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Acupuncture's Essential Role
Acupuncture should play a more prominent role in U.S. healthcare during and after this post-Affordable Care Act era when chronic care and population health management are key concerns for all healthcare providers.
NBCE Fumbles Computerized Testing Process
Imagine being a student again, about to take one of the four tests required to become a doctor of chiropractic. You've studied almost nonstop for the past few weeks. You can feel your anxiety level rise as you sit down in front of the computer screen.
Six Things Every Chiropractor Should Know About Opioids
An increase in addictions and deaths due to opioids has raised significant concern and media attention. We offer this brief overview on this important public health problem for the practicing chiropractor.
Infertility: Managing Irregular Menses
Infertility is an area where Chinese medicine is particularly helpful. In the main, in women below the age of 38 without organic disturbance, the success rate using TCM (Traditional Chinese Medicine) should exceed 85%.
Physical Examination in an Evidence-Based World
I have always had a fascination with physical examination procedures, particularly orthopedic tests. The origin of my fascination began just after graduation when I began the chiropractic orthopedics program.
Dealing with a Pain in the Butt
The patient came into my office with the classic antalgic stoop. She was bent over almost to ninety degrees, leaning on her husband for support and staggering to walk. She had been under supportive care for a long time, but this new pain scared her.
The Lung Official
The Lung is known as the "Official Who Receives the Pure Chi From the Heavens." The act of breathing in, known as inspiration, brings oxygen into the body from the atmosphere. Each exhalation or expiration removes and releases carbon dioxide, a waste product of the body, into the atmosphere.
We Get Letters & Email
Our Medicare Challenges Aren't an Education Issue; Passion to Succeed: More Pivotal Than GPA?
Letter to the Editor
On December 7, 1999, the U.S. FDA reclassified the status of acupuncture needles from class III (investigative devices subject to investigative device exemptions...) to class II (special controls).
CE Regulations Are Hurting Chiropractic
During my 35 years in the chiropractic profession, I have been forced to attend available continuing-education programs that were occasionally incredibly beneficial, but frequently not worth my time.
The Drug Epidemic: Are You Guilty, Too?
Attention-deficit / hyperactivity disorder (ADHD) has become epidemic among children in the United States. According to the Centers for Disease Control and Prevention (CDC), the percentage of school-aged children diagnosed with ADHD has grown from 7.8 percent in 2003 to 11.0 percent in 2011.
Sacroiliac Joint Fusion: Where's the Wisdom?
We should be very skeptical of the purportedly less invasive version of the already defrocked sacroiliac fusion surgery, "minimally invasive" sacroiliac joint fusion; and concerned this procedure simply represents the device manufacturer's attempt to find yet another new market.
Acupuncture Earns BLS Unique Code
The United States Bureau of Labor Statistics recently announced that acupuncturists will have their own unique occupational code in the 2018 BLS Handbook. The new Standard Occupational Code (SOC) is 29-1291, will be included in the next edition of the BLS Occupational Handbook, which will be published in 2018.
Putting POLITE Into Practice
First came the acronym RICE (Rest, Ice, Compression, Elevation), which eventually became PRICE (Protect, Rest, Ice, Compression, Elevation). Then in 2015, we started hearing POLICE (Protect, Optimal Loading, Ice, Compression, Elevation).
Why We Need to Fix the Mechanoreceptors (Part 2)
The muscle spindle, a particular type of mechanoreceptor, is located deep within the muscle belly, encapsulated in fascia made up of intrafusal fibers, all within the extrafusal muscle fibers.
Concerns Regarding CDC Guidelines for Pain Management
In response to the epidemic rates of opioid and heroin addiction, the Centers for Disease Control and Prevention (CDC) set new guidelines for physicians regarding treatment for pain.
University of Bridgeport Acupuncture Students Make Rounds at Sisters of Notre Dame
Nuns are not stereotypical acupuncture patients, Dr. Jennifer Brett acknowledges with a laugh. But then again, acupuncture has gone mainstream, just like cappuccinos and recycling. "It's changed a lot from the '70s and '80s," said Brett.
Comparing Costs of Care: DCs, MDs or PTs - Who Costs More?
In a health care era where evidence is increasingly the benchmark for insurance coverage, patient care and even cultural authority, we get plenty of it courtesy of a retrospective cost analysis spanning 10 years, more than 660,000 "covered lives" and nearly 7.5 million claims from Blue Cross Blue Shield of North Carolina.
HVLA Technique: Addressing Myths
In the annals of chiropractic history and literature, and in the imagination of the public, there is one manual adjusting technique that can produce a wide range of responses, both from patients and casual observers.
News in Brief
F4CP MEmbership Milestone Reached; ICA Challenging New California Vaccine Law; TCC Names New President; New Provost at UWS.
Case Study: 2-Year-Old Suffering From Urinary Reflux
A19-month-old female child presented to my office for treatment. Her mother reported the child had been diagnosed with urinary reflux and associated urinary tract infections, recurrent bouts of otitis media and inability to sleep.
Patience vs. Patients
How long have you been in practice? I began my journey more than 20 years ago and opened my first acupuncture clinic in 2008. Just like you, I've learned a lot over the years. Recently, I sat in an interview and was asked what made me successful.
The Most Important Vitamin You've Never Heard Of: K2
Imagine if one in every three patients who walked through your door was afflicted with a debilitating, yet completely preventable and treatable disease.
Forward Head Carriage and the Feet: What's the Connection? (Pt. 2)
Clinical evaluation of standing posture using relatively low-tech tools has been confirmed as valid and reliable by several studies. The original device used to evaluate posture was the plumb line, which served as a reference line for the effects of gravity on body alignment.
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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