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Power to the Patient
Against a backdrop of splintered political parties, polarizations within nations, civil unrest, and distrust of established government (such as the growing anti-Washington, D.C. sentiment) comes the not-so-surprising finding that health care authorities and practitioners (with perhaps the exception of insurers) are turning over more and more powers to the individual patient.
Decoding the Mystery of Medical Insurance Acceptance
In the constantly evolving profession of acupuncture, one of the least understood areas is medical insurance acceptance. The profession is filled with controversy surrounding this topic: Is it ethical?
First Annual ICD-10 Updates Take Effect
Yes, there was an update to ICD-10 codes on Oct. 1. It was a regular update to the diagnosis coding system and will take place every Oct. 1, just as it did when the ICD-9 system was in place.
Natural Cancer Prevention: Pomegranate for the Prostate
In recent years, the ingestion of pure pomegranate juice (8 ounces per day) has been shown in clinical studies with human subjects to slow, and to some degree, reverse, the progression of prostate cancer – the second leading cause of cancer death in North American men.
Treatment Success at the Won Institute
According to the World Health Organization's 2003 report titled, "Acupuncture: Review and Analysis of Controlled Clinical Trials," acupuncture has been shown to improve many physical, emotional, and mental conditions.
Pediatric Asthma: A Case Study
I have had very good success with pediatric asthma, combining acupuncture with Chinese herbal products. Treatment is given over four to eight months, twice monthly, with herbal formulas rotated every month.
Using the Lens of Chinese Medicine
One of the most common medications I see in clinical practice on a daily basis is fluoxetine or Prozac. Consequently, I hear many complaints concerning the side effects of this medication and am frequently asked by patients to help manage these side effects with acupuncture and Chinese medicine.
Update from the International AIDS Conference
The 21st International AIDS Conference in Durban, South Africa, brought together more than 15,000 of the world's leading scientists, activists, funders, policy makers, and consumers from 153 countries.
Upgrade to "Parker 2.0" in Las Vegas
Continuing your education and refining your practice: two key elements of a successful chiropractic career. Parker Seminars promises both as it celebrates its 65th anniversary in Las Vegas next February, according to Parker University President, Dr. William Morgan, and seminar consultant Dr. Mark Sanna.
Treating Peripheral Neuropathy: Multi-Faceted Approach Including Laser Therapy
Peripheral neuropathy affects at least 20 million people in the United States1 and nearly 60 percent of all people with diabetes suffer from diabetic neuropathy. Many suffer from the disorder without ever identifying the cause.
Dysautonomia: The Medical Condition You May Already Be Treating
TCM practitioners have spent thousands of years healing patients without knowing or needing the names of their diseases as defined by allopathic medicine. We have syndrome names that are both poetic and efficient.
ITB Syndrome: Treat the Tensor Fascia Latae
Iliotibial band syndrome is usually the result of repetitive knee flexion, such as in runners or cyclists. Pain may be experienced in the knee and/or the hip. The patient may express a sense of the hip dislocating, popping or snapping.
Six Things Every DC Should Know About the Zika Virus
The Zika outbreak continues to spread across the continental United States and U.S. territories. We offer this brief overview on this important public health problem for the practicing doctor of chiropractic.
Integrative Cancer Care: Chiropractic for Chemotherapy-Induced Hiccups
Hiccups (singultus) are a frequent occurrence during cancer treatment. The cause of the hiccups may be the chemotherapy drug itself, such as Cisplatin; or the prophylactic use of corticosteroids such as Decadron, which is used to prevent nausea and/or vomiting.
Pediatric Footwear: Function Over Fashion
As practitioners, it is not uncommon for parents to bring us their children to treat or ask us questions related to the pediatric population. Children's feet tend to be a perplexing region for parents and practitioners alike.
Getting Paid by Medicare Is Getting a Major Adjustment
The 2015 Medicare Access and CHIP Reauthorization Act (MACRA) was signed into law to implement a new approach to clinician payments and replace the Sustainable Growth Rate formula.
Workers' Back Pain: Causes, Costs & Solution
You will want to share two important papers published in the past several months. Why? When read separately, each provides valuable information relevant to your patients, community and practice; together, they tell a compelling story.
Four Ways to Attract Patients
Acupuncturist A has been in practice for six years and has struggled since day one. She spends as much time and money on marketing as she can, but since her practice is slow, her budget isn't that big.
National Board Apologizes for Testing Issues
The National Board of Chiropractic Examiners (NBCE) has issued a formal apology following a series of computer-based testing malfunctions that impacted two separate examinations (March and June 2016) and caused "widespread confusion and frustration" to the nearly 1,500 examinees taking the tests.
U.S. Olympians Have a DC in Their Corner
It's probably old news to you that doctors of chiropractic play an increasingly prominent role in treating athletes, from youth sports participants to weekend warriors, to elite / professional competitors.
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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