Entries by Steve Hoffman

Acupuncture & Pain: Is Maintenance Enough

Just about every patient asks me the same question when starting treatment: “How many treatments will this take.” I hate to say it because it sounds like a cop out, but it depends. And it depends on a variety of factors. One of those factors is how long the pain has been there. Typically, it takes one month of treatment for every year the problem has been there. So, if your problem has been around for 20 years, buckle up, you’re going to need almost 2 years of regular treatment. Another major factor in treatment planning is what your treatment goals are.

Treatment Goals

Your goals can be to eliminate the pain, or to reduce the frequency and severity of the pain (maintenance). After all, if someone is suffering from debilitating migraines twice a week that cause them to miss work and limits their ability to function, a reduction to twice a month would be considered maintenance. But that may be a huge win and enough for some patients. Will they have to continue with maintenance treatment to keep things under control? Yes, but one to two treatments a month should suffice.

Your Commitment to Healing

This may be the biggest factor in determining how long treatment will take and will factor in to your goals for treatment. It will also factor in to how often maintenance treatments are required. Are you willing to leave behind the things that made you sick in the first place? If you live the life of a Yogi or a Daoist priest, you are likely to lead a long, healthy life with few, if any, trips to the doctor. Our modern lives, however, are filled with stress, time pressures, too little exercise, too much crappy food, increasing isolation and poor coping mechanisms. All these factors can contribute to poor physical and emotional health and ultimately result in pain. Unless you take steps to leave behind the things that caused your pain in the first place and incorporate healthy habits, your treatment time will be longer, and the maintenance required to keep you feeling good will be more frequent. This is like owning a high-performance sports car, paying top dollar to get it running at peak levels and then taking it 4 wheeling. Odds are pretty good that you are going to have to take it right back to the mechanic. With acupuncture, if you change your habits and live a healthier life, maintenance treatments can be few and far between. Hey, I’ll be glad to take your money and treat you once a week if you are unable to make those changes, but I would much rather see you around town than see you in my office!

Elimination of Pain

Is it possible to eliminate pain? Depending on the cause, pain can be eliminated but this takes an even bigger commitment to incorporating changes into your life. So how long will treatment take? I tell all my patients that if I could get them better in one treatment I would. Some say that’s bad for business but if I could really eliminate pain in one treatment, I would have a line out the door from my office to Texas!

​Princeton Acupuncture and Oriental Medicine

Our patients know just how effective treatments are for these and a host of other problems. Steven Hoffman, a New Jersey Licensed Acupuncturist and Diplomate in Oriental Medicine, will provide you with a thorough intake and evaluation and a clear, comprehensive diagnosis and treatment plan that will insure that your goals are met or exceeded. Do you want to move past these or other problems? We will help you thrive not just survive!

​Traditional cultures have known for centuries the myriad benefits of drinking bone broth. This is something that has been lost in modern times but now you can return you and your family to this time-honored tradition of both maintaining health and even healing yourself simply by nourishing yourself properly.

Earthing & Acupuncture

Wait, whating? Earthing or grounding is the practice of putting the body in direct, uninterrupted contact with the ground. This means direct skin contact with the earth. And why would you want to do that, the ground is icky after all. Well, studies have shown that direct contact with the ground can provide real, measurable and sustainable health benefits. Earthing or grounding can provide:

​Reduced inflammation

Reduced chronic pain (or even elimination)

Improved sleep

Reduced stress and stress hormones

Normalized blood pressure

​Reduced muscle tension

Reduced menstrual and female hormone symptoms

Improved healing

Reduced recovery time from sports activities

Supports adrenal health

How Does Earthing Improve Health

The earth has a negative charge to it. Injury, stress and modern life cause our bodies to become positively charged. This positive charge can also lead to disease. Contact with the earth and its negative charge reduces this positive charge and allows our bodies to heal themselves. If you think about it, during most of our development as a species, we walked the earth in bare feet (or used natural materials on our feet that did not insulate us from the earth’s negative charge). We slept on the ground, we worked in the ground, hunting, gathering, farming. What do you suppose happens when, over the last 200 years or so, we have become completely disconnected and insulated from this negative charge that our bodies evolved with? Look at the list above and replace “reduced” with “increased” and you get a pretty good idea. Do you think it is a coincidence that you feel better when laying on the beach or camping or gardening? These activities get us back in touch with earth and bring us back in balance.

