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7 SMS Marketing Mistakes You’re Probably Not Aware Of

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According to research, more than 95% of the adult population in the US use mobile phones. More than 77% of these are smartphones which are more than twice the numbers that were there five years ago. Because most people keep their mobile phones close to them, it is easier to make contact with them through these devices. This is a benefit to any business looking to further their marketing agenda beyond email marketing or online marketing. SMS marketing has grown to become one of the most effective ways to market products and services. To get the best out of this marketing strategy, here are some tips that have helped the most successful SMS marketing campaigns.

1.      Have A Clear Call to Action

Have A Clear Call to Action

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Each SMS gives you only 160 characters, so you need to use them well. Each message you send should end with a clear call to action that should be easy to complete. Some good examples include giving a discount code, availing a link to your store location or even leaving a link to your website. The call to action should be simple.

2.      Choose the Right Timing and Frequency

 Choose the Right Timing and Frequency

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The most successful SMS marketing strategies include proper utilization of time and frequency. SMS marketing is very time sensitive and wrong timing can greatly hurt your business. You need to find a strategic time to send the messages and ensure that you do not spam your client’s phone with marketing messages. On the other hand, sending too few messages is also as bad as sending too many messages. Therefore, create a time and a schedule for sending the messages and stick to it.

3.      Personalize Your Messages

Personalize Your Messages

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You need to take time to segment your SMS list to ensure that your messages are as personalized as possible. Use data from your client database to be able to group clients based on location, unique interests, and shopping patterns. Sending customized messages increases your chances of conversion as clients like feeling important and the personalization help achieve this perfectly.

4.      Send Interesting SMSs

Send Interesting SMSs

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If you send the same message every week, it is likely that you will lose subscribers since your audience will eventually get bored. You need a lot of creativity to keep your audience engaged. Offering occasional giveaways and including educational content is a good way of making your SMS content interesting to your clients.

5.      Get Permission

Get Permission

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Never send SMSs to clients who haven’t subscribed to the service. Not only is it against the law to send unsolicited SMS messages, but it also gives your brand a bad image. Therefore, make sure that you ask your clients to subscribe to your SMS service and only send messages to clients who have agreed to the terms.

6.      Offer an Opt-Out Option

 Offer an Opt-Out Option

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You need to give your subscribers a way to opt out of the SMS service should they feel the need to. This ensures that you are only sending messages to people who are interested in receiving them.

7.      Send Short Messages

Send Short Messages

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Your messages should be easy to read so you need to keep them short and to the point. If the client wants more details, you can offer a link to your website.

You can consult with the SEO services Toronto experts for more tips on successful SMS marketing campaigns.

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5 Content Marketing Ideas for The Business Owner on A Budget

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Content marketing refers to the use of any type of content online to communicate with your audience. This content can be blog posts, videos, images or audio. Most business people fail to use content marketing because they imagine that it is expensive. However, this cannot be further from the truth. It is possible to create a lot of content for marketing purposes without breaking the bank for it. Good content will capture the attention of the client and will keep your brand lingering in their mind long after they came across your content. With good content, you can easily increase brand awareness and expose your brand to a larger audience through likes, comments, and shares. Here are some of the most creative content marketing ideas that do not cost an arm and a leg.

1.    Start A Blog

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You need a blog for your business and it will only take a little time to create one. With a blog, you will be able to create an FAQ section where all your client pressing questions can be answered. Blogs also enable you to tell your brand’s story and also let your audience know what your company is most passionate about.  With blogs, connecting and engaging with your audience is made easy. There are numerous, amazing blog content creating platforms like WordPress, Squarespace, and Weebly among others. They offer you tools and plugins that make it possible for you to create blog content with ease.

2.    Create A Social Media Presence

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Creating a social media presence if one of the easiest ways to market your business for free. You need to post some valuable information about your business at least once a week. The content must make the readers curious about your brand and want to learn more about it. Types of social media contents include live streams, user-generated content, infographics, guides, webinars and how to videos.

3.    Email Marketing

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This is one of the most effective creative content marketing ideas for engaging clients and generating more sales. To effectively use emails for marketing, you need to ensure that the content is not always about selling your product. The content should be relevant and interesting to your audience. Always sending emails that are sales oriented will only make you lose followers and reduce your click-through rates.

