Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.
Hi, my name’s Michelle Gellis, and today I am going to do a demonstration of nanoneedling with a microneedle pen, so you can go ahead and go to the first slide.
I teach facial acupuncture classes, and part of that is Micro needling and nano needling and one of the questions I get asked a lot is do I do these things on myself? And the answer is yes, I do. So I’m going to do a little demo today of how I do nanoneedling on myself. But first, a little bit about me.
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I, as I mentioned, teach facial and cosmetic neuromuscular acupuncture classes internationally, and I have for about 20 years now. I’m currently on the doctoral faculty at Yosan University, and prior to that, I was on faculty at the Maryland University of Integrative Health, and I also worked as a clinical supervisor there.
And I’ve just completed my very first book. It is a 500 page hardcover book on treating the face, and the reviews have been great. I’m I’ve opened it up for pre sale and you can get more information about the book at facialacupunctureclasses. com and then the products that I am going to be demonstrating today can be, you can learn more about those at aculiftskincare.com
Okay, I am done with the slides. So let me move these slides out of the way. Okay, so the pen I am using today is made by, everything’s backwards the pen I’m using today is made by AccuLift and it comes in a metal case. And the pen itself when it arrives, everything is wrapped up like this. I’m not going to be using this pen.
This is a brand new pen. But it comes with two batteries, and the If you want to plug it in, it comes with a charging cord and also a plug in adapter, which is on the pen right now. And the pen also comes with a really nice set of very large instructions for those old people like me who have trouble reading instructions from time to time.
These are just instructions on the pen itself. If You want to know how to do microneedling on a patient. The purchase of a pen comes with a four hour continuing education webinar that is included. So let’s just hop into it. So before I record before this webinar, I did microneedling on one side of my face.
So if you see my face is a little red, that’s why. But I am going to be doing nanoneedling on this side of my face, and the difference between microneedling and nanoneedling is a microneedle cartridge has These on this particular one, there’s 16 needles, and what happens is when you do microneedling, the needles go like this, and they make little, teeny, tiny, microscopic puncture wounds into your face, and as you can see, I’ve already done it to my face, and it’s, it shouldn’t cause anything too traumatic but So it builds collagen.
Nano needling, on the other hand, uses these nano needle cartridges, and they look different. They’re more like, if you can see this, they are more like a, almost like sandpaper. It’s a really great way to exfoliate, like the dead skin. And it’s something you can do a couple of times a week, whereas microneedling you can only do once a month, nanoneedling you can do a couple of times a week, and you can also do nanoneedling inside the orbital rim and on your lips.
What you need to do, and you don’t need any numbing cream for nano needling. What you need to do is make sure your hands and your face are clean. I like to do a little pre exfoliation before I start. And then just to make sure my face is extra clean, I take a makeup remover wipe and I spray it with rubbing alcohol and I rub I’ll go ahead and even though I just did it, I’ll do it again.
But I spray it with rubbing alcohol and then just make sure if there’s any makeup or anything on your face that. If you don’t have any issues with that, yeah, I’m gonna, everything done.
Once you’ve done that if you don’t like the alcohol, you can also use witch hazel, which is good for cleansing the skin as well. And then with nano needling, I like to grab one of my serums. I brought a couple with me. I have a superb serum, which is Vitamin C, hyaluronic acid, and collagen. I also have my peptide serum and you can use one or the other or you can mix them together.
And since my hands are clean, I’m just going to put a little of the nourish right in the palm of my hand and I’m just going to work on half of my face. So I’m going to work on this half since I micro needled the other half. We’re ready. Put a little serum on. The nanoneedle cartridges come in a sealed pouch like this and then you just tear it open.
You put the nanoneedle right on the pen, this particular pen, and there are a lot of great pens out there. And this one’s made by AccuLift and it has a triple locking mechanism. You take the, Little cap off. Don’t forget to do that. And then the way you determine the proper length for the nanoneedles on this pen is you turn it on and then you are going to dial it up just until you can just see the top of those nanoneedles coming out.
And once you can see them coming out, then you can do your nano needling, and you don’t have to press very hard, the nano needles will do all the work. And this is just a really great way to give your skin a nice refresh when I’m working around my eye area. I actually use my eye cream. Because you’re not needling anything into your skin, you’re just working on the stratum corneum layer.
