resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
An Education in Gluten Sensitivity
A relatively new syndrome officially documented as non-celiac gluten sensitivity (NCGS) or gluten sensitivity (GS) was officially recognized and published in the new list of gluten-related disorders in 2012.
Flirting With Alternative Therapies
There are about as many adjunct therapies being marketed to acupuncturists as there are acupuncturists. While some may remain purist in their application of traditional Chinese medicine, others choose to explore new horizons of treatment.
Scar Reduction With Acupuncture & Microneedling (Part 2)
Protocols & treatment Timing
True Practice Mobility for the Chiropractic Profession
When natural disasters occur, chiropractors can literally travel to the other side of the world to offer humanitarian relief in less than a day. The chiropractor's license to legally practice, however, can't make it past the state line.
We Get Letters & Email
Our Country Needs Us Between Elections, Too; Continuing Care: We Aren't There Yet; Our Associations Need to Do More.
Let's Clear Up the Collection Confusion
This is an often-misunderstood practice swirling with misinformation. First, a few basics: Insurance is a contract between the patient and the insurance company. The insurance company is simply making a payment for services or care on behalf of the patient.
Anti-Aging With Dr. Ping Zhang
Jennifer Waters, TCM practitioner and writer of the Acupuncture Today column, "Talking With the Masters" sat down with Dr. Ping Zhang to discuss aniti-aging with acupuncture.
The Acupuncture Channel System (Part 1)
The earliest Chinese reference to channels is in the Mawangdui Medical Manuscripts,1 which are dated to the Warring States period of the Zhou Dynasty (475 BC-221 AD). The text presents 11 channels. There are no acupuncture points listed in those channels.
The Case Report: A Valuable Tool
Case reports are a valuable form of descriptive research. The most basic form of practice-based research, a case report is a detailed account of the history, presenting symptoms, assessment, observations, treatment and follow-up of an individual patient, discussed in the context of prior and potential future research.
An Opportunity & a Responsibility
Nearly 80 Americans die from an opioid-related overdose every day, and spine-related pain is one of the principle drivers of opioid use. This unfortunate situation creates both an opportunity and a responsibility.
Five Branches University Has First Hospital TCM Residency
Established in 1984, Five Branches University (FBU) has campuses in Santa Cruz and San Jose, Calif., which serve the communities of Santa Cruz, the Monterey Bay, and Silicon Valley.
A New Year and Vision for the ACA
Inadequate pain management coupled with the epidemic of prescription opioid overuse and abuse has taken a severe toll on the lives of millions of people in the United States. Every day, more than 1,000 people are treated in the ER for misusing prescription opioids.
A Conversation With Dr. Betty Edmond
This month's column is an exclusive interview with Betty Edmond MD, newly elected CEO/President of the AOMA Graduate School of Integrative Medicine in Austin, Texas.
Nutrition for Menopause: Front-Line Therapy for All Phases
Of all the changes women experience during their reproductive life, there is no doubt the most dreaded are the three phases of menopause. This is not surprising since all of the symptoms associated with menopause are replete with unpleasantness.
Low Back Pain in Running Athletes
After 7 million years of adapting to upright postures, the lumbar spine and pelvis have become remarkably adept at managing ground-reactive forces associated with running.
Prepare for the End, From the Beginning: Wealth Building and Retirement with the Tao
Yin and yang flow into and out from one another continually. Beginnings become endings and endings become beginnings again. Wholeness and cycles are the nature of Tao.
Qigong for Substance Abuse
It is commonly believed that substance abuse, in addition to harming one’s physiological state, hurts the spirit. There is also a belief that one’s spirit does not weaken due to substance abuse, but rather, the person finds solace in addiction due to an already weak spirit.
Acupuncture Points: Broadening Our Scope and Diagnostic Work
As every practitioner knows, the correct diagnosis is everything. Most healing disciplines rely on the use of symptomatology for their treatment implementation. Beyond symptomatology, we have clinical tests to provide more objective findings.
Crow Like the Rooster
As we welcome in the Year of the Rooster, we look at some of its major characteristics: confidence and communication, which suits the image we have of the Rooster...strutting in the farmyard, crowing to the others that it's time to wake up.
Another Step Forward for Chiropractic
Chiropractic is now available to 86,000-plus Latter-Day Saints missionaries and you are invited to become a provider. LDS membership in not required; our only concern is that our missionaries get the best quality care available.
News in Brief
Updated Neck Pain & Whiplash Guideline; Attention, IHS DCs; New VP of Institutional Advancement At Palmer; N.J. DC Interns At U.S. Olympic Training Center; Chiropractic Society Of R.I. On The Front Lines.
Shoulder Rehab: Start With the Scapula
The scapula is an incredible display of elegance and movement within the biomechanics of human motion. It's evolved for mobility and stability in the scapulo-thoracic region, giving us the ability to do things that are uniquely human, such as throwing with accuracy.
The winter season is upon us and offers unique challenges for the clinician and patient alike. To effectively navigate through the winter season there are two main TCM medicinals, Huang Qi and Gan Jiang, to consider, as well as two important formulas which feature these two TCM treasures.