4.    Use Hashtags

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With hashtags, you can easily improve your visibility on social media. Find out which hashtags are trending and make a point of using only niche friendly hashtags. Try to avoid using the overly popular hashtags as it means most marketers are using them.

5.    Have Great Content

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SEO experts like will tell you that producing great content is the most important marketing strategy for social media marketing. With high-quality content, you will improve your chances of engaging your target audience, driving conversions, and sparking conversations. Every piece of content you send out reflects back on your business. Therefore, high-quality content will reflect positively on your on your business and thus yield positive results .

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The 5 Hidden Costs of a DIY Move and Why You Should Care

If you are planning to move in a few months or weeks, you will probably first get quotes from moving companies and think that the rates are too high. You imagine that the moving process can’t be that stressful if you decide to do it on your own. As the day draws closer, you will realize that you do not have enough time to get everything done in good time. It is important to understand the hidden costs associated with moving if you decided to do it yourself. Here are some of the common moving expenses that are not so obvious.

1.      Time

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If you decide to pack your house and move to your new home without involving professionals, you will need to have a lot of time on your hands to facilitate the move. There is so much that needs to be done before the moving day and all these things require time. You will need to sort your stuff, pack up what you will take, plan a yard sale for what you do not need, and also find a truck to hire for the move. All these take up a lot of time.

2.      Rental Costs for Trucks

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While you may have already budgeted for the cost of hiring a moving truck, there are other hidden costs that come with this billing. Mileage and fuel are the common extra costs for moving. The rental company will charge you based on the distance you will cover and you are responsible for fuelling for the journey. Also, it is possible that you will underestimate the size of truck you need for the move because at the back of your mind you are trying to save on cost. This means that you might have to make multiple trips back and forth to move everything. In the end, this becomes very expensive.

3.      Time Off Work

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It is possible to lose income when you decide to plan and execute the move without enlisting the help of a professional Toronto moving company. Hours used at home packing for the move are hours spent away from work, which will hurt your bottom line at the end of the month. If it doesn’t affect the hours you clock in at work, it will affect your vacation days since you will use them to move. Lost income is one of the common moving expenses that is not so obvious.

4.      Potential Personal Injuries

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One of the reasons it is advisable to hire professionals for the job is to avoid hurting yourself during the packing, lifting, and loading. Personal injuries are very common in DIY moves which can be dangerous and even life-threatening. Professional movers know what their job entails and work to ensure that they avoid injuries. While you’re trying to save on the cost of hiring professionals, you may end up paying a lot to treat your personal injuries sustained during the moving process.

5.      Damage To Your Items

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When you work with professional movers, common moving expenses you avoid include the cost of replacing any damaged or lost items during transit. This is because these companies are liable for any loss or damage of items while ion their care. If you decide to do it on your own, even with the help of friends, the cost of repairing damaged items or replacing them is entirely on you. This can end up being very expensive in the end.

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6 Most Effective Ways To Invest in SEO For The Best ROI

Plan on a long-term association

The goal of SEO is to drive traffic and get a website to rank at the top in search engine result pages. It takes quite a bit of time, effort and investment to see returns in the form of consistent, monthly convertible traffic.

Life of the SEO experts is complicated by various factors such as over 200 ranking factors, changing Google algorithms and evolving market trends as well as preferences of buyers. What works for today may not work tomorrow and spending on this could be wasteful. One must know the effective ways to invest in SEO to get the maximum returns as seen from a client perspective.

1. Pick the right search engine optimization expert

Pick the right search engine optimization expert

SEO scenario is evolving and changing at a rapid pace. While established strategies do work, an SEO expert must be agile and flexible as well as knowledgeable in order to deliver to client’s expectations.

If you are based in Canada, you can start noticing the returns on your investments very early – given you choose SEO services Toronto as your consultants.

Genuine SEOs do focus on traffic but that is not the final metric by which ROI is judged; it is dollar returns for the company, which means you need experts.

2. Plan on a long-term association

Plan on a long-term association

As explained so nicely here, search engine optimization and implementation processes have to be ongoing, agilely flexible and experimental with a constant watch on analytics to tweak strategies.

Pick your SEO service carefully and then stick to them in a long-term association.

It is like a doctor-patient relationship where outcomes improve over time when each knows the other better.

A lengthy association is important since there are so many variables and SEOs need time to pick what works and weed out what does not generate ROIs.