You can put your eye cream on and just work right inside the orbital rim. Just make sure you’re pointing the pen towards the orbital rim and you’re gentle. You’re not pointing towards your eyeball. And it looks just like this, just like that. And then right inside, just like that. Gentle. And this is great for Those little lines we get under our eyes from smiling and it’s a great way to just stimulate blood flow and real nice healthy qi in that area.
Moving along to the cheeks,
you can do your nose, your cheeks, you just want to go right in there, left to right,
all the way down
and then you’re going to go up and down.
And right around your lips. Again, I’m only doing half of my face. And make sure you do along the jawline. Get your chin.
Oh, and I forgot to say this in my other video, but make sure you pull your hair back. That’s why my hair is back. You don’t want to get your hair tangled up in your device. So a headband or a ponytail, whatever you need. If you have hair that hangs in your face. Now I’m going to do my neck. and my chest area.
And even though I’ve done microneedling across my neck and down my chest, it’s okay to do the microneedling, the nanoneedling. I was pretty gentle when I did the microneedling. You can see I’m just a little red in this area, so I’m good for the So you’re going to go underneath your chin.
And up and down on the neck. Actually feels really nice. It’s not painful at all. And then you’re going to go down on your chest
and back and forth.
So I’m not recommending that you do nano needling over the microneedling. I’m just saying if you did for some reason it cause any harm. It might be a little painful for you. You or your patient, but for the purpose of this demo, that’s what I did. If you want, if you would like, when you’re all done doing your nano needling, you can you can go ahead and put on whatever creams or lotions you would be using.
I happen to have some of my calm aftercare, and I’m just going to use that. And I realize I forgot to do my lips, so I’m going to go back and do that. So for my lips, I usually use some serum, and if you have any kind of serum for nano needling is fine.
And you can just nano needle the whole red part of your lip. It really helps to exfoliate them and plump them up. You don’t want to nano needle, you don’t want to micro needle the red part of your lips, but you can nano needle them
and you can see, makes them look really nice afterwards. Helps to bring that blood flow out and helps with the pleating, lip pleating. That is an entire nanoneedling session for half of my face. And you can see it’s quick and it’s easy. And if you are interested in learning more, you can go to my website, aculipskincare.
com. You don’t have to buy a pen. You can just There’s plenty of demos on there, and the four hour CEU training is on there as well. And my 20 I’m not supposed to say dates anyway. My teaching schedule is on the website as well. And you can also find me on social under my name or facialacupunctureclasses.com. And that’s it. Thank you for joining me.
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There is a reason acupuncturists have trusted AAC with their business for 50 years.
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Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.
Hello, everyone, and welcome! Welcome! Welcome! This is an introduction to the pelvic floor. My name is Krystal Lynn Couture and I am the pelvic acu. I want to first take an opportunity to thank the American Acupuncture Council for hosting this webinar. this video, as well as the many other educational video series that they have on their vlog.
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Let’s get started. First off, I want to let you know just a little bit about me. I became a PT in 2006 and later became an acupuncturist. I actually started dry needling in 2009 and very quickly I found that the power of a needle was more than just muscle release. I was immediately drawn to Eastern medicine.
And as doing so, I was also really drawn to treating the pelvis because these clients kept showing up in my practice. They didn’t know that much about it. I didn’t learn about it in school, in PT, in school for acupuncture, just, And it just kept happening that these clients needed help, they trusted me, they were seeing me for something else, and then it was like, hey, by the way, I’ve got this thing going on that I really don’t know who to talk to about it.
And so at first I just listened, and I educated myself and educated myself. And eventually, I developed a system to bring pelvic care to clients. Through the lens of acupuncture to create successful treatment plans for these clients that address the root of the dysfunction through the physical body, through the emotional body, and of course, through the spirit, which is what we do really well with our medicine as acupuncturists.
Today, we are going to have a very brief introduction to the anatomy of the pelvis and the pelvic floor. First, we’re going to talk about the bony structure of the pelvis, then we’ll start talking about the superficial and deep musculature layers. We’ll talk about the differences between the female and the male pelvis.
