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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.
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.
We Get Letters & Email
Rethinking Our Approach to Immunization; Coming Together for the Good of Our Patients.
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.
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.
Show Up and Show Respect
I was recently asked about my chiropractic philosophy. My answer surprised my questioner.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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?
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.
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.
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?
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.
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.
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.
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.
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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