resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Creating Good Business Buzz
What do patients really think about working with you? Rarely do you hear the whole truth. Those who improve may be candid in their gratitude.
Give Yourself the Digital Advantage
When you see this article in the print version of this issue and swear you read it already, don't be alarmed: you probably did. That's because by that time, the May issue will have been available online in digital format for three weeks.
Is It Time to Rethink Mental Illness? (Pt. 1)
Invariably, patients will ask their chiropractor about depression or various mental illnesses. Some practitioners will reflexively offer a cervical adjustment, suggest St. John's wort or contemplate a referral to a specialist.
News in Brief
ACA Adopts New Governance Model; ACA 2017 Awards; CCA Helps Calif. DCs "Share the Love"; $1 Million to Help Advance the Profession; D'Youville Raises the Bar on Anatomy Education; ErRatum.
A Daily Strategy for Heavy-Metal Detox
In modern society, we are constantly exposed to heavy metals such as cadmium, lead and mercury. These heavy metals have no essential biochemical roles in our body, and conversely, can cause us a great deal of harm if they build up to toxic levels.
The Visual Error Scoring System: A Concussion Tool
Postural stability and oculomotor function are the most easily recognized physical indicators of neurologic motor dysfunction associated with concussions.
Raditation & Your Smartphone: Is it Worth the Risk?
If radial arteries could talk (and in my experience they can to some extent), they would say, "Step away from the smartphone." At least that is the message I am receiving loud and clear as I feel the pulses of many patients.
Clearing Blocks: A Way to Improve Cosmetic Acupuncture
As a Five Element acupuncturist who teaches facial acupuncture classes nationally, I was surprised to learn that one of the basic principles I was taught in school is unfamiliar to most acupuncturists.
A Major Role in Back Pain: The Multifidus
Back pain affects roughly 80 percent of the population at one time or another and is one of the leading causes of doctor visits.
Universal Design: Principles & Practice
In many respects, universal design serves as the core of ergonomics. It's also a good tool to use when designing a return-to-work program for injured and/or ill patients. Let's take a closer look at universal design and why it should matter to you and your patients.
Women's Hormones: A Western & Eastern Perspective
Sometimes it may seem that you require a degree in medicine to understand hormones and how they function.
Balancing Spring Challenges
As the winter months come to a close and warmer spring weather appears, patients may begin to present with new challenging pattern presentations.
Bill With Confidence: Learn What to Collect
Q: I am trying to understand what I may collect from my patient when there is insurance. Do I have to accept the amount allowed by the plan or may I collect up to my billed amount? Please note, I am not a member of any insurance plan.
An Unexpected Diagnosis: The Result of Lacking Communication
A couple years ago I had a case that showed me the importance of open communication between health practitioners. We need to show up with less fear, and let go of our judgments so we can do better for the patient.
An Integrated Approach to Chronic Pain
Findings from a unique Medicaid pilot project in Rhode Island involving high-use Medicaid recipients from two health plans were recently presented to the state's Department of Health, demonstrating stellar outcomes with regard to medication use, ER visits, health care costs and patient satisfaction.
Why I Quit Doing House Calls
My father was a chiropractor who did house calls, so when I became a DC, I figured doing house calls was part of the job. My March article recalled my experience as a small boy, accompanying my dad while he went to patients' homes to treat them.
Is the New Medicare Reporting Exemption Right for You?
What you've heard is not a rumor – there will be exemptions for providers of Medicare patients, with no penalties assessed for offices that do not do Quality Payment Program (EHR, PQRS, MACRA and MIPS) reporting.
Taking the Chiropractic Message to the Press
"There is no better place on earth to have a news event," the National Press Club boasts, and it's easy to understand why: Every year, the 108-year-old Washington, D.C.-based organization hosts countless press conferences on the hottest topics impacting America and often the world.
Eczema & Acupuncture: A Sound Solution (Part 1)
Eczema affects approximately 3.5 percent of the global population and is one of the most common skin complaints seen by dermatologists.
New Relationships, Old Trauma: AOM & Other Healing Strategies
Being in love is one the most beautiful and enjoyable experiences. Most of us are willing to pay almost any price to have that experience, and still often find it elusive or fleeting. Navigating the ups and downs of loving relationships are often challenging — even for the most psychologically balanced among us.
The Good, Bad and Successful in Social Marketing
You might be thinking, "social marketing, don't you mean social media?" No, I mean social marketing. Every day, I keep reading, hearing and learning more and more about the changes happening in social media. More specifically, how the organic value of social media is dead or dying. Instead of focusing on the pessimistic side of the issue which leads to stagnation and most certain death, why not adapt your strategies to this ever-changing world?
Life is going to change, technology is going to keep changing and if life has demonstrated anything, it is that continuing to hold fast to old ways of thinking will most likely result in a devastating mistake. Need further proof; just ask any pour soul who invested heavily in 8 tracks, cassettes, beta tapes or VCRs. It's not that investing in those items was a terrible thing, but if you refused to move forward, then you stand a chance of dying.