We’ll get into the functions of the pelvic floor in relation to organ support, in relation to sexual function and reproductive function, as well as bladder and bowel function. And then finally, we’ll have a quick chat about qi and blood. If we can understand the science and the physiology of the pelvis.
and the organs that are contained within it, as well as the muscles and also the energetics that are contained within the qi and the blood, we can start to produce a really amazing way to treat the pelvis comprehensively. And this is what I love about bringing pelvic care into your acupuncture practice.
So let’s start with anatomy.
All right, I have my amazing pelvis here, and I’m going to use this as a model to serve us. So what can see first in the bony anatomy? We’ve got our iliac crests. Our iliac crests come into the pubic bone and the pubic symphysis. This forms our ischial, there we go, ischial tuberosities, or our sit bones.
And then on the back of the pelvis, We’re going to have our sacrum right here in the center with the sacral foramen, right? And then we’re going to come down to the coccyx. So that’s the basis of our pelvic bony anatomy. Now if we orient ourselves to the pelvis in the position from inferior to superior, we’ve got on each side those ischial tuberosities.
We’ve got our pubic bone, pubic symphysis, and then we’ve got our tailbone, right? So that forms a diamond. That diamond is what supports the hammock like structure of the pelvic floor musculature. Speaking of, let’s talk about the pelvic floor musculature. All right, so this is a very brief lesson today.
We’ve got a female pelvis here, so let’s go ahead and just orient ourselves. So we’re going to have the tip of the coccyx or tailbone. Then we’re going to have the external anal sphincter and the opening of the anus here. We’ve got the perineal body, right? And then we’ve got the vaginal opening. So if we want to talk about the superficial musculature, first off coming off of that perineal body, we’re going to have the transverse perineal muscle.
Okay. Next we’re going to have. Next to the vaginal opening, we’re going to have the bulbospongiosus muscle. And then coming right along the ridge, the underside of the ridge of the pubis, we’re going to have the ischiocavernosus muscle. Now let’s go to the deep layers. So we’ve got the levator anni, which is the magic of the pelvic floor muscles that most people refer to.
So levator anni is going to be these layers here. We start off with the puborectalis muscle. Then next we have the pubococcygeus muscle. And next we have the ischiococcygeus muscle. I hope the anatomy lesson provided you with the start of a foundation for understanding the pelvis and the pelvic floor.
Now let’s talk about the differences between those assigned female at birth and those assigned male at birth when we’re talking about the pelvis. So first up we’re talking about the inlet. Okay. This is the inlet. This oval shape here of the female pelvis is going to be wider and oval shaped. In the male pelvis, we’re going to see a little bit of a narrower opening, as well as a more heart-shaped inlet.
When we talk about the sacrum in the assigned female at birth pelvis, we’re going to see a wider and shorter. sacrum with a greater curve to it. In the male pelvis, we’re going to see a longer and narrower sacrum. But when we talk about the coccyx, what we’re going to see is actually the male coccyx has a little bit more curve to it than the female coccyx.
The female coccyx is going to be a little bit straighter, which allows that opening to be a little bit more open and spacious when we push A baby through the opening. The iliac crest. We know this from palpation and also observation. The iliac crests. on the male pelvis are going to sit a bit higher than they do on the female pelvis.
So there’s actually a little bit of a height differentiation. And then of course we have the pubic arch, which you can see here. This pubic arch is going to be much wider in the assigned female at birth pelvis versus the assigned male at birth pelvis. Finally, the bones of the female pelvis are going to be a bit lighter and thinner than the bones of the assigned male at birth pelvis.
So now we’ll go ahead and look at some graphics. Since my demo pelvis is just a female, we’ll go ahead and look at some graphics to explain these differences. So here we have the illustration of the pelvic inlet shape. On the left we see the male pelvis. We can really see that heart shaped On the right we have the female pelvis and we can really see that we’ve got a more oval and wider shaped inlet.
Next, with the sacrum and the coccyx shape. We can see on the left that male pelvis has that elongated sacrum that’s a bit straighter. Whereas the female pelvis is going to have that wider, shorter, more curved sacrum. On the contrary, we’ve got the Coccyx on the male, which curves forward a bit and the coccyx on the female, which is a little bit straighter.
Chatting about the pelvic height and pelvic angles. This is displayed a really nicely here. We can see that those iliac crests on the male pelvis on the left are a bit higher than those of the female. You can see there’s a little bit more width in the female. pelvis, right? And this makes sense when we just look at body shape, very often the male has that more triangular shape and the female has a little bit more curve shape to it.
