resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
The Pertinent Negative
We all have to perform evaluations on patients. Most of us don't like doing it – exams take time, and worse it takes even more time after the evaluation to put together a narrative summary of the findings. Sometimes, this process becomes downright tedious.
What's New in Phytonutrition: Mangifera Indica, "The King of Fruits"
One hundred percent pure Indian green mango fruit (mangifera indica), harvested at a special degree of ripeness for efficacy and taste, can now be concentrated as a phytonutrient nutraceutical powder.
Chronic Pain: Become Part of the Solution
I have lectured to more than 7,000 chiropractic physicians over the past five years regarding the chronic pain and opioid epidemic in this country.
Treating Hip & Groin Pain With Abdominal Release of Upper Lumbar Nerve Impingements
Have you encountered patients with groin and hip pain you can't seem to solve? You know it's not a worn-out hip; you suspect the pain is somehow connected to the spine. But somehow, you just can't help them break through.
Acupuncture Muscle Trigger Point and Oriental Medicine Sports Therapy
It is difficult to ascertain the internal condition of professional basketball player Lebron James during game one of the 2014 NBA finals, in which he developed debilitating muscle cramps that led to his premature removal from the game.
Multivitamin Supplement May Reduce Breast Cancer Recurrence
There is a great deal of controversy regarding the value of multiple vitamin supplements in cancer prevention.
An Emerging Partnership Model
Maryland University of Integrative Health (MUIH) has educated integrative health and wellness practitioners for the last 40 years, originally as an acupuncture clinic and school. The institution's transformative, relationship-centered programs integrate traditional wisdom with contemporary science
Tai Chi Documentary Premier
First Run Features recently announced the world theatrical premiere of Barry Strugatz's documentary The Professor: Tai Chi's Journey West, which premiered last month at the Laemmle Music Hall in Los Angeles.
AOM Hospital-Based Practice: A Future Reality?
The natural evolution of health care on the planet is integrative health. We may have some challenges ahead, but based on my research, all indicators are pointing in a positive direction. There seems to be an evolving consciousness among our patient population that is "getting it."
A Long-Overdue Win for Oregon Medicaid Patients - and the Implications for Other States
Beginning July 1, 2016, Oregon Medicaid patients with spinal pain (cervical, thoracic, lumbar, pelvic) who are determined to be low risk based on a biopsychosocial assessment tool (STarT Back – Keele University) can receive four chiropractic visits per episode.
Increasing the Value of Spine Care: CMS Approves New Low Back Pain Registry
The Centers for Medicare and Medicaid Services has approved the Spine IQ Low Back Pain Registry as a qualified clinical data registry for the Physician Quality Reporting System (PQRS) in 2016.
Three Tips to Help You Analyze the Acupuncture Case Studies of the NCCAOM Exam
Confirm the answer quickly by the elimination method. Case study:
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.
Believe it or not, an estimated one-third of your patients have eaten some form of fast food within 24 hours of their appointment with you.
Sit or Stand? Analyzing a Mixed Message
I'm more than a bit confused. At my age, that seems to be a rather common occurrence. However, today more than ever, I'm getting a mixed message.
How to Stay Sane During the Elections: Understanding Through the Lens of Chinese Medicine
In Chinese Medicine philosophy, everything consists of Yin and Yang. The law of polar opposites – one cannot exist without its opposite.
Introducing the Acupuncture Today Digital Edition
In response to the changing habits of our readers, Acupuncture Today will introduce a digital edition of the publication (in addition to our print edition) beginning with the August 2016 issue.
What You Say Isn't Always What Patients Hear
A few years ago, my aunt Edna (name changed for the purpose of this story) suffered a stroke. After a short hospital stay, she was transferred to a nursing home for rehabilitation. When she arrived at the nursing home, Edna requested a private room.
Insuring Quality Control in Herb Importation: An Interview with Wilson Lau
Wilson Lau is the vice president of Nuherbs, a Chinese herb importation company based in San Leandro, California. Before joining Nuherbs, he trained as a lawyer specializing in FDA law.
