resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
What You Say Isn't Always What Patients Hear
A few years ago, my aunt Edna (name changed for the purpose of this story) suffered a stroke. After a short hospital stay, she was transferred to a nursing home for rehabilitation. When she arrived at the nursing home, Edna requested a private room.
Acupuncture's Impact on the World
For several years, I have been hearing about the town of Rothenburg, Germany. It seemed just a dot on a map until I arrived. It is the home of the TCM Kongress which began in 1968. It has been held annually for 47 years and it has only missed one year.
What's New in Phytonutrition: Mangifera Indica, "The King of Fruits"
One hundred percent pure Indian green mango fruit (mangifera indica), harvested at a special degree of ripeness for efficacy and taste