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Shouldn't the Pentagon Know More About Chiropractic Care? Office Flow: Have You Reviewed the Patient Experience Lately? Let's Stop Confusing the Public About Chiropractic; Cutting Down the Cherry Tree.
Anti-Aging: Educating Your Patients About The Skin
We know that cosmetic acupuncture works but what then? Education is a key part to the practice of Chinese medicine and when you practice cosmetic acupuncture, facial rejuvenation, etc., it is time talk about skin with your patients.
Are You Driving Patients Toward Dependence on Big Pharma?
Over the years I have had the opportunity to talk to doctors of chiropractic about health promotion, wellness and preventive care in chiropractic practice.
Colorado to Have the First Acupuncture Medical Reserve Corps in the U.S.
In the summer of 2012, Colorado was on fire. Literally. Many acupuncturists from around the state, especially those who had received disaster response training through AWB, wanted to help those affected by the fires as well as the first responders and tireless state and local officials, with the healing and stress-relief of acupuncture.
The Right Idea at the Right Time
On Feb. 28, 2014, Virginia Governor Terry McAuliffe appointed David Brown, DC, as new director of the Virginia Department of Health Professions.
Evaluating Prenatal and Pediatric Automobile Injuries
Often in a family practice, one of your patients or an entire family is in an automobile accident and you are sought out to provide care for their soft-tissue injuries.
Your Chance to Go Back to High School
As the father of a student who recently entered high-school sports (soccer), I have come to recognize an untapped opportunity for the chiropractic profession.
Alternatives to the Rainy Day Fund: Better Things to Do With Your Money
Google "rainy day fund" and you'll find the predominant and traditional advice given today is that you need to have three months of living expenses saved for an emergency. Some even recommend six months or more.
News in Brief
In Remembrance: A Moment of Silence for Dr. Dick Versendaal; NYCC Named Chiropractic College of the Year by ACA; National University Partners With Indiana VA Facility.
Chiropractic Management of Sports-Related Tendinopathy
Tendinopathy is increasing in prevalence and accounts for a substantial percentage of sports injuries. Despite the magnitude of the disorder, research on chiropractic treatment is limited.
Making Sense of Chronic Inflammation
Inflammation is big business, evidenced by not only the laundry lists of medications patients bring me aimed at managing inflammation, but also the never-ending stream of advertisements for anti-inflammatory supplements that constantly find their way to my desk.
No Whining on the Yacht
This admonition – no whining on the yacht – may sound familiar to you. Many claim its origination.
Shoulder Strategies: Reduce Pain, Improve Function With Proper Taping
Shoulder pain / dysfunction is a common problem for chiropractic patients. Clinicians who utilize elastic therapeutic taping as part of their treatment approach know it can be effective for a variety of shoulder problems.
Through the Eyes of a Child
Once upon a time there was a girl name Lucy. Lucy had cancer, but she had a heart filled with love and compassion. Please come along to hear this story of an amazing child, her tenacity and her dream to help other children.
Arch Height and Running Shoes: The Best Advice to Give Patients
Because runners with different arch heights are prone to different injuries, running shoe manufacturers have developed motion-control, stability and cushion running shoes for low-, neutral- and high-arched runners, respectively.
Revisiting the Neurological Exam
In spinal trauma or disease, the neurological exam chiefly aims to determine whether one (or more) of three basic neurological conditions is present: myelopathy, radiculopathy and peripheral nerve disorder.
How Much is Enough?
One of the primary arguments used against acupuncture care is the overuse of treatment. Some people say, "once you go, you have to go forever."
Socializing In My Slippers
When I graduated college, I had grandiose dreams of becoming an amazing acupuncturist. I wanted to build a great practice and make a good living. For four years, 13 semesters to be exact, I had a spreadsheet.
Environmental Toxins: Cause of Modern Illness (Part I)
Environmental toxins have created burdens on the human body that put demands beyond our evolutionary development. Modern diseases that historically did not exist to any great degree have been rising sharply in the last 40 years.
Dietary Supplement Research: Contradictions, Bias, Misinterpretation and Confusion
I do not care what the truth is, one way or another; I just want to know it. And when it comes to dietary supplements, the truth can be hard to find for a number of reasons.
