Differentiating Qi Under the Needle
In the marketplace, we hear of dry needling being talked about more and more. As professional practitioners of Chinese medicine and acupuncture, it is important that we do not lose sight of our passion, purpose and belief in what we are doing, both for the sake of preserving the full practice of acupuncture and Chinese medicine, and for the sake of our patients.
Give the Overtraining Injury Epidemic Your Full Attention
Athletes are known for their competitiveness, their drive. That's why it's no surprise to learn that research published in the Journal of Sports Medicine has found a large majority – as many as 60 percent – of athletes regularly "overreach" or "overtrain" by working their bodies either too often or too hard.
Extraordinary Chinese Medicine
The very fact that we exist as complex, multidimensional beings at this manifest level, and get to experience—through our senses—others, the world around us, as well as our own selves, is a miracle.
News in Brief
Dr. James Badge, former president of the National Board of Chiropractic Examiners who, among other accomplishments, played a key role in the development of the board's Practice Analysis of Chiropractic (a report issued every five years and based on a survey of the profession), passed away on Nov. 7, 2018.
Exercise Therapy Following Motor Vehicle Trauma (Pt. 3)
Keep the neck in retraction by pulling the chin back toward the spine. Some rehab instructors used to refer to this as "packing the neck." I really emphasize decompressing the head away.
Acupuncture: More Effective in an Integrated Health Care System?
Acupuncture has traditionally been used in the primary care setting as a supplemental stream of care for patients. Patients can seek out or be referred to outside acupuncture providers based on their patients need.
Repave the Road to Financial Ease With Cash Profit Centers
Remember the adage, "Don't put all your eggs in one basket?" Well, that's what you do when you count 100 percent on insurance reimbursement to sustain your practice.
The NCCIH is Seeking Acupuncture Researchers for a Chronic Pain RCT
The National Center for Complementary and Integrative Health (NCCIH) in partnership with the Agency for Healthcare Research and Quality (AHRQ), and the Centers for Medicare & Medicaid Services (CMS) is seeking acupuncturists for a new Funding Opportunity Announcement (FOA)—a Randomized Control Trial (RCT).
Updates to ICD10, Specifically for Myalgia (Muscle Pain)
Are there updates to ICD10? I attempted to enter M79.1 for myalgia (muscle pain) and it was rejected by my clearing house as being invalid. What is the new code for myalgia?
Diverting the Crisis Stages of Life: Yang Wei Mai and the Necessity of Change
One of the biggest struggles in which we help our patients is the process of change. I often hear two common questions, "I'm unhappy. How can I change?" and "My life is changing, how do I deal with it?"
How to Handle the "F" Word
Have you ever been fired? It's terrible, nasty business, especially if you're on the receiving end. Most people are doing their best, and when they're terminated, they can become furious. If it's handled incorrectly, some people may even try to sue you for doing what's best for your practice.
Calming the Disturbed Meridians: A Way to Treat "Phantom" Pain
Margot J. was advised by her oncologist to talk to a psychiatrist about her post-mastectomy phantom pain. Instead, her friends sent her to me. Interesting situation—she'd recently experienced a double mastectomy and still felt intense pain in the spaces once occupied by her breasts.
Quick SI Assessment: 8 Tests
The lower back is a generator for a number of types of pain. As you know, it involves several different articulations: the lumbar spine with vertebral bodies, discs and facets; the sacroiliac joints; and the lumbosacral junction.
Using Tuina in the Acupuncture Clinic
The beneficial effects of touch are apparent to anyone who has stubbed their toe on an errant piece of living room furniture – after the initial angrily shouted expletive, we grab the offending digit in our hands because we know that it will help the pain.
BCBS of Tennessee Takes a Stance for Acupuncture
BlueCross BlueShield (BCBS) of Tennessee, the state's largest insurance provider, is starting the year off with some significant changes—they have dropped Oxycontin from their list of covered prescriptions and added acupuncture coverage.
Digital Dilemma: Issues With Post-Processing Collimation
With digital radiography, we are now able to electronically collimate images after acquisition. This may seem convenient, but there are also downsides to this technique.
The Back Squat: More Than a Training Exercise
The squat movement pattern is not only essential for ADLs; it is considered a foundational exercise for strength, resiliency and sport performance.
West Hartford Group Charts a Possible Course for Chiropractic's Future
The West Hartford Group, incorporated in 2006, is "a think tank dedicated to the acquisition of social, cultural and professional authority for the chiropractic profession, where the doctor of chiropractic (i.e., chiropractic physician in some jurisdictions) serves within the mainstream health care delivery system as a patient-centered, evidence-based, non-surgical, primary spine care health care professional." The WHG Board of Directors recently approved the following resolution it suggests as "one possible future for the chiropractic profession."