But the Ground is Icky

Yes, yes, it is. And it is not too much fun to go out in your bare feet and relax with a nice cup of tea when there is snow on the ground! Fortunately, there are several ways to mimic the effects of earthing in the comfort of your home. Earthing mats, sheets and bands are available that will provide the benefits of sticking your feet in the sand. These devices are attached by a cord to the ground port of an electric outlet. This leads to a grounding rod that is...well, grounded. This feeds your body the negative charge that it needs to balance and heal.

Acupuncture

So, what does any of this have to do with acupuncture. Well at Princeton Acupuncture & Oriental Medicine, every patient is offered the use of grounding bands. Not only does this give you the negative charge your body needs but it potentiates your acupuncture treatment making it that much more effective! Come in today, get acupuncture, get grounded and get better!!

​Princeton Acupuncture and Oriental Medicine

Our patients know just how effective treatments are for these and a host of other problems. Steven Hoffman, a New Jersey Licensed Acupuncturist and Diplomate in Oriental Medicine, will provide you with a thorough intake and evaluation and a clear, comprehensive diagnosis and treatment plan that will insure that your goals are met or exceeded. Do you want to move past these or other problems? We will help you thrive not just survive!

​Traditional cultures have known for centuries the myriad benefits of drinking bone broth. This is something that has been lost in modern times but now you can return you and your family to this time-honored tradition of both maintaining health and even healing yourself simply by nourishing yourself properly.

These 5 Acupuncture Points Target Headaches

Headaches come in all shapes and sizes. Migraine, tension, cluster and sinus are four broad categories. These categories can be broken down by location to frontal, temporal, occipital, vertex and whole head. There are also a few different kinds of migraine headaches. Just like headaches come in all shapes and sizes, there are different acupuncture points that will address each of type and location. Choosing the right points for your specific headache takes training and clinical experience, however, there are some points that are so effective, that they can be used for almost any type.

How acupuncture helps headaches

Most headaches happen in the nerves, muscles and blood vessels that cover a person’s head and neck. Tightness, restriction and impingement on nerves and blood vessels cause the pain that is a headache. Acupuncture reduces inflammation, increases circulation, relaxes muscles and even causes the body to produce powerful pain-relieving hormones and neurotransmitters. All of this not only relieves the pain of the headache but also helps the body retrain itself and heal. Some of the most commonly used acupuncture points for headaches are listed below.

Large Intestine 4 for general headaches

This acupuncture point, shown below, excels at treating almost any type of headache. This point travels up the neck and to the face and will increase blood flow and help reduce inflammation.

Liver 3 for general headaches

Located on the top of the foot (shown below) this point is often used in conjunction with Large Intestine 4 and is the number one point on the entire body for extinguishing pain. Since Large Intestine 4 targets the face and neck, when this point is added, it works synergistically to increase the effectiveness of the pain relief.

Gallbladder 41 & San Jiao 5

These two points are used together to address temporal headaches (sides of the head). Both points travel to the sides of the head and will relax the muscles in this area.

Bladder 60 & Small Intestine 3

These points are also used together but help with the back of the neck and head (occipital area). These are areas that are affected by stress and too much visual stimulation.

Stomach 36 & Large Intestine 4

Large Intestine 4 shows up again but this time in conjunction with Stomach 36. These two points alleviate frontal and sinus headaches.

If you are suffering with a headache, these points can be stimulated with medium to heavy pressure with the tip of your finger to help reduce and eliminate the headache. If your headaches are chronic or if you get more than one a week, it is a signal from your body that something is wrong, and you should seek help. At Princeton Acupuncture & Oriental Medicine, we offer a free, no obligation, 30-minute consultation. Stop suffering and listen to your body, acupuncture can help!

​Princeton Acupuncture and Oriental Medicine

Our patients know just how effective treatments are for these and a host of other problems. Steven Hoffman, a New Jersey Licensed Acupuncturist and Diplomate in Oriental Medicine, will provide you with a thorough intake and evaluation and a clear, comprehensive diagnosis and treatment plan that will insure that your goals are met or exceeded. Do you want to move past these or other problems? We will help you thrive not just survive!

