Clinical marketing through social media – a necessity for Osteopaths or just another optional string to the bow?

Clinical marketing through social media – a necessity for Osteopaths or just another optional string to the bow?

Clinical marketing, and in particular social media, is a subject which I have found to divide professionals across healthcare and medicine. In the small amount of time I have been employed in private practice and even in the student training clinics, the issue of marketing and self promotion seems a dynamic quandary for qualified practitioners and students alike.

I was speaking with a colleague over lunch during the past week, a qualified osteopath who has been practicing in multi-disciplinary teams for over 25 years. She told me that, in no uncertain terms would she ever ‘waste money throwing it at a public relations company who don’t understand what we do as practitioners’. I found this to be an incredibly interesting viewpoint, as on one hand, yes – as an osteopath she is successful, operating a number of clinics and working as an associate practitioner at a number of others. She is unquestionably very good at her job, and if she has built up this level of practice without any online marketing – then why start now?

However with the speed at which social networking platforms are now evolving in terms of business and practice opportunities for healthcare professionals across the spectrum, and the sheer opportunity for expanding outreach to potential patients as well as to other institutes, surely she is mistaken in overlooking social media as a useful addition to the self-promotion toolkit?

As a student osteopath, I have what may be viewed as a bit of a fortuitous luxury, of having grown up with most of this new technology. Facebook, Twitter and LinkedIn amongst many others, are all proven successes for small businesses and large institutes alike. Furthermore, these platforms all offer the ability for us as practitioners to engage with a vast, targeted audience and interact with said audience in a wealth of ways. In private practice, the ability to quickly and efficiently answer comments and questions posed to clinicians on social platforms can turn quick queries into paying patients – and beyond. Targeted post reach on platforms such as Facebook can work wonders for small clinics looking to expand or branch out – and informative, attractive tweets develop brand recognition brilliantly. I have seen this firsthand in the clinic I work at, where I am part of the clinical marketing team and where in fact just recently, we had one of our tweets featured in the Institute of Osteopathy’s national publication Osteopathy Today – as an example of good clinical marketing strategy.

Recent clinic expansion projects and campaigns have called into question the most efficient direction of funds, and a particular area of success we have found is quick and efficient response to questions from members of the public. It takes a mere couple of minutes search across Twitter to find surgeons using twitter polls as an efficacious method of interacting with the populace across a variety of issues (a brilliant example of this is Mr. Olivier Branford, a leading plastic surgeon who devotes a huge amount of time to correct social media strategy).

There is no doubt that brand recognition and professional expansion as an osteopath has benefited dramatically from the advent of social media. Personally, I believe that in osteopathic education more focus should be placed on social media to prepare a student for the strategy involved in life in private practice. Building a brand, whether it is as a clinic or a sole practitioner, takes a tremendous amount of effort – and if some of that load can be shared by the cheap and streamlined services offered by the current platforms, regardless of how much experience in practice an osteopath has, it is an utter no-brainer.

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The Insidious Spectre – a short discourse on lower extremity stress fractures. (Part One)

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The gradual onset of lower-extremity pain in runners is unfortunately often a scatter-gun approach in terms of differential diagnosis. In the case of fatigue bone injury, the sheer volume of symptoms and pain classifications to analyse can certainly prove laborious to identify early onset. Particularly in manual therapy and Osteopathic practice, whereby quick turn-around diagnostic imaging for early interpretation of injury is sparse.

A suppositional diagnosis in the initial phases of stress-induced bone injury is, however inadequate, the first port of call for clinicians. Taking into account not only presentation of pain, but most importantly, pain patterns. Does the pain radiate elsewhere at all? Is it purely localised to the upper shin? Is it alleviated with rest? At which point during exercise does it first present or worsen? First stage pain presentation in stress bone injury can occasionally cause direct and cramping pain in the soleus and gastrocnemius, and occasionally directly downwards to the achilles tendon. All of these symptoms can be indicative of other injury and difficult to link early on, following initial patient presentation.

