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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.
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.
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.
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.
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.
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).
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.
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.
Analyzing Acupuncture Case Studies
Confirm the answer quickly by the elimination method. Take this case study as an example. After two treatments for back pain, a patient presents for a third session complaining of rapid breathing and wheezing that is made worse during cold weather.
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.
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.
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.
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.
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.
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.
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.
Lessons from Functional Neurology
Chiropractic neurology, also known as clinical neuroscience or functional neurology, is moving the chiropractic profession forward by leaps and bounds.
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?
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?'
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.
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.
June, 2014, Vol. 14, Issue 06
Marketing Your Practice: Fixing the Facebook Algorithm
By Stephanie Beck
What is a Facebook algorithm and why should I care? Facebook decides which posts/updates to display on your fan's newsfeed through a complicated formula called EdgeRank that includes roughly 100,000 different indicators.
No one really knows for sure (outside of Facebook of course) what all the indicators are, but they do tell us that some of them include:
This is why, in past articles, I have shared the importance of using a variety of types of posts, to post one to three or more times a day depending on how many fans you currently have and to respond and like your fan's comments and shares in a timely fashion. These, along with many other strategies I have shared, have been essential to achieving success with your social media campaigns. However, Facebook has made some significant changes to the shared posts/updates. These changes have reduced the number of organically shared status updates in the last 24 months from 17% to around 6.5%. Some marketing experts believe that Facebook will reduce the organic shares to 1%, or even less. That has left many of us wondering why? Facebook claimed the reason for the tighter restrictions was to increase the "quality of posts," but many of us believe the real reason is to push advertising as an alternative.
So what exactly has happened with the Facebook algorithm? Many of you have invested time and resources into developing and nurturing your ideal Facebook audience organically. In fact, there have been many articles and blog posts on how to attract your ideal audience organically. Since August 2013, Facebook has released a series of changes to its newsfeed algorithm which determines which content is displayed to users. I have shared many updates of ways to keep your engagement high like sharing relevant and valuable content, using hashtags and how to change settings for page notifications. These are just some of the ways you can and should implement to organically keep in contact with your fans. Then, on December 2, 2013, Facebook announced changes that were supposed to be tailored to feature more high quality articles, enhance discoverability of related content and to increase the prominence of posts with high comment volume from friends. Facebook went to great lengths to share the difference in friend-posted and page posted content interaction and its intent to deprioritize text status updates from branded pages.
The impact on businesses made a significant change; according to analyses from many social marketing sources, since December that reach has fallen in some cases to as low as 2% reach for businesses with a large fan base. Facebook claims the reason for this change is supply and demand, in other words, the amount of content being produced exceeds what users can consume and as they attempt to optimize the Facebook user's experience, many page posts do not make the cut when it comes to showing up in the newsfeed. To offset these changes, Facebook offered a couple of suggestions. One of the suggestions was to focus efforts on "link share" posts and the other was to invest in ads.
More recent announcements from Facebook have included that posts with calls to action (CTAs) such as "like this page" or "share this post" rarely received engagement and, in turn, will be shown less within the new feeds. They even went as far to say that in some cases, brands posting this type of content were penalized after users were given the ability to report spam within news feeds. The good news is that photos and videos still tend to perform well, as they are more likely to earn a "like" or "share" without being asked.
Know Your options
If your practice is still putting all its eggs in Facebook's basket, you might want to consider altering your strategy. Since going public, you need to understand that Facebook cares first and foremost about its business, not about your brand. In fact, many marketing and financial experts are saying that Facebook's growth is based on how well they monetize their existing user base, since it has reached 60% global penetration and doesn't have a whole lot of room left to grow organically. Think about it, it's a commonly known marketing cycle, as you reach market saturation; you have to either find a new market, add another product or both if you want to continue growth. In this case, Facebook has chosen to incentivize businesses to "pay to play."
So, what are your options? First, engagement rules the house so be sure you are sharing informational and educational content that is relevant and valuable to your fans. You have to share things that are worthy of attention. That means you need to improve the quality of your posts.
Second, I know I'm going to hear some grumbling about this, but you need to "pay to play." Consider Facebook advertising as part of your overall advertising budget. I know for many of you the thought of having to pay for advertising on a free social platform is disconcerting. I understand, but the fact is, social media advertising is the most affordable type of paid advertising available and you are able to track all results. It's a bargain compared to traditional advertising costs and you have a huge opportunity to really target your audience. These social networks are huge databases of every kind of interest and personal buying habits of all your ideal clients. The better you understand your ideal client, the less paid advertising will cost you. When you can dial in your offer to those ideal clients that want and need your services the most, your return on investment surpasses any costs. Online advertising, unlike offline advertising is 100% trackable, measurable and flexible. You are able to adjust your message and costs daily, even hourly, to increase your results. Facebook has been sending out a lot of $50 to $100 advertising coupons lately encouraging businesses to try it. I encourage you to consider this option, but have a strategic plan for what you want to achieve and incorporate a way to capture their email addresses so you can continue to connect with them off of Facebook.
Third, start building community on other social networks like Google+, Twitter or Pinterest. If you've not started your Google+ page, now is a great time. They have more than 1.15 billion registered users and 201 million active mobile users on a monthly basis. If you are concerned about creating extra content, know that you can repurpose your content from Facebook on other social platforms so it doesn't have to mean you are creating a lot of extra work for yourself. There are programs out there like HootSuite and SocialOomph that will post your updates on multiple networks for a minimal fee or hire someone to manage your content for you. However you choose to implement it is up to you, but I do encourage you to get away from having all your eggs in one basket. Diversification is a good word to remember when it comes to social media campaigns.
Fourth, work on building those online relationships by being open, remember the 80/20 rule: 80% business and 20% personal and don't be afraid to show the real you. Also, make sure you are accessible, when people comment, respond or ask more questions in a reasonable time frame. Be positive and offer good customer service so you make the experience enjoyable and your fans will want to interact with your page. Assure your fans that they are important to you by showing them their concerns are important. Make them feel that you care about them and show an interest in them.
Fifth, engage in your local community with questions either on your page, or better yet, the local community pages. Share original, behind-the-scenes photos of you and your staff or hobbies or pets.
And finally, don't measure your marketing success on uncontrollable factors. Social platforms like Facebook, Twitter, LinkedIn, Google+ and YouTube do not owe brands exposure. They make the rules, so instead, spend more of your resources to get the social users to the items you do control like your website and blog. Use the social sites to build your email and blog subscriber list so you can engage with them in an environment that you own. You still will need to offer them educational and informational content so they will stay with you.
In my opinion, Facebook is still fun and profitable. As long as you are sharing good content that your fans are engaged with, continue to use it but just know that the organic "free" ride has drastically changed for a lot of businesses. Facebook can still be very helpful for building your practice, you just have to be aware of the changes and adapt your strategies so you can maximize your results.
Click here for more information about Stephanie Beck.
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