Confessions of a Former Drug Rep: Statins Are Endangering Your Overweight Patients
As I sit at my desk on the sixth anniversary of my successful liver transplant, I can't help but reflect on what caused that life-threatening ordeal. Looking back on my personal situation, I want to offer my insight into what is happening routinely to many patients.
Autoimmunity, Gut Health and Diet: Connect the Dots
According to the National Institute of Health (NIH), autoimmune disease is recognized in approximately 24 million individuals in the U.S., consisting of more than 80 various disorders that contribute to the top 10 causes of death in female children and women of all age groups.
Help Shape the New Neck Pain Best Practices Guideline
The Clinical Compass (originally the Council on Guidelines and Practice Parameters – CCGPP) has issued a call for interested chiropractic clinicians to help shape a new best practices guideline for chiropractic care of neck pain.
Doc, Are You a Social Media Holdout? Your Future Is Now
Whether you like it or not, to compete in any business, even chiropractic, you really should know and consider using social media. It is no longer a small, sleepy, local world we live in; it has become a far-reaching community.
Trending: CBD / Hemp Oil
A recent survey of DCs regarding cannabidiol (CBD) / hemp oil provides food for thought as to the viability of CBD-based products as a component of chiropractic patient care. Here are some observations from the executive summary of the survey:
"Community Care" for Vets: It's Really a Big Deal!
As a preamble, while I regrettably never served in the military, I have the highest respect for those who did and those who currently serve.
The Certified Practitioner
Certified Chinese herb practitioners often identify themselves with the credentials "LAc" (Licensed acupuncturist).
#TechPain: Causes, Solutions
For the past several decades, the science of ergonomics has blossomed. The workplace is much safer and life is generally more pleasant thanks to the application of ergonomic principles.
The Classical Texts & Integrative Medicine
The acupuncture profession has been undergoing many changes in the past years. There has been a shift towards a more integrative approach to medicine as more hospitals include integrative departments.
CBD for Athletes: The Advantages of Cannibidiol
For athletes, pain is often part of their sport or activity. And to a certain extent, it is to be expected. However, after pushing themselves to the limit, soreness and fatigue set in, hampering their ability to perform and recover.
Facebook Marketing 101
Many of the health care practitioners we work with have smaller practices. The provider tends to wear many hats – office manager, salesperson and healer.
Valuable Adjunctive Therapies
Based on the latest CDC statistics, more than 795,000 Americans have strokes per year, 140,000 of which are lethal. Approximately 87 percent of all strokes are ischemic with an estimated health care and missed work cost of $34 billion annually.1
Vaccines & Autism (Part 1)
It turns out chronic inflammation is the driver of autism expression. Unfortunately, those who emotionally embrace the vaccine issue rarely, if ever, consider this relationship, which hinders a rational view of the vaccine issue.
NCCAOM: A Route to National Certification
The National Certification Commission for Acupuncture and Oriental Medicine (NCCAOM) is offering a route to achieve national certification—without having to take any of the NCCAOM exams. This is specifically for California licensed acupuncturists that meet the eligibility requirements.
Why the Automatic Denials for Modifiers 25 and 59?
Your experience is one shared by many chiropractic providers who bill through those plans. It appears to be the national trend, but by far is more prominent in Texas and Illinois.
News in Brief
WFC Among Founding Members of Global Rehab Alliance; HealthSource Selects GoChiroTV as Exclusive Digital Signage Partner; Western States' Online Degree Programs Among Best in the Nation; Logan University, University of Missouri-St. Louis Forge Partnership.
Treating Pain With Nutrition
Back in 1910, when D.D. Palmer published The Chiropractor's Adjuster and introduced the world to what he called the "triad of health" – thoughts, trauma and toxins – he explained that the body can only be made optimally healthy if all three aspects of health are addressed.
End of Life Treatment
TCM looks death in the face. We do not camouflage it as if it were poisonous. "We must allow our patients to die but we cannot allow them to perish," was my first lesson the day I met my teacher as a teenager.
Does Dairy Cause Dampness?
The topic of dairy consumption was brought up at a scalp acupuncture seminar I recently attended.
A Resting of the Soul
In my pursuit of being a skilled health care provider, I focus on reading journals, attending classes, staying current on medicinal research, and choosing the correct billing codes. However, most of us would never have started down this career path if there wasn't something more.
Art of the Associateship: It's OK to Trust, But Verify
Trust is a valuable part of any business relationship. It serves as the foundation for all business operations and ultimately long-term success for owners, employees and customers. This is especially true in the world of health care.
The Secondary Insurance Plan
I have a patient that has Medicare, but also has a secondary insurance plan that does cover acupuncture. How do I bill Medicare to get a denial so that I may bill this secondary payer?
A Bold Strategy to Take Chiropractic to New Heights
Building public awareness of an entire profession requires strategic planning – especially when it pertains to the exploration of ground-breaking marketing tactics that target new audiences with key messaging about the value of chiropractic care.
Why Take X-Rays When You Already Have an MRI?
Let's clear up the issue regarding the efficacy of plain-film studies when an MRI study has already been performed. I review imaging studies primarily for chiropractors, and often their patients have been to other health care providers before finding their way to a DC.
UnitedHealthcare Can't Seem to Keep Chiropractic Down
AA decade ago, UnitedHealthcare announced changes to its chiropractic services policy that declared manipulative therapy for headache unproven.
The Hidden Hip in LBP: Critical Screening Tests
In 1998, Harvey used this test on 117 elite athletes and found excellent interrater reliability to differentially assess iliopsoas, quadriceps or TFL/ITB tightness.