Time to End the Medicare Madness
Medicare's coverage of only a single chiropractic service (manual manipulation of the spine to correct a subluxation) may change soon if H.R. 7157, the Chiropractic Patients' Freedom of Choice Act of 2018, is approved:
The Four Needle Technique: A Follow-Up to the Husband/Wife Imbalance
In my previous article on the Husband/Wife Imbalance (Nov 2018), I made mention that successful clearing of this lethal block may require treatment stronger than the first two protocols explained.
Quantum Physics Research and the Ancient Roots of Acupuncture
Acupuncturists and quantum physicists have a lot in common. They are both working in fields that are rooted in an inter-connected universe. According to traditional Taoist cosmology everything in the universe is connected to everything else – nothing is separate.
The #1 Essential Element of Every Patient's Care Plan
The #1 Essential Element of Every Patient's Care Plan
The Truth About Malpractice Claims Against DCs (Pt. 2)
I save (print and scan in file) all emails and texts to and from patients regarding any recommendations of care, follow through of therapies, and especially urgent or emergency care recommendations.
Turn Back the Clock With Nutrition
The anti-aging market is booming because, well, who doesn't want to look young, healthy and vibrant for as long as possible? And while there are many anti-aging products and systems marketed to the public, few people realize the most effective way to slow down the visible passage of time is to give the body the nutrients it needs to be truly healthy.
Make Room for New Kids on the Bus
Kids who were never "fortunate" enough to ride the bus to school actually may have missed out on many lessons related to the social challenges they would face later in life. One of the most classic might be called "The New Kid on the Crowded Bus."
2019 Practice Trends: How Does Your Practice Compare?
In order to better understand trends within the chiropractic profession, we periodically survey DCs throughout the U.S. and share the findings of our Expanding Chiropractic Practice Survey for your review and reflection.
Learn to Speak the Language of Personal Injury
For many providers, personal-injury cases and working within the med-legal arena can often be a confusing and frustrating endeavor. After all, for the majority, personal injury is a niche.
How H.R. 302 (Travel to Treat) Became Law: Behind the Scenes
Sports chiropractic has created opportunities to put our profession on a pedestal. However, as chiropractors have stood on the pedestal with the success of their athletes, they have risked everything and put their licenses on the line when knowingly or unwittingly crossing state lines where travel to treat is not allowed. H.R. 302, signed into law in October 2018, mitigates some of that risk.
May, 2012, Vol. 12, Issue 05
The New Internet Marketing Machine
By Stephanie Beck
In 2011, 97% of consumers used online searches when researching products and services. When searching for specific products and services, where do you think these smart savvy shoppers are finding this information? Where are you going to find your IDEAL customers, or any customers for that matter? You have new marketing machines at your disposal and as long as you are using them correctly, they will produce great results.As a massage therapist, you want to focus on what you do best, massaging people. Finding those people doesn't have to be a struggle. Go where your customers are spending time and implement new marketing machines with strategies to get you the results you desire.
Social media and online marketing options keep advancing and it can be difficult to keep up with the changes, let alone trying to figure out which option is right for you. For some, about the time they decided to step into the social media world, all the rules changed; like the recent 180 degree change with Facebook. If you're one of the people late to the social media party, there is a bright side. Instead of trying to catch up with your competition, you now have an even playing field because everyone has to upgrade their technology. The truth is that marketing has shifted from a one-way broadcast to a multi-point conversation and you need to take action to stay competitive.
"Old school" marketing techniques like sending out catalogs, direct mail and Yellow Page ads are losing their effectiveness without additional help from online marketing. According to Yahoo, 92% of all business searchers start looking online, either at home or on their mobile phones. Is your massage business easy to find online by your ideal customers? Are you active in all the places where your ideal customers are hanging out online? Do you have an easy, automated way to follow up with them over time? If not, why not?
Developing A New Online Strategy
Updating your strategy is important. When I started working for a massage manufacturer more than 12 years ago, as part of our distributor criteria we would ask massage businesses inquiring about distributorships to submit a copy of their Yellow Page ad with their application. A few years later, we upgraded by requiring websites and even more changes have been implemented since then. Do you realize that brand new massage business owners entering today's workforce have no idea what a Yellow Pages phone book is? Last week, the Encyclopedia Britannia announced they would no longer be printing any new editions because everything would be accessed online. This isn't just about the newest generation. When today's consumer wants to look something up they grab their phone or computer, not a book.
In 2011, more than 90% of the U.S. population used a cellular phone. Sixty five percent of mobile users said they used their mobile device to find a business to make a purchase. In terms of the types of information mobile users will be looking for via their devices, 31% said they will look for updates on sales and promotions and 27% will look for local store hours and directions. Guess what, a certain percentage of those people are looking for massage. In how many online directories have you listed your massage business? Yelp, City Search, Insider Pages, Merchant Circle, Google Places, Facebook Places and Yahoo Local are great ways to get started and all free. Your strategy for directories is to be complete and be consistent. Make sure you use the same spelling, the same way for all listings. Fill in as much as you can; photos, videos, mission statement, services and anything else they want to know about your business. Finally, ask friends to like and place reviews on these directories and let your customers know where you can be found.