​Traditional cultures have known for centuries the myriad benefits of drinking bone broth. This is something that has been lost in modern times but now you can return you and your family to this time-honored tradition of both maintaining health and even healing yourself simply by nourishing yourself properly.

Acupuncture for Insomnia

A patient that I am treating for insomnia recently told me that her doctor said that her body will force her to get enough sleep to survive and that she shouldn’t worry about a lack of sleep. While the doctor was technically correct let me ask you: can you survive with two broken legs. Can you survive on a diet of Doritos and Soda? You certainly can but it is also certainly not optimal. In order to be healthy, vibrant and to thrive instead of just survive, you need sleep.

What Happens While You Sleep?

Just about every cell in your body is replaced every seven years. Some, like white blood cells in just a few days, others, like red blood cells, every few months and still others, like fat cells, take years. And when does your body regenerate and replace all the cells. That’s right, when you are sleeping. This is because a part of your nervous system, known as the parasympathetic nervous system (or the rest and digest part) is engaged when you are sleeping. This is the only time your cells regenerate. This is when your immune system is regrown, your organs are regenerated, and wounds and injuries are healed. What happens when you sleep...think about what doesn’t happen when you don’t sleep!

Why You Can’t Sleep?

There is another part of your nervous system known as the sympathetic nervous system (or the fight or flight part). This is a survival mechanism that gets us ready to fight the bear or run away from the bear and is also known as your adrenal response. When this part kicks in, blood flow is shunted to your muscles, your heart rate accelerates and lung capacity increases, all things that will help you survive a life-threatening situation. This also shuts down the parasympathetic nervous system. Many of us are stuck or locked in sympathetic dominance due to high levels of stress, overstimulation, lack of exercise and more mindful, grounding activities. Therefore, many of us do not get enough restful, quality sleep.

How Acupuncture Can Help?

At Princeton Acupuncture & Oriental Medicine, we use specific protocols that will help your body engage the parasympathetic nervous system. We also have protocols that will “switch off” your adrenals, giving them a much-needed break and stopping them from producing stress hormones that will affect your sleep. Diet, lifestyle and other factors can also affect your sleep and we will give you a comprehensive plan to help you break the cycles that have put you on the path to poor sleep. Using this multi-pronged approach, we help your body do what it is supposed to do and help you make the changes that will enable you to get deep, restful sleep on a regular basis. Just think about what doesn’t happen when you don’t sleep and decide if you want to survive or thrive!

​Princeton Acupuncture and Oriental Medicine

Our patients know just how effective treatments are for these and a host of other problems. Steven Hoffman, a New Jersey Licensed Acupuncturist and Diplomate in Oriental Medicine, will provide you with a thorough intake and evaluation and a clear, comprehensive diagnosis and treatment plan that will insure that your goals are met or exceeded. Do you want to move past these or other problems? We will help you thrive not just survive!

​Traditional cultures have known for centuries the myriad benefits of drinking bone broth. This is something that has been lost in modern times but now you can return you and your family to this time-honored tradition of both maintaining health and even healing yourself simply by nourishing yourself properly.

4 Migraine Triggers and How Acupuncture Can Help

Migraine headaches can be debilitating. Even if you suffer from only occasional migraines, they can affect your work, your home life and your quality of life. They are also an indicator from your body that something is wrong. Let’s look at some of the causes of migraines.

Causes

Unfortunately, the causes of migraines are simply not well understood. It is thought that imbalances in brain chemicals may be involved. A neurotransmitter called serotonin, drops during migraine attacks and this may cause the release of other chemicals that result in the pain and other symptoms. The great news is that with acupuncture we can specifically dial in and induce the body and brain to produce serotonin.

Acupuncture

By using acupuncture on certain points on the body and then introducing electric stimulation at very specific frequencies, the body will produce chemicals, such as serotonin, and this will reduce or eliminate symptoms. It often takes some time and frequent visits (at least initially) to “retrain” the body to produce these substances. The good news is, that once the body starts producing the substances at higher levels it takes fewer and fewer treatments to maintain this higher level.

Migraine Triggers & Acupuncture

There are several known triggers for migraines that acupuncture can also help with.

Hormonal changes in women - Fluctuations in estrogen have been implicated in migraines in many women. Once again, acupuncture can help regulate hormones, helping to eliminate this trigger.

Drinks - Alcohol and caffeinated beverages may also trigger migraines. Acupuncture can help reduce cravings and increase energy so that patients are not as reliant on these beverages.

