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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.
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.
We Get Letters & Email
A House Divided? (May 1 issue) provoked significant response from readers. Here are several of the surprisingly similar comments we received.
Rethinking Musculoskeletal Pain – A Public Health Perspective
The American Public Health Association (APHA) is the world's oldest and largest association of its kind, founded more than 140 years ago and boasting over 25,000 members.
First Do No Harm?
There's no questioning the frightening nature of breast cancer, which strikes one in eight women in the U.S. – eclipsed only by skin cancer in terms of prevalence.
Reducing the Autogenic Inhibition Reflex: Making Weak Muscles Strong
The autogenic inhibition (AI) reflex is a sudden relaxation of a muscle in response to excess tension.
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.
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.
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.
Spieth Thanks His Chiropractor After Historic Masters Win
Jordan Spieth didn't just capture the hearts of golf enthusiasts worldwide with his record-setting, wire-to-wire victory at the 79th Masters Tournament.
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.
Leg-Length Inequality and Pelvic Fixation: A New Approach to the Negative Derifield (Part 2)
As we noted in our previous article, with a positive Derifield (+D), the doctor observes the reactive (shorter) leg in the prone position that becomes longer or "crosses over" in the flexed position.
A Poor Choice for Pain Relief
Acetaminophen is the most popular pain reliever in the U.S., accounting for an estimated 27 billion annual doses as of 2009. With 100,000-plus hospital visits a year by users, it's also the most likely to be taken inappropriately.
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.
ACA or ICA: Which Best Represents You?
Last June, I was honored to represent Texas ICA members as their representative assemblyman at the ICA Annual Meeting in Kansas City.
Professional Credentialing and Board Certification: An Ethical Faux Pas
Because of the Affordable Care Act, health care systems are coordinating care through accountable care organizations (ACOs) in order to reduce the cost of care and improve quality of care.
Our Biggest Challenges to Compete in Wellness Care
In the first article in this four-article series [May 1 DC], I made the case that chiropractors should either embrace offering lifestyle wellness in their practices or face the possibility of losing their place in the wellness care marketplace.
Giving Vets the Care They Deserve
The Department of Veterans Affairs (VA) administers the largest integrated health care system in the United States.
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.
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.
5 Simple Steps to Create an Effective Marketing Calendar
In the educational experience of most healthcare practitioners, business and marketing are overlooked topics.
Green Tea Improves Cognitive Function in Elderly Subjects
Publishing their results in the journal Nutrients in May 2014, researchers showed that drinking the equivalent of 2-4 cups of brewed green tea (or bottled tea) daily improved cognitive function or reduced the progression of cognitive dysfunction in elderly subjects.
July, 2002, Vol. 02, Issue 07
Step Seven: Operations
By John Fanuzzi
Last month, we dealt with construction planning; this month we'll shift gears a bit and focus on the actual internal operations required to run a successful spa or day spa.
Before we hire our therapists, we've hopefully done our homework as to appropriate theme planning, and should have penciled out our menu to some degree.That means we know our specialty treatments will fit right into the particular personality and image we want to manifest. Sometimes situations come up in the hiring process, such as finding a massage therapist with other skills that might be beneficial to offer, that triggers new menu items. Modalities such as polarity therapy; chair massage; aromatherapy; Ashiatsu foot massage; etc. could be added to expand your spa theme. There are many more potential additions, but the point is that any employee's extra skills could add more depth to your spa menu that will set you apart.
When you hire staff, there are many qualities to consider. Personally, I would look at attitude first and a passion for work second -- they must love. Don't forget, you are in effect married to your employees, so communicate and make sure their vision is in line with your vision. I recently visited the DePasquale Day Spa in New Jersey, which is in my opinion an extremely well-managed, five-star operation. What most impressed me was the spa's hiring procedure, and the steps it takes for a new therapist or stylist to actually work the main floor. First, employees train in the school area; then perform their skills on the department heads; and finally, on the spa owner(s). Only then are employees "ready" to treat paying customers.
Generally, you should start your staff training about four weeks before your spa opens. Employees need to learn much more than where they will be working; they need to know your philosophy, theme, internal operating systems, and products, so they can sell products and services besides their own. Employees must be trained as team players and be ambassadors to customers and the public. This can only happen if they are happy with their relationship with their supervisors or owners.
Another important key to success is to set up a computer system that will give you all the information you need. With access to the right information, you can manage and make decisions based on facts. Computers will not solve your problems if your systems are not prepared; and wrong or incomplete data is worse than a manual system. In choosing your software program, do your homework. Ask yourself some questions. Will it be easy to learn and operate? Is it a complete bookkeeping and operations package? Can you get any kind of report you need easily? How does it handle commission splits? Does it create barcodes for your inventory? Will your reports produce graphs? If used correctly, your computer system will save you lots of work, so don't skimp.
A few months ago, in my article on spa budget and finance, I presented several charts illustrating startup cash requirements and cash flows. (Editor's note: See "Step Four: Budget/Financing" in the April issue). It would be a wise business practice to prepare those same charts with real everyday numbers, so you can immediately see where you are winning and where you are losing. This type of daily record will reveal trends and allow you to make adjustments before you lose big money. I like to post daily sales figures and employee performances, which help build teamwork and create a challenge to set higher goals. From that original business plan with cash requirements you should be in the ballpark to know what your marketing budget is and at this time there will most likely be some adjustments since the original was done before the final design.
Retail sales is one of the most important, but often neglected, facets of spa operations. Retail sales can be a tremendous source of "extra" revenue. When setting up your retail sales operations, consider a full time retail sales manager and an incentive program for therapists who sell. A good salesperson can make you a lot more money than just letting the receptionist ring up a passive sale. Your retail sales revenue may depend on how big or small your operation is, and how well your employees know your product line.
If you've hired a spa consultant, you may already have a complete operations manual based on experience from similar past clients. Don't forget to allow for regular cleanup and maintenance in off hours, so your place will always stay sparking.
Next month, we will discuss the initial startup marketing strategy for your spa. Until then, keep reading those spa magazines!
Click here for previous articles by John Fanuzzi.
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