So that makes good sense. In this picture, we can also see that pubic arch very well. illustrated. And so the pubic arch is going to be 60 to 70 degrees on the male pelvis and on the female pelvis that’s going to be more like 80 to 90 degrees. So now we want to talk about pelvic floor function.
Okay, so first off, the muscles of the pelvic floor provide that hammock like structure. As you can see, in our model, right? We’ve got that beautiful hammock like structure. What that does for organ support is it keeps the lower abdominal organs in alignment. And this is so important because the pelvic floor is actually activated in conjunction with the abdominal muscles and the muscles of the back, especially when we’re doing activities like lifting and bending and carrying and jumping, right?
What happens when we’re doing these activities is actually the pressure in the abdominal muscles. increases. Now the pelvis, the pelvic floor and the pelvic openings are obviously below when it comes to gravity, the abdomen, right? So what that means is the pelvic floor is particularly important in keeping those lower abdominal organs from being pushed outward.
or prolapsing. So you can start to see the importance of the pelvic floor, right? It keeps everything up and in and also helps to support the pressure between the abdomen, the back, the base of the pelvis, and also that respiratory diaphragm. When we talk about sexual function, and reproductive function.
It’s quite obvious that during pregnancy, the pelvic floor is going to support the pregnancy. It’s also going to relax and stretch during labor and delivery to allow that baby to come out, right? To be delivered. But sexually, what happens? The pelvic floor muscles actually play a key role both in those assigned female at birth and those assigned male at birth in labor.
providing movement of blood flow. So in females, the pelvic floor muscles help to increase blood flow to the genitals, which promotes arousal promotes lubrication, and it allows for ease of penetration and thus orgasm. In men, of course, the pelvic floor muscles help to manage the blood flow to the genitals by compressing the veins to the penis and thus trapping blood in the penis which creates an erection leading to eventual orgasm.
So those pelvic floor muscles have a big impact on our reproductive and our sexual function. Let’s talk quickly about the urinary and bowel function. Now, the pelvic floor is going to house the openings for the urethra from the bladder, the anus from the bowels, and the vagina from the uterus in females.
The pelvic floor is going to help close those openings to prevent leakage and then relax them for emptying. The pelvic floor essentially supports continence in both males and females. So here’s a quick image so that you can just orient yourself to the opening’s anatomy. So we can see on the left we have the male image, on the right we have the female image.
Left to we have the pubic bone to the tailbone. In between the pubic bone and the tailbone, guess what, we’ve got the pelvic floor. And then, in males, we have the bladder, the prostate, and the urethra. Then we have the bowel. So those are our two openings and our two spaces to consider. In females, we have the bladder opening to the urethra.
We have the uterus opening to the vagina, and then we have the bowel opening to the anus. So here’s your example. You can also see this really well from my superior to inferior view. of my pelvis here. So we can see there we go. We can see the rectal opening, we can see the vaginal opening, and then we can see where we’ve got the urethra as well.
Up next, let’s get in to chi and blood. Okay. Chi and blood are that crucial energetic aspect that are going to help us put everything together as we bring a unique lens to treating the pelvic floor as acupuncturists. The Great Void consists of qi, and qi condenses to become the myriad of things. In terms of Chinese medicine, qi is the energetic foundation of the universe, as it is the physical and spiritual substrate of human life.
Life.
So what does Qi do? Qi is going to promote, it’s going to warm, it’s going to protect, it’s going to hold, and it’s going to transform. Qi promotes the essential functions of the organs and channels in the human body. So when we think of the body as the body kingdom and the organs as officials, And the channels as communication between the officials, we can see how Qi is the director of essential function, warming.
Qi is going to be young in nature, and it’s tasked with warming the body and providing heat. Qi defends us against pathogens or the six evils, which we know in the winter we have colds, In the spring, we have wind. In the summer, we can have summer heat, which is that damp heat, or heat, which is dry heat.
We can also have damp or dry in their own right. Qi is going to hold and contain substances in their respective places and control secretions. We know this when we think about spleen qi deficiency becoming, um, spleen chi sinking, right? Transformation. Chi also metabolizes fluids and substances within the body, which includes our blood and the chi itself.
