resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
A House Divided?
The American Chiropractic Association's House of Delegates voted on 30 resolutions at its annual business meeting in Washington D.C., but two in particular took immediate center stage due to their controversial nature.
5 Tips for Using Pinterest to Market Your Practice
Pinterest is a very popular, but often under-utilized, social media platform where people can bookmark, or "pin," fun and interesting things from all across the internet.
Functional Hip Impingement (Part 1)
Every time I sit down to write an article, I realize how much more there is to know about musculoskeletal pain. I also learn something new every time. (I want to give special thanks to Lucy Whyte Ferguson for assisting with this article.)
How Much Do You Know About the Benefits of Birds Nest?
Edible bird's nest is the nest made by the Swiftlet bird of Southeast Asia that is usually prepared as a soup and prized in Chinese culture as a healthful delicacy.
The Acupuncturist's Problem
I want share with you some observations and insights into what seems to be the most common problem my colleagues in the acupuncture profession struggles with. If you also struggle with this problem, I hope you get a valuable "aha" moment from reading this.
Term Limits: What's in a Word?
It was the French historian and philosopher Voltaire who once declared the Holy Roman Empire was neither holy nor Roman nor an empire.
PCOM Granted Regional Accreditation
Pacific College of Oriental Medicine (PCOM) recently announce it has received regional accreditation from the Western Association of Schools and Colleges (WASC). This achievement reflects five years of hard work on the part of faculty, staff, and students.
Marijuana, Apathy and Chinese Medicine, Part 1
This article was written in response to the unheeded acceptance of marijuana as a harmless substance that potentially does good when used for the medical relief of pain.
Applying the Thin Skull Principle
The "thin skull" principle, also known as the "you take your victim as you find them" principle, is a legal principle that can be summed up by the following statement.
A View From the ER
The University of Western States has inked an innovative agreement with local nonprofit health system Legacy Health whereby UWS sports-medicine fellows can experience observational clinical rotations in emergency-room settings within the Legacy system.
Animal Acupuncture: A Case Study in the Treatment of Traumatic Injury in the Equine
The rise of animal acupuncture in the U.S. began in the early 1970's as a result of the work by members of the National Acupuncture Association in Westwood, Calif.
Optimism = Compassion = Trust
A randomized clinical trial recently published online in JAMA Oncology examined how patients viewed their doctor based upon how the practitioner presented bad news to the patient.
The Tide is Rising in the Acupuncture Profession
Former President Ronald Regan said, "When the tide rises all boats float." The tide is rising for the acupuncture profession. Many forces outside the profession are helping the tides to rise.
Talking to Patients About Lumbar Facet Denervation (Medial Branch Neurotomy)
Lumbar facet denervation, more appropriately termed medial branch neurotomy (MBN), is a procedure that may be considered when patients suffer from recalcitrant non-radicular axial back and/or leg pain.
Sleep, Less Sleep or No Sleep?
I had a dream I wasn't getting enough sleep. It was a very realistic dream, even though I was probably slightly awake and not really deep dreaming. Most likely I had been dozing, caught in that twilight of sleep and wakefulness.
Integrating Art with Clinical Practice for Patients with PTSD: The Artemis Project
Are you restricted by those one-on-one clinic dynamics? Why not join colleagues and clients in experimental group settings? Three of us volunteered to do just that in Austin on behalf of women veteranss from all branches of the service.
5 Simple Steps to Create an Effective Marketing Calendar
In the educational experience of most healthcare practitioners, business and marketing are overlooked topics.
Medicine is Clumsy, Don't You Be
All medical systems have clumsiness in them. If the technique isn't, the practitioner is. Everyone in every form of medicine is striving to improve. That is why we call it practice.
The Challenges of Integrating Eastern and Western Medicine
My Masters thesis was titled, "The Challenges of Integrating Eastern and Western Medicine," which highlighted several reasons why it is hard for these two worlds to mix.
Low Back Pain in Professional Golf: A Common Muscular Relationship
Every sport creates its own unique demands on the body. Some sports require such a myriad of body positions that assessing pathology is often difficult and unpredictable.
January, 2001, Vol. 01, Issue 01
Welcome to My World
By Perry Isenberg
This is my first article in what I hope will become a regular column for Massage Today. Only you, the reader, will deicide if I continue to write this column. Its goal is to provide you with thought-provoking insights, ideas and examples of ways to improve your practice so it remains profitable and fun.I am not a therapist, though I am a patient of massage therapy and believe in the value of all types of massage.
In subsequent issues, we will address issues related to customer service, marketing, advertising, public relations, promotions, etc., in hopes of finding ideas you can use. I will draw from personal experience and observations, rather than textbook instructions. My own experiences span almost 20 years of advertising agency background and entrepreneurial endeavors, including my current duties for the past 10 years as partner and vice president of marketing for Performance Health, Inc. We are the company that brought Biofreeze to the health care market. My business are Chris Cox and Craig Cox. Chris Cox is vice president of sales and also in charge of the day-to-day operations; Craig Cox is vice president of international business. Thanks to Craig, our packaging is printed in Japanese, Spanish, French, and Korean and sold in twenty-five markets overseas.
Starting, operating and building a business is not easy. It requires commitment, dedication, sacrifice, risk and a burning desire to succeed. By success, I'm referring to reaching desired goals, not just financial ones. The ride can be very exciting and worthwhile.
Nine years ago, we started the company with only two people: Chris and myself. Craig was busy with other projects and would eventually join us a little later. We started in a small office on the 3rd floor of an old building in the historic "strip district" in downtown Pittsburgh. From the street to the 3rd floor, we would carry product up three flights of stairs (that's right - no elevator!) to repackage the bulk shipments to smaller boxes for distribution. It generally took us over an hour to carry everything and then an hour to recover. Now, none of this seems like a big deal. I would not want to do it again but I would if I had to.
Did I mention no salaries? That's right, for the first year or so money was only available to make product advertising, etc.
Those who consider all these facts no big deal, most likely possess leadership skills and recognize that the road to reach any goal can be long and bumpy. Those who are intrigued at how we did it should realize that although it is a big deal, they've also managed considerable obstacles of their own to reach their goals.
Massage therapy is on the forefront of health and wellness; it requires the continued efforts of its leaders to keep bringing the message of massage to the population at large. Massage cannot prosper if the perception remains that it is a luxury for the wealthy and distinct groups like athletes.
Massage therapy is for everyone. All therapists and their respective associations must continue to work with government and corporations to reach the ultimate goal: letting the population know of the benefits and healing value of massage therapy.
In my next article, we will examine an issue that happened to me on the way home from the AMTA National Convention in Phoenix. In the meantime, be healthy, be good, and stay focused and motivated.
Click here for previous articles by Perry Isenberg.
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