A Guide to CBD Dosing: The Correlation Between Dose & Potency
There is an abundance of information available about the daily use of whole plant hemp CBD oil to help maintain and support a healthy lifestyle, however there remains a lack of sound guidance on CBD oil dosing.
Reaching for Our Roots: Healing Digestion With a Simple Traditional Therapy
Are you ignoring a powerful tool in your doctor's bag? Many acupuncturists realize that Spleen Qi deficiency has reached epidemic proportions in the U.S. Yet, we don't prioritize educating our patients about the importance of warm, cooked foods.
A Soy Isoflavone That Packs a Punch: Genistein
Soybeans contains unique substances called isoflavones, most notably genistein and daidzein, which have been shown to block the buildup the dangerous type of testosterone in the prostate gland linked to prostate enlargement and prostate cancer.
VA Choice Claims Denied? Here's How You Can Get Paid
The VA Choice Program (PC3 as well) indeed pays for chiropractic care including manipulation (CMT 98940-98943) and some physical medicine services.
Map It: Understanding the Customer's Journey
One of the biggest marketing mistakes most practice owners or administrators make is not putting themselves in their prospective or current patients' shoes. How do they think and feel about you and your practice? What makes them take action?
A Simple Miracle: Treatment for Mysterious Foot Pain
Under the old ICD-9 diagnosis codes, there was actually a diagnosis for "adventures in medical mismanagement" to describe patients who had been run down the rabbit hole of poor case management and care. I encountered one of those patients in my office today.
The Raw Food Debate: Practitioners Discuss Nutrition & TCM
Licensed acupuncturist and fellow blogger Elissa Gonda joins this month's column for a conversation about raw food diets. She brings her perspective on the healing potential of a raw primal diet.
Goodbye, Year of the Dog: Two-Thousand-Eighteen Comes to a Close
As Year of the Dog (2018) comes to a close we can look back and see the progress this profession has made. For example, the International Classification of Diseases (ICD) added traditional medicine codes, which were released in June.
Electrotherapy Gives Hope for Patients With Spinal Cord Injury
There has been little optimism for recovery from a spinal cord injury because the central nervous system does not repair itself well. The severity of the injury depends on the affected area.
Knocking Down the Doors: Big Media Success for F4CP
Three articles authored by a DC or a chiropractic organization and promoting the value of chiropractic care – par for the course if you're Dynamic Chiropractic, but if you're Forbes, BOSS Magazine and Becker's Spine Review, three media outlets tailored toward high-level executives and decision-makers, we're talking about an entirely different story.
Cynicism and Burnout: It Can Happen to You
Trying to achieve fulfillment as a doctor in today's health care environment is a "rigged game" and physicians are programmed to burn out. At least this is the opinion of Dike Drummond, MD, in his thehappymd.com blog.
A New President for AOMA: A Conversation With Mary Faria
Dr. Faria was formerly a health care executive for over 30 years, the last 17 of those years as vice president and chief operating officer of Seton Southwest Hospital in Austin. She chairs the board of Austin Mayor's Health and Fitness Council.
Acupuncture in Hospital Systems: Transitioning From Tolerated to Celebrated
I've had the pleasure of working with Susan Luria, Director of University Hospitals Health Systems Connor Integrative Health Network (CIHN) for the past year on the Integrative Health Policy Consortium (IHPC) Board of Directors and Federal Policy Committee.
Reality Check: Do We Need to Try Harder?
While waiting for a flight to a recent chiropractic event, I overheard the ticket agent at the gate next to mine on his cellphone. His side of the conversation went something like this: "Where are you now? How long before you think you can be at the gate? OK, that will work, see you soon."
2018 Gallup-Palmer Report: Key Findings
The fourth annual Gallup – Palmer College report is out; here are some of the key findings excerpted directly from the executive summary regarding Americans' experiences with chiropractic care relative to the management of neck and back pain:
VA Chiropractic Reduces Veterans' Use of Opioids?
Utilization of pain medication – particularly opioids – has been massively high in among veterans for decades, but Veterans Administration guidelines that recommend nonpharmacological first-line treatment options create a greater opportunity than ever for VA chiropractors to make a dent in the opioid and overall pain-management crisis.
The Truth About Malpractice Claims Against DCs (Pt. 1)
Over the past 20 years of active practice, I have seen a number of scary case scenarios regarding signs, symptoms and patient presentations in my office. These presentations scream, This patient is going through an event or This patient does not need chiropractic care, they need emergency care.
News in Brief
A Comprehensive Model of Spine Care; Dr. Christine Goertz Appointed Vice Chair of PCORI Board of Governors.
Acupuncture is a Science-Based Medicine
A longstanding patient of mine came in for a routine treatment after she recently began seeing a chiropractor for neck pain. She saw him a couple of times and wasn't getting the relief she had hoped for, so he recommended she let him do dry needling.
Malpractice Insurance: Understanding the Cover Letter
Purchasing medical liability insurance is quick, easy and not terribly expensive. The benefits are clearly listed on a certificate—but do you really know what you are getting with that peace of mind?
ACA Champions H.R. 7157; ICA Voices Major Concerns
While the American Chiropractic Association recently penned an open letter – signed by not only the ACA, but also the Congress of Chiropractic State Associations, Association of Chiropractic Colleges, Clinical Compass and a number of state associations.
Year in Review: DC's Best of the Best for 2018
As 2018 winds down, let's highlight the most popular articles in Dynamic Chiropractic by month (December – this issue – excluded, of course).
The Top 5 Strategies to Manage Your Reputation Online
You don't need an acupuncture website anymore! Okay, maybe that statement is a little over the top. But it's not that far from the truth. A recent study on Google searches revealed that 34 percent of all searches resulted in no clicks at all.
When Computers Cause UCS: Adjusting Strategy
With the widespread use of mobile devices such as smartphones and tablets, the incidence of "text neck" has reached almost epidemic proportions. But there is another challenge to the spinal health and well-being of our technology-driven society.
Dietary Supplements That Help Restless Leg Syndrome
It is estimated that 7-10 percent (possibly up to 15 percent) of the U.S. population has restless leg syndrome. It is a bit more common in women than men.
Exercise Therapy Following Motor Vehicle Trauma (Pt. 2)
In cases of cervical spine trauma, particularly trauma related to a motor vehicle accident, my plan is to teach the patient one exercise per session and build a progression. This is an effective approach I call an "activation circuit."
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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