So when we’re looking at chi as a vital substance and thinking about these functions, we can already start to see how we’ve got all these fluid balances that are occurring in the pelvis. itself within the organs, but we also have that musculature that’s going to require qi and blood as well.
Let’s talk blood. Put simply, blood is going to carry oxygen and nutrients to the cells while carrying away waste. Chinese medicine believes this too and Chinese medicine believes that blood carries the human conscious or consciousness within it. So blood has this very physiological robust nature to it, and by carrying the consciousness within it, it’s got a very robust spirit as well.
Just to review, the spleen is going to make the blood. The heart will govern the blood, and the liver will store blood. When it comes to the uterus will store and release the menstrual blood. Blood functions include nourishment, moistening. Holding the mind or the spirit and determining menstruation.
The blood circulates continuously through our system, providing us with nutrients to our organs on the interior and to the muscles, the tendons, the bones, and the skin on the exterior. The blood of each specific organ ensures that the skin. and the hair and the eyes and the sinew and the tongue are properly moistened.
So the blood has a direct role in moistening. This is really important as we start to think about female cycles. Chinese medicine teaches us that the heart and specifically The blood vessels hold the shen or the spirit. Finally, blood determines menstruation. The quality of blood determines one’s bleeding cycles monthly and also throughout the lifespan.
So how are qi and blood alike and different? First off, blood, of course, is the mother of qi. And qi is the ruler of blood. Talk about that for a mouthful, right? Blood has a yin nature to it, where qi has a yang nature to it. Blood nourishes and sustains the zongfu organs that help produce qi, while qi provides the force and the energy to the zongfu to produce blood.
So we can see that they have a pretty symbiotic relationship. Qi is I’m sorry, blood is essentially a denser form of qi. Blood and qi are inseparable. Qi will move blood. And Q will also hold blood. So once we understand the energies of QI and blood, we can start to understand the source of the function or dysfunction within the pelvis.
We can start to understand how to put the layers together, and then all of a sudden, instead of treating the diagnoses of erectile dysfunction, we’re able to go to the depths of kidney young deficiency, or whatever it might be, whatever pattern we come up with, and also identify emotional patterns, spirit patterns that could be contributing, and get really deep into the source.
And treat the pelvic floor, treat the pelvis, treat the root of the body, and treat the root of the dysfunction to really help our clients to feel better and to improve their quality of life. So once again, this presentation is brought to you by the AAC, American Acupuncture Council, and I hope you loved it.
We are also going to be doing a few more presentations. We’re going to be sharing presentation on the pelvic floor and menstruation, the pelvic floor and fertility, the pelvic floor and pregnancy, The pelvic floor and postpartum, and of course the pelvic floor and menopause. I would love to have you join me for this series.
Once again, my name is Dr. Krystal Couture, and I am the pelvic acu. It has been a pleasure to be with you today, and I can’t wait to see you soon.
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Since no one is immune from malpractice complaints, your acupuncture business needs malpractice insurance for protection from financial losses that often occur when a patient files a lawsuit.
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Remember, the American Acupuncture Council (AAC) offers an unparalleled track record in acupuncture risk management.
There is a reason acupuncturists have trusted AAC with their business for 50 years.
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Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.
Hi there, I am Michelle Grasek, the host of the Acupuncture Marketing School podcast, and today I am really looking forward to talking with you about a really simple way to evaluate your own marketing called the Four Quadrants. And before we dive in, I want to thank the American Acupuncture Council for the opportunity to speak with you today.
I absolutely love marketing, and I really believe that marketing is a great tool to help us. help more people. So it’s always nice to see you here, and thank you again to the AAC, and let’s go to the slides. So as I mentioned, we are going to take a bird’s eye view of your marketing through the lens of the four quadrants.
And this is a really nice, simple way to assess your marketing and make sure that it is balanced, and also hopefully give you some ideas for areas where your marketing might need a little work or where you’re doing well already. So let’s get right into it. The four marketing quadrants that I like to use when I’m working with marketing students and clients are searchability, Referrals and internal and external marketing.
And I originally learned the idea of creating a marketing map like this or having marketing quadrants from a friend of mine, another marketing strategist. Her name is Kate Matheson. She’s super. But the way that I approach it is a little bit different and I find that this works well for us as acupuncturists.