February, 2016, Vol. 16, Issue 02
Humanize Your Content to Create Stronger Relationships
By Stephanie Beck
Content marketing is about building relationships, whether that is through updates on social media, offers on your website, blog posts, email campaigns, or even printed material. Now days a business needs to make a human connection.Many health practitioners are reluctant to fully dive into content marketing for fear of being too personal, they believe their patients won't respond to it, or they are mostly concerned about overstepping that client-patient barrier. However, if you stop to consider it, most of your clients are in your treatment room because they trust that you understand their needs and know how to help make them feel better. They aren't choosing to get treatment based on a license or sign outside your office; they have chosen you because you made that connection with them. So how do you humanize your marketing and create these relationships without crossing boundaries?
Here are five steps to present your content that allows you to humanize your message so you aren't spewing cold facts and data or being too promotional. You need to create a dialogue that requires two forms of communication. To get people talking, they first have to feel like they are interacting with a real person.
Consider yourself a teacher in the sense you want to educate your clients, but not lecture them. You can teach your ideal audience using how-to's, answer frequently asked client questions, provide enough product information so they can make an informed decision and make sure the information is shareable. The worst thing I hear happening is from people who say, "I've sent her emails without responses, or all I ever get is a voice mail or answering machine." And I know we've all seen this on social media, those pages that haven't had updates in days, weeks or even the once a year post! When I come across those pages, I feel like there should be a tumbleweed rolling across the page. If there is a question or comment that has gone unanswered for days or weeks, patients, potential clients and all 300 of their friends see this response, or dare I say lack of one and it is direct reflection on your practice. Now, I know you are about to pelt me with a slew of excuses about how busy you are with clients and back-to-back appointments, but you are both a business owner and practitioner! You have a responsibility to respond. So, guide your readers to the conclusions you want them to make about your practice by utilizing content that answers those questions.
Be human. The Internet consists of human conversations, especially when it comes to emails and social media, so when you create content, the human element needs to be integrated into every aspect of your offering. Skip the technical, corporate, practitioner talk and speak to them like you would your grandmother or best friend. If you hire a company or join a service that offers postings, be sure they have a human touch. Do they have real people creating content for real people? If you are going to have someone else managing your email, blog or social media content and responses, make sure they speak human or provide examples of how you want your responses. One way to show your humanity is to use photographs and videos of your employees or you.
Expand your content creation efforts across your organization or professional community. The most common complaint I hear all the time from practitioners is the lack of content or more likely, the lack of resources for content, the time to find it, or lack of funds to pay to have it created. One way to expand your budgetary funds is to use others within your professional community to support your content efforts. You don't have to create every piece of content, nor do you have to pay someone to create it for you. The continuing education providers, manufacturers, distributors, and professional organizations know what your patients and potential patients are asking and wanting to achieve from your services. So, it only makes sense to utilize the content they have provided you. Most continuing education providers have some kind of marketing content for their customers to use. I know the majority of the professional organizations provide consumer magazines, research, articles and blog posts for the consumer mindset. Utilize these resources you have freely available to you.
Consider how your clients like to communicate and think beyond text on a page. There is an old saying about how to be successful in marketing and it makes reference to the fact that to be successful, a business has to be "reaching the right people at the right time with the right message." However, with today's world, I like to modify it by saying in order to be successful a business needs to reach the right people, at the right time, with the right message, on the right device. Some patients are going to enjoy visuals, some will like to listen to podcasts, others will want to interact with webinars, others will relate more to videos. You have to consider your clientele, not necessarily how you like to learn and interact. Is it text messaging, is it a pre-recorded tele-seminar, or is it a video?
If your clients are always on the go, we have to relate to them how they want to be reached. That may mean creating a weekly podcast or perhaps your blog posts are actually vlogs (no, that's not a typo – that is a blog post that is a video instead of a written format.) We have to adapt our delivery to go where the people are, when they are there and yes, that may mean traveling into new online and digital territory. The worst mistake is to think that because you may not have any interest in it, doesn't mean your customers don't either. We have to expand our minds, broaden our horizons and dare I say it, break out of our comfort zones.
Have a virtual business content buddy with whom you can discuss ideas. If you are a solopreneur or perhaps the only one in the practice in charge of marketing, this is especially important for you. You need to get plugged in to a group either online or in person that can support and inspire you to produce great content. With today's technology, this is easily accomplished via the Internet without having to leave your office or home. Having a content buddy to share ideas, ask questions and get feedback is helpful. You can find like-minded people, even those who aren't in the industry but are marketers or business owners who can help inspire ideas that you can modify to things that can be used for your practice. Join a state organization, attend the monthly meeting or find a good group on LinkedIn or Facebook and connect with someone there.
I know this is a lot to consider, but the bottom line is this: the more you incorporate the human element into your content marketing, the better it will connect and resonate with your ideal target audience. The better the connection, the more growth you should experience.
Click here for previous articles by Stephanie Beck.
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