Blockchain Health Records?
Keeping data secure has become a nightmare for the average consumer. Just consider general user account hacks on Yahoo (3 billion records compromised), eBay (145 million records compromised) and Facebook (87 million records compromised), to health record breaches involving Anthem Blue Cross (78 million records compromised) and TRICARE (almost 5 million records compromised).
It's All About That Ki
As an industry are we shifting too much toward a Western mind set? We strive to understand how acupuncture works using imaging and extensive studies. We spend numerous hours of our training learning Western medicine and learning to speak their language. What happened to our core though?
February, 2013, Vol. 13, Issue 02
Help Clients Understand the Value of Unique, Signature Treatments
By Ann Brown, LMT
The unique selling point is a basic element of establishing your business. So, what's your unique selling point? How do you differentiate your massage business from the one down the street? Spas often find the answer in exotic treatments.From gold body masks to caviar facials, spas strive to offer the most unique and luxurious therapies to catch prospective guests' attention. So, with all the fancy therapies available, why is the Swedish massage still the most popular treatment on the menu? Because it's reliable. A treatment that guests trust.
Spa guests on vacation are more likely to try something new than local massage therapy clients, but Swedish massage remains number one on spa menus. In today's tough economy, spa and massage clients alike want to know what they are getting for their money. They want a treatment they know will be consistent with their past experiences, one that is a safe choice. Swedish massage fits the bill, particularly for newcomers to massage or spa therapy.
Exotic treatments catch attention, but they can be hard sells for first-time clients. In any business, it is good to sell your point of differentiation, but you have to keep your uniqueness in perspective and understand that the treatments you showcase aren't always your most popular. In the spa or massage industry, sometimes treatments are so exotic, they are a very hard sell for a first-time spa guest.
This challenge doesn't mean you turn away from differentiating your treatment menu. You do need to develop your services to reflect your distinctive passions for therapy, your education or even your heritage. By doing so, you create a more interesting, engaging business for your client to connect with and a more diverse service offering to keep your clients coming back for more. Just remember that, when offering a service that is not as mainstream as Swedish, you have a learning curve to address with your clients.
At the spa, we find that many guests are more likely to try something new when they understand the treatment. When they are educated about the treatment's benefits and know the treatment will meet their expectations, we lessen the unknown factor for them. When a client calls in for an appointment, you have the opportunity of conversation to up sell them from a Swedish massage into another treatment, but the phone is very rarely the prospective client's first point of contact with your business. The treatment descriptions on your web site and printed menu are key in educating the client on your more unique services.
Strive to create meaningful treatment descriptions that are both therapeutic and benefits-oriented. You want the client to feel the treatment on the surface and understand the benefits that lie beneath. Conveying this balanced, benefits-oriented modality doesn't stop with the description. It also must resonate with the practitioner or massage therapist performing the therapy. Your staff must believe 100 percent in the treatment/modality and feel confident in their training and certification, that they are qualified to deliver this exceptional, health-impacting experience.
If you offer a distinct, unusual treatment on your menu, you must make sure as many of your staff as possible are qualified to perform it. I have seen countless times where a spa has a very unique, "signature" treatment and only one or two therapists are certified to perform it. If those therapists are already booked for other appointments, or have the day off, the spa has to turn down the guest's request for their signature treatment. It doesn't matter if the spa is small (up to five treatment rooms) or very large (30 or more treatment rooms), if they can't deliver the promise they have established in their signature spa experience, the client is let down because their expectations are not met. Under-delivering is not a good beginning of a relationship. The potential guest does not usually rebook and it's not a great reflection on the spa/massage industry in general.
It is imperative that you have trained/qualified/certified staff to perform your signature treatment(s). Make sure they are knowledgeable about the description and the outcome of the treatment. Equip them with some home strategies to share with the client, to show how to keep the treatment benefits working for them at home. Clients should be leaving with homework or follow-up – show them you truly care that they continue on their path of wellness and prevention. This reaching out beyond the massage table is a very good opportunity to try and schedule a client's next appointment, re-booking a treatment that may be tailored to their specific needs or in line with their goals of stress reduction, muscle tension relief or any specific challenge that a massage/treatment could address.
Building a relationship and giving some specific goals builds a future client that is willing to try more than a basic massage. It is almost impossible to build a relationship after a massage with no dialogue, so it is imperative that the practitioner can give the client a few moments of personalized attention. I realize this "communication" time is not always possible, and in those cases I suggest having some copies of stretches, info from credible sources and even some retail products set aside with a brief, "how to use" description for at home use.
The client today wants personalization and some education about their bodies and further remedies to prevent disease. Whether it is a signature treatment or a basic Swedish, it is up to the practitioner to help the client with their goals. Massage is not a tangible item and once consumed by the guest, they will often ponder, "Was it worth it?" I think the details and simple extra touches can help in today's competitive market, in addition to strong relationships established with favorite therapists. These touches would include a heated massage table, a signature hot/cold beverage before or after the treatment, a foot cleansing, a specific scalp massage or a discount on the day of treatment for a single or multiple retail items. Show the client they are special and they cannot get all of these special details somewhere else. Give them a discount to book another treatment in the next 30 days. Be there to help them make decisions to further their health care.
Ann Brown, a licensed massage therapist, is a member of the International Spa Association's board of directors and serves as spa director at Spa Shiki at The Lodge of Four Seasons in Lake Ozark, Mo. She also provides management consulting services through Spa Insight Consulting.
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