So what do each of these sections mean? So searchability is really about your digital searchability. How easy is it to find your business? How easy is it to connect with you and to make an appointment? And then referrals is pretty straightforward. I find that people need the least help with referrals.
That’s usually where most people’s patients are coming from. And of course, this can be from professional relationships or from current or past patients. And then there’s internal marketing, which is everything that you are doing to nurture and retain the patients that you have, as well as the methods that you’re taking to reactivate previous patients.
And then external marketing is really what most people think about when we talk about marketing. So these are. Action steps that you take to get visible in front of your ideal patients. And you really want to think about this as showing up where your patients spend time. And this could be in the real world or in the digital world.
From a TCM standpoint, a lot of people like to think about external marketing as yang, so it requires energy and activity and action, and you’re, you’re putting yourself out there, you’re trying to get visible, whereas your internal marketing you could think of as yin, It’s internal just yin, right?
It’s very nurturing and it helps you maintain what you have already built. So sometimes that helps people think about these concepts. And what I’m going to ask you to do today is to use this map to do a sort of casual self assessment of where you are putting your marketing energy already. where you think most of your patients are coming from and any quadrants that could maybe use some more energy and attention.
Okay? The goal is to have your efforts be balanced across all four quadrants and that way you can have patients coming in from multiple sources. Let’s take a look at each of these quadrants. The first is searchability, and what I’ve done in each quadrant is I’ve given you some items that you can mentally check off, okay?
And that will give you a, at least a broad idea of, quote, how you’re doing in each quadrant. And some of these activities are ongoing, whereas others might be something that you haven’t. Get established, it’s in place, and you’re happy with it, and it doesn’t need to be changed. For example, your website.
Maybe you have your website, it looks great you could just check it off, right? It doesn’t need to be ongoing with updates or anything like that, okay? So something to think about as we’re going through each quadrant is mentally checking off the different areas to give you an idea of what needs work and what you’re doing well with already.
So searchability, again, is digital searchability. So this really has two parts. One is assessing your brand presence, and the other is assessing how well you rank in a Google search. How high you come up towards the top of a Google search. So if you were to type your name or your business name into Google, probably what would pop up is any listings you have in local directories for your business, your website, of course, your Google business profile, your social media, and any ads that you might be running like Google ads, for example.
And so all of that gives you a snapshot of your brand and what it might look like to someone who is searching for you on Google. And you just want to do a quick assessment about whether you feel like this snapshot of your brand represents your business the way you would like it to. Okay. So that’s one piece of searchability.
And then the other piece is, if you Google acupuncture near me, how close to the top are you in that list? Okay. And I have a couple quick tips for you to improve your searchability. So let me skip forward here. So the first before we get into this, let’s talk about how Google works.
Google’s goal is to provide the most accurate and most relevant answer to any query that is typed in. So when someone asks a question, Google wants to be able to give the best possible answers in response so that people continue using Google. Do you remember Ask Jeeves? That was a long time ago.
With some of the old school search engines, you might type in a question, and the responses that came back might be a little odd. You were like, okay that’s not really what I was asking. Whereas, Google, as a search engine, wants to always be number one. And to do that, it has to always give the person who asks the question, the best possible answers that they find relevant.
And so everything you’re doing in the searchability quadrant is really about helping Google help you, okay? Providing Google with enough information that it knows when you are, your business is a really good answer to a question that’s been asked, okay? And one of the ways you can do that is by making sure all of your listings in the directories are identical.
And that means identical address. Phone, business name, website, and hours. And really the things that tend to, over time, not be identical are address and hours. Because we set up our listings, and then a couple years later we have totally different hours. Maybe we’ve moved. And they just don’t match up anymore.
And Google is actually very specific about your address. You can’t say that you’re in suite two on like yelp. com and then not say suite two in other listings. And I know this is quite nitpicky, but it is very easy to fix. Go into all of your listings, make sure your address and your hours are identical.
And this helps Google to know that your business is active and the consistency helps Google to know that you are active. Your business is a good response to a search query, okay? As opposed to someone whose information is random all across the web, it’s not going to have as much confidence.
returning that business as the answer to a query. Okay. And then the other thing you can do to help your searchability is to completely flesh out your Google business profile. And one section that people often ignore that can be very helpful is the Q& A section. So you can ask and answer questions on your Google business profile as the business owner, but it doesn’t show that you are the person asking and answering, because that would look cheesy, right?
