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First Annual ICD-10 Updates Take Effect
Yes, there was an update to ICD-10 codes on Oct. 1. It was a regular update to the diagnosis coding system and will take place every Oct. 1, just as it did when the ICD-9 system was in place.
Getting Paid by Medicare Is Getting a Major Adjustment
The 2015 Medicare Access and CHIP Reauthorization Act (MACRA) was signed into law to implement a new approach to clinician payments and replace the Sustainable Growth Rate formula.
Pediatric Asthma: A Case Study
I have had very good success with pediatric asthma, combining acupuncture with Chinese herbal products. Treatment is given over four to eight months, twice monthly, with herbal formulas rotated every month.
Upgrade to "Parker 2.0" in Las Vegas
Continuing your education and refining your practice: two key elements of a successful chiropractic career. Parker Seminars promises both as it celebrates its 65th anniversary in Las Vegas next February, according to Parker University President, Dr. William Morgan, and seminar consultant Dr. Mark Sanna.
Pediatric Footwear: Function Over Fashion
As practitioners, it is not uncommon for parents to bring us their children to treat or ask us questions related to the pediatric population. Children's feet tend to be a perplexing region for parents and practitioners alike.
Using the Lens of Chinese Medicine
One of the most common medications I see in clinical practice on a daily basis is fluoxetine or Prozac. Consequently, I hear many complaints concerning the side effects of this medication and am frequently asked by patients to help manage these side effects with acupuncture and Chinese medicine.
Treatment Success at the Won Institute
According to the World Health Organization's 2003 report titled, "Acupuncture: Review and Analysis of Controlled Clinical Trials," acupuncture has been shown to improve many physical, emotional, and mental conditions.
Dysautonomia: The Medical Condition You May Already Be Treating
TCM practitioners have spent thousands of years healing patients without knowing or needing the names of their diseases as defined by allopathic medicine. We have syndrome names that are both poetic and efficient.
Treating Peripheral Neuropathy: Multi-Faceted Approach Including Laser Therapy
Peripheral neuropathy affects at least 20 million people in the United States1 and nearly 60 percent of all people with diabetes suffer from diabetic neuropathy. Many suffer from the disorder without ever identifying the cause.
Decoding the Mystery of Medical Insurance Acceptance
In the constantly evolving profession of acupuncture, one of the least understood areas is medical insurance acceptance. The profession is filled with controversy surrounding this topic: Is it ethical?
Power to the Patient
Against a backdrop of splintered political parties, polarizations within nations, civil unrest, and distrust of established government (such as the growing anti-Washington, D.C. sentiment) comes the not-so-surprising finding that health care authorities and practitioners (with perhaps the exception of insurers) are turning over more and more powers to the individual patient.
ITB Syndrome: Treat the Tensor Fascia Latae
Iliotibial band syndrome is usually the result of repetitive knee flexion, such as in runners or cyclists. Pain may be experienced in the knee and/or the hip. The patient may express a sense of the hip dislocating, popping or snapping.
U.S. Olympians Have a DC in Their Corner
It's probably old news to you that doctors of chiropractic play an increasingly prominent role in treating athletes, from youth sports participants to weekend warriors, to elite / professional competitors.
Workers' Back Pain: Causes, Costs & Solution
You will want to share two important papers published in the past several months. Why? When read separately, each provides valuable information relevant to your patients, community and practice; together, they tell a compelling story.
Going Beyond Just Feeling Good
We all know that most patients come to us for some pain complaint: neck pain, back pain, sciatica, carpal tunnel, etc. We also all know that acupuncture is a great first-line care for these issues, as well as supporting overall health and wellness.
National Board Apologizes for Testing Issues
The National Board of Chiropractic Examiners (NBCE) has issued a formal apology following a series of computer-based testing malfunctions that impacted two separate examinations (March and June 2016) and caused "widespread confusion and frustration" to the nearly 1,500 examinees taking the tests.
Update from the International AIDS Conference
The 21st International AIDS Conference in Durban, South Africa, brought together more than 15,000 of the world's leading scientists, activists, funders, policy makers, and consumers from 153 countries.
Natural Cancer Prevention: Pomegranate for the Prostate
In recent years, the ingestion of pure pomegranate juice (8 ounces per day) has been shown in clinical studies with human subjects to slow, and to some degree, reverse, the progression of prostate cancer – the second leading cause of cancer death in North American men.
Four Ways to Attract Patients
Acupuncturist A has been in practice for six years and has struggled since day one. She spends as much time and money on marketing as she can, but since her practice is slow, her budget isn't that big.
Integrative Cancer Care: Chiropractic for Chemotherapy-Induced Hiccups
Hiccups (singultus) are a frequent occurrence during cancer treatment. The cause of the hiccups may be the chemotherapy drug itself, such as Cisplatin; or the prophylactic use of corticosteroids such as Decadron, which is used to prevent nausea and/or vomiting.
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 more information about Stephanie Beck.
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