It is clear then, that early and clear diagnosis of a bone injury caused as a direct result of frequent and repetitive sub-maximal skeletal loading is a rather murky diagnostic minefield.

At the top of this post is a coronal MRI of my own left leg, approximately 14 months subsequent to a spiral fracture of the tibia. Following two weeks of road running I began to develop a slow and insidious ‘burning’ pain in the anterior proximal left shin, and a feeling of general muscular weakness in the left calve. This sensation presented only upon a sudden change in pace during running (sprint intervals) or around the 30 minute mark of a run at slower pace. After appointments with two separate physiotherapists, it was diagnosed as a strain of the calf muscle – despite the anterior shin pain there was no clinical suspicion of stress-related microtrauma in skeletal architecture – or even disruption to normal cortical structure for that matter.

A week following this diagnosis, the leg failed completely as a support at around mile 7 at fast jogging speed, causing a fall at pace which caused no other injury. The sudden sharp ‘electric shock’ type pain was new to me and utterly crippling, immediately causing a complete inability to weight-bear on the left leg and two months of crutch support. The muscular atrophy in the left calf following the period of rehabilitation is quite visible on the above MRI, and amounted to approximately 4 inches diameter of lean muscle loss.

I presented to the fracture clinic at the University Hospital of North Tees, upon which further tests were conducted to confirm an oblique fracture of the tibia, and multiple stress fractures of the anterior cortex (visible on the MRI above as a localised cluster of bright white lines).  The MRI showed a quite linear abnormally wide high signal in the localised bone marrow along the medial anterior surface of the tibia, this was more clearly identifiable on the coronal image but also remarkably apparent on sagittal projection. This injury included soft-tissue as well as bone changes, with quite clear periosteal edema (which refused to abate for around 2 months post recovery), visibly detectable fracture line which was present on radiographic image as well as MRI, and focused cortical abnormalities.

The diagnostic outcome, according to the Fredericson Classification for TSI was a grade 4b stress fracture of the tibia (anterior proximal third) with linear intracortical fracture line and notable periosteal edema.

As a reflective experience, this case shows clearly that early imaging of the affected limb as well as provocative testing may have elicited a diagnostically clear pain response. Could the crack initiation, propagation and resulting damage to the bone have been prevented? Quite possibly. Although the sheer diversity of symptoms leading up to skeletal fatigue – and ultimately complete bony failure, could conceivably have been ten other musculoskeletal conditions.

Speaking now from the other side of the curtain as a practitioner, I find it imperative that my own patient care upon clinical suspicion of a possible stress fracture is not anchored purely on the most salient aspect of the presenting symptoms. An injury which is hallmarked by bony microfailure without a visible fracture line is, by nature, never going to be easily identifiable as part of a ‘pre-emptive strike’ treatment – particularly for an Osteopath.

Thus the spectre of gradual onset bone failure and stress fracture continues to occasionally elude even the most pinpoint diagnostic physical examinations.

To be continued… 

Referenced:

  1. Kijowski R, Choi J, Shinki K, Del Rio AM, De Smet A. (2012). Validation of MRI classification system for tibial stress injuries.. Department of Radiology, University of Wisconsin, Clinical Science Center, Madison. 194 (4), 878-84.
  2. Knapp TP. Garrett WE Jr. Stress fractures: General Concepts, Clinics in Sports Medicine. 16(2):339-56, 1997 Apr.

A slightly different route into Osteopathy

The year is 2012. Imagine if you will, a recalescent mile of concrete – enveloped by thick green shrubbery. A group of filthy, dishevelled men pound the burning pavement at redline pace, gasping for air in the greenhouse-like conditions.
One individual, weary from poor sleep the night prior, and lethargic from too many oats an hour beforehand – begins to stumble and grimace in pain.

What I am describing, is the minutes leading up to a spiral fracture of the tibia at the Potential Royal Marines Commando course in Exeter.