Stress - Work and/or home stress can trigger migraines and acupuncture has been clinically proven to reduce stress markers in the body and even make changes in the brain.

Insomnia - Too little or even too much sleep may trigger migraines in some people. Acupuncture can help with insomnia and help regulate your body so that you get more restful sleep in a shorter time.

If you or someone you know suffers from migraines, please reach out, we offer a 30-minute free consultation, there is no commitment, no cost and nothing to lose.

​Princeton Acupuncture and Oriental Medicine

Our patients know just how effective treatments are for these and a host of other problems. Steven Hoffman, a New Jersey Licensed Acupuncturist and Diplomate in Oriental Medicine, will provide you with a thorough intake and evaluation and a clear, comprehensive diagnosis and treatment plan that will insure that your goals are met or exceeded. Do you want to move past these or other problems? We will help you thrive not just survive!

​Traditional cultures have known for centuries the myriad benefits of drinking bone broth. This is something that has been lost in modern times but now you can return you and your family to this time-honored tradition of both maintaining health and even healing yourself simply by nourishing yourself properly.

Top 3 Acupuncture Points for Anxiety!

Anxiety has become more and more prevalent in our society. Pressures from work, home and even social pressures, to be seen on Facebook, having a great time, eating a fabulous meal, all contribute to anxiety. Add to this an increasingly toxic political environment, constant media that is geared to get a rise out of you and it is no wonder that over 40 million adults suffer with anxiety, year in and year out. Acupuncture has been proven to help reduce anxiety, eliminate stress hormones and boost hormones that lower anxiety. So, what are some of the best acupuncture points for anxiety? Read on.

Ba Feng

Ba Feng

Ba Feng, or Eight Winds, is a collection of points on the feet, four on each, hence the “Eight” in the name. The traditional location for these points is shown on the image below but if the points are moved back about two inches towards the ankle and electric stimulation is applied, something incredible happens. This area has a strong connection to the brain and at certain frequencies, the brain will produce GABA or serotonin, both neurotransmitters that reduce anxiety. The body normally produces these neurotransmitters but faulty metabolism, poor diet, lack of sunlight and other factors in our fast-paced world can cause low levels of these vital substances. Acupuncture can help restore the proper balance.

GV20 & Si Shen Cong

Shown on the image below, these points go directly to the source of the problem. These points are already indicated for anxiety, depression and insomnia but once again, when electric stimulation is added, we can really “dial in” exactly what we want to body to do. Going to the source of the problem, the head, we directly affect the production of vital neurotransmitters and reduce anxiety.

Does it Last?

What happens when the electric stimulation is turned off and the needles are removed? It would be reasonable to assume that once the stimulation is gone, the production of the neurotransmitters would stop. Studies have shown that one acupuncture treatment will boost these substances for about seven days. If treatments are performed two or even three times a week, after a period of about three weeks, the production of these substances is maintained by the body at a higher level. At that point, even at a frequency of once a week, the increase can be maintained and then fewer and fewer treatments are needed as the body adjusts.

Call today for a free 30-minute consultation, we can discuss your individual situation and formulate a plan to get you the help you need.

​Princeton Acupuncture and Oriental Medicine

Our patients know just how effective treatments are for these and a host of other problems. Steven Hoffman, a New Jersey Licensed Acupuncturist and Diplomate in Oriental Medicine, will provide you with a thorough intake and evaluation and a clear, comprehensive diagnosis and treatment plan that will insure that your goals are met or exceeded. Do you want to move past these or other problems? We will help you thrive not just survive!

​Traditional cultures have known for centuries the myriad benefits of drinking bone broth. This is something that has been lost in modern times but now you can return you and your family to this time-honored tradition of both maintaining health and even healing yourself simply by nourishing yourself properly.

Pain and Acupuncture, when is it OK to Ignore Pain?

