Dynamic Chiropractic - September 1, 1995, Volume 13, Issue 18

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Title:        Chiropractic Approach To Head Pain
Editor:       Darryl D. Curl, DDS, DC
Publisher:    Williams and Wilkins
Publication:  Hardcover, 358 pages
Price:        $70
For ordering information, see #T-166 on the Preferred Reading and Viewing List, pages 36-37

Dr. Curl is an associate professor at Los Angeles College of Chiropractic and the director of the Pacific Coast Faculty Resource Group, in Whittier, California.

This hardcover text contains 18 chapters and 358 pages. The text has a number of contributing authors, each writing on his or her own specialty. The text is divided into chapters that begin with the history of head pain, this chapter is well researched, informative and is an absolute delight to read and relate to your patients. The remainder of the text is very well organized for those that are just learning or those who have been away from this area for some prolonged time. This text is informative and will serve as a good starting point for future readings in this area. There are three chapters in this text that do require some special comment; chapter four, on pages 78 and 79 display two flow charts. These flow charts are very good and the text is also well done. The problem, as I see it, is that they are almost word for word from Manual Medicine, Diagnostics by Dvorak and Dvorak, pages 68-69, and with no credit given or reference included. Is this an omission?

The 15th chapter is about spinal manipulation and is without exception the weakest chapter in this text. The adjustment (one only) is illustrated in one plane, there is no mention of coupled motions, but a lot of time is spent on the "crack" aspect. This chapter really could have been omitted for many other reasons as well and really needs serious revision. When one considers the outstanding credentials of the authors, one has to ponder about their other works as well. The 17th chapter is similar to the 15th in that it is in serious need of major revision. In this chapter the author has attempted to cover everything from historical perspectives, clinical perspectives, articular changes continuing on to include a vast array of unrelated topics and to end up with what purports to be a synopsis of various modalities and their applications. Circulation, posture and patient education complete this chapter. The author has, in vain, attempted to cover a huge selection of topics and in reality has done none of them well. Overall this text, except chapters 15 and 17, will serve the reader well. I am confident that the omission in chapter four was unintentional, because the material in chapter four is excellent. This text should be looked upon as a springboard to more in-depth books that are readily available on all of the enclosed topics.

Innes Rating: 8

Title:        Word-of-Mouth Marketing Training
Category:     chiropractic marketing
Author:       Gene Call
Publisher:    Business for Professionals
1821 Wilshire Blvd.
Santa Monica, CA 90403
(310) 829-6494
Publication:  5 Audio Cassettes/Workbook
Marketing for new patients is fundamental to every professionals practice. The best source of business is referrals and the source of referrals is word of mouth. What you say, how often you say it, and how to get patients to repeat it to their friends is the subject of this audio training course.

Speaking to groups, networking groups, how to talk on the phone, and meeting new people are all covered by Mr. Call. For example, how you answer the question "What do you do?" is very important. Start by telling your name, followed by the benefits you provide your patients, then what kind of people benefit from your services, and at the end say what your profession is. "Hello, my name is Steve Eggleston. I enhance athletic performance, heal injured workers, and treat victims of accidents. I take people of all ages and make them healthier. I am a chiropractor."

Gene Call has trained thousands of people over the past 20 years to market their businesses by word of mouth. This is not a tape set directed specifically at chiropractors, but rather to all business owners. Mr. Call has experience as a copywriter at three major New York advertising agencies, and years of experience in sales. His experience is vast and his ideas are the result of research and practical experience.

A lot of time is spent in the beginning telling you how these tapes will benefit you. Nevertheless, once he gets started there are many good ideas presented. I learned a number of good ideas that I have put to use already. I also belong to a networking group that meets every week for breakfast. The ideas I learned from these tapes helped me get several new patients from my own networking group!

On the negative side, the tapes involve a very theoretical presentation and are a little cumbersome. I think the five tapes could have been condensed into two or three without losing anything of substance. Despite this, they are worthwhile for the experienced marketer and very valuable for the novice.

Eggleston Rating: 6