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Treating Pain: The Hypermobile Coccyx
When I write about the coccyx, I recognize that I am talking about a relatively small subset of patients. When I write for Dynamic Chiropractic, I am trying to reach 60,000 chiropractors.
Forgotten Options for Musculoskeletal Health
Challenges with musculoskeletal health are of tremendous concern for many people today.
The MRI: What to Do With the Results
As I wrote in my previous article on this topic, it is my goal for you, the doctor, to be an expert in interpreting MRI images yourself; and to be able to independently make decisions based upon a combination of clinical presentations and findings, followed by the MRI images.
How to Humanize Your Content to Create Stronger Relationships
Content marketing is about building relationships, whether that is through updates on social media, offers on your website, blog posts, email campaigns, or even printed material. Now days a business needs to make a human connection.
Interprofessionalism: What it Means and Why You Should Care
Interprofessionalism in education and in practice is a growing trend across health care in the United States. The idea that team-based care and collaborative practice can improve health care has been around more than 50 years.
Billing and Coding for Moxibustion
Q: I am trying to locate a code for cupping and moxibustion, and have had various fellow acupuncturists indicate that they bill using the existing codes for heat, 97010 hot packs or 97026 infra-red for moxa and 97016 vasopneumatic device for cupping.
Is There a Neurological Basis and Correction for Macular Degeneration?
Macular degeneration, aka AMD (age-related macular degeneration), is a common eye disease and a leading cause of blindness in people age 50 years and older, according to the National Institutes of Health National Eye Institute.
Integrative Medicine Can Shape the Profession
As the AOM profession struggles to define the role of "integrative" medicine within their practices their schools and organizations, students, faculty, alumni and administrators at schools wrestle with discussions of how much, where, how, and what to "integrate."
Chiropractic Around the World: WFC Country Reports December 2015
The following country updates are reprinted with permission from the December 2015 World Federation of Chiropractic (WFC) Quarterly World Report. Information is excepted for space and edited to DC-specific style guidelines.
Diet, Nutrition and the Context of Risk (Part 1)
Food and supplement safety is a topic that often comes up when I speak to chiropractors for CE relicensing, even when it is not the advertised subject.
RAND Study Recruiting DCs
Dr. Ian Coulter, RAND / Samueli chair for integrative medicine and senior health policy researcher for the RAND Corporation, has issued a call for participation, recruiting doctors of chiropractic for a practice-based research study that will examine "the impact of evidence, outcomes, costs and patient preferences on the choice of treatment for chronic low back pain and neck pain."
Taking Another Step Toward a Secure Future
In 2008, the Council on Chiropractic Guidelines and Practice Parameters (CCGPP) released a literature review on chiropractic care for low back disorders.
Window of the Sky Points
The acupuncture points known as Window of the Sky are a modern creation. There is no reference in Chinese medical texts for an acupuncture point category called Window of the Sky.
Enhancing Performance in Cross-Fit Athletes
Cross-fitness centers are expanding in number and increasing in popularity. To remain relevant to this growing portion of society, practitioners need to learn about the exercises and injuries common to this group.
The Clinical Versatility of Milk Thistle (Part 2)
Evidence is growing that the silymarin complex of flavonolignans from milk thistle can impact serum ferritin and iron overload in various clinical circumstances.
Asking the Insurance Rep the Right Questions
One of the first or last questions a potential patient often asks is: "Do you take insurance?" An ill-informed or optimistic, "yes" can result in delayed or non-payment. Instead, just say: "Let me check if you are eligible first."
Changing the Cultural View of Medicine
Many hospitals in the U.S. are incorporating integrative clinics that include Traditional Chinese Medicine. Cleveland Clinic has led the charge for adding a traditional Chinese herbal medicine clinic to their existing acupuncture program.
Ethics: The Glue That Holds Us Together
Kudos to the National Certification Commission for Acupuncture and Oriental Medicine (NCCAOM) for creating a code of ethics for the nationwide profession and for deciding to make courses in ethics a requirement for certification renewal.
The Roots of Insomnia
One of the most common clinical presentations is insomnia. Next to digestive disorders, sleep disorders are one of the most common complaints the clinician will encounter in daily practice.
Do Doctors Lie to Patients? (Do You Lie to Yours?)
In a previous column ["When Patients Lie (Bribe or Flatter)," Oct. 1, 2015], I discussed the issue of patients lying to doctors, and the many reasons why this can occur.
Lab Rats (Roaming the Streets)
The title of this article is an accurate description of American consumers (regardless of age) in the modern era.
East Meets West
Gung Hay Fat Choi. Welcome to the year of the Monkey. There will be fireworks for both January and February this year. What great celebrations.
Yo San University Helps Make LA Communities Healthier
An element of healthcare training often overlooked is the residual benefit to communities served by Acupuncture and Oriental Medicine (AOM) schools nationwide.