Long-term association means modules can be implemented at low cost over time and for a lower outlay you could possibly see better ROI figures.

A budget can be allocated for various components such as content, link building, and social media.

Of the over 200 factors, SEO can pick ones that work through key performance indicators and they need time for this. Starting months may show negative ROI and you may be disappointed enough to shut down the campaign in which case you lose whatever you have spent.

3. Factor in the cost of website updates

Factor in the cost of website updates

SEOs may work independently of website developers but developers are essential for the process.

As a customer, you will pay the SEO expert who will recommend frequent modifications to the site that the developer needs to carry out and it adds to the cost. Factor this into the SEO costs if you really wish to see ongoing improvements in ROI figures. This and other convincing reasons are well set out in the article at Forbes.

4. Take active interest

Take active interest

Most executives and owners would prefer to leave everything to an SEO expert while they went about their routine business.

It is better to “stay in the loop”, ask for feedback and reports and ask how you can contribute.

It gives SEO people the encouragement to do better and this reflects in the bottom line.

5. Outsource or someone nearby?

Outsource or someone nearby?

This is a conundrum difficult to resolve.

Outsource SEO to offshore experts and you can get a lot done at a far lower cost but communication might become an issue. However, if you can manage this, then cheaper yet more expert professionally outsourced and offshored SEOs can deliver surprisingly effective results.

Engaging with a nearby SEO expert may prove expensive due to prevailing rates but you have the comfort of knowing he/she is always available for personal discussion.

6. SEOs that also work as internet marketers

SEOs that also work as internet marketers

SEOs of one type will focus purely on statistics of improving page rankings in search results and care little for the quality of traffic, which in plain terms is conversion rate.

It is better to engage SEOs who also work as internet marketers to see an improved ROI.

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5 Ways to Avoid Getting Scammed When Shopping for a Locksmith

Ever locked yourself out of your home or car? Scary huh? Your first instinct after such an unfortunate event would be to call in a locksmith to help you get back in. However, it’s not as simple as it seems. Locksmith scams are a dime a dozen and you don’t want to end up becoming a victim. For this reason. You should take proper precaution when shopping for locksmith services. Here’s a guide on how to get the best locksmith near me and steer clear of scams.

1.      Do they Have a Physical Address?

Do they Have a Physical Address?

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A reputable locksmith near you should have a physical address from where they operate from. Make a point of confirming that the prospective locksmith has one and verify this information. A scammer is unlikely to have an address where you can find their store or will give you a fake one. You can use Google Maps or a directory to verify any information they provide.

2.      Check Out the Reviews

Check Out the Reviews

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Look for reviews about the services of the prospective locksmith. You can be sure to find some online if the provider is popular in the area. Bad reviews are usually a bad sign and you might want to look elsewhere if they have several negative comments appearing online. It’s unlikely that you will get good service from someone who is constantly getting bad reviews.

3.      Get a Cost Estimate

Get a Cost Estimate

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You should be able to get a quote after calling the prospective locksmith. Don’t go by the price listed in the adverts. It may just be a bait only to realize there are additional costs appended to the final bill. These costs include licensing costs, transportation, and tools. Make sure everything is clear regarding costing before giving them the job. If the locksmith won’t give you a final cost estimate, consider looking elsewhere as they may be trying to scam you.

4.      Have a Written Agreement

Have a Written Agreement

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As a rule, any business transaction should have a written down agreement. The best locksmith near me should be able to provide a written down agreement detailing the services they’re offering you and the costs. It should also detail how disputes are resolved should any arise. Shady locksmith service provider usually won’t agree to a written down agreement.

5.      Verify the License and ID

 Verify the License and ID

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Ask for the identification and license of the locksmith as soon as they arrive. Some states actually require locksmiths to have a license to operate. In these states. it’s a criminal offense for anyone to offer locksmith services without the requisite credentials. The locksmith should also ask for your identification to ascertain that they’re actually helping the right person unlock their home or vehicle. You should be wary of a locksmith who shows up with an unbranded vehicle or one with a different business name from the one you hired.

6.      Ask for Recommendations

Ask for Recommendations

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Call friends and family and find out whether they have contacts of a reliable locksmith that they have worked with before in the area. This is probably one of the most reliable ways to get the best locksmith near me and avoid scams.