An MD Who Understands the Opioid Epidemic
Doctors of chiropractic have an important role to play in ending the opioid epidemic and dealing with chronic pain by conservative means (see our top story in this issue) – but who's to blame for opioid dependence and abuse in the first place?
Kansas Achieves Licensing Law
Kansas Governor Sam Brownback signed House Bill 2615 into law on Friday, May 13, 2016. HB2615 includes provisions for the licensure of acupuncturists in the state of Kansas.
Acupuncture's Impact on the World
For several years, I have been hearing about the town of Rothenburg, Germany. It seemed just a dot on a map until I arrived. It is the home of the TCM Kongress which began in 1968. It has been held annually for 47 years and it has only missed one year.
Adventures with the San Jiao
Those of us who have been in practice for several decades relish the way meridians and points reveal new diagnostic clues and new insights. I love to encourage my students to see this as an adventure that goes way beyond the textbooks.
August, 2014, Vol. 14, Issue 08
Putting the Social Back Into Social Media
By Stephanie Beck
Social media is more than a passing fad, it is definitely here to stay. Social media apps and channels of distribution may evolve, but the concept of social media is now big business and a part of all our lives.It can seem intimidating if you don't quite understand how it works, but using this network to grow your practice requires a successful strategy to develop a winning social media ad campaign. Whether you choose Google AdWords, LinkedIn, Facebook or sponsor tweets on Twitter, online ads are very affordable, can be easily tracked and they can produce great rewards for a fraction of the cost of traditional advertising. Knowing the key components of a successful online ad campaign is the first step to creating a winning and profitable campaign for your massage practice.
The Perfect Ad
The perfect ad is creating the right message and is seen by the right people and at the right time. That sounds simple, right? And yet 90% of all failed online ad campaigns are because most people have the wrong target audience with the wrong message.
Find Your Target
It is all about testing and understanding your target audience. You want to get as specific as you can for the types of people you are looking to do business with. Focus on defining who your IDEAL market is and what their social habits are. Several of my Facebook fans on my business page have an interest in the most obvious like meditation, Reiki, Yoga and reflexology; however they also like gardening, jewelry, traveling, photography, cooking, coffee, horses and dancing. Why is it important for me to know this? Because the better I know my fans habits and interests, the better job of targeting I can do with the content on my page, and more importantly, the content in my ads.
On Facebook, it is easy to see the data; in the search bar enter "Groups joined by fans of (YOUR BUSINESS PAGE NAME)" and a list of groups appears. Now you can keep replacing the words "groups joined" with other factors you want to know like: "pages liked" or "people followed" or "interests." Look for pages, interests or groups that have some of the largest numbers of your followers and you can use these lists to start targeting your ads. There is a lot of data mining you can do to start to understand your audience.
When planning a national event like a conference or workshop, I will generally use one of two types of approaches. Some social networks like Facebook or LinkedIn allow advertisers to get very specific with their targeting. On Facebook, I start by identifying the key influencers in a customer's niche, seeing if they have a strong Facebook presence, and then target ads toward their fans. Next. I start by testing the fan's response and as the data starts coming in, I add other influencers to increase my reach and scale the efforts.
In other instances. I can do the opposite. Start with a macro approach by targeting several groups of key influencers with strong Facebook followings across the country and then narrow down my geographical targeting as we approach the time of the event.
When working with local clients, you use the same type of approaches just on a smaller scale. Look for key influencers within their city or several surrounding cities of the local customer and target their fans. Or you can take a micro approach; only target groups within your local community of key influencers and keep the radius to a smaller scale.
In some of your major metropolitan areas. you might have to use zip codes for targeting rather than city wide approach. Consider too, that in these major cities most people would only do business with a location in their comfort zone. For example, I live in the coastal area of San Diego, I'm not driving to East County when I have plenty of choices right in my neighborhood. Even if the service is awesome, it is all about convenience. What can I say, I fall into the time is money category, so for me, I want access and no traffic hassles.
