of time includes incorporating various meditation techniques that counterbalance their sport-specific physical and mental demands, which is an important element of success throughout the years.
How to Use Online Video as a Tool to Market Your Practice
Health care practitioners, including chiropractors, should consider online videos as a key element of their Internet marketing strategy. In the next three years, videos are expected to account for nearly 70 percent of all consumer online traffic, according to Cisco.
Ringing in the Billing New Year
What are the new modifiers that replace modifier 59? Will they allow doctors of chiropractic to be paid for 97140, manual therapy, when done with chiropractic manipulation?
Show Up and Show Respect
I was recently asked about my chiropractic philosophy. My answer surprised my questioner.
Chiropractic Research in Review
Occupational LBP in Primary- and High-School Teachers; Treating MVA Complications With Chiropractic Care; Neck Pain: Immediate Effects of Active Scapular Correction; Taping Benefits Stride, Step Length in Fatigued Runners.
Age and Fertility: Why We Should Worry Less About Age and More About Overall Health
Recently, on one of the acupuncture alumni forums, the topic of age and fertility came up when a practitioner posted a question regarding a patient that was about to turn 40-years-old.
Fight Colorectal Cancer With Folic Acid
CRC is the second most common cause of cancer mortality in the U.S. and Canada. Although genetic susceptibility plays a role in the etiology of CRC, dietary factors, including certain vitamins, have also been shown to influence the development of the disease in various studies.
Two for One: The Cervical Distraction Test
In today's healthcare system, diagnoses and treatment plans follow a western medical model - especially if you work with attorneys or insurance companies.
Animal Acupuncture Gaining in Popularity
We have just finished the year of the fire hoarse and now it is time to spend some time alone, daydreaming and thinking outside the box in terms of where our profession is headed. The sheep person is well organized and creative so this should not be difficult to do.
The App Advantage: Get More for Less
You may have noticed the list of "app-exclusive" articles in the directory on the front page of the print issue and in the Table of Contents on page 4. You can't find these articles in print or even in our online archives.
We Get Letters & Email
Rethinking Our Approach to Immunization; Coming Together for the Good of Our Patients.
I Felt it in My Fingers First
I'm not afraid to say it. Massage therapists make better acupuncturists. I'll tell you how I know, but first I have a question: What do a microcurrent device, a laser and a hippie massage therapist have in common?
Professionalism and Evidence-Based Health Care
Today's chiropractors are facing a conundrum with the Affordable Care Act and its health care reform requirements, including evidence-based practice and health technology assessment.
News in Brief
While indignation may be your immediate reaction to H.R. 5780, the Protecting the Integrity of Medicare Act of 2014, the American Chiropractic Association suggests the legislation is just what the chiropractic profession needs.
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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