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6 Positive Ways Dental Implants Can Transform your Life

There are many reasons as to why you should consider getting dental implants, which are not solely restricted to the confinement of just your appearance. Dental implants offer a wide array of benefits to a person, and in this article, we have taken the liberty to outline some of these benefits.

If you have been considering getting dental implants but have been holding off for whatever reason, that may be then in this article we are yite sure we can give you that push you need to get those dental implants.

Here are six positive ways dental implants can transform your life

6 Positive Ways Dental Implants Can Transform your Life

# 1 – Confidence Boosters

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This probably goes without saying but have a better smile; a smile where you are proud to show off is such a significant boost of confidence. It is well known that people who are more confident and happy live a much longer and healthier life.

# 2 – Better Oral Hygiene

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Now that you have these perfect teeth you will be much more inclined to keep the entirety of your oral health much better. The benefits of having oral health are numerous, and they could have a list all unto themselves but to give you some perspective.

Proper Oral Health can:

  • Prevent gum disease
  • Prevent Migraines
  • Stop Bad Breathe
  • Kill Bacteria In Your Mouth (Bad Bacteria)

There are many things that you gain from having proper oral health.

# 3 – Picture Perfect Smile

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As we have mentioned briefly in the first entry, having a perfect smile can be a great confidence booster. The effects that an ideal smile has on people psychologically are astounding and if you are a person who doesn’t like to show their teeth in pictures when you smile…well, say goodbye to that old you and hello to your new you.

# 4 – Stronger Jawbones

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Having proper teeth will help to strengthen your jawbone. Why this is salient is because that food that you may have used to love eating but can’t now because of poor oral health soon be possible because you have the power actually to chew into food.

# 5 – Improves Your Overall Speech

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To piggyback off of the last two entries, by having a stronger jawbone and better smile you will be able to improve your speech.

# 6 – Say Goodbye to Bad Breathe

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Now, this may seem a bit unrelated – but having dental implants can help to remove bad breath. How we hear you asking? Well, the answer is simple. You won’t want to damage the new pearly whites. Because you already know what it means to have poor oral health.

With these newly acquired teeth, you will be much more diligent in maintaining your oral health, and as a result, bad breathe will also be eliminated in the process.

Say goodbye to your poor oral health and bad teeth and say hello to the picture-perfect smile that you see in movies.



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Got Stuck? Try These 6 Tips To Streamline Your Hearing Problems

Struggling to make of sounds can be devastating to many people. The misconception that hearing problems only affect the elderly should be dropped as more and more young people are suffering. With the help of a hearing aid Calgary and these tips, you can be sure to solve the hearing problem permanently.

1. Deliberate on acquiring hearing assistance technology

Invest in quality assistive listening devices like hearing aid, alerting devices, and cochlear implants that can work with effectively doorbells, smoke detectors, and alarm clocks and send you vibrations, visual signals or pulsations. For instance, having a flashing light every time your phone or doorbell rings is an apt way of minimizing strain on trying to figure out real from fake alerts.

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2. Find ways to communicate more effectively with people

If your hearing is not the same in both ears, make sure you reposition yourself to maximize your ‘good side’ and ask people to trade places with you if you have to. It is highly advisable to get people to get your attention before they start talking to you.

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3. Pass the message across

Be open to telling people you speak to that you lip-read before you start an exchange, that way they are in a better position to understand your conversational needs, spell and pace their words to suit your convenience. Ensure you stand close enough to the person to make clear of their facial expressions and gestures as well. There is no reason to be self-conscious with regards to your hearing problems.

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4. Relax

Anxiety and being flustered can make you lose out on verbal and non-verbal cues even when it is not intended, Alternatively, being calm, focused and attentive enables you to be assertive and active in conversations. Invest in being confident with your expressions and optimize your self-confidence.

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5. Always carry your listening accessories

This will release tension and pressure especially whenever you are at public spaces, if you have profound hearing difficulties, make sure your devices match up to the daily activities you indulge in. For example, as a student, it would be wise to get a system that can translate voice into readable text on a tablet or computer or carry along written material to class o that you do not have to keep writing when you can barely hear. You are susceptible to meeting crowds of people who tend to be a noisy bunches; in this situation, it is important to make it known if it affects you.

