resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Transparency and Accountability: Q&A With the CCE
Every profession needs an organization dedicated to upholding the quality and integrity of its degree programs and educational institutions.
Jingei Diagnosis: An Effective and Powerful Diagnostic
I graduated from the Kotatama Institute under the direction of Drs. Masahilo and Katsuharu Nakazono in 1984. As a student, I was exposed to the practice of most of the various theories and modalites of Oriental Medicine.
Managing Patient Expectations About Acupuncture
Last year, I attended the Pacific Symposium in San Diego for the first time in six or seven years. It was the 25th anniversary of this event, and on one evening there was a panel discussion with the title; "What is Qi?."
Managing Today's Fertility Patient
I recently received an email from one of my fertility patients: "Got my lab results back. FSH is 11, AMH is 0.7. My doctor said these numbers aren't good. I guess I'm infertile. Just as a thought. Just set up an appointment to speak with an adoption agency."
Saying No to Medicine
An interesting article recently appeared in Men's Journal titled "When to Say No to Your Doctor." The article begins with the summary statement above and effectively arms readers with information that will help them "take more responsibility for your own health care, because you can't be sure anyone else is.
Simple Ways To Find True Happiness
Patients in our clinics are always seeking happiness. As their health advocate, we need to ensure we inform them that in order to find happiness, they have to make sure to identify what makes them happy in the first place.
Web Marketing: Content Is King
Google's sweeping updates to its search algorithms over the past few years have brought a paradigm shift in how you can optimize your chiropractic website to gain maximum marketing leverage.
The Heart Protector
On the physical level, the Pericardium is a double-layered sac of fibrous tissue that envelops the Heart. The space between the layers is filled with serous fluid that protects the Heart from external shock or trauma and lubricates to allow for normal Heart movement.
The Wonders of Light Therapy: An Interview with Wes Burwell
I first met Wes Burwell in 2011 when he was teaching a class on light. Since then, every time I hear him speak, his understanding of the benefits, function and capacity of light has evolved.
5 Ways to Occupy Occupational Health
Despite the progress that has been made to better protect workers, occupational health and safety remains a priority area for many national governmental organizations due to the widespread problem of occupationally related morbidity and mortality.
To The Finish Line With the Help of TCM
When acupuncturist Eddy De Smedt pursued a career in Traditional Chinese Medicine, he knew he wanted to make a difference.
Pulse Diagnosis: What We Know
I am still finding pearls of wisdom from the books and papers that I inherited from my pulse diagnosis mentor Jim Ramholz.
Understanding and Identifying Pediatric Growth-Plate Fractures
In general, fractures in children heal well with little intervention as long as the alignment is good. Fractures involving the growth plate, however, are a different issue. In fact, growth-plate injuries are the primary reason for the subspecialty of pediatric orthopedics.
Help Patients Achieve Optimal Vitamin D Levels
Much research has been done on vitamin D levels and their impact on health; optimal levels have been correlated with a reduced risk of developing numerous conditions.
Lime Jello on Morphine
Taste is in the eyes... actually the mouth... of the beholder. My food preferences have changed, lightening from the food of my youth. My parents loved heavy eastern European cuisine and I loved it as a child. Now I enjoy leaner, healthier whole foods.
Calcium Helps Prevent Colorectal Cancer
Over the past 25 to 30 years, studies have suggested calcium may confer protection against colorectal cancer.
Talking to Patients About Healthy Aging
I've noticed that a particular category of patients seems to make up more and more of my practice – they work out, but still experience lots of degenerative joint disease (DJD) issues.
Blaming the Gluteus Medius, Overlooking the Deltoid
The gluteus medius (Gmed) is commonly written about, strengthened and blamed for many conditions, and rightfully so. After all, the Gmed plays a role in pelvic stability, hip motor control and lower-quarter dynamic movements.
The Tao of Gender
If you think gender is as simple as having a new client check off the "male" or "female" box on your intake form, we hope this article will expand your understanding and thus the reach of your health care.
Healing With TCM at San Quentin State Prison
For the prisoners at San Quentin State Prison, life-sentences are the reality of every day life. It is not often that prisoners get the opportunity to use alternative medicine to deal with common ailments they encounter behind bars such as, depression, anxiety and pain.
The X Factor in Clinical Research: The Patient
It was the great baseball legend, former New York Yankees catcher Yogi Berra – he of countless aphorisms, each with a mind-bending twist – who once declared, "You can observe a lot by watching."
October, 2001, Vol. 01, Issue 10
Happy Birthday to Me!
By Perry Isenberg
During a recent convention, I spent a considerable amount of time away from the BioFreeze booth to spend time with some of our wholesale distributors and business associates. This time, coupled with the fact that our company is celebrating our 10th year in business, caused me to reflect on how privileged and fortunate we truly are.
In the exhibit hall, there were 11 wholesale distributors of our product; at least seven of them have been selling the product for as long as we have been in business. Although the other four dealers have been selling our product for only a few short years, they have benefited from the best efforts of our first group of wholesalers, who together helped us achieve national distribution and demand.
This thought process sparked the following question: How much of our available resources (time, money, energy, etc.) do we direct to acquiring new business, vs. helping our established customers sell more product?
After thinking it through, I concluded that we spend at least 85% of our resources working with current customers, with the remaining 15% going toward finding new business. I'm content with these percentages, although I have no point of reference as to whether industry norms exist. I also noted that we had no prior objectives or strategies to structure our resource distribution.
I started to think of massage therapists, and wondered if they recognize the importance of programs to take care of current customers vs. promotional activity to attract new customers.
We all execute programs to attract new customers -- but do we always take the time to allocate resources to existing customers? Consider yourself a customer who responds to a promotional offer in a local paper from a massage therapy clinic. The ad offers 50% off your first massage treatment. Obviously this type of offer is great to generate new clients - at this point, it's a win-win situation. Now you are a client, and you continue to see the 50% offer every month in the paper. How impressed would you be if on your birthday, the therapist gave you your treatment for free as a thank-you for your continued support? After all, the therapist offers 50% off the first massage to a first-timer, with no guarantee the prospective client will become a regular client who could also generate new business via word-of mouth-referral.
Let's do the math:
Ten consumers take the 50% off first-time offer. Two become regular clients; one becomes a semi-regular client. Assuming regular is once a month, and the hour session is $60.00:
This provides you $1,530 in revenue for 12 months. Ten regular clients provide you with $7,200 in revenue. If you offered one free treatment to each of those clients, it would cost you $600; $7,200 - $600 = $6,600 in revenue for 12 months.
This exercise clearly demonstrates that heavily skewing your resources to existing customers is a worthwhile strategy. The word-of-mouth referrals alone for the "birthday" gesture would be worth thousands of dollars to any therapist.
Staying in touch with customers, and treating and rewarding them with the respect they deserve, is a worthwhile business decision. Review how you use your resources, and make sure you take care of those who take care of you! In the meantime, be healthy, be good, stay focused and motivated.
Click here for previous articles by Perry Isenberg.
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