San Zhen Protocols Part II: Case Studies
In my last article, I presented a collection of three-point acupuncture combinations which can provide effective clinical results.
Dry Needling is Acupuncture: Anatomy of a Legal Victory in Oregon
On January 23, 2014, the Oregon Court of Appeals overturned the Oregon Board of Chiropractic Examiners "dry needling" administrative rule, which allowed chiropractic physicians to perform acupuncture after only 24 hours of training.
The Recliner Test
"Hi, Bill, how are you?" "Oh, I'm OK, Doc. I've got pain down the leg again, so I thought I would stop by and get you to check it."
AAAOM: Facing An Ultimatum
On the heels of the growing discontent with leaders of the AAAOM, the Council of State Associations (CSA) recently took it upon themselves to present the organization with an ultimatum: for all board members to resign from the board and turn the organization over to the CSA or they will proceed on their own to become the primary representative of the AOM profession.
Chinese Herbs Debut at the Cleveland Clinic
Chinese herbal medicine is now being prescribed at the Cleveland Clinic thanks to a trailblazing team of people.
Marketing Your Practice: A Lesson in Press Release Writing 101
There are certain things to bear in mind when creating a press release. At the top left, indicate who is sending out the release; in other words, the name and contact information (email address, phone number) of the person who will be in charge of receiving any phone calls from inquiring press members. Also, indicate the date that the release is being sent out. This enables members of the press to know how timely the release is should they not happen to attend to it for some weeks.
Underneath the contact information at the top of the press release is the headline. This is an important part of the release for the press because it summarizes the gist of the story. It does so in just a few bold-faced words in capital letters, and in a larger font size than the body of the press release — say 18 point versus 14 point. If the story concerns a licensing of a new massage therapist in Florida, for example, a sample headline might read:
Notice the use of all capital letters for the first part of the headline, and upper and lower letters for the second part, which is called the subhead and which explains the kind of work she'll focus on and where she'll practice. Notice also the use of a skipped line (return) between the headline and the subhead, to make it easier for a reporter to read. After that, to the left, will follow the dateline (see below), and then the body of the release. This text will explain the who, what, where, when and why of the release, and will do so as quickly as possible. As a former journalist, I can tell you with absolute certainty that members of the press never have enough time to do all the things that they are required to do. As a result, they hate when their time is wasted by PR people or people who know little about PR who are attempting to perform that function for a business. Consequently, they want to be able to quickly get the essence of a story. The first paragraph — or the second at most — should convey all the highlights of the story. (See sample press release below.)
A sample press release about the addition of a new therapist at an existing massage office follows below.
Press Release Post-Game Report
Let's take a moment to analyze the sample press release that I wrote above. If you study it carefully, you'll discover that, in 10 words, the headline tells the reporter instantly the name of the new therapist and the name of the office that she'll be joining. The sub-head indicates where the office is based, the modality the new therapist is noted for and how that modality complements the two other modalities of that office. It does all this in just 11 words. To paraphrase a well-known aphorism, brevity is the soul of headline writing.
Then the press releases first paragraph (known in the trade as the lead) tells the journalist the name of the new therapist, her age, where she's joining from and the kind of modality that she's noted for practicing, reinforcing a point made in the subhead. In some cases, this is all that the publication may report on. Depending on the nature of the publication in question, it may also have room for the contents of the second paragraph which quotes the owner of the company that the therapist is joining and also fleshes out, in a succinct manner, how Ms. Doe's addition rounds out the massage business's offerings.
The third graph is pretty superfluous, but the quotation might be picked up by monthly wellness publications; the free weekly community newspaper that reports on the Las Olas neighborhood and Florida's two statewide newsletters, one of which is a bimonthly (every two months), and the other comes out three times a year. The fourth graph is also quite unnecessary for most reporters, but could also be picked up by the state newsletters, as well as the community paper.
The -30- at the end that finishes off the press release is trade talk that lets the reporter know that the release has come to an end. It will also let the reporter know that you know what you're doing. Even if you really don't know that much about what you're doing, the -30- will make the journalist think that you do.