The Opioid Crisis Hits Home: An Acupuncturist's Inside Perspective of Addiction Treatment
My husband and I have four grown children, but we still sleep with a phone next to our night stand just in case they need us. But nothing could have prepared us for a 1 a.m.
Power of the Talk: A Simple Way to Attract New Patients
One of the most effective ways to bring patients in predictably, especially if you enjoy teaching, is by doing talks. Talks can also bring in another stream of income beyond just seeing more patients one on one.
Who's the "Father of Corrective Traction" in Chiropractic?
History teaches that a Presbyterian minister, Samuel Weed, coined the name for the profession of chiropractic from the Greek cheir for "hand" and praktos for "done."
How to Reduce Metabolic Endotoxemia
Approximately 50 percent of the Western population suffers from a condition known as metabolic endotoxemia (ME). The condition is characterized by increased serum endotoxin concentration during the first five hours of the post-prandial period.
The Medicine of Peace in a Land of Conflict
We often read about violence, despair, and political stalemate between Israelis and Palestinians. It's easy to feel overwhelmed and pessimistic. And yet there are Israelis and Palestinians working together to transform conflict into cooperation.
Weight Watchers Goes Wellness
Goodbye Weight Watchers, hello "WW." The company has changed its name to reflect its new WW brand not only on its website, but also on every aspect of its public expression, including every studio.
ACA, ICA at Odds Over H.R. 7157
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.
Winter Joint Health: Looking at Seasonal Influences
One of the most common clinical issues I see during the winter season is joint / muscle pain. These issues often appear due to the activities of winter sports or may appear due to seasonal influences on old chronic injuries.
An East & West Perspective on Sleep
You, your patients, and people all over the world are sleeping less. In 1979 a team led by American psychiatrist Daniel Kripke did a large-scale study of over a million people, which indicated that most people slept between 7-8 hours.
Dehydration ... A Commonly Overlooked Etiology
Water covers 71 percent of the earth's surface. It's found in every living organism and is considered the "universal solvent," yet we take it for granted as the foundation for optimal health.
Historic Farm Bill Provisions Legalize Hemp ... and CBD?
Until recently, hemp was classified as a Schedule 1 drug per the federal Controlled Substances Act, putting it in the same class as marijuana (and heroin, by the way).
Electromagnetic Hypersensitivity and the Science of EMFs
Movement of planet Earth's molten iron core generates a weak static geomagnetic field that varies in strength over millennia but currently ranges from 0.25 to 0.65 gauss. This is the native field in which all life has evolved.
3 Tips to Get New Patients After a Talk
One of the most effective ways to bring in new patients predictably, especially when an acupuncturist enjoys teaching, is by doing talks. It can also bring in another stream of income, beyond just seeing more patients one-on-one.
Differentiating Qi Under the Needle (Part 2)
While classic sages have said a lot on this topic, I will share my own experience with the sensations under the needle with you. You, in turn, will also need to gain your own understanding of them through daily clinical observation, thinking, and practice.
Neuroscience 101: Understanding Opioid Addiction and How Chiropractic Can Help
Opioids now account for nearly two-thirds of all overdose-related deaths in the U.S. This insidious bane is no respecter of gender, age, race or ethnicity, with nearly all categories experiencing increases.
Case Study: Forefoot Pain
Patient presents with a history of forefoot pain. Discomfort has become worse in the past six months. He has difficulty completing his four-hour shifts as a part-time hairdresser.
Pain in the Butt (Pt. 1)
Many of my patients (and probably many of yours) come in with pain and/or tenderness in the buttock region. First, I assess where the painful and/or tender spots are located and what these points represent.
Flying Into the Year of the Pig: Making Way for the Impossible
The first of the new year has passed, and some of our New Year's resolutions may have already come and gone. Fortunately, we will celebrate the Chinese New Year this month, and will welcome in the Year of the Pig.
Quickie Seminar Adjustments Have No Place in Chiropractic
Recently, I observed chiropractors treating each other in the vendor area at the annual meeting of a chiropractic association. "Quickie" chiropractic adjustments and other hands-on procedures were administered without appropriate history taking, physical examination, diagnosis or informed consent.
The Role of TCM When Treating Mental Illnesses
Mental illness is common in the U.S., nearly 20 percent of adults live with a mental illness which vary in degree of severity—ranging from mild to moderate, to severe. It is not exaggerated to say that mental illness is an epidemic.
Simple Screening Tests for Stroke and Other Brain Lesions
The drift test, arm rolling and finger rolling are three useful assessments in the identification of upper motor neuron dysfunction.
Top Social Media Do's & Don'ts for Chiropractors
For years, health care practitioners have avoided embarking on the social media highway, primarily due to patient HIPAA privacy issues and the time needed to give the process due diligence.
