Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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What Does Success Mean to You?
Recently, I was asked to speak to young, budding businesswomen about running a successful business — and at first I thought, "Me? You want me to speak to others about success?!"
The Nectar of Plants: Essential Oils and Chinese Medicine
Essential oils are a very hot topic these days, especially with the likes of the Ebola virus and the resurgence of measles lurking in our awareness, but when I first became interested in Chinese medicine, essential oils weren't on the radar screen for acupuncturists.
Our Biggest Challenges to Compete in Wellness Care
In the first article in this four-article series [May 1 DC], I made the case that chiropractors should either embrace offering lifestyle wellness in their practices or face the possibility of losing their place in the wellness care marketplace.
The Year to Make Things Happen
It is hard to believe that the Year of the Ram – 2015 is half over. Time seems to be moving especially fast. This is the year for things to happen for the acupuncture profession.
Green Tea Improves Cognitive Function in Elderly Subjects
Publishing their results in the journal Nutrients in May 2014, researchers showed that drinking the equivalent of 2-4 cups of brewed green tea (or bottled tea) daily improved cognitive function or reduced the progression of cognitive dysfunction in elderly subjects.
Calculating Billable Units
I recently learned of an office that was audited based on the number of acupuncture sessions performed in one day. Is there a maximum number of sessions that can be performed in one day?
TMF 2015 Scholarships
The Trudy McAlister Foundation (TMF), a nonprofit organization established to support students who are on track to make contributions either to clinical practice and/or to the understanding of the role of Traditional Oriental Medicine, has announced the 2015 scholarship recipients.
The Source-Luo Point Combination
The luo collaterals are part of the acupuncture channel system presented in the Su Wen and the Ling Shu (The Nei Jing). The function and clinical application of the luo mai are primarily presented in chapter 10 of the Ling Shu, however, they are also found in others chapters in the Su Wen and the Ling Shu.
Breath: The Movement of Oxygen and Energy
I remember with surprising clarity the first time a patient started crying during an acupuncture treatment I was giving. This is now quite a long time ago, back in 1999, when I was a student.
Rethinking Musculoskeletal Pain – A Public Health Perspective
The American Public Health Association (APHA) is the world's oldest and largest association of its kind, founded more than 140 years ago and boasting over 25,000 members.
Marijuana, Apathy and Chinese Medicine, Part 2
A talented young woman presented herself with emotional mood swings, which included being nervous, anxious and jittery.
Leg-Length Inequality and Pelvic Fixation: A New Approach to the Negative Derifield (Part 2)
As we noted in our previous article, with a positive Derifield (+D), the doctor observes the reactive (shorter) leg in the prone position that becomes longer or "crosses over" in the flexed position.
Reducing the Autogenic Inhibition Reflex: Making Weak Muscles Strong
The autogenic inhibition (AI) reflex is a sudden relaxation of a muscle in response to excess tension.
The Modern Acupuncturist
You studied ancient Chinese medicine, but I'll bet you don't practice it! Contrary to popular belief, our medicine has evolved A LOT over the years. Let's take a brief walk through history and discover the differences between ancient and modern acupuncturists.
First Do No Harm?
There's no questioning the frightening nature of breast cancer, which strikes one in eight women in the U.S. – eclipsed only by skin cancer in terms of prevalence.
ACA or ICA: Which Best Represents You?
Last June, I was honored to represent Texas ICA members as their representative assemblyman at the ICA Annual Meeting in Kansas City.
We Get Letters & Email
A House Divided? (May 1 issue) provoked significant response from readers. Here are several of the surprisingly similar comments we received.
Giving Vets the Care They Deserve
The Department of Veterans Affairs (VA) administers the largest integrated health care system in the United States.
Acupuncture and the Pulse
In 1991, I attended a martial arts workshop hosted coincidentally by Sung Baek, a martial artist and the head of his lineage as a Korean trained acupuncturist. I was enamored by the details Sung could attain from the pulse, as told to me by some of his apprentices.
Green Tea Improves Cognitive Function in Elderly Subjects
Publishing their results in the journal Nutrients, in May 2014, researchers showed that drinking the equivalent of 2 to 4 cups of brewed green tea (or bottled tea) daily improved cognitive function or reduced the progression of cognitive dysfunction in elderly subjects.
How One Little Symbol (#) Gets You More Patients
Are you struggling to get more fans or followers for your acupuncture practice? Or are looking for ways to simply connect with your patients? Or do you just want to know how to keep them engaged (comments, retweeting, liking and sharing)?
Spieth Thanks His Chiropractor After Historic Masters Win
Jordan Spieth didn't just capture the hearts of golf enthusiasts worldwide with his record-setting, wire-to-wire victory at the 79th Masters Tournament.