Regardless of the method of targeting, the point is to identify people whose fan bases include your ideal clients or customers. Next you can start to focus on the ad copy.
Online Ad Components
Online ads have a headline, image and sometimes a description, depending on the platform and the type of ad you are running, you may or may not have all the variables. Generally speaking, two of the components that have the most influence on the success are the headline and the image. In order to create a great headline, start with a question and be sure to speak to the needs/wants/desires of the IDEAL targeted clients. Also, avoid sounding like a brand looking to promote, but instead like a human looking to connect. Remember these are "social" networks and people want to connect with other people.
Make the ad copy sound like you're a human who cares and is speaking directly to the person on the other side of that ad (not a group of people). The more personal you are with your ad copy, the better response you should receive.
Why a Question?
It doesn't have to be a question. It is your money after all, if you don't want to use a question you don't have to, but understand why questions have proven to work so well. We are inquisitive creatures. We find it difficult to resist a question mark. Don't believe me? How many have you taken one (or all of the following quizzes on Facebook): Which dessert are you? Which fierce animal are you? Where should you most likely live? What island should you visit on your next vacation? And the list goes on. When we see a question mark, it forces our mind into hyper-curiosity mode where we must know the answer. With any kind of marketing copy, whether on Facebook, Google, Twitter or LinkedIn, response rates can drastically improve if you switch the headline from a statement to a question.
The second part of the ad that has the most influence is the image. Many times, depending on where an ad is located on the screen, it is the image that grabs the attention first and the question in the headline that makes them click to find out more. Some basic marketing practices to know, believe it or not, but attractive smiling women generally test better than men. When building a basic "likes" campaign, trying to attract more followers, use images that provoke a laugh. Humor can be a great marketing tool to draw new followers. Just make sure the image you are using tells a story. We are all familiar with the old saying "a picture is worth a thousand words," and you want those words to tell a story and make a connection with your target audience. The image is something you will always need to be testing so have two to three images to try and see which gives you the best response.
The last part of successful online ads is what is called the sales funnel. This is where the people who click on the ad go next. Have a solid plan for what you want them do when they arrive. Your content on your landing page, website or app should have the same consistent message as your ad. If you have a video on your landing page, then why not try using a screen cast image from the video in your ad? The targeted audience recognizes the image and knows they are on the right path to the answer to the question in the headline. A recent change to Facebook ads now allows you to create a video ad which might be worth testing. If you are asking them to register in your ad, make sure when they click on the ad that they are taken to the register page. This sounds like common sense, but you would be surprised the number of times this is done incorrectly. Also, remember that people are still looking to connect with a person and in test after test, the responses were better when the landing page was personally branded as opposed to company-branded.
Test and Test Some More
Lastly, I want to emphasize how important it is to test everything. Testing is going to be your most effective tool for successful campaigns. And because it is digital, you can adapt or change your message quickly, unlike traditional marketing where you spend $1,000 to $3,000 hoping it works and not being able to modify anything on the mailer or ad without investing another bunch of money. Unless you have a mailing listm you will need to buy or rent leads. You have creative costs and print of your marketing piece and then the cost of postage. Lastly, you are gambling that the message you're sending out is going to connect to a percentage of those folks, if they even open and read it. Even if you do have your own mailing list and do it yourself by printing up flyers in your office and adding them to invoices or handing them out at your reception counters, that is still a few hundred dollars of "testing" your message to see if it works.
With digital ads, you have data within hours of launching a campaign and you can be modifying and testing three to five different messages with that couple of hundred dollars. Digital adbertising eliminates the risk for a lot less investment. Once you have a proven message that converts with your targeted audience, this can actually assist you to refine your traditional advertising for better conversions. Test your target audience, your ad copy, the images and the funnel. As you test each element, be sure to test one component at a time so you know what worked and what didn't. Remember, this is a marathon and not a race and not everyone wins the big trophy their first time out. But, if you follow the right guidelines and test to find the right message to the right person at the right time, then even when you are testing you can have success from the start.
Click here for more information about Stephanie Beck.
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