Never. It is never OK to ignore pain. And by ignore, I’m including taking over the counter or prescription medication to alleviate pain, since this does nothing to fix the problem that is causing the pain. Pain is a signal from the body that something is wrong. So, whether it is the pain of a broken leg or a headache, the pain is an important signal from the body that something is wrong. A broken limb is an extreme example because the pain signals that your body sends are impossible to ignore. But other pain signals, like headaches or a stiff neck, are no different. Your body is telling you that it is under distress and is asking for you to make a change or get some help, just like with a broken limb. When you break a limb, that help is in the form of a doctor to properly set the bone, immobilization of the limb to prevent further damage and a change in your behavior (you are not going to go out and go jogging with a broken leg). Other pain signals should be treated the same way, but we have become accustomed to pushing through a headache, taking pain medication or muscle relaxers for a painful back or neck. We get used to these aches and pains and call them “normal”, just part of getting older. I often wonder if, when we were say 18 years old, all of these things manifested at once, what would it feel like. They normally happen so insidiously, over a long period of time that we get used to ignoring or managing them. I’ve listed help you can get and changes you can make below.

Exercise - Exercise, especially things like yoga and tai chi, can help stretch and strengthen your body, stabilizing joints and preventing pain from tight muscles. Exercise also reduces stress and can help with reducing or maintaining a healthy weight.

Stress Reduction - In my experience, most people who are dealing with a chronic pain issue are dealing with an inordinate amount of stress. As mentioned above, exercise can help. Mindfulness practices like meditation are also great for stress reduction. Simply connecting and maintaining healthy relationships has also proven to reduce stress.

Health Care - Western medicine does not have a whole lot to offer other than medication and surgery but there are other forms of health care that are better able to help with chronic conditions. Acupuncture and Chinese Herbal Medicine excel at treating chronic pain conditions that western medicine cannot help. Massage, chiropractic care, nutritional counseling and even talk therapy can also help you reduce or eliminate pain.

At Princeton Acupuncture & Oriental Medicine, we have developed treatment strategies that are fast, effective and provide lasting relief. Call today to discuss your situation with us, we offer a free 30-minute consultation, so there is no risk or investment. Remember, the pain is there for a reason, sometimes it is a challenge to find out what that reason is but with the right help, you can leave your pain behind!

​Princeton Acupuncture and Oriental Medicine

Our patients know just how effective treatments are for these and a host of other problems. Steven Hoffman, a New Jersey Licensed Acupuncturist and Diplomate in Oriental Medicine, will provide you with a thorough intake and evaluation and a clear, comprehensive diagnosis and treatment plan that will insure that your goals are met or exceeded. Do you want to move past these or other problems? We will help you thrive not just survive!

​Traditional cultures have known for centuries the myriad benefits of drinking bone broth. This is something that has been lost in modern times but now you can return you and your family to this time-honored tradition of both maintaining health and even healing yourself simply by nourishing yourself properly.

Wired & Tired, Acupuncture Can Help

​Wired and tired, what does that even mean! Do you wake up in the morning and need a cup or three of coffee to “wake up”? Do you get a slump in the middle of the day and need another pick me up? Do you get home feeling exhausted, push through making dinner and getting the kids homework done? Do you crawl in to bed, ready to go to sleep only to toss and turn, thoughts churning through your head, waking up in the middle of the night and watching the clock tick away. You finally fall asleep only to have the alarm jolt you awake five minutes later to start the cycle over again. This is wired and tired and if any of this sounds familiar, there is something you can do to break the cycle.

Acupuncture & Your Nervous System:

Many of us have our nervous systems stuck in overdrive. Too much caffeine, too much stress and too much stimulation is a recipe for having hormones and substance in our bodies that prevent us from getting enough quality sleep. This prevents our bodies from properly rebuilding, healing and getting us ready for the next day. At Princeton Acupuncture & Oriental Medicine, we have treatment protocols that can “re-set” your body to engage the part of your nervous system that allows you to get deep, restful sleep. Listen, sleep is the only time your body is rebuilding and repairing the thousands of micro injuries that occur daily. This is the only time your immune system is being rebuilt from the tens of thousands of bacteria and viruses that attack our bodies daily. If your body can not repair and rebuild itself, you are setting yourself up for injuries, poor performance, chronic pain, depression, anxiety, low libido and a poorly performing immune system.

Take control of your life and your health today. Call for a free 30-minute consultation and we can discuss your unique situation and let you know what can be done to help you break the wired and tired cycle.

​Princeton Acupuncture and Oriental Medicine

Our patients know just how effective treatments are for these and a host of other problems. Steven Hoffman, a New Jersey Licensed Acupuncturist and Diplomate in Oriental Medicine, will provide you with a thorough intake and evaluation and a clear, comprehensive diagnosis and treatment plan that will insure that your goals are met or exceeded. Do you want to move past these or other problems? We will help you thrive not just survive!

