resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Home Sweet Medical Home
While the Affordable Care Act (ACA) has received its fair share of praise and criticism since its adoption, few question the value of its emphasis on collaborative, patient-centered health care.
New Leadership Era at the WFC
The World Federation of Chiropractic recently announced not only a new president, as is customary every two years, but also an incoming secretary-general, marking the first time since the WFC's inception in 1988 that someone other than David Chapman-Smith, Esq., will serve in that capacity.
CRREW Rallies for Ongoing Acupuncture Relief Effort in the Philippines
On November 8, 2013, Typhoon Yolanda (Haiyan) made her way through the Philippine Islands, leaving in her wake at least 7,000 people dead, millions homeless and complete communities destroyed.
Don't Trust What Your Patients Say
When a patient presents to the office for care, they typically have a specific complaint – lower back pain, whiplash, sinus congestion, sciatica, etc. They are often not interested or engaged in what they consider "unrelated" personal health history.
News In Brief
Pacific College of Oriental Medicine obtains grant funding from NIH; Yo San University of Traditional Chinese Medicine Announces New President; Kentucky Gets Licensed; PCOM Receives Approval from WASC to Offer FPD.
Shared Mechanisms Between Computer-Assisted Mechanical Adjusting and Contemporary Acupuncture?
Can contemporary acupuncture provide clues to the mechanisms responsible for pain relief provided by computer-assisted mechanical adjusting instruments, and clarify whether certain mechanical frequency combinations are superior to others for modulation of acute peripheral pain?
Changes in Herbal Medicines from Ancient Times to the Present
The classical literature of Chinese medicine remains highly relevant in the modern era, as many of the basic theories and herbal combinations emphasized in clinical practice were first established in texts that are nearly 2000 years old.
Wellness: A New Buzzword at the Aging in America Conference
Aging in America is "the nation's largest gathering of a diverse, multidisciplinary community of professionals in healthcare, social service, government, business and philanthropy with expertise in providing services and products for older adults."
News in Brief
D'Youville Vet Program Gets High Praise; A Moment of Silence for Dr. Paul Reginald ("Reg") Hug.
Vibrational Medicine: Frequency Micro-Current and Color Acupuncture
Vibrational medicine involves the application of various forms of energy frequencies to the body for pain relief, healing and rejuvenation. Vibrational medicine will become a major growing trend in our medical systems for the following reasons:
We Get Letters & E-Mail
Imagine What More Could Be Achieved With Your Support; A Lesson in Hygiene: What Do You Do in Your Office? Open Letter to the Profession.
The Search for the Origin of the Wiggle Technique
When Bob had adjusted me previously, most of the time I knew what he was doing. But this time, he had me lie on the treatment table in the usual side-posture position, and he "wiggled" my sacroiliac with the fingers of both hands, while stabilizing my pelvis with his forearm.
Employers Need Chiropractic First and Sooner
From the Journal of Occupational and Environmental Medicine comes a study that gives excellent direction to employers (and insurers) regarding the management of low back problems (LBP).
Low Melatonin Linked to Risk of Advanced Prostate Cancer
Epidemiological and experimental studies suggest the hormone melatonin, which plays a role in regulating the sleep-wake cycle, may play a role in the development of prostate cancer, as lower melatonin levels have been associated with an increased risk of prostate (and breast) cancer.
Don't Trust What a Patient Says
When a patient presents to the office for care, they typically have a specific complaint in mind – lower back pain, whiplash, sinus congestion, sciatica, etc.
Working With The Yuan-Source Level: Resonance and the Extraordinary Vessels
How do we stay fresh with our medicine? As healers, how do we balance our medical selves with creative artistry? Chinese Medicine is not a fixed dogmatic entity, but a living system, reliant on a mysterious force called "resonance."
Replenishing and Restoring Jing
I learned an important principle from my great Taoist Master Sun Hak. He taught me that all people "leak" Jing, and that we can mitigate or stop this leaking, and as a result strengthen our life force, develop enhanced adaptability and lengthen our life.
Halt Allergies With Moxibustion Therapy
An allergy is an immune system disorder in which the body is hypersensitive to normally harmless substances in the environment.
Medial Knee Pain: 11 Potential Causes (and Corrections)
We have all seen patients with medial knee pain that either has no traumatic origin or lasts well beyond when it should be resolved. How can we help these patients? Here is an overview of clinical scenarios and how we can provide conservative care.
Medical Qigong for the Heart: Part I
According to the Center for Disease Control and Prevention, heart disease is the leading cause of death in the United States, affecting people of all ages and backgrounds. Coronary heart disease, in just the United States alone, costs close to 109 billion dollars a year.
Deciphering the New CMS-1500 Claim Form
Q: I am confused about how and when to use the new 1500 form, particularly block 14 and block 15. What is required and how do I properly fill out these fields? And do I actually have to use this new form or may I continue using the old version?