It’s anonymous. I recommend asking and answering all the frequently asked questions that people normally ask or might be thinking of when they are deciding whether or not to come to you as their acupuncturist if they’re trying to decide between a couple people. And some of these questions are basic.
What is parking like? Do you take my insurance? Answer those questions, of course. And then if you have a specialty, make sure to ask a question relevant to the specialty. So if your specialty is working with kids with ADHD, for example, really specific, you could have a question be, do you do acupuncture for kids with ADHD?
And then you would answer it and say, yes, absolutely. I have this extra training. These are some approaches I like to take, etc. Because then if someone puts into Google Acupuncture for children with neurodivergence or ADHD, etc. Google’s going to say, I know the answer. I know the most perfect business.
That is the answer to this question. Okay. And then it’s going to bump you up to the top. Okay. So those two things are pretty simple, but it can be very helpful in terms of your searchability. So referrals, we’re not going to spend too much time here. As I mentioned, most people feel pretty comfortable and confident that most of their new patients are from referrals.
So I want you to think of think of it this way, this quadrant. Can you answer yes to these questions? So do your professional contacts and your patients know that you’re accepting new patients? Is that something you ever Talk about either verbally, is it written anywhere? Have you ever had that conversation with them?
And do you ever ask for referrals? And again, this could be verbally or it could be written somewhere. It could be posted in your office. The thing with marketing is we are often trying to insert an idea into people’s mind to give them a little light bulb moment later on. It’s easy to assume I run a business.
Of course, people know I’m accepting new patients. Maybe they don’t. Honestly, people are probably thinking their own stuff, right? Are they gonna make? tacos for dinner or spaghetti. They’re not thinking about sending you referrals, but if you make it a point to tell them that you’re accepting new patients, you’re looking for referrals, that process is going to be ongoing in their brain for when they have an opportunity to help you.
Okay? So I think it’s helpful to have a basic it’s a two or three sentence script that you can say verbally and the script is really unique to you, right? It’s so that it rolls off your tongue. So for example, if you love treating knee pain and you are You know, you have a patient who you just treated them for knee pain and maybe they’re only going to come back if something’s bothering them.
You could say it was really great working with you. I love treating knee pain patients. If you have any friends or family in the future who are experiencing the same thing, let me know. Please think of me. I would love to help them. And then give them a card. Okay, so you’re putting the idea in their head.
And then you can also make sure you have a sign in your office and put in your email signature that you’re accepting new patients. I’m sure you’ve seen some signs. They say things like, the getting a referral is like the highest honor from a current patient. Any way you want to phrase that is super, just so it’s very clear.
Okay, internal marketing. And I know I’m going fast. This is a lot of concepts in a short amount of time, but I really think it’s going to be helpful. Internal marketing, again, is everything that you are doing. To retain and nurture the patients you have and to reactivate old patients, because research shows it’s seven to eight times easier to reactivate a previous patient than to get a new patient.
So this is low hanging fruit, right? Keep the people you have and then reactivate the old ones. So one of the ways that you can think about internal marketing is to It’s creating a really great experience for your patients from the moment that they initially contact you all the way through their treatment and then being discharged.
So as a baseline, what I recommend is go through the new patient process yourself and see if anything feels clunky, if anything is duplicated, just try to streamline it. And then this sounds corny, but it’s really helpful if you haven’t done it in a long time. Sit in the places where your patient would sit, right?
Like at checkout, sit in the seat where they are usually. Sit in their spot in the treatment room, give yourself a treatment on the table, right? Just make sure everything’s comfy as a baseline and then ask yourself, How can I elevate this experience in a way that would be valuable or meaningful to my ideal patients?
Because if you think about the last time you were at a business or an event, and it felt really special, you were like, wow, this is great. What did you do? You probably took a picture. You put it on Instagram or you went home and you texted a friend and said, Hey, I went to this place today and it was so great.
I think you’d really like it. Or you’re talking to a family member and saying, I just had the, I went to this awesome place. Let me tell you about it. The point of this is when we say everything is marketing is that a really nice This kind of special experience makes people talk about your business, right?