​Traditional cultures have known for centuries the myriad benefits of drinking bone broth. This is something that has been lost in modern times but now you can return you and your family to this time-honored tradition of both maintaining health and even healing yourself simply by nourishing yourself properly.

Electro Acupuncture: Electrons & You

Did you know that your body heals faster and better in the presence of electrons? Did you know that the Ph of damaged tissue goes down, becoming acidic and positively charged? The damaged tissue will then attract electrons to balance out the Ph and heal. Did you know that the earth is negatively charged, and therefore practices such as “earthing” are so healthy? Here are some of the effects of grounding the body and introducing electrons:

  • Diffuses inflammation
  • Reduces or eliminates chronic pain
  • Improves sleep
  • Increases energy
  • Lowers stress
  • Thins blood
  • Speeds healing
  • Accelerates recovery from activity

Finally, did you know that your acupuncturist can introduce electrons into your body with the use of small e-stim devices. Well you do now! Even better, we can target areas as small as scars that may be causing problems or an injury to a specific part of the body. Additionally, we can introduce these same electrons more globally to affect the entire body. This gives us tremendous flexibility to deal with specific problems and at the same time deal with more global inflammatory or immune issues that patients are having.

An added benefit to our patients is that these treatments can be completed faster, getting you in and out of the office. In fact, studies have shown that the benefits of electro acupuncture start to decrease after about 25 minutes. Better outcomes? Faster treatments? Where do I sign up! Right here! You can book an appointment or a free 30-minute consultation right from our website. Don’t wait, healing is just a click or a call away!

​Princeton Acupuncture and Oriental Medicine

Our patients know just how effective treatments are for these and a host of other problems. Steven Hoffman, a New Jersey Licensed Acupuncturist and Diplomate in Oriental Medicine, will provide you with a thorough intake and evaluation and a clear, comprehensive diagnosis and treatment plan that will insure that your goals are met or exceeded. Do you want to move past these or other problems? We will help you thrive not just survive!

​Traditional cultures have known for centuries the myriad benefits of drinking bone broth. This is something that has been lost in modern times but now you can return you and your family to this time-honored tradition of both maintaining health and even healing yourself simply by nourishing yourself properly.

CBD Oil for Pain Relief

“This is a game changer! I slept through the night for the first time in years without waking up in pain” This is what one of our patients said after having an acupuncture treatment and using CBD Clinic’s Level 5 Pro Sport Cream. I like to think that the acupuncture had something to do with the pain relief (and I know from experience that it did) but I also know that after only one treatment, the pain will come back in a few days. By using the CBD oil cream, instead of 2-3 days of relief, patients are getting 4-5 days of relief. There are several positive effects from this.

Time, Money & Sleep!

Traditionally, acupuncture treatments were administered daily until the patient was better. This is not always feasible from both an economic and time standpoint. Typically, we see patients 2-3 times a week, at least initially. So, there is time between treatments where the effects of the treatment will degrade. By using the CBD cream, patients are not back at square one when they come back in for another treatment. Patients also heal better because they are sleeping better (this is the only time your body is really healing and repairing damage). Patients also spend less time and money in my office. This is great for our patients and while some might say that it is bad for business, like I tell all my patients, if I could get you better in one treatment I would, imagine the line I would have at my door!

While the CBD oil is not really “healing” the body, it keeps the body out of pain so that it can rest and recover better. It also helps increase the effectiveness of the acupuncture treatments, which are healing the body.

Call today to see if CBD oil is right for you!

​Princeton Acupuncture and Oriental Medicine

Our patients know just how effective treatments are for these and a host of other problems. Steven Hoffman, a New Jersey Licensed Acupuncturist and Diplomate in Oriental Medicine, will provide you with a thorough intake and evaluation and a clear, comprehensive diagnosis and treatment plan that will insure that your goals are met or exceeded. Do you want to move past these or other problems? We will help you thrive not just survive!

​Traditional cultures have known for centuries the myriad benefits of drinking bone broth. This is something that has been lost in modern times but now you can return you and your family to this time-honored tradition of both maintaining health and even healing yourself simply by nourishing yourself properly.