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Transforming Las Vegas
On a warm spring day in Las Vegas, Sonia Kim, clinic front desk staff, is busy preparing for a full day of intern shifts at Wongu Health Center. She greets patients, makes sure documents are properly signed, and lets the interns know that their patients have arrived.
Sleepless nights, anxiety, mood swings, euphoric energy bursts, obsessive thinking, and a strange feeling in his chest. That is what Matt was experiencing when he first entered my practice. Rather than being concerned, he was loving every minute of it.
In This Current Age of Anxiety
Anxiety, also referred to angst or hysteria, goes by many names. One, popularized by the sagacious Zhang Zhong Jing, who many practitioners of Chinese Medicine may be familiar with, is known as Restless Zang/Fu disorder.
How to Reach Your World With the Chiropractic Message
My latest effort to share chiropractic occurred in mid-May while I was sitting at an introductory parent information night for high schoolers. The IT instructor informed us that each student would be receiving a computer for all their studies.
Building Bridges with Discipline
As practitioners of traditional Chinese herbal medicine, our role is to educate patients and medical practitioners about the various safety aspects of our medicine. Medical doctors that embrace Chinese medicine want to collaborate and include Chinese herbal medicine in more aspects of clinical care to support their patients.
Distal Style Treatment of Neurogenic Pain
Treat locally or distally? This question has frequented my thoughts for the treatment of pain throughout my acupuncture career. Each style has strengths and weaknesses, thus the versatile practitioner would do well to forgo dogmatic adherence to any one style in deference to the needs of the individual patient.
Finger (Pad) Pointing: Repetitive-Use Injury Waiting to Happen
"My wrist and hand hurt. I spend all day working on computers and then I come home and spend more time on a computer, usually playing video games."
News in Brief
NYCC Aggregates Degree Programs in New School; Palmer Chancellor Receives Education Award From ICA; Oklahaven Announces "Have a Heart" Winners.
A Whole-Body Approach to Chronic Tension Headaches
Nearly every day in our practices, we see patients with chronic headaches that have not responded to traditional treatment. They present in our offices with a feeble hope that "maybe" a chiropractor can help.
Billing Timed Services
Q: I do not always use physical medicine services but in my state I do have a scope of practice that allows me to provide many of these services. I am trying to understand what "direct one-on-one patient contact" means in relation to physical medicine services.
Constructing Our Reality, Part 2
My last article discussed perception and its relationship to the primary channels. Before we get to the channels most commonly used to treat sensory disturbances, the small intestine and triple heater, we should first talk about the bladder channel.
Streamline Your Front Desk
Your front office can be your greatest source of efficiency or it can be a constant bottleneck. Increasing the productivity of this area, while not sacrificing the quality of patient interaction, can be a little tricky. However, with some focused effort and intention, your front desk can keep your practice running smoothly.
Hip Flexor Contractures & LBP in Above-the-Knee Amputations
Patients with above-the-knee amputations (AK or AKA) are particularly prone to developing hip flexor contractures. Not to be confused with muscle tightness, contractures are a permanent shortening of tissues which cause deformity or distortion.
Parker University Embraces New Era
Change is in the air at Parker University, which recently announced the selection of both a new president and a new consultant for its seminar program.
The Need for Standards
ISO-TC-249: You may look at these letters and numbers and wonder what they are and what they might mean. They turn into: International Standards Organization- Technical Committee – 249. There is a global organization called The International Organization for Standardization.
Billing One-on-One, Direct Patient Contact
This is often misunderstood and leads to trepidation when documenting and subsequently billing timed services.
Holistic Skin Care and Modern Technology
Anti-aging is a concept that we hear in reference to skin rejuvenation and growing older on a daily basis. Aging begins as soon as we are born; therefore "pro-aging" is embracing all stages of life gracefully, with vitality, wisdom, joy, and gratitude as the goal.
Understanding Levels of Evidence
The concept of levels of evidence is a cornerstone of research literacy and a great starting point for understanding basic principles of how research works.
Living Well: Lessons From Our Oldest Old
Aging is a significant public health problem, important to chiropractors in practice and important to DCs who teach students training to become chiropractors.
Low Fat vs. Low Carb & the Power of Protein
A science-based website recently posted a nice summary of 23 randomized, controlled trials from peer-reviewed journals pitting low-carb diets against low-fat diets.
One of the most common trends to see in clinical medical practice and public health is the cycles of health "buzzwords." These come and go depending upon the current cultural zeitgeist. One year, "parasites" are causing all the issues, and the next year it's "candida."
Keeping Malpractice Allegations at Bay
It has been suggested that in the litigious environment in which we live, the practice of chiropractic should be defensive and practitioners should constantly be watching their backs. An element of defensive practice is a good idea.
A Different Way of Looking at It
The way you and your chiropractic colleagues access information has changed over the past decade. According to a recent survey conducted by Dynamic Chiropractic, almost half (48 percent) of DCs read online articles on their personal computer or laptop daily.