They’re sharing it on social media. They’re talking about it in real life. They’re more likely to refer to you. Okay. So if this quadrant interests you, I recommend going that route and seeing how you can elevate the experience at your office slightly in ways that would, again, be meaningful to your ideal patients.
And then, just make sure you have a system for reactivating previous patients. This is actually, it doesn’t have to be fancy. The system is just blocking out time on your calendar every, I’ll say, 8 weeks. And then, going back and saying, Okay, are there any patients in the past 8 weeks who dropped off the calendar?
Maybe they got sick, they said they would reschedule, but they didn’t. And then reach out to them in the method that they like to be contacted. So if they always text you or call for an appointment, that’s how you reach out to them because that’s what makes them comfortable and they’re more likely to answer you that way, okay?
And you could be very direct and simply say, I noticed you haven’t been on the calendar in a while, I was wondering if you’d like to get back on the schedule. Or you could offer a little bit of value. And you could say, I recently read this article or this book. It made me think of you, or I thought you’d find it really useful.
Here’s the link. And then that can naturally start a conversation about whether they want to come back in. Okay. So just some things to think about for your internal marketing. And then this last section, unfortunately we don’t have enough time to go through all of these. I’ll highlight a couple, but.
The external marketing, again, is your young marketing. It is the effort that you make to get in front of your ideal patients. So we are thinking about where your ideal patients hang out, both in real life and the digital world. And so there’s many ways that you could get in front of them. And this might, what you choose might depend on your personality and your strengths, what you like doing.
If you’re more extroverted, then networking is a great choice. If you prefer writing, then content creation could be a great choice. So let’s run through these really quickly. Collaborations and educational workshops are wonderful because Hey! All you have to do is email other business owners locally that you would like to work with and just tell them that you’re open to collaboration.
And you don’t have to have an idea for how you might work together right away. Maybe you do, maybe you want to do an acu yoga class at the local yoga studio, right? But maybe there is like a florist or a garden center, and you want to work with them, you can just let them know I’m open for collaboration, I would love to brainstorm how we could work together, and usually people will say yes, because it’s a win, right?
They know that Whatever event you guys host together, you’re both going to be advertising it. So they are going to get in front of your audience, your email subscribers, your social media followers, and then you are going to get exposed to their audience. Okay. So again, it’s a win and I think it’s a really nice way to get in front of an interested local audience, people who might really become your patients.
Okay, and then other options include, as I mentioned, content creation. So this could be blogging, YouTube videos social media counts as content creation, of course, podcasting. Whenever you’re creating content, especially blogging, YouTube, and podcasting, think about it as a You are curating a library of content that showcases your approach to the medicine and potential patients could binge that library and in the process get a really good idea if you are a great fit to be their acupuncturist.
Okay, so that’s one way to think about it. Of course, there’s email newsletters, there’s leaving postcards or brochures at local businesses. I think Most people have the best luck leaving postcards at nonprofits and community organizations areas where people are looking for referrals, right? Like they often need some help and if they can refer someone out, then that relieves a little bit of the burden on them.
It’s it takes a village idea. So they’re usually happy to have your info at their location. And then there’s Classic networking, there’s getting interviewed on local media social media of course, and running ads all allow you to get visible wherever your potential patients spend time.
Think about all of these things and if if you are like mentally checking things off. You might have other marketing that you’re doing that falls under this category that’s not listed, but that’s okay. Just mentally add it and give it a check mark, right? Because there are dozens and dozens of creative ways that you can get visible in front of your ideal patients.
So if you are doing other things, not on this list, give yourself credit for those. Okay, so now you can think about each of the quadrants where what areas need a little more energy and attention. What are you doing well already? And remember that, if marketing ever makes you feel uncomfortable or you worry about coming across as pushy or sleazy, keep in mind that marketing is just a tool that allows you to reach more people and help them.
Okay. It’s, that’s all it is. And I always encourage my marketing students to first of all, know that you don’t have to do marketing that you don’t like. And, try different things until you hit on something you do because marketing requires consistency over time, and it’s pretty hard to do marketing.
consistently if you don’t enjoy it. So focus on what you like so that you can continue and you don’t feel burnt out and you can feel good about your marketing. Okay? So I hope you find this really helpful. Always. If you have questions, I would love to chat with you. I love talking about marketing clearly.
You can send me an email at michelle at michellegrasek. com
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