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Case Studies and Answer Analysis for NCCAOM Exam in Foundation of Oriental Medicine
Case studies are very common for acupuncture school students, either in class exams or during taking the national board exam. Most test takers feel they have no idea where they should start and how they should start to analyze those complicated cases.
Treatment of Type 1 Diabetes Mellitus: The Latest Breakthroughs
There are now more than 29 million diabetics in the U.S. and 10% of them have Type 1. The incidence has been increasing in recent years at an epidemic rate.
We Get Letters & Email
Another Slap in the Face for DCs; I Know Where to Find the Missing Chiropractic Patients; Clarification on Vitamin D Study.
Diet, Nutrition and the Context of Risk (Part 2): Food Poisoning
Other than the morbidity and mortality linked to eating too much food, "all-natural" organisms that contaminate our food cause more illness, more hospitalizations and more death than food contaminated by heavy metals, plastics, preservatives, artificial colors, emulsifiers, artificial sweeteners and pesticides combined.
The Eight Extraordinary Confluent Points
The eight extraordinary confluent points are a very popular set of acupuncture points in the modern practice of acupuncture. They are also called the intersection, meeting, command, opening, master, and the flowing and pooling points of the eight extraordinary vessels.
Introducing the Dynamic Chiropractic Digital Edition
In response to the changing habits of our readers, Dynamic Chiropractic is proud to introduce a digital edition of the publication beginning with the July 2016 issue.
Chiropractic Needs a Lesson in Education
The American Chiropractic Association has launched a campaign, The National Medicare Equality Petition, to enact federal legislation that would achieve full physician status for DCs in Medicare.
The Effectiveness of Chinese Medicine in Treating Infertility in the Philippines
Infertility is defined as the inability to achieve a successful pregnancy after 12 months or more of regular unprotected intercourse.
Bring on the Bitters
Out of all the possible flavor choices with foods, such as sweet, sour, salty, and umami (deliciousness), which would you choose first? Bitter, though not as enjoyable, is also a flavor.
The Liver: The Official of Planning
The Liver, with its paired Official, the Gall Bladder, belongs to the Element Wood within us. Wood grants us the power of birth – new beginnings, growth, breaking through boundaries and surging forward. It is the vigorous, exuberant energy of the spring season.
Are Herbs Useful for Chronic Pain?
The human nervous system is what makes us special, but our greatest strength also makes us vulnerable: witness the growing incidence of chronic addictions, anxiety, depression, sleep disorders and chronic pain syndromes.
Herbal Medicine Continues to Evolve
Product manufacturers, industry partners, distributors and practitioners work as a collective Traditional Chinese Herbal Medicine (TCHM) community to produce high quality TCHM prescriptions that bring low-risk healthcare to thousands of patients everyday.
Who is Your Ideal Patient?
Being in a healthcare practice requires you to think critically about many things including your equipment, techniques, documentation, financial goals, and the retention of clients and staff.
What Should You Call Your Patients (and What Should They Call You)?
When I walked into the exam room, the new patient looked uneasy, fumbling with his cellphone. He was a huge Polynesian man, probably in his 40s, with unrecognizable island tattoos.
Five-Element Reaches Out to Serve the Community
In 2006, a student at the Institute of Taoist Education and Acupuncture (ITEA) approached the administration about an idea for his senior project.
The Good, the Bad and the 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.
Day in the Life of an Advanced- Practice DC (Pt. 2)
Let's continue our Q&A with Stephen Perlstein, DC, APC, chair of the New Mexico Chiropractic Association PAC and president of the American Academy of Chiropractic Physicians. Part 1 of this interview appeared in the May 1 issue.
F4CP Campaign Addresses Public Misperceptions of Chiropractic
In late 2015, results of the Gallup-Palmer College of Chiropractic Inaugural Report: Americans' Perceptions of Chiropractic were published. The report found that 33.6 million U.S. adults (14 percent) had utilized chiropractic care within the previous 12 months.
2016 Trudy McAlister Foundation AOM Scholars
This year, the Trudy McAlister Foundation (TMF) received a record number of excellent applications for the 2016 scholarship awards and has awarded five scholarships for $2000 each. More information is available on our website: AOMScholarship.org
Time for World-Wide Growth
Acupuncture is the organically growing around the world. The legislative body in Quatar has said acupuncture is "okay." The United States has five states to go to have every state recognized and regulated.
How to Bill Evaluation and Management Codes
Q: I am in need for guidance on how to bill evaluation and management (E&M) codes in addition to acupuncture the same date of service, I have never been paid for an exam when done with acupuncture and I believe I am doing it wrong.
Does Anyone Know You're a Good Chiropractor?
If you had a chance to read the recent article in Time magazine (April 6), you know it provided some good information about the efficacy of chiropractic to the magazine's substantial consumer audience.
Immunotherapy: Where Molecular Medicine Crosses Into Holistic Thinking
Immunotherapy, and its promise as a cancer treatment, has been in the news a lot in the last few years, and for good reason. Real shifts are happening in oncology and exciting researchers, clinicians, and patients.
Shoulder Rehab: The Gait Connection
Shoulder problems can be difficult to rehab completely for several reasons. The shoulder is made up of several joints that must function together smoothly to provide the extreme mobility that is possible and necessary for many activities.
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.