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Some things we‘ve learned while marketing MUA
After a decade of writing MUA training marketing to doctors, and then a few more years marketing MUA directly to patients for doctors, we’ve learned some important lessons, and many mistakes to avoid.
TACTICAL VS. STRATEGIC
Doctors who try to market MUA by tossing in an ad here or there, or have undeveloped MUA web pages, never seem to succeed.
Taking a strategic view, no matter how modest your budget, always gets results.
DRUMBEAT VS. SPLASH
We talk all the time to MUA doctors who think a “big splash” is the only way to get MUA out there. So they blow a ton of money on TV airtime, or an aggressive radio schedule, and don’t get results that even come close to justifying the expense.
Much more effective – drumbeat marketing. You should have an efficient, consistent marketing “machine” that meets the information needs of your patient base running all the time in the background. Drumbeat marketing is smart, cost-effective and productive.
EXPECTATIONS VS. REALITY
The same guys who spend a lot of money on media without results usually expect their ads to have people lined up around the block for MUAs. Never happens.
However, if you are realistic about projected MUA cases, drumbeat marketing will produce a steady, manageable flow of qualified patients.
CART BEFORE HORSE SYNDROME
At least twice a month we hear from doctors who have already bought TV air time, or taken out big ads in the newspaper, but have no MUA marketing assets to support actual patient inquiries if they do happen to get any.
A much better strategy is to get your marketing assets in place - even just the basics - before you buy anything.
TV VS. WEB
It’s almost instinctive to think you must have ads on cable to reach people, so that’s what a lot of doctors try. Might as well light a pile of cash on fire in most markets.
TV audiences are way too segmented to make TV a good buy in most markets unless you have a large, multi-location practice.
A much better approach is to use your website as your “channel” and populate it with some professionally-produced video segments that inform and compel 24/7 with almost no delivery cost.
There are many, many other lessons that are important to consider before you act on your MUA marketing assumptions. For instance, I hear self-produced MUA ads that mention “Anesthesia” right off the bat. That’s a big mistake. Why?
Give me a call anytime to discuss solutions to your MUA marketing challenges.
Dan Hovland
Senior Consultant
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NEW PRODUCTS
BIG IDEA - MUA
If you’re ready to command attention and show potential patients what MUA or any other advanced therapy is all about, let us create a BIG IDEA wall graphic to do the job. Powered by Fathead, our biggest BIG IDEA is a whopping 4 feet wide by 6’ 5” tall. They also come in 4’ x 5’ and 3’ x 4’ sizes.
All are created in eye-popping full color on premium durable vinyl, and use a special adhesive that won’t damage walls. They’re also easy to install and moveable. Use our giant body art and your procedural photos to educate patients on their condition and the benefits of MUA, or any other topic.
We will work with you to create a BIG IDEA that will focus your patients on your message and services in a big way.
JUMBO (4’ x 6’5” max.) $479.00 + shipping 
X-LARGE ( 4’ x 5’ max.) $389.00 + shipping 
LARGE (3’ x 4’ max.) $329.00 + shipping 
DRY ERASE BIG IDEA - MUA
If you’d like a big, powerful MUA education tool that also lets you personalize the consultation with writing and diagrams that really zero in on the patient’s specific condition, the Dry Erase Big Idea is it, also powered by Fathead.
Choose an image from our MUA gallery, or suggest or submit one, and we will create a Dry Erase Big Idea that will help you communicate the efficacy of MUA to patients with all kinds of chronic pain conditions.
They’re easy to install, moveable, and you can write on them with any Dry Erase marker, and erase for the next consultation.
REAL BIG (5’ x 4’ max.) $429.00 + shipping 
BIG (4’6” x 3’ max.) $399.00 + shipping 
LIL BIG (3’4” x 2’3” max.) $249.00 + shipping 
FEATURED PRODUCT
MUA BROCHURE TO GO
DESCRIPTION: Trifold brochure, printed full color on glossy stock.
CONTENT: MUA: The Safe, Non-Invasive Procedure That Could Give You Your Life
Back is a full color brochure designed specifically to educate and
encourage chronic pain patients to consider MUA.
All the Frequently Asked Questions are covered, including: What is MUA?
Who Can Benefit From MUA? How Does MUA Work? How Do I Begin A Treatment
Plan? The History of MUA. What Happens After the Procedure? Plus actual
patient comments on how their lives have changed for the better because
of MUA. INCLUDES SPACE FOR YOUR NAME, LOCATION AND COMPLETE CONTACT
INFORMATION.
AUTHOR: Robert Gordon, DC, FABCS, FRCCM, DAAPM
 100 - $99 + Shipping
PRINT-AS-NEEDED MUA BROCHURE
Click Image To See Larger Sample
Same thorough MUA content as Brochures To Go version, and fully branded with your contact information and photo, but provided as a PDF file.