The Importance of Knowing Mainstream Lingo
There is a secret lingo within mainstream medicine of which the vast majority of acupuncturists and Chinese medical professionals are unaware.
The Boston Benevolent Chiropractic Clinic: Standing Up for the Needy
Our chiropractic assistant, Bridget, greeted an arriving patient at the Emmanuel Church in downtown Boston. She said, "Hi, Michael, good to see you. It's been awhile. Have a seat and Dr. Ken will see you soon."
July, 2011, Vol. 11, Issue 07
Don't Advertise What You Do, But What Your Client Receives
By Cary Bayer
Last year, I was teaching a series of classes in our nation's capital and, wanting to get some fresh fruit for a post-seminar snack, I went into a giant grocery store in Silver Spring, Maryland.Unlike just about every other supermarket and retail outlet that I've ever walked through throughout this vast nation of ours, it surprisingly did not have a customer relations department. But don't be shocked. That's because this giant had already awakened its own inner giant: it had a Solutions Center. The difference is quite palpable. Customer relations is what stores offer; solutions are what customers desire. Going into a store that sports its own department for solving your problems is a fresh breeze that would make anyone a loyal and devoted customer.
As a business coach for massage therapists and alternative healers, I often tell such practitioners that they can benefit immeasurably from this significant distinction when it comes to preparing advertising for their services, developing the proverbial 30-second elevator speech, and learning how to effectively talk about what they do. When I teach throughout the country, I come across dozens of different wellness magazines. As I peruse these (usually) monthly publications, I see ads from many therapists and virtually every single one of these, with rare exceptions, are usually just business cards plunked down in the publication. Each of these "so-called" ads makes the same basic mistake, and makes it in a big way.
I say "so-called" ad because it's not an ad at all, but a business card. What these messages do is communicate to a reader what the therapist will do for him, rather than what the prospective client will receive from the therapist. Advertising in this way is a huge missed opportunity for therapists and a big waste of the money they work so hard to get. What most alternative healers need to understand is that most of the people who could possibly find their way to their couches, tables and offices wouldn't recognize their shadow or their own myofacial if it hit them in the head.
Therapists would benefit enormously by realizing they'll be far more successful if they engage in technical shop talk only with other therapists, but use plain and simple English to clients and prospective clients. This holds true whether the healer is communicating through an ad, newsletter, brochure, website, or in an elevator, at a party, or in line at Starbucks. It's one thing to talk modality to other healers at a continuing education training or state convention; it's quite another thing to talk that way to a layman in physical or emotional pain who is simply looking for much-needed relief. To paraphrase the old acronym: Keep it Simple Therapist (KIST).
I'm not saying there's no value in discussing what you do and the technical aspect of the modalities you practice. They serve the valuable function of providing rationale for the rational side of your prospective client's nature. It intelligently explains the value of your work when telling potential clients the benefits they can receive. It speaks to the left side of their brains.
Commercials for wise marketers do this on television, on radio and in movie theaters. Print ads for savvy businesses do this in magazines and newspapers. A car spot, for example, might describe rack and pinion steering, anti-lock brakes and deployment of airbags. This explains how and why if you buy that vehicle, you can rest assured that your kids will be safe. The best of these commercials will analyze the features of the car but they'll demonstrate safe braking on icy roads, keeping your little ones safe. This speaks to the right side of your brain and your feelings.
A commercial for a vacation in Israel, for example, will show images of historic synagogues, churches and mosques for Jewish, Christian and Muslim viewers. It will provide the feeling of ancient peace in the Holy Land. This reaches your heart and the right side of your brain. If the creative team at the ad agency is smart, they'll also convince the left side of your brain that increased security and anti-terrorism forces will make you feel safe while you're there.
If you meet me at a party, a continuing education training, or your state convention and you ask me what I happen to do, I won't tell you that I'm a life coach. This is despite the fact that this is clearly what my business card says that I do professionally. Instead, I'll tell you that I regularly help people create breakthroughs in their finances, in their businesses, in their relationships and in their spiritual lives. I'll tell you that I have privately helped more than 150 different massage therapists and dozens of other alternative healers create breakthroughs in their business and their personal lives. In other words, what you'll hear me do is describe the results that someone can expect by working regularly with me. If you don't think this gets people's attention far more quickly and persuasively than falling into the trap of saying the type of service you provide, then you haven't been paying close attention to how people listen. Very few people care what you do while you're going into your description. They're far too busy listening for what benefits they can receive from you.
So, if I happen to meet you at that party or convention, and I ask you what you do, you don't have to say that you're a massage therapist. You could tell me that you give people the beautiful feeling of well-being. Or you could tell me that you relieve pain from people's bodies and souls. And if my feet are killing me from teaching all day or I'm feeling some other pains in my body, you can bet your sweet myofacial, if you're a massage therapist, that you'll have gotten my attention in a proverbial New York minute.
Click here for more information about Cary Bayer.
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