Percussion Therapy: An Experiment
My study of qi began more than 20 years ago — long before my study of TCM, points or pathways. It all started with an awareness in my hands and physical manifestations in the way of blockages while working on clients.
Humanize Your Content to Create Stronger Relationships
Content marketing is about building relationships, whether that is through updates on social media, offers on your website, blog posts, email campaigns, or even printed material. Now days a business needs to make a human connection. Many health practitioners are reluctant to fully dive into content marketing for fear of being too personal, they believe their patients won't respond to it, or they are mostly concerned about overstepping that client-patient barrier. However, if you stop to consider it, most of your clients are in your treatment room because they trust that you understand their needs and know how to help make them feel better. They aren't choosing to get treatment based on a license or sign outside your office; they have chosen you because you made that connection with them. So how do you humanize your marketing and create these relationships without crossing boundaries?
Here are five steps to present your content that allows you to humanize your message so you aren't spewing cold facts and data or being too promotional. You need to create a dialogue that requires two forms of communication. To get people talking, they first have to feel like they are interacting with a real person.
Consider yourself a teacher in the sense you want to educate your clients, but not lecture them. You can teach your ideal audience using how-to's, answer frequently asked client questions, provide enough product information so they can make an informed decision and make sure the information is shareable. The worst thing I hear happening is from people who say, "I've sent her emails without responses, or all I ever get is a voice mail or answering machine." And I know we've all seen this on social media, those pages that haven't had updates in days, weeks or even the once a year post! When I come across those pages, I feel like there should be a tumbleweed rolling across the page. If there is a question or comment that has gone unanswered for days or weeks, patients, potential clients and all 300 of their friends see this response, or dare I say lack of one and it is direct reflection on your practice. Now, I know you are about to pelt me with a slew of excuses about how busy you are with clients and back-to-back appointments, but you are both a business owner and practitioner! You have a responsibility to respond. So, guide your readers to the conclusions you want them to make about your practice by utilizing content that answers those questions.
Be human. The Internet consists of human conversations, especially when it comes to emails and social media, so when you create content, the human element needs to be integrated into every aspect of your offering. Skip the technical, corporate, practitioner talk and speak to them like you would your grandmother or best friend. If you hire a company or join a service that offers postings, be sure they have a human touch. Do they have real people creating content for real people? If you are going to have someone else managing your email, blog or social media content and responses, make sure they speak human or provide examples of how you want your responses. One way to show your humanity is to use photographs and videos of your employees or you.
Expand your content creation efforts across your organization or professional community. The most common complaint I hear all the time from practitioners is the lack of content or more likely, the lack of resources for content, the time to find it, or lack of funds to pay to have it created. One way to expand your budgetary funds is to use others within your professional community to support your content efforts. You don't have to create every piece of content, nor do you have to pay someone to create it for you. The continuing education providers, manufacturers, distributors, and professional organizations know what your patients and potential patients are asking and wanting to achieve from your services. So, it only makes sense to utilize the content they have provided you. Most continuing education providers have some kind of marketing content for their customers to use. I know the majority of the professional organizations provide consumer magazines, research, articles and blog posts for the consumer mindset. Utilize these resources you have freely available to you.
Consider how your clients like to communicate and think beyond text on a page. There is an old saying about how to be successful in marketing and it makes reference to the fact that to be successful, a business has to be "reaching the right people at the right time with the right message." However, with today's world, I like to modify it by saying in order to be successful a business needs to reach the right people, at the right time, with the right message, on the right device. Some patients are going to enjoy visuals, some will like to listen to podcasts, others will want to interact with webinars, others will relate more to videos. You have to consider your clientele, not necessarily how you like to learn and interact. Is it text messaging, is it a pre-recorded tele-seminar, or is it a video?
If your clients are always on the go, we have to relate to them how they want to be reached. That may mean creating a weekly podcast or perhaps your blog posts are actually vlogs (no, that's not a typo – that is a blog post that is a video instead of a written format.) We have to adapt our delivery to go where the people are, when they are there and yes, that may mean traveling into new online and digital territory. The worst mistake is to think that because you may not have any interest in it, doesn't mean your customers don't either. We have to expand our minds, broaden our horizons and dare I say it, break out of our comfort zones.
Have a virtual business content buddy with whom you can discuss ideas. If you are a solopreneur or perhaps the only one in the practice in charge of marketing, this is especially important for you. You need to get plugged in to a group either online or in person that can support and inspire you to produce great content. With today's technology, this is easily accomplished via the Internet without having to leave your office or home. Having a content buddy to share ideas, ask questions and get feedback is helpful. You can find like-minded people, even those who aren't in the industry but are marketers or business owners who can help inspire ideas that you can modify to things that can be used for your practice. Join a state organization, attend the monthly meeting or find a good group on LinkedIn or Facebook and connect with someone there.
I know this is a lot to consider, but the bottom line is this: the more you incorporate the human element into your content marketing, the better it will connect and resonate with your ideal target audience. The better the connection, the more growth you should experience.