Professional Credentialing and Board Certification: An Ethical Faux Pas
Because of the Affordable Care Act, health care systems are coordinating care through accountable care organizations (ACOs) in order to reduce the cost of care and improve quality of care.
Use Technology to Gain New Patients and Improve Efficiency
From the smartphone in your pocket to your microwave oven, advancements in technology have made almost every aspect of our lives easier.
A Poor Choice for Pain Relief
Acetaminophen is the most popular pain reliever in the U.S., accounting for an estimated 27 billion annual doses as of 2009. With 100,000-plus hospital visits a year by users, it's also the most likely to be taken inappropriately.
July, 2014, Vol. 14, Issue 07
Grow Your Massage Practice with Online Advertising
By Daniel Ruscigno
When it comes to growing your business, trust and referral-based marketing is ultimately going to be the deciding factor in your massage clinic's success. Providing world-class treatment that inspires your clients to tell their friends and family should be your primary marketing strategy.But, in order to get the ball rolling on word-of-mouth marketing, online advertising is a great, relatively low-cost option to get new customers in your door.
When a potential client is seeking a massage therapist, their likely first stop is going to be Google, where they will search for an MT. While preference is to organically rank at the top of the first page of search results, there are only going to be a handful of people that can occupy those positions (those that have dedicated resources to a long-term SEO strategy). The alternative way to have your clinic listed on the first page is via Google AdWords - the top 3 listings in the search results and often also along the right side of the page.
What's great about Google AdWords is that you can target people in your area that are specifically looking for a massage therapist. When setting up your campaign, the location targeting is simple: enter your office address and set a 10 to 20 mile radius to advertise to. Your next steps are to create the copy for your ad and to choose the keywords you would like to target. For example, you may want your ad to show when someone searches for: massage therapist, massage therapy, hot stone massage and deep tissue massage.
Once your advertisement is ready, it will display in the Google search results and you will only pay when someone clicks on your advertisement. You will get the most out of your Google AdWords campaign if you have an up-to-date and trustworthy looking website that the potential client will feel comfortable enough with to pick up the phone or book their appointment online.
The other online advertising giant is Facebook. While setting up a Facebook ad is somewhat similar to Google AdWords, there are two big differences. First, your ad will include an image. The image is going to be the focal point of your ad so you want to avoid using low quality or stock photography images. This is your chance to be creative and get peoples' attention. The second major difference is how you target your ads. Rather than targeting based on keywords, you target based on elements of peoples' Facebook profile. For example: age, gender, location, marital status, education and even interests.
Like Google AdWords, you will only pay when someone clicks on your advertisement. Since so many people use Facebook (and the Internet in general) from their phones, you may want to consider a responsive website, a website that changes layout based on the screen size, so that those who click on your ad from their phone can easily navigate your site.
A third, and perhaps controversial, online advertising opportunity for massage therapists are group-buying websites like Groupon. This opportunity is controversial because it tends to attract people that are only seeking the best deal (and tend not to be long-term clients), you have to deeply discount your services (usually 40-50%), is not legal in some states, and most importantly, can end up costing you money.
With the warning out of the way, there are some massage therapists that have done very well with group-buying websites. To be successful, there are a few things you want to consider. First, what is your break-even price and how many deal-buying customers do you have to convert into regular clients to make the deal worthwhile. Second, set a limit for how many deals can be sold and consider conditions on the offer like "new clients only." Third, remember that the goal is to get regular clients, so make sure you provide your best service to every customer so that not only do they come back, but they tell their friends about you – kick-starting that ever important word-of mouth marketing strategy.
With new customers coming to your door via online advertising, there is a final online technique to discuss: email newsletters. This is more of a retention and referral-based strategy and involves sending monthly email newsletters to your existing customers. To start your email newsletter campaign, you must obtain permission from your clients to send them emails. You can do this by asking them to fill out a simple form (email address and a box to check to consent will suffice) in your office. When you are asking for their consent, be sure to tell them why they should subscribe to your newsletter.
The newsletter is a way to show your expertise and you want it to primarily be informational. Writing articles that your clients would find useful, such as "3-Minute At Work Stretching Routine," will keep them interested in receiving your emails, while also keeping you at top of their mind when it comes time to book their next massage. Once you've established trust via your email newsletters, you can then use that avenue to advertise any clinic promotions you are offering.
With only a few hours of work, these online advertising options are great ways to attract new clients to your clinic and help grow your business. If you are providing a service that's worth talking about, each new client that finds you online could potentially attract several more through word-of-mouth.
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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