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Adventures with the Pericardium
My previous column on the San Jiao deserves equal time for SJ's loving partner, the pericardium. I nicknamed SJ the travel meridian – but pericardium can also play a crucial role in air travel.
Know Your Research: Tips for Evaluating Literature Reviews
Clinical and experimental studies are not the only types of published research we might encounter as we look for evidence to inform our practices. One of the most useful types is the literature review, which summarizes a group of studies.
The National Institutes of Health (NIH) lists more than 80 common autoimmune diseases including asthma, Crohn's disease, Guillain-Barré syndrome, multiple sclerosis, myasthenia gravis, psoriasis, rheumatoid arthritis, and lupus.
Less Time Than Required
Q: When is it appropriate to use a modifier -52? Can I use it for a timed service when I do less than the time required by the code?
MPA Media Wins More Publishing Awards
The American Society of Business Publication Editors (ASBPE) has honored Dynamic Chiropractic with a national award and two regional awards for editorial excellence, and sister publication DC Practice Insights with two regional awards for graphic design excellence.
Are Probiotics Doing More Harm Than Good?
Considerable controversy exists concerning the efficacy of probiotic supplements. Very few human studies show any real positive impact on the microbiome or health. The "promise" of probiotics is based on the few animal studies that suggest a positive effect.
Work Stress and Musculoskeletal Health: Do Your Patients Get the Connection?
Most people underestimate the impact their job has on their health, especially if that job isn't particularly physically demanding. Big mistake.
Illuminating the Hidden, Freeing the Source
Amongst the Primary Channels, from a classical point of view, the small intestine is perhaps the most important channel to understand. It is one of the least used acupuncture channels in modern acupuncture, yet it within it can be found a wealth of theories from the Ling Shu.
Don't Ignore the Lower Half of the Pelvis (Part 1)
When your patient complains of lower back or pelvic pain, but your usual treatments are not getting the job done, what do you examine and treat? You may be missing important structures in the lower half of the pelvis.
Time to Fight for Your Medicare Right
I have heard a lot of noise and a lot of debate about what is going on with Medicare. As an ACA delegate, I often get asked: 'What is the ACA even doing?'
Lessons from Functional Neurology
Chiropractic neurology, also known as clinical neuroscience or functional neurology, is moving the chiropractic profession forward by leaps and bounds.
Let's Talk About Biceps Injuries at the Elbow
While most muscles cross over only one joint, the biceps crosses two joints: the elbow and the shoulder. Injuries to the lower biceps cause considerable elbow pain. Here's how to assess and treat an injury to this area conservatively.
Overuse Injuries in Young Athletes (Part 1)
More than 45 million children ages 6-18 participate in some form of organized athletics, and 75 percent of American families with school-aged children have at least one child participating in organized sports.
Traditional Chinese Herbal Medicine in Taiwan Hospitals
This spring, a team of Western medical doctors and TCM practitioners from Cleveland Clinic traveled to Taiwan to visit Kaiser Pharmaceutical Co. (KP), and China Medical University (CMU), Taiwan's leading integrative medicine hospital.
International Congress on Integrative Medicine
"Bridging Research, Clinical Care, Education and Policy" was the theme for the International Congress on Integrative Medicine and Health 2016 (ICIMH).
Chiropractic in the Eyes of the Public: 2nd Gallup-Palmer Poll
The second Gallup / Palmer College poll has been completed, yielding significant additional data regarding Americans' experiences with and perceptions of chiropractic care.
Guidelines for the Use of Modifier -52
Modifier -52 identifies that a service or procedure has been partially reduced or eliminated at the physician's discretion. This is to indicate the basic service described by the procedure code has been performed, but not all aspects of the service have been performed.
What's New in the NCCIH Strategic Plan
The NIH National Center for Complementary and Integrative Health (NCCIH) released its draft strategic plan 2016-2021 for public comment in early spring of 2016.
What are the Meridians?
The meridian and collateral system (jing luo, hereinafter referred to as "Meridians") is comprised of the main meridian channels (jing mai) and the collateral vessels (luo mai). Jing takes from meaning of the Chinese word pathway (also jing) and are the main branches of the system.
A Study of Relationships
Sa-Ahm's five element acupuncture method is known to be one of the most effective acupuncture techniques in Korea because it gives an instant response at the time of treatment and has a high success rate in resolving chronic problems.
The Professional and Practice Benefits of Political Activism
Welcome to election season, a vital part of our American culture. Every two years, without fail, we are bombarded with TV, print materials and phone messages seeking our vote.
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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