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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.
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.
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.
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.
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.
News in Brief
F4CP MEmbership Milestone Reached; ICA Challenging New California Vaccine Law; TCC Names New President; New Provost at UWS.
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.
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.
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.
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.
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.
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.
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.
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).
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.
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.
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.
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.
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).
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.
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%.
We Get Letters & Email
Our Medicare Challenges Aren't an Education Issue; Passion to Succeed: More Pivotal Than GPA?
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.
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.
February, 2016, Vol. 16, Issue 02
Massage Specialization as a Marketing Tool: Focus on the Client
By Michelle Burns, BSRN, BSAlt.Med., LMT, BCMT
One message frequently given to massage therapists is to "find your niche." For so many therapists, this can be one of the biggest challenges — defining their preferred target market.And often, massage therapists have a challenge building a successful business without defining their niche.
A common thought in the massage community is to focus on learning new techniques that will then guarantee more clientele. So, many therapists invest hundreds, and sometimes, thousands of dollars in continuing education to learn techniques to try to increase their clientele and revenue. Sometimes it works well, but sometimes it doesn't. Part of the reason it may not work is because, too often, the public (read-potential clients) have no idea what those techniques do, and how the techniques may help them. That is not to say specializing in a technique is bad, because it isn't. But specializing goes way beyond a six or 12 hour weekend class. And the more specialized a practitioner becomes, the more important client education as a part of marketing becomes. Potential clients have to understand the mechanism and indication for the specialty before they will commit to participating in a session. While we, in the massage community, may know what Airrosti or Bowen or Pfrimmer is, how it works and what it does, that does not help people who might benefit from the work understand how it may help them.
Focusing on the outcome of the session rather than specific techniques that will be used helps a potential client make an informed choice. For example, telling potential clients that you specialize in helping people with shoulder injuries to regain ROM and decrease pain, as opposed to telling them you specialize in myofascial release. The first statement has two advantages:
Why It's Important To Focus On The Client
Too often, people in a profession have internalized profession specific information and language and forget that those outside the profession don't understand the "insider" language. Those not in the profession may have no idea what a specialty can or cannot do or how it is done. For many people seeking help dealing with pain, injury repair, and rehabilitation, the myriad of practitioners available can be overwhelming. If the specialties being offered are unfamiliar, the person seeking help becomes even more confused — "where should I spend my limited monetary resources for the most benefit?" When faced with a description of services that lists unfamiliar specialties in which a therapist is trained or certified, it can lead to additional confusion and overwhelm. The client may just choose something that sounds familiar and hope it works. They may be lucky and find someone who can help them, or they may find a therapist that doesn't really understand their problem or help them achieve their goal. The client may then become frustrated and reticent to try a different therapist.
When communication is focused on the specialty, the information becomes about the therapist — "Look at me! I can do this and this and this!" – and not about what the client needs. When communication is focused on offering a benefit that the client can relate to, the techniques used to accomplish the goal becomes less relevant. For example, a musician with repetitive use injury of the wrist is less interested in what technique the therapist knows than they are whether or not I can help them play again without pain. Telling a musician that the practitioner is certified in myofascial release does not answer their question as to whether or not that therapist can help them specifically. However, if the therapist tells a musician that they specialize in preventing wrist injuries or helping decrease wrist pain and supporting healing, the musician is much more likely to see the benefit and feel more confident working with the therapist that addresses their needs.
A Powerful Tool
Deciding to specialize in: a specific population, such as pregnant women, athletes, or geriatrics; conditions, such as fibromyalgia or migraines; or a body part, such as the shoulder, hip, or ankle, rather than a technique, opens the door to using a variety of techniques depending on the individual and situation.
One of the attractions of becoming a technique specialist is that the workshops are focused on bodywork techniques, often with lots of hands on practice time. Massage therapists are often more comfortable learning techniques than sitting in a didactic, data rich class. Becoming a specialist in working with specific areas of the body or specific populations involves a lot more in-depth knowledge about the body part or the population. It can't be obtained in a weekend CE class. And it doesn't rely on just one technique. To become a specialist in serving specific needs and populations, a therapist must invest time and focused attention on learning everything they can about the population or body area. That may include:
A therapist who commits themselves to a deep understanding of a population or body region has a built-in niche and a ready market. Marketing to the target population becomes much easier as the market understands exactly what you can do for them and recognizes your confidence in your skills.
Finding Your Specialty
If you still aren't sure what you want to specialize in, think about your clients. Is there a particular condition or injury that several of your clients present? Maybe you have several clients who indicate they have fibromyalgia or play golf. Gaining an in-depth understanding of their condition or hobby will result in several of your clients all benefiting from your new focus. As you develop your skills and understanding of this condition or population, they will spread the word to others with similar problems or focus. Word of mouth marketing is built in when focusing on a specialty that speaks to clients. Specialization can be a powerful marketing tool. Choosing specializations that speak to a target market increases the power of your message.
Michelle Burns currently owns Advanced Holistic Healing Arts in Austin, Texas. She has more than 20 years of experience managing a professional massage practice and is an NCBTMB-approved continuing education provider.
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