This was it, I was at the final hurdle and the prize; a place in training at Lympstone Commando – home of the elite Royal Marines Commando, something I had worked towards for over a year. This thought at the forefront of my mind, my heel strikes the floor one last time in a desperate attempt to get to the front of the group of men pushing and clambering over each other to beat the timer.

I hear a crack – followed sharply by a sickening wave of nausea which washes tempestuously up my body and I crumble to the ground. Despite his colourful encouragement, both the training Corporal and myself know something is seriously wrong.
What I didn’t know was I was at the beginning of a frustrating 9 long months of crutches, moon boots, and painkillers.fullsizerender

What I had experienced was the first of two episodes in which I would break my tibia – the second being the second time I attempted the very same test, a year down the line – however that is another story. Suffice to say, the door to my potential career in the Marines had been, rather painfully, slammed in my face.

Now, at the close of 2016 – I am moving into the midway point of my third year of Osteopathic studies in London. Such a dramatic shift in career paths could only have ever been brought about by such a dramatic incident – and the long months of physiotherapy, Osteopathy and mornings spent in fracture clinics that followed.

The treatment I was receiving from Osteopaths was not only instrumental in my recovery and return to fitness, but also fascinating to me. How can an individual suffering from neck pain find the answers in the soles of their feet? Such questions drew me in to the very centre of the dynamic nature of the human body, and its rehabilitation -and it wouldn’t be long before I was accepted on a Master’s Degree Osteopathy Programme.

A student of Osteopathic Medicine, by their very nature, still asks such introspective questions – I know I do. The sphere of Osteopathy as a whole is intrinsically dynamic – with new evidence frequently changing perspective on certain techniques and treatment modality. Although one thing I truly believe will always remain the same – the traditional Osteopathic principle that the body is one unit of structure and function, reciprocally interrelated and constantly striving to maintain the dynamic equilibrium that is homeostasis.

It is this concept which, for myself, affixes the field of Osteopathy as a truly gold standard of healthcare, as we strive to not only treat injury, but the patient as a whole.
Speaking from a rather unfortunate amount of personal experience, it is this holistic treatment philosophy which was undoubtedly the catalyst to my own complete and positive recovery.

Pilot Post

Pilot Post

Welcome to my blog, a resource which I hope will become a dynamic and comprehensive exploration of the astoundingly immersive sphere of manual therapy and its application and augmentation into contemporary medical practice.

My name is Joshua Myers, I am a 26-year-old Master’s student enrolled in the M.Ost Master’s Degree programme at the renowned College of Osteopaths institute in London, and approaching my third year of Osteopathic studies.

My time over the summer months has been poured into clinical placements and continuous professional development as a prospective Osteopath. These experiences of work have often engaged me in contrasting clinical environments, from a spinal surgeon’s theatre to a Premiership Football club.

These placements have often compelled me as a practitioner to allow myself to step over the precipice of traditionally accepted keystones of musculoskeletal rehabilitation and into a vibrant expanse of surgical procedures, manual techniques and treatment modalities – some of which are in and of themselves contested as medical convention from one profession to another.

As both my studies and my clinical practice gain momentum in approaching qualification and professional registration, I have come to accept the very nature of Osteopathy as a field of practice is inherently progressive. In the sense that as a primary healthcare system it is an endeavour to integrate equitably into modern principles of medical practice whilst maintaining steadfast roots in its fundamental doctrines. This very essence is what I find the most fascinating, leading me to pen this very first blog post.

My overarching objective is that this blog becomes a living discourse of varying matters pertinent to both my clinical studies and my own development as a practitioner. I intend to infuse it with particularly captivating clinical case studies as well as matters I hope will provide an interesting read, for anyone from medical and healthcare practitioners to anybody with an interest in musculoskeletal medicine and osteopathy.

Ultimately, this blog aims to be as much a compilation of interesting articles for the reader as it is a tool of personal reflection – and I must add that schedule permitting I intend to post one entry monthly, although that frequency may rise and fall proportional to work schedule.

Thank you very much for visiting!