Multichannel Access: Software for a Better Customer Experience
It is no secret that today's consumer has high expectations when it comes to how and when they can contact a business. In fact, one of the reasons clinic management software has become so popular with acupuncture practitioners is they allows customers to book appointments and make payments online day or night.
The Benefits of Going Paperless
The benefits of going paperless in your practice are profound. If you haven't done it yet, here's why you should.
That's a Wrap: Compression Bands for Contemporary DCs
Over the past decade, compression bands have been increasingly utilized in trainer and manual therapy offices. I was first introduced to the compression band by Kelley Starrett, author of Becoming a Supple Leopard, and have since been using it as a teaching tool.
Possession: Blocks to Healing
Before we can approach treatment of a patient's primary elemental imbalance (AKA "Causative Factor" or "CF"), a number of specific energetic blocks must be considered and, if present, removed in order for treatment to be effective. I cannot emphasize this enough.
Time-Saving Tips for Your Practice & Life
Of all the finite resources we possess, perhaps the most valuable one is time. There never seems to be enough time to accomplish everything that must be done, and all too often we sacrifice things in our personal life to meet the demands of our practice.
An Update From the Acupuncture Now Foundation
Since launching the Acupuncture Now Foundation (ANF), our volunteer leadership has continued to work to achieve our vision of "Creating a World Where the Benefits of Acupuncture are Known and Available to All.
Vaccine Injury? The Autism Debate (Part 2)
As suggested in my first article on this topic [August 2018],1 my impression is that the vaccine authoritarians and radicals have not helped to mold a proper social / political environment for addressing the issue of vaccine injury.
The international standardization conference was held this year in Shanghai, China (June) - this was the ninth plenary session. Meetings for technical committees, or working groups also took place at the conference.
Easy, Inexpensive Tools for a Successful Practice (I Promise)
Successful practitioners are the ones who know how to run a business, first and foremost. I became a licensed acupuncturist in 2006. After having worked in chiropractor's offices for nine years, I opened my own office in 2015: four treatment rooms, a back office and a waiting room.
Depression & The Secondary Vessels
As an acupuncturist I see many people suffering from depression. I often think depression is the major imbalance of our culture. I have a patient I've been working with for several years. Her major challenge is chronic stubborn depression.
Bringing Acupuncture to Ohio
The jolt of seeing a woman conscious and talking during surgery left a lasting impression in 1971 when acupuncture was on the national news.
A Historic First for Chiropractic Assistants
The New Jersey State Board of Chiropractic Examiners will begin issuing licenses as early as Nov. 1, 2018 to chiropractic assistants who have undergone a 500-hour training course and passed a competency exam.
Your First Impression Always Deserves a Second Chance
Doctor, have you ever had a patient you just couldn't "warm up to"? You know, the kind of patient who "irks" you, who has a hidden agenda to get something you haven't anticipated, perhaps causing you to want to hide in a closet when they come in for treatment.
Food for Thought: An Examination of Diet & Digestion
Even an acute poison can become an excellent drug if it is properly administered. On the other hand even a drug, if not properly administered, becomes an acute poison. — Charaka Samhita
Chiropractic Management of Patellofemoral Arthralgia
Patient reports with pain in the front part of her right knee, especially during and after her weekly Zumba class. She states there has been no injury of which she is aware. No outward sign of injury is observed.
X-Ray: To Be or Not to Be - That Is the Question
For the past year, I have been asked by many practicing chiropractors, college presidents, faculty and others what my opinion is on the "Choosing Wisely" guidelines the American Chiropractic Association (ACA) recently adopted for its members.
The Origin of Blood
The Roman doctor, Galen, (2nd century AD) did pivotal work to prove that blood, which he thought was produced by the liver, and the cardio vascular system existed. He conceived that the arteries and veins were two separate networks.
Travel-to-Treat Coverage Finally Becoming a Reality?
Long-awaited legislation poised to hit the president's desk extends liability insurance coverage from one state to another for DCs and other state-licensed health care professionals who care for athletes / athletic teams that cross state lines.
Working for Someone Else: Know the Rules of the Game
Many of us decide to become acupuncturists because we are healers at heart and want to focus on treating patients, not because we want to own and operate a business. So we work for someone else, which can have great advantages, especially as a new graduate.
The Importance of the Scapulohumeral Rhythm
The shoulder has the greatest range of motion of any joint in the body. What is often overlooked in shoulder mechanics is that motion in the shoulder is not purely at the glenohumeral joint.
Lead Patients to the Fountain (and Foundation) of Youth
We're all seeking the fountain of youth and marketers are capitalizing on it. (Global demand for anti-aging products, treatments and services was valued at 140.3 billion in 2015, according to Zion Market Research.)
It's Time to Reward Yourself
An interesting study recently published in the Journal of the American Heart Association (JAHA) confirms what we all learned when we were children – and serves as food for thought as to how you can improve your practice and your personal life.
The Science Behind the Efficacy of Cosmetic Acupuncture
The beauty industry continues to boom and grow constantly, from topical creams, lotions and potions all the way to cutting edge cosmetic surgeries.
