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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.
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.
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.
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.
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.
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.
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.
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.
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?
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.
We Get Letters & Email
Rethinking Our Approach to Immunization; Coming Together for the Good of Our Patients.
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.
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.
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.
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.
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?
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.
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.
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.
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.
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.
Taking the Freeze Out of Adhesive Capsulitis
Adhesive capsulitis or "frozen shoulder" is a relatively common condition resulting in severe shoulder pain and global loss of glenohumeral joint range of motion. Incidence of the condition is approximately 3 percent in the general population.
Show Up and Show Respect
I was recently asked about my chiropractic philosophy. My answer surprised my questioner.
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.
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.
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.
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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