Outcomes for Any Occasion
Outcome assessment tools (OATs) are a necessary part of documentation and patient care. They are used to show patient progress and help practitioners show changes as a result of their treatment interventions.
Quick Sacroiliac Assessment: Treating Different Types of Pain
The lower back is a generator for a number of types of pain. The lower back involves several different articulations – the lumbar spine with vertebral bodies, discs, and facets – the sacroiliac joints – and the lumbosacral junction.
Know Your Clinical Flags: 5 Different Colors to Consider
In health care, the term red flag is used to describe signs and symptoms that can indicate the presence of serious health conditions. These conditions generally carry an increased likelihood for serious complications, disability or even death.
August, 2015, Vol. 15, Issue 08
Marketing with a Microphone
By Kelley Mulhern, DC
"All things being equal, people will do business with, and refer business to, those people they know, like, and trust." – Bob Burg, 2006, Endless Referrals
When given an option, it stands to reason that people prefer to do business with those they know, like, and trust. However in today's world – where your patients can exhaustively research their condition, diagnosis, treatment options, and treatment providers – they may have formed their opinion of you before you've even met. If that's the case, how can you help people get to know, like, and trust you – before they meet you – in order for them to want to become a patient in your practice?
The answer is simple. Go out of your way to introduce yourself, your values, and your practice to your community before they need you. Make it easy for prospective clients to learn about you and feel a connection to you. One of the best ways to do that is by marketing with a microphone. Let's take a look at some of the ways to incorporate a microphone into your marketing strategy, as well as some tips and suggestions to maximize its impact.
A Microphone in Your Strategy
There are a variety of ways to use a microphone as part of your marketing strategy. For example:
It's one thing for a prospective client to read about you or to read something you've written. A deeper connection can be forged when they hear your voice. Besides, it's easier to listen than to read. Clients on-the-go may not have time to sit down and read something, but they may be able to listen to an audio file with the same information. Listening to your voice is a great way for prospective clients to see you as an authority in your field. It can also help you build visibility for your practice and make a connection with people you haven't yet met.
In 2013, Apple reached more than 1 billion podcast subscribers on iTunes. A 2014 Share of Earsm survey by Edison Research found that almost 26% of the time people spend listening to audio products they're listening to podcasts. That number is growing every year. Be an early adopter and use available technology to grow your practice. It's easier than you think.
How to Get Started
So, what equipment do you need to get started? It's really not as complicated as you might think. You need:
Once you have your equipment, familiarize yourself with it. Record some practice takes and learn the capabilities of your equipment. In the meantime, think about how you want to use the mic in your marketing strategy. Here are some questions to get you started: Do you want to host a radio show? Launch a podcast? What topic(s) will you focus on? (Hint: What are you most passionate about?) Will you interview other people or provide the information by yourself? Who's your target audience? How frequently will you post your show or podcast? How long will each recording be? Will you have a branded theme to start and end the show? How will you get the word out? How will you name your recordings? (Suggestion: Use Google Adwords Keyword Planner to find common search terms. Try to incorporate related popular terms into your titles to maximize potential exposure.)
Once you've decided to use technology to grow your practice and have gotten the necessary equipment, keep a few things in mind. First, your material must be important to your target audience. Answer their burning questions or help them solve nagging problems. Give them a reason to listen to you instead of someone else.
Second, the presentation of your information must be professional, personable, and developed. Take the time to properly research and write out the information you'll be recording. You could have great information, but if it's presented poorly people won't tune in. Be yourself and let your unique personality and perspective shine through.
Third, practice your recording and listen to the audio. Check yourself for pauses, verbal space holders (such as ummm, ahhh, and so on), repeated phrases (common ones to avoid are "you know" and "like"), and anything else that might be distracting or irritating to the listener. Have others listen and provide feedback, too, as they might catch things you missed. Practice until you're proficient at delivering a clean and polished recording.
Finally, as with any marketing endeavor, be consistent. Use the same branding (i.e.: images, photos, music, and color palettes). Commit to a time length and frequency and be reliable. If you tell people you're going to host a radio show once a week, but you only do it once a month you'll lose listeners. If the length of your podcasts are unpredictable, people won't know if they have time to listen and may move on to a podcast they know will fit their schedule.
If you decide to start making audio recordings part of your marketing strategy, you don't have to go it alone.
There're a multitude of free resources and tutorials available online, in addition to fee-based programs. Spend some time looking through the material and learn from the mistakes of others. It's possible to start marketing with a microphone within a few weeks for less than $500. What are you waiting for? It's time to share your passion – and your voice – with the world.
Dr. Kelley Mulhern (formerly Kelley Pendleton) is a chiropractor, healthcare marketing consultant, professional speaker, and the author of Community Connections! Relationship Marketing for Healthcare Professionals. For more information or to download free materials, please visit www.dr-kelley.com.
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