resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
The First (Only) Choice for Spinal Pain
The study on NSAIDs for spinal pain summarized on the front page of this issue is intriguing on a number of levels, the most obvious being the conclusion that "compared with placebo, NSAIDs do not provide a clinically important effect on spinal pain, and six patients must be treated with NSAIDs for one patient to achieve a clinically important benefit in the short-term."
How to Correct a Cuboid Subluxation
Cuboid subluxation is a poorly recognized condition, even though it is not uncommon. It has been described in the literature under various names: cuboid subluxation, cuboid syndrome, locked cuboid, dropped cuboid, cuboid fault syndrome or peroneal cuboid syndrome.
Caring for Refugees in Greece
At the beginning of 2016 I had no idea what was in store for me, but I was looking forward to a personal retreat on the Greek island of Paros; a graduation gift to myself after 22 years of motherhood, and four-plus years of Chinese medicine school.
News In Brief
A "Modern" Business Model. Acupuncturists may have a new professional atmosphere to consider, as a new concept is on the horizon - at least for one business.
Good Works at the Canandaigua VA
Faculty and students of the Finger Lakes School of Acupuncture and Oriental Medicine (FLSAOM) of the New York Chiropractic College have provided acupuncture to veterans at the Veterans' Administration Medical Center (VAMC) in Canandaigua, New York since September of 2007.
5 Ways to Enhance Your Family Practice
Every practice has a personality style. A practice that caters to athletes, PI cases or adults, for example, projects differently to patients than a family wellness practice.
Integrative Cardiology: The Heart of TCM & Western Medicine
Patient centered therapy is a growing trend in hospitals that are expanding to boutique services.
What's Bugging You? Probiotics and Your Health
An estimated 100 trillion microorganisms representing more than 500 different species inhabit every normal, healthy bowel. Gut-dwelling bacteria keep pathogens in check, aid digestion and nutrient absorption, and contribute to immune function.
Treating LBP the Right Way: Think Natural
An updated clinical practice guideline from the American College of Physicians (ACP) recommends spinal manipulation and other non-invasive, non-drug therapies as first options for acute, subacute and chronic low back pain, rather than pain medications, as stipulated in the original 2007 guideline.
Shedding Light on the Benefits of Heliotherapy
I can't imagine anyone not feeling good strolling in the sun on a beautiful spring day. The sun is responsible for all life on earth and is best illustrated along the equator touting the richest biodiversity on the planet, in stark contrast to the Arctic Circle and South Pole.
Toxicity & Kids: The Importance of Environmental Intake
The old adage is true that children are not little adults. Traditional Chinese medicine (TCM) has long known that the physiology of children is unique, as are the diseases that plague them.
Help Save an Important Chiropractic Landmark
The chiropractic profession has a splendid and varied history. Sadly, many landmarks have been lost to bulldozers and wrecking crews, such as the Ryan Building, Little-Bit-O-Heaven, Spears Chiropractic Hospital, and Clearview Sanitarium.
Scope of Chiropractic Practice: Why Now Is the Time to Expand
In my January article, "Scope of Chiropractic Practice: Is It Time for Change?" I discussed the use of the term primary spine care practitioner, the loss of privileges to diagnose in Texas, and the fact that the definition of "chiropractic" varied from state to state.
Treating the Terrain of Chronic Sinus Infections
Chronic sinus infections can be stubborn to treat, but the therapeutic path forward can be simplified when utilizing three distinct treatment principles which take into account the terrain of the body, and the way in which microbes grow.
Give Your Patients the Ergonomic Advantage
Prolonged sitting contributes to low back pain and is a health risk. When I discuss my POLITE technique practice recommendations with patients, ergonomics may be last, but not least!
Chiropractic: A Great Fit for the White House
Dr. Eric Kaplan is a New York Chiropractic College alumnus; a No. 1 best-selling author whose books include Awaken the Wellness Within and The 5 Minute Motivator; a chiropractor for professional sports teams and elite athletes; and even served as an advisor under the Clinton Administration to the President's Council on Sports & Physical Fitness.
The Qi Focus: A Guide to Managing Stress
Stress, are you experiencing heightened stress levels? Your own, and your clients? Is Trumpitis getting to you? I recently polled a cluster of acupuncturists, Asian Bodywork Therapists (ABT) and psychotherapy colleagues on the issue.
NSAIDs No Better Than Placebo for Spine Pain
A meta-analysis of randomized, placebo-controlled trials comparing the efficacy and safety of NSAIDs with placebo for spinal pain concludes that among 6,065 spine pain patients, "NSAIDs reduced pain and disability, but provided clinically unimportant effects over placebo."
Making Sense of Liver Regulation
In Chinese medicine, the liver has the function of moving and storing qi and blood. In its moving function, the liver smoothly distributes qi and blood to the tendons, muscles and flesh through microcirculation.
Insomnia Treatment Based on the Yu Theory
In recent years, acupuncture has risen in popularity as a form of alternative or supplemental medicine for the treatment of many different types of disorders.
Waist Circumference: A Conversation Starter (Part 2)
Now let's discuss the clinical approach to reducing WC and implementation in today's chiropractic practice. The primary intervention centers around dietary modification and lifestyle habits aimed to reduce adiposity, improve insulin sensitivity and ultimately, diminish systemic metabolic dysfunction.
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.
Join the conversation
Comments are encouraged, but you must follow our User Agreementcomments powered by Disqus
Keep it civil and stay on topic. No profanity, vulgar, racist or hateful comments or personal attacks. Anyone who chooses to exercise poor judgement will be blocked. By posting your comment, you agree to allow MPA Media the right to republish your name and comment in additional MPA Media publications without any notification or payment.