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6. Seek medical attention

It is worth mentioning and insisting on the importance of scheduling a visit with your hearing healthcare provider from time to time especially before heading out on vacation or engaging in new recreational activities. That not only helps you get a properly befitting recommendation on preferable accessories to use but also ensures that they program your hearing devices to suit your lifestyle to stretch their functionality.

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Worried About Depressed Workers? Watch Out for These 10 Careers with Highest Rate of Depression

Know that this article isn’t, in any way, meant to discourage anyone from working or choosing any particular job. It’s just meant to enlighten its readers on some of the careers that are more likely going to present conditions that can lead to depression of employees. Most employees, who seek the help of disability lawyer Toronto, always note that depression in the workplace contributes to one of the serious workplace issues.

But with the right conditions, you can also make some good bucks with these careers that have the highest rates of depression cases.

Here is a short list of some of the careers that you should watch out for.

1. Residential/nursing care

The people who have dedicated their lives to care for children and/or people with disabilities are more likely to suffer from depression. This is true especially if they are not as patient with their patients and the children. Occupations like this require you to have a lot of patience. You will typically be required to feed, clean, and also offer physical as well as mental care to your patience. Especially the ones who can’t do these kinds of stuff by themselves.

2. Waiters

Waiters are also known to experience depression from time to time. One, this is one of the most poorly paid jobs in the work industry. Considering the very long hours the waiters put into their jobs. Standing all day and just not getting the appreciation from the customers either.

3. Social workers

In a job like this, you should expect to deal with many different issues like child abuse, rape, etc. You may be required to find a solution to some of these cases which can be quite stressful at times. The job itself is so demanding and not for the faint-hearted. You have to be psychologically prepared for it. And it’s almost a guarantee that it will affect your personal life in one way or another.

4. Teachers and professors

There is always an increasing demand for more teachers with the growing number of children looking to be taught. There are a lot of expectations that the students and even parents put on the few teachers that are already available which makes the profession even more stressful.

5. Artists and writers

When you think of the occupation that artists and writers have, you face a lot of depressing factors like unstable salaries, isolation, and even intense working schedules that sometimes don’t even make sense. But you still have to make ends meet, right? You find that most people in this occupation suffer from bipolar disorder.

6. Doctors and nurses

It’s only logical that doctors and nurses also fall in this category being that they deal with matters of life and death all the time. Getting duty calls at odd hours and meeting patients with different sicknesses and situations all the time. It’s only human to get depressed.

7. Administrative assistants

Yes! It sounds surprising. But administrative assistants can also suffer from depression. It’s not easy having to deal with bosses with high demands and leave you very little control of any situation. As an administrative assistant, you are basically a cog in a machine without any power whatsoever. And your work is basically to serve your superior.

8. Maintenance engineers

People in this occupation face different kinds of harsh conditions every time they head off to work. Their work is to ensure that all services work to the convenience of the public, and can sometimes even be called for night shifts which even add to the degree of risk on the job.

9. Financial advisors

Anything money-related is always stressful. That’s just the nature of how money and finances are. So, just imagine how much more stressful it can be to have to manage someone else’s funds. You can literally go nuts.

10. Sellers

Being paid by commission and percentages means that you go hungry for the days that you don’t make any sales. That can be particularly stressful especially if you’re not good at it.

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Knowledge Never Ends! 6 Reasons You Should Consider Your Dental Hygiene Continuing Education

The great thing about the dental hygiene career is that you help people get a smile that they are proud to show off. The importance of dental hygiene continuing education comes in a variety of ways. In this article, we will explain the six reasons that you should consider extending your dental education.

Knowledge Never Ends! 6 Reasons You Should Consider Your Dental Hygiene Continuing Education

# 1 – Knowledge Never Stops

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Knowledge never ends. It is important to continue researching and studying as you will discover that there is always something more to learn. Because dental/ oral health is becoming more in demand and many people are seeking to have a better and healthier smile the need to provide them the best service will not only make them happy, but it will also greatly build your reputation as a dental hygienist who delivers stellar work.

# 2 – The Dental Industry Is Going To Explode In The Next Decade

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It is important to do what you want in life, not for money but the passion. But the dental hygienist industry is looking to see a great streak in demand in the coming decade. It has been predicted that the industry will be one of the fastest growing professions.

