Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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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?
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."
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.
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.
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.
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.
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.
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.
Help: A Need at Every Level
One of the great gifts of training in acupuncture is the ability to take good care of oneself. I recently had a bout of frozen shoulder — an inflammatory syndrome which can be debilitatingly painful and take years to resolve.
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.
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.
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.
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.
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.
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.
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?
News in Brief
Call for Abstracts Announced - Parker Las Vegas 2016; Logan Adds Doctorate Degree; New Role for Dr. James Edwards.
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.
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?"
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."
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.
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.
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."
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?
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.
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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