With any social media sites, one great strategy is to always think like the customer. Anticipate their needs and what they will be searching for online. Maybe they are looking for a way to relax, de-stress or seeking information about pain management? Could a massage benefit anyone struggling with stress or pain? Of course, so be smart when it comes to sharing information. Think in terms of how your ideal customers will need help. What kind of answers are your customers and potential customers seeking and how does your service meet those needs? Now pretend you are having a conversation with them, ask questions and share information about solutions without being a commercial about your business. Use the 80/20 rule; 80% educational, 20% promotional. At least once a week, be sure to include a post specifically for a special, promotion, offer, coupon or other reason for potential or current customers to make a purchase now.
Marketing online is no longer just having a website where people can come to find your business. It's about going where your customers are online and connecting with them in those locations. Internet search engines, directories and social media are fast, fuel-burning engines. If you're not delivering something new on a regular basis, you're going to get left on the side of the road by someone else who is. Once you get found, engage with your followers on their terms. Get them to follow you on Twitter, Fan you on Facebook, or subscribe to your YouTube channel. Offer more insightful information, expert perspective, recommendations and news.
The Power Of YouTube
If used effectively, online video is the most powerful way to educate, inform, and build a community of customers and potential customers for your business.
Did you know most consider YouTube to be the second largest search engine? YouTube gets more than 300,000,000 visitors a month who watch more than 2,000,000,000 videos. Consumers go there to look for videos to answer their questions, show them how to do something, or review a product or business. When consumers are searching for information online and given a choice of reading content or watching a video, approximately 56% will choose to watch a video. If you want to use YouTube as a part of your marketing machine, you need to create informational-based videos, not promotional videos. People don't care about your product or service. They care and choose to do business with people who have solutions to problems they need solved. If you are going to create videos, make them about solving problems for your customers and remember to include a clear "call to action" or next step that you want them to take after they watch the video. Also, when you post your video, include in your description a website link or contact information of how viewers are to reach you.
Another avenue for business development is a blog. Did you know there are more than 200,000,000 blogs? People are more likely to visit blogs that align with their interests because blogs are non-selling environments. This should be good news for massage therapists who are not comfortable "selling." Think about it, you have completed several hours of education and attended many continuing education courses. You have more knowledge of the working body than the average consumer. Do you think you can share helpful information about the body or how massage can help the body? If your best friend was suffering from stress, inflammation or other forms of pain, what advice would you share to help them? Does massage help any of these? How? Why? You could probably easily explain in 500 words or less to your best friend how massage can help them. Try that mind set when you think about blogging. Topical blogs and article directories establish authority and credibility for you and your massage business. Wordpress is the most used website with a blog format; you can also use livejournal, Tumblr or Travelpod.
Many Options To Choose From
More than 800,000,000 monthly users of Facebook make this a very powerful part of the new internet marketing machine. The fact that Facebook recently changed their strategy has created an even playing field for all businesses using this tool. The new strategy for Facebook is to visually attract your customers, engage them and converse with them on a regular basis. No drive by postings. Don't post something and walk away for a week. Set it up so your page responses are connected to your e-mail so you can easily respond to anyone who makes a comment or likes your page when you are checking your e-mails. Set aside a specific time to invest in any social media sites and stick to this time.
One of the fastest growing social sites is Google+ and Google+ Pages. Google reported more than 100,000,000 active users within the first year. Facebook took almost 18 months to reach their first 100,000,000 and Google seems to have picked up steam. They offer many features for businesses; you can create circles and your content is indexed quicker since it is owned by Google.
LinkedIn has more than 100,000,000 users monthly. Since this forum is mostly used by professionals, the most powerful strategy is to be part of the discussions. Join groups where your knowledge and services can be applied. Look for discussions with other business owners where you both can benefit. This is also a good way to stay connected with other professionals and organizations within your massage industry. We all need to be connected and sometimes it is best to do that with others that share an understanding of our struggles first hand.
One of the more "up and coming" social sites is Pinterest. This new social site is certainly visually engaging. Businesses and individuals "pin" interesting photos, poems, inspirational quotes, recipes, patterns, and all kinds of information. Have a similar strategy as the new Facebook, use visually engaging photos and share educational information. Although you cannot mention your website, phone or e-mail, you can still share information that will increase your changes of being viewed as an expert and develop trust with potential clients.
Marketing online isn't an option anymore, it's a requirement. It's where your prospects and customers are searching to find businesses they can trust to buy services and get their problems solved. As you build relationships, you will earn their trust and more importantly, earn their business. Continue to engage and follow up. Continue to provide valuable information and continue to make offers 20% of the time. Integrate all the elements of your marketing machine so they amplify each other and are working together to keep your massage business going and growing.
Click here for previous articles by Stephanie Beck.
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