This means you can print and fold as needed from your office computer and printer, or send the file to your favorite office supply store or printer for savings on a bigger quantity.
No more supply gaps, or waiting for reprints.
$249.00 
 FEATURED PRODUCT - NOW ON SALE
EXPECT RECOVERY WITH MUA – VIDEO ON DVD
A dynamic 15-minute video presentation for patients by one of the
leading experts in MUA, Dr. Robert Gordon. In a warm conversational
style, Dr. Gordon explains Manipulation Under Anesthesia, who it can
benefit, why it works, and much, much more, including how this amazing
procedure is getting results for carefully selected patients.
FEATURING: Robert Gordon, DC, FABCS, FRCCM, DAAPM
 $69.95+ Shipping
Click Here To See A Sample Of The DVD
MUA DOCUMENTATION AND REPORTING STICK
These templates are the first Word-based reporting and documentation
system that is totally portable, secure and comprehensive. And it’s all
on a small but powerful USB memory stick you can carry into the OR in
your pocket for reporting on the spot.
AUTHOR: Robert Gordon, DC, FABCS, FRCCM, DAAPM / MOTION MEDIA
 $395 + Shipping
 CUSTOM MUA POSTERS
Custom MUA posters for your office are a highly effective way to help find MUA candidates and to help them find you.
Many of your current patients may already be MUA candidates, so get the
conversation started with a custom poster featuring your team and your
message in full color.
And everybody knows somebody with a pain issue so give them the
information they need to let people know there is an alternative to
chronic pain.
Multiple sizes, full color, any message, quick turnaround – custom MUA
posters for your office are one of the best investments you’ll ever
make.
Be sure and upload your picture or pictures, and additional offers or messages you would like to include on your poster.
 500 - $661 + Shipping
 1000 - $866 + Shipping
 CUSTOM BOOKLET
MUA: A CONSERVATIVE
TREATMENT ALTERNATIVE –
DESCRIPTION: 16-page booklet, printed full color.
CONTENT: This booklet covers the history of MUA, indications and
contraindications, a complete description of the procedure and follow-up
care, plus patient evaluation and screening, graphs which highlight the
various stages of therapy and results attained, how to determine if
single or serial MUA is indicated, plus patient testimonials. A fast
informative look at this exciting technique. Add your pictures and personalized information.
AUTHOR: Robert Gordon, DC, FABCS, FRCCM, DAAPM
Call For Pricing - 500 minimum
CUSTOM BROCHURE- POSTER COMBO
Combine CUSTOM MUA BROCHURES and CUSTOM POSTERS to power your marketing and save, E-mail for special pricing.
 CUSTOM BROCHURE- POSTER-REPORTING STICK COMBO
Get your MUA practice up and running fast with two solid marketing essentials and the templates you need to achieve pre-authorization, insurance approval and payment and save on the package. E-mail for special pricing.
 MUA: THE TECHNIQUE THAT GIVES YOU YOUR LIFE BACK – VIDEO ON DVD
This powerful video answers all the major questions including, What is
MUA? Why Is MUA effective? and Who Can Benefit from MUA? Your patients
will also hear and see actual MUA patients describe in detail the
reduction of pain, increase in motion and gratifying lifestyle changes
MUA has made possible for them.
FEATURING: Robert Gordon, DC, FABCS, FRCCM, DAAPM
 $39.95 + Shipping
Click Here To See A Sample Of The DVD
THE MUA TECHNIQUE – VIDEO ON DVD
If you're exploring MUA as an alternative treatment option for your most chronic pain
patients, this video will show patients and other health care professionals alike the entire procedure, including many
advanced techniques.
FEATURING: Robert Gordon, DC, FABCS, FRCCM, DAAPM
 $59.95 + Shipping
CUSTOM MUA VIDEOS
Video is one of the most powerful and authentic ways to connect with patients.
We produce all kinds of video clips for use online, on DVD in your office or as take-aways, and as e-mail attachments.
Video clips are most effective when they feature you, the doctor. They
save time, educate more patients, and are extremely cost effective.
Content is totally flexible. Example topics include:
• Patient Stories – for instance, show the MUA procedure,
including patient and doctor comments and outcome.
• Before and After – show patients before and after treatment.
• Procedures & Therapies – show your specialties.
• Meet The Doctor – put a face on your business.
• Second Opinion Services – for lawyer clients.
• The MUA Story – educate and qualify potential patients.
• Virtually Any Topic
We produce custom videos based on client's actual needs and
goals. Let's discuss what you would like to accomplish and I will
provide an action plan and a targeted proposal that will give you the
most marketplace leverage. Call us today to see how this powerful tool can work for you - 828-238-0988.
Click here to see VIDEOS
PRODUCER: Motion Media
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CUSTOM MUA BROCHURE