# 3 – Great Pay

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To piggyback off of the last entry the dental industry is looking to become a significant profession in the next decade and as a result, because there will be a high demand for this profession the income for dental hygienist will also increase,

# 4 – Time Freedom

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Perhaps one of the most beneficial aspects of this particular profession and why you should consider furthering your education comes from the amount of time that you will later receive. Being a dental hygienist will offer a more significant amount of time as you will have scheduled appointments. No more 9 to 5. If that doesn’t make you happy then maybe the next entry will.

# 5 – Live a Healthier Lifestyle

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As a dental hygienist, you will be expected to have a certain smile that you can show off as well as provide your clients. Having a picture-perfect smile is not solely about having a white smile but string teeth. Why this is salient is because poor dental/ oral health can lead to future head health issues. A significant reason why people who suffer from migraines and headaches is due in part to poor oral healthcare.

# 6 – Give The Best Service

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Lastly, you want to consider furthering your education because the more you know, the more you can do for your patients. By keeping up to date on the best in regards to tools and products for your clients you will be able to provide them with the best service possible.

Knowledge Doesn’t Stop After School

Just because you have graduated doesn’t mean you have stopped learning. The great thing about education is that it continues even after you have finished your “formal education.” The more you continue to research and study the more you will be able to provide the excellent service you desire for your future and current patients.

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6 Ways of Dealing with Medical Malpractice in the ER

Medical malpractice cases are becoming more rampant as the years go by in emergency rooms. You find that these medical malpractice injuries are becoming more hectic and more fast-paced. You find that most medical institutions are in the business of rushing medical care and decisions in an effort to try and handle all the medical demands and cases.

Most people rely a lot on emergency rooms to help treat their ailments. Unfortunately, you also find that most of these medical facilities now offer unconducive environments which are rife with mistakes, and medical malpractice and negligence.

This article has tried to point out some vital facts about some of the ways that you can deal with these medical malpractices when visiting the emergency rooms. Let’s get to it then.

1. More than half of medical malpractice allegations usually involve emergency rooms

Interestingly, studies have found that up to 50% of all the medical malpractice cases and claims revolve around mistakes which have been made in the emergency rooms. But this actually makes more sense being that medical professionals now;

  • Make a quicker diagnosis of patient symptoms which leads them to take decisive action based on these rushed decisions
  • The medical professionals, in most instances, lack access to their patient’s full medical histories, even as they make their diagnoses
  • Medical professionals handle many different patients on a daily basis in the emergency rooms. And this can also increase their chances of making these medical mistakes.


2. Most of the emergency room mistakes are usually caused by human error

As stated in the first point, you could easily conclude that most of the medical mistakes that happen in the emergency rooms are caused by human error. In fact, studies have often found that up to about 60% of all the medical errors in the emergency rooms are as a result of some type of human error. Factors like;

  • Misreading diagnostic tests
  • Failing to recognize the symptoms of a patient
  • Failing to promptly respond to the ailing patients
  • Administering the wrong medication or other forms of treatment

All of these factors are all clear indications that most of these medical errors are human-made.

3. Misdiagnoses are the most common medical errors that occur in emergency rooms

The misdiagnoses of patients occur a lot in the emergency rooms which in turn lead to the prescription of wrong drugs of treatments. And this is where everything starts to go wrong in these medical institutions. Most of the emergency rooms face a lot of pressure to respond to patients ASAP, act without fully knowing the patient’s full medical history, provide care to multiple patients at a time, etc. And it is these factors that attribute to these human errors at the emergency rooms.

4. Patients need more medical intervention when they see that something isn’t right in the ER

In as much as most of the medical errors and mistakes occur in the emergency rooms, the patients and other visitors can also stem down these issues by stepping up and asking their medical providers what exactly they are doing. Ask your doctor what the medicine is for, why they need to take samples of your blood, what they have found, what the next step is, etc. Engaging your doctor can also save you sometimes. And most of the time at that.

5. Hospital conditions can also increase the risks of ER mistakes

In some instances, you will find that it is the hospital itself that is the culprit when it comes to these ER mistakes. Maybe it’s the hospital’s procedures and protocols or even the hospital’s setting itself. Factors such as understaffing, failure to verify the hospital staff, lack of safety protocols, etc. Can also cause these medical errors in the hospital ERs.

6. Contact a good law firm for superior representation if you fall victim to a medical malpractice

You should ensure you contact and use a reputable law firm to represent you in a medical malpractice case and also help you towards getting the compensation which you deserve from the case.

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