Support Patients With Multi-Channel Customer Service
It's no secret that today's consumers have high expectations when it comes to how and when they can contact a business. In fact, one of the reasons clinic management software has become so popular is that they allow patients to book appointments and make payments online day or night.
UHC Up to Its Old Tricks With Latest Headache Policy
A decade ago, UnitedHealthcare announced changes to its chiropractic services policy that declared manipulative therapy for headache unproven and ineligible for reimbursement.
Neck Pain: Activation Exercises
In observing patients and studying rehab, I have learned that tight muscles are weak muscles and that stretching is sometimes less effective than muscular activation. There is a delicate balance between joints that move too little and joints that are hypermobile.
More Access to Chiropractic Instead of Opioids: H.R. 5722
With the opioid epidemic both an ongoing public health crisis and a hot topic extending well beyond the health care industry, Congress continues stepping up to the plate.
A New NCCIH Director ... One That Backs Acupuncture
The third time is a charm—the National Center for Complementary and Integrative Health (NCCIH), a division of the National Institutes of Health (NIH), announced it's newest director, Dr. Helene Langevin.
November 4, 2004
What Should You Look for in a Public Relations Firm
By Bretton Holmes
If you've thought about the possibility of embarking on a media relations campaign, a word of caution: No two firms are the same, and you should know what to expect in all areas before some slick talking wheeler-dealer in suspenders who claims to have written a best-selling book on the subject of public relations phones your office telling you he can get you booked on the Oprah Winfrey Show.
With public relations, you are able to cover a much broader spectrum of your target audience, explaining to them in a place they trust and in a way they can understand exactly what it is you have to offer. You are able to provide them with a much better understanding of who you are and what you offer, doing it in a way that distinguishes you from all the other choices.
Because no two campaigns are the same, no two firms are the same either. What should you look for as signposts of success? Here are a few crucial guidelines:
Always check references. That guy in the suspenders from Los Angeles or New York who wrote a book on the subject of public relations? See what he tells you when you ask him to put you in contact with a former client he handled in your specialization. Chances are, if he can't give you more than two people to contact, it's time to move on and find someone who can. What you want to hear from the references is that they had more calls coming into their office than they could possibly handle as a result of working with the firm you're inquiring about.
Find out about your specialization. Many firms claim that there is so much exposure to be had that two people or companies with the same general expertise or product couldn't possibly have the same things to offer. If you'll be signing with a firm that has more than one of the same type of client at any given time, you'll be competing for interviews within that firm, which means less exposure.
Size does matter, although bigger doesn't always mean better. The chances that you can get lost in the shuffle at a large firm out of the big city are just as great whether you're a large company or an individual. Find a firm that only handles a certain number of clients at any given time. This shows a definitive interest in ensuring you not only get the attention you're paying for, but that they are able to respond to the needs of the media more quickly when called upon to do so.
Get a guarantee. The slick-talking guy in the suspenders will tell you time and time again that marketing does not come with a guarantee, and by default, neither can your public relations campaign. This is hogwash. If their firm doesn't offer a guarantee, politely escort them to the door and thank them for their time. You need to know what you can expect and they should back up their work.
What added value is there? Will they give you a few hours of free media training initially as a part of your campaign, or is this an added expense? If the firm isn't willing to invest in you to make sure your campaign starts off on the right foot, chances are they're only looking for a check.
How much attention are you getting? The best investment you can make is the executive who takes the time to find out what you've done in the past, what you're doing now, and where you'd like to be in the future, in order to specifically tailor their efforts to coincide with your unique needs. If there is a process there will be a result.
Set realistic goals. This is a difficult thing to do when someone is in your office touting their ability to get you on "Good Morning America." The lure of the golden ring can be blinding. If you've never seen someone with your expertise or product or service on Oprah, chances are you won't be either. Realistic expectations are the cornerstone of successful campaigns.
How will expenses be covered? Does the firm in question charge you for each phone call, fax, or letter? If they do, politely escort them to the door and thank them for their time. They'll appreciate the extra time they have to go suspender shopping.
Are monthly updates provided? This is an absolute necessity. Ask to see a sample of the monthly report they generate for clients. The areas that should be covered are what media outlets are interested in you, what has been booked for you and what items are pending. This way you'll know exactly what work is being done on your behalf. The firm should also include a complete list of every outlet that was contacted for the month in question, along with a comments section explaining their impression of where the campaign is. If you don't see this, chances are they're not worried about it.
What have they done lately? If you meet with an executive who shows you a New York Times article they placed 10 years ago, chances are that their recent success isn't all it's cracked up to be. Successful firms can show a wide array of diversified outlets in local, regional and national tiers that have used their experts within the last six months to two years. Remember, nostalgia isn't the cutting edge unless you're selling vintage clothing.
Bretton Holmes is the President and Founder of Holmes World Media, an image development and media relations firm. Business partners of Holmes World Media have been seen in some of the most prestigious media outlets in the country. Mr. Holmes' expertise is sought out regularly by experts and organizations who want to significantly increase their profile and reach. Bretton can be reached via e-mail at .
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