Things change and we need to stay flexible and open minded to new possibilities. I never want to stop learning or adapting to change. Things are going to happen, life is going to progress, the next best mousetrap or widget will be created and we have the option to figure out how to adapt or spend a quantitative less desirable amount of time fighting an outcome. It isn't always easy to recognize an opportunity when it comes along, but it is better if we are prepared looking and listening for the knock.
Blockbuster vs. Netflix
Consider this example from 2000. The CEO of a small and (dare I say, struggling) DVD-by-mail service approached the CEO of Blockbuster Video about partnering. The DVD-by-mail owner wanted to manage Blockbuster's online rental business. John Antioco, Blockbuster's CEO at the time, dismissed the whole idea. The CEO of the small DVD-by-mail company was Reed Hastings and the company you may recognize now was called Netflix. Fast forward 16 years later, Blockbuster Video is void and Netflix is worth $32.5 billion.
Why did I bother sharing that story with you? Well, for three very good reasons. One, we still have those who refuse to accept online and social media as the new word of mouth marketing. Blockbuster failed to recognize how the world was changing around them and look where it landed them. Practitioners are daily still struggling to find new leads and new customers and yet, there is an unbelievable amount of low-hanging fruit ready to connect socially.
Second, those who recognize the value get stuck in the rut of "traditional" online marketing ideas. Similar to Blockbuster, they think they can do all the things they usally do, instead of being open to new ways, new opportunities for growth and being able to clearly see the future.
Third, just because it has worked that way in the past, doesn't always mean it will work for the future. Take Blockbuster and Netflix. The biggest pain about Blockbuster were the late fees and it seemed like I always had to watch my account like a hawk because I would return the product on time, but it would inevitably be charged a late fee that would take a battle to reverse. So, Netflix made the late fee irrelevant. They completely removed this pain point from the equation. It was a brilliant marketing move. They played on the one major pain point everybody had with renting movies and literally made millions from it.
Of course, it is easy to analyze Blockbuster's demise, but it isn't always easy to see a bigger picture or recognize a major shift in your market, not to mention creating a strategy to cope. In fact, sometimes it can be expensive perhaps risky, as not all possible changes really stick (just ask anyone with a MySpace account). Your only other option is to continue to do what you've always done, even when it isn't working anymore, or has continued to decline month after month or year after year.
The Instagram Example
In February, Instagram announced they would be implementing an algorithmic feed and in my online marketing world, you would have thought they said they were killing the Internet. This is a great example of how industries panic whenever change comes knocking. If you subscribe to any online blog or social group, you most likely saw countless people losing their minds over this development. But this isn't anything we haven't seen before. Twitter announced their implementation earlier this year, Facebook, of course, made the switch in early 2015 and we know what will happen: businesses have to step up their game and pay-to-play if they want broad reach, exposure and traffic. Is this such a terrible thing?
I have to admit, when social media was 100% organic without any ads, it was 100% completely filled with tons of spam. Horrible click-bait content as far as I had time to scroll and fake followers. For every legit online coach like me teaching how to get organic traffic using real strategies, there were too many slimy brands always ready to try to "game" the system. Today is a much better arena for all types of businesses who want a fair playing field. Paid traffic is an essential part of most social strategies today and it's a good thing. The branded content offered up today is a 180 degree difference from the earlier days and I have to admit I have a much more enjoyable experience on the social platforms as a consumer. As a marketer, the results are so much better as well. Being able to be very specific with your targeting certainly means a lot less on the wallet.
These intense changes have meant that marketers and business owners had to get serious with their social marketing, both organic and paid. Social media has become the connective tissue for most successful practices. Social is the greatest source of insight into new growth and new clients. Social, in most cases, is the first point of contact for new customers.
Future of Social Media
That means social can't be the off in a corner or ignored part of your marketing, it's a critical component and needs to be to leveraged to insure your practice is not a void left in tomorrow's wake. Organic social will always have a place. Standard people aren't going to pay-to-play and they will continue to utilize Facebook, Instagram, Snap Chat, or Twitter, and because of that, practitioners will have the ability to interact with them, organically, on all of those social platforms.
My advice for those who want to continue to grow their practice is twofold. One, stop ignoring the countless amount of free information about your customers that social offers. Our customers' interests in specific topics are rising. By evaluating social media data with data from other digital marketing channels, we're able to understand the path to purchase in a way we have never had before. So, start carving out 10 minutes a week to evaluate the stats and start working smarter.
Second, social media is going to continue to be an awesome source to interact with your customers in an organic way. Pay to play strategies won't effect that, however, paid options give us more ways strategic ways to interact with them and it is vital in my opinion that you need to understand that you need both!
The good side is Social media isn't dying, but it is changing. The bad is that for those refusing to accept this mind-shift will struggle to keep up and most likely fade into the past. The most successful will adapt their organic to incorporate paid and start leveraging the opportunity to understand your customers' needs and make adjustments. If you feel like ignoring this advice, remind me again when was the last time you rented a movie from Blockbuster?