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Molecular Motors: Tiny Machines Behind the Rhythm of Life
In the clinic, we aim to restore healthy patterns of movement for qi that has gotten trapped or misdirected, or may have even collapsed. We may be focused on freeing stagnation, releasing heat or redirecting counterflow qi, but it often comes down to helping re-establish a flow of sorts.
Branding: Set Your Practice Apart
Dr. Brad started his practice seven years ago on a shoestring budget. He created his generic logo in five minutes using a website because he didn't have the time to figure out how to make something special.
Chiro School Reunion: Whatever Happened to...?
I opened the door to the closet slowly, carefully, since I knew it contained a large number of precariously stacked file boxes. It also held numerous outdated gizmos with electrical cords of various lengths that could trip or strangle a person.
News in Brief
New President / CEO Takes Office at Yo San University. Electroacupuncture for Constipation?
A Q & A About Updated Codes
Yes, indeed there was an update to ICD-10 on Oct.1, 2016. This is a regular update to the diagnosis coding system and this type of update will occur every Oct. 1, just as it did when the ICD-9 system was in place.
End of an Era Looms at NYCC
New York Chiropractic College recently announced that Dr. Frank Nicchi will retire in August 2017 after 36 years with the college, the past 17 as president.
Southwest Acupuncture College Brings It to Division 1 Athletes
When Michael Phelps' photograph with the distinctive round marks left by cupping went viral, the Division 1 student athletes treated through the Dal Ward Athletic Center at the University of Colorado (CU) could relate.
All Fiber Is Not Created Equal
Sometimes the best place to start is at the end. So, the conclusion of this article is that all fiber is good ... but some fiber is better. Let's break it down. There are two main types of fiber: soluble fiber and insoluble fiber.
2016: A Year in the Life of Acupuncture
Happy Holidays, may you, your family and friends have peace, joy and blessings throughout this special time of year. As 2016 comes to a close, we can look back and celebrate the many events and accomplishments for the profession of acupuncture.
Assessing Core Stability and ROM: 5 Basic Checks
One of the first steps in addressing core stability is assessing static posture, ranges of motion, and motion of the pelvic bones, sacrum, femurs, lumbar spine and thoracic spine.
Dedicated to Defending Chiropractic
Whether you're a veteran DC or a first-trimester student, the name George McAndrews should be part and parcel of your professional vernacular, as familiar as the word chiropractic.
DVT: Know the Signs and You Could Save a Life
I lost a friend several months ago. He died from a pulmonary embolism (PE) secondary to a deep-vein thrombosis (DVT) that originated in his lower leg. Bobby was in his mid-60s, soft-spoken and had a big heart.
6 Steps to Make 2017 Your Best Year Yet
People often ask me what defines success. Success, for me, is simple: doing exactly what you want to do in life. Whether it's the kind of practice you run, your life at home, your hobbies or something else, it's achieving anything you put your mind to.
Can a Multivitamin Reduce Breast Cancer Recurrence?
There is a great deal of controversy regarding the value of multivitamin supplements in cancer prevention. However, with respect to preventing breast cancer recurrence, an important study was published in the Journal of Breast Cancer Research and Treatment in 2011 by Kwan ML, et al.
A Letter to the Profession from the New President at AAAOM
Volunteering for a national, nonprofit organization brings with it such highs, lows, and accomplishments, as well as a steep learning curve.
Overuse Injuries in Young Athletes (Pt. 2)
Most overuse injuries are benign, but there are some high-risk injuries that, if unrecognized or inappropriately treated, can result in significant loss in time from the sport or even require leaving the sport.
What We Can Learn From Spine Surgery
Patients with lumbar stenosis presumably present for conservative care to improve their quality of life and avoid surgery. However, providing clear guidance to these patients can be difficult for a number of reasons.
A Simple Protocol for Holiday Stress
It's winter, a time when we should be deep in reflection, eating warming foods and sleeping long hours. Following nature's rhythms, we restore our bodies and minds in preparation for the renewal of spring.
A First for the Profession: CCE Accredits First Chiropractic Residencies
The Council on Chiropractic Education (CCE) has awarded accreditation to all five chiropractic residency programs currently administered at Veterans Administration facilities, "the first residency programs in the nation ever to be awarded this distinction, a significant advancement in the evolution of chiropractic education," according to a VA press release announcing the milestone.
Herbs for Digestion: The Power of Bitter
Many cultures (and indeed herbal clinicians) around the world have long respected the role of bitter herbs and foods for promoting digestion. For example, aperitifs – drinks consumed before a meal to stimulate appetite and digestion – were originally derived from bitter herbs.
Meshing TCM With Environmental Pediatrics: Where's the Overlap?
Pediatrics has a long history within Chinese medicine dating back to the late Han dynasty (i.e., the late 200s CE), with the two primary areas of emphasis being herbal medicine and xiao er tui na (pediatric massage).
Another Chance to Make a Difference
Just a few months ago, "the worst natural disaster to strike the United States since Hurricane Sandy" hit Louisiana. During this storm, one area experienced 31 inches of rain in 15 hours as almost 7 trillion gallons of water rained down in just one week across the state.
March, 2016, Vol. 16, Issue 03
Do Well to Do Good: How to Plan for and Measure Success
By Marshall Dahneke and Lynda Solien-Wolfe, LMT
Most wellness professionals find their motivation through the clients they help, the aches they ease, the lives they improve. This aspiration to make a difference can fuel a promising and fulfilling career. After all, as early motivational author Napoleon Hill wrote: "The starting point of all achievement is desire."
The massage therapists who thrive over time, however, possess more than good intentions and a healing touch. They also have a handle on the financial side of their business or practice. Even if passion — not profit — drives them, they know they need to understand basics like revenue, marketing, and client activation and retention to remain in this profession.
In a twist on the way the saying usually goes — "it's not just personal, it's business." Success can mean doing work you love, having clients who appreciate you, and giving back to the community. But knowing you can pay your bills, keep the lights on, and invest in a clean, peaceful space frees you to focus on the fulfilling aspects of your role. In other words, you must "do well to do good" over the long haul.
For the purposes of this column, we're defining success in financial terms. We're not advising you on how to squeeze the most out of every penny. Rather, our goal is to emphasize basics essential to building and maintaining a sustainable practice.
Start on Solid Ground
Successful businesses, including one-person massage therapy practices, begin with a plan. Before you open your doors, sit down and sketch out the funds you'll need to operate. Consider expenses such as rent, equipment and supplies, utilities, gas and mileage if you're mobile, and laundry.
Once you know the costs of operating a practice, think about how you will recoup them. The money you bring in is revenue, but it doesn't transform into income until it surpasses your costs. How many clients do you need, and how much do you need to charge them? Don't set your rates based only on what everyone else is charging. Consider your financial goals before you place a value on your time.
Take into account, too, your pro-bono and lower-cost work. Providing these types of services — for instance, free massages for local educators during National Teacher Appreciation Month or sliding-scale rates for community members in need — allows you to give back while building your business. However, you'll have to factor these into your calculations. Without doing well enough to keep your practice going, your service efforts will not be sustainable.
Love Your Clients
Priority one is to build your client base — the key to long-term success. Your business plan should include a marketing component spelling out how you plan to attract clients. Word of mouth remains powerful in this profession; your marketing efforts could include outreach to friends, family, and even clients you had in school. Also consider joining the Chamber of Commerce, connecting with physicians and other health care professionals to secure referrals, and even reaching out to local media.
Once people find you, do everything within reason to keep them. According to the White House Office of Consumer Affairs, attracting a new customer costs six to seven times more than keeping an existing client. Businesspeople refer to this as client retention, and staying on top of retention requires a bit of organization. Use a program, system, or database to store client information, including names and addresses, their areas of pain and tightness, and insurance information, if you use it.
Of course, tracking clients alone won't bring them back. Ensure each person has a positive experience; beyond a high-quality treatment, provide convenient parking, an efficient check-in process, a clean and relaxing atmosphere, and simple billing. We've moved beyond the service economy into the experience economy — people value memorable experiences. Nailing the details and adding personal touches, such as remembering clients' preferences and stories, will keep them coming back for more, and referring their friends.
Build on Your Foundation
Your schedule's booked. Your clients leave rave reviews. You track your expenses and revenue each month, and you're coming out ahead. Perhaps you're even doing well enough to hire help, take a few days off, or weather a dry spell without worrying about paying rent. Congratulate yourself on your success, but don't stop planning, tracking, and reviewing. Successful practice owners not only know where they stand on a given day or month, they take some time each year to reflect back on the ups and downs of the past 12 months and look ahead to what they can do differently or better.
During these reviews, consider your bigger aspirations and how to reach them. If a sustainable solo practice makes you happy, you don't have to grow. Deciding to specialize in a particular technique or a given population, such as sports massage or pregnant women, could increase your practice. Or, you might aim to make the same amount of money while working fewer hours, leaving more time for service, travel, or other pursuits.
Perhaps you dream of expanding, hiring a staff, even opening a wellness center. If so, research what it will take to get there. Break this dream down into smaller, shorter-term goals, such as adding a staffer one year and renting a larger space the next. Check in annually on these objectives — you might find you're speeding toward them or need to revise your plans.
Of course, while it's important to nurture your practice, never lose sight of your passion for healing and helping. As Albert Einstein advised, "Try not to become a man [or woman] of success, but rather try to become a person of value." Recognize that financial success is an enabler that creates options to add value to the world, and you'll set yourself up for a truly rewarding career in every sense of the word.
Marshall Dahneke, CEO, is responsible for global management of Performance Health's business, including people, talent and strategy development and execution to better serve customers and promote growth. He holds a Bachelor of Arts in Economics and a Master of Business Administration, both from Brigham Young University in Provo, Utah.
Lynda Solien-Wolfe is Vice President, Massage and Spa at Performance Health. She is a Licensed Massage Therapist and has been in private practice in Merritt Island, Florida for more than 20 years. Lynda graduated from Space Coast Health Institute in West Melbourne, FL.
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