Prostate Cancer Risk
A large study published in January 2016 in the American Journal of Clinical Nutrition showed that men who are vegans had a 35% lower risk of developing prostate cancer compared to non-vegan men. The study followed more than 26,346 men who are part of the Adventists Health Study-2.
Discovery: Finding Insights and Each Other in Different Disciplines
Recently I've been thinking about all sorts of things which are hidden from our daily direct experience. That general category is what links nearly everything that catches my attention and then demands some kind of investigation.
With Low-Back Pain, Sometimes Little Things Matter
Typical treatments for low back pain involve large muscles like the quadratus lumborum, iliopsoas, and piriformis. However, there are situations when a very small muscle, the multifidus, can play a significant role in the diagnosis and treatment of low back muscular or spinal injury.
Marketing Deep Tissue vs. Spa Massage
Recently, while I was staying with my wife at a resort hotel, which happened to have a beautiful spa on the premises, I purchased a vacation package that included, among other things, a Swedish massage for each of us. My wife and I typically get a massage at least twice a month, and have for many years. Personally, I hadn't experienced a Swedish session since the last time I ate a Swedish meatball, which was many moons ago. More for professional purposes as a marketing coach for massage therapists than for my body's own rejuvenation, I decided to sign up for that particular treatment, instead of upgrading for $10 more for deep tissue. I figured since it's been such a long time since I've experienced a Swedish session, let me see what some of my deep tissue-oriented massage therapist clients of mine were competing against.
How Sweetish it Wasn't
The best way that I can think of depicting the 50-minute massage I received — which, by the way, was only 45 minutes on the table — was the rubbing on of oil. To say that the therapist's touch was light would be a bit of an insult to the word light. Now, to be fair, she did apply some pressure on the two areas that I told her were hurting when she asked what was going on in my body. But the word "some" is the way I'd characterize the pressure that she used. Light is probably a better way of characterizing her touch on the troubled areas; remember the rest of her massage was light lite. If Miller Lite beer used to be promoted with the campaign theme, "Everything you always wanted in a beer and less," her touch would best be described as, "nothing you always wanted in a massage and less."
If you go into a conscious eating establishment, you may very well encounter the expression "gluten-free," to explain, for example, how the bread was baked. I'm very familiar with gluten-free bread; I hadn't been familiar before with "glute-free" massage. That's how I'd have to depict the therapist's manner of treating my gluteus muscles. Well, free isn't exactly fair; she did spend almost one minute on each glute — over the sheets.
Knowing what I do about massage, having received many hundreds of massages during the course of my lifetime, I would never describe the three quarters of an hour that I spent on her table as anything like therapy. I'd have to call it relaxation, at best. (Although, I have to admit that the frustration I felt with her virtually no-pressure touch was anything but relaxing. But I laughed to myself when I realized that I did, after all, sign up for Swedish massage, so there it was, Swedish lite.)
Now, if you're a massage therapist who specializes in doing do deep tissue work, and there are a lot of therapists in your area who do principally relaxation massage, or if there are spas in your market that are popular, marketing yourself as a massage therapist who does massage therapy, as compared to relaxation massage, can be very strategic and an effective way to build your business. You might even tell people that Swedish massage is like deep tissue massage the way a fruit punch at a heavily chaperoned high school prom dance is like heavily spiked rum punch at a Caribbean local bar.
Swedish vs. Deep Tissue
The first thing I'd recommend in your advertising communication is to show the superiority of deep tissue massage versus relaxation massage. You could say that relaxation is a by-product of massage therapy; it needn't be the goal. (This is not to say that there's no value in giving or receiving a relaxation massage. In our highly stressed and tense world, where people spend 10 hours a week or more commuting to work in crowded trains, buses, and highways, relaxation is a highly valuable asset.) Even if a considerable amount of pain is felt in a deep tissue treatment, there's still some relaxation that results by the time the session is complete. It's expected that a client will leave a massage therapist's table relaxed and more free of pain. To be perfectly honest, I felt more relaxed waiting for 15 minutes in the waiting room next to a delightful flowing fountain than I did during, or after, the session I took at the spa.
A headline that you could use to compare your deep tissue treatments to the fluff and buff of some competitors, who specialize in relaxation massage, or spas, which do a great deal of Swedish sessions, could say the following:
MASSAGE IS THERAPY, NOT JUST RELAXATION. Body copy in the ad could then go on to cite research on massage that shows in a scientific manner just how much physical healing actually occurs with therapeutic massage.
Another headline could speak to the shortness of spa treatments. It could say: MY MASSAGES ARE AN HOUR, NOT JUST 50 MINUTES. Body copy might also indicate that your hour-long sessions often spill over an hour, while spa treatments often are just 45 minutes on the table.
You could also conclude either ad with a touch of humor: You could show a picture of the CBS-TV news program, 60 Minutes, and have a caption that says, When a show is called 60 Minutes, it goes for 60 minutes, not 50 minutes. Or you could say: Deep tissue vs. Swedish is more like therapy vs. "sweetish." Sweet is nice, but then so is candy. But you wouldn't use candy to heal your body — maybe to heal a broken heart, but not to heal tense and tired muscles.