Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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Colon Health and TCM
I still remember many years ago, the loud "Yuck" from my wife at the time when we were together watching the Chinese movie "Last Emperor."
A War You Can Help Patients Win
The average American consumes approximately 60 percent of calories from sugar, flour and refined oils. A donut is a good example of a so-called "food" that represents these calorie sources.
The Source-Luo Point Combination, Part 3
Dr. Nguyen Nghi (NVN) was born in Vietnam and is one of the most important scholars, writers, teachers and practitioners of modern time. Many of his theories and applications are the source of modern teachers from Europe and the United States.
Online Marketing Basics: Google Ranking, Part 1
We all know there is so much opportunity with online marketing. And, let's face it, if you don't have a presence online with a website and social media, you are probably not where you want to be.
News in Brief
Support of F4CP Continues With Latest Donations; Walter Reed Honors Dr. William Morgan; Recognizing 40 Years of Public-Health Activism; Allstate Decision Reversed.
Adding Microneedling to Your Clinic for Results and Profit
Microneedling has taken the beauty world by storm over the last 10 years. Under the names dermaroller, microneedling or skin needling you will see these treatments listed in the services of nearly every fashionable beauty salon and day spa in the country.
The Integrative Medicine Puzzle: Putting the Pieces Together
The conversation is changing in the broader healthcare community with patients actually moving the discussion toward more integrative topics. Patients today want to know their options.
The Art of Creating a Healing Space
I always advise my graduates to examine their group practice or treatment rooms with fresh eyes after they leave my CE workshops. I tell them, "Ask yourselves - is your space qi filled, welcoming and healing? Or is it cold and clinical?"
Making Public Health a Chiropractic Priority
As highlighted in this edition's News in Brief, Rand Baird, DC, MPH, FICA, FICC, editor and occasional author of our long-running column, "Chiropractic in the American Public Health Association", was recognized by the organization recently for 40 years of membership.
Treat Every Patient as an Athlete
Frontal-plane movement pattern dysfunction can set the stage for musculoskeletal injury. Frontal-plane stabilization is essential during the normal activities of daily living: think single-leg stance and gait cycle.
ICD-10 Is Not Scary (and Not About Billing)
In my 13 years of consulting with doctors on billing and coding matters, ICD-10 has aroused the biggest combination of misguided fear and ignorance I can remember.
Merger Creates New Model of Care
Two San Francisco powerhouses of holistic healing, the American College of Traditional Chinese Medicine (ACTCM) and California Institute of Integral Studies (CIIS), are merging. Together they are building a visionary approach to applied integral health.
Technology Meets Practice: Chiropractic Every Day
About a year ago, I had an interesting conversation with a DC who made house calls. When I asked why, she was quick to explain she learns much more about her patients when she sees them at home than she could ever observe in the office.
Data: The New Frontier in Health Care
Your practice is empowered with the data you need to improve patient health, run a more efficient (read: profitable) practice, get paid in timely fashion and help show the efficacy of chiropractic on the national stage in the midst of sweeping changes in health care!
Aetna Updates 97140 Policy
In a development the Association of New Jersey Chiropractors is calling "a resounding victory for chiropractors nationwide," Aetna Insurance Company has updated its national reimbursement policy regarding 97140 (manual therapy), reaching an agreement two years after the association filed a declaratory judgment suit in federal court against the insurer.
Medicine as Metaphor
The practice of medicine is both an art and a science. We study and learn the system so that when the time comes to apply it, there is a greater possibility of successfully helping others.
The Roots of TCM in Depression Treatment
In traditional Chinese medicine, there is historical precedent for the treatment of so-called "Shen" (Heart-Mind) disorder, or disorder/dysregulation of the spirit, which is also considered as distinct but not separate from the cognitive function of the brain.
Melatonin: A Promising Natural Agent in the Prevention of ALS
A number of years ago, experimental studies suggested melatonin could block key steps in the development of Alzheimer's disease, primarily by acting as a brain antioxidant and inhibiting the build-up of beta-amyloid plaque in the brain.
Abdominal Acupuncture for Eye Healing: The Sacred Turtle and Ba Gua Map
Our ideas about western medicine have shifted in recent decades, while the public is asking more from health care providers.
Lower-Extremity Overuse Injuries: Primer on Causes and Corrections
From ankle sprains to stress fractures, shin splints to plantar fasciitis, the research is clear: These common overuse injuries of the lower extremities – among dozens of others – may be related to abnormal foot function in your patients.
Treating LBP in Golfers: Beyond Basic Assessment
The drive to master the most efficient swing demands a tremendous amount from the lower back. Maintaining stability in a flexed posture, supporting torso rotation and repetitively supporting the golf swing all put the lower back in a vulnerable position.
Exploring and Learning from the Gift of Life
I'm grateful to have had the opportunity to teach cadaver dissection classes and workshops with Stephen Cina at the New England School of Acupuncture over the past seven years, first through the Sports Medicine Acupuncture Program and later as a NESA elective course.
May, 2014, Vol. 14, Issue 05
Getting More Clients by Submitting Bylined Articles and Columns
By Cary Bayer
A third prominent arrow in your public relations quiver is the bylined article or ongoing column. These should be service pieces that provide useful information to readers; they shouldn't be blatant self-service articles in which you promote how wonderful you are and how people should come to you for massage.If your pieces give valuable information, they'll subtly inspire people to want to work with you.
Your articles should be like fresh breezes of inspiration. Explore the research done on massage that shows its benefits to different parts of the body and to overall health. Talk about the need for regular stress management in these tense times, etc. If the massage that you do is somewhat different — like Thai, Lomilomi or pre-natal — then focus your articles on informing readers of these lesser-known modalities and their benefits.
Since we learned how to walk before we learned how to run, it's better, with better publications, to propose a one-shot bylined article than an ongoing column. The reason should be obvious: it's harder to sell a dozen articles than it is to sell one, just like it's easier for a prospective client to book their first massage with you than to sign up for a package of a dozen. If the editor enjoys that first article, your chances of selling a regular column go up.
Proposing a bylined article has most of the same elements that pitching a round-up article or profile has. The major difference is that instead of having the article that you're proposing be staff written or assigned to a freelancer by the publication, you're proposing to write it.
Before penning your pitch letter for an article, research the publication to see if it, in fact, it carries articles by those who are neither staffers nor freelancers. Then see what their word length is. Your bylined piece can be done in either of two ways:
The downside of this approach is that you've gone ahead and written a piece on speculation with no idea if it will ever see the light of day. (If you have a newsletter, blog or website, it will see the light of day.) It's wise to include a sample of your writing; preferably a piece that shows off your flair with language. If you don't have a flair for language, then send off the writing of someone else who does have such flair and who would write the article if the editor gives you the green light.
The upside of sending off the sample article is that the journalist to whom you're pitching gets a chance to see how well you write and portentially approve the piece right then and there.
Pitching the ongoing column — a once-a-month frequency if the publication comes out monthly — involves additional work than just pitching a one-shot article. In this case, include a working title for your proposed writing, as well as titles for several future articles. It's essential to include a sample column, again making certain that it's of a similar length as other columns the publication carries.
A sample pitch for an ongoing column appears below.
Dear Mr. Smith:
With many holistic healers going out of business and their fees plummeting, with many taking straight jobs to pay the rent, this massage therapist is growing the size of her practice. How, in a deep recession, could a body worker grow so? What kinds of benefits is it necessary for a holistic healer to provide regularly to not only stay in business but thrive? And what are the scientifically documented benefits of massage that has people coming back for more?
I'd like to address these and many other aspects of massage therapy in a regular column that I would like to write for your magazine. The working title for such a column would be "Destress for Success." It would show how regular massage treatments help people become healthier and happier and serves as a foundation for them to become more successful, as well.
A sample column is enclosed; titles of future articles follows:
If I don't hear from you by next week, I'll call to see if you'd like to inspire readers with a monthly column on a modality that removes stress from their bodies and might add years to their lives.
Analyzing the Pitch
Once again, let's take a close look at this pitch for an ongoing column. You'll notice, first off, that it's targeted to Natural Awakenings Magazine, the franchise of regional wellness monthlies throughout the country. If there isn't one in your community, check out your local health food store or metaphysical center to see if there's a similar monthly publication covering the holistic growth scene in your area.
Second, it's implied from the pitch that I've already researched the magazine and seen there is no regular column on massage therapy. And third, I suggested that I'm qualified to write this ongoing column because my business is growing; in other words, despite a difficult recession, people keep flocking to my table.
A fourth key point: I listed several titles for upcoming articles that I'd write. And most importantly, point five, I've enclosed a sample column. (In this case, I haven't actually written such a column for you to read, but I'm suggesting that you would do that to accompany your pitch letter.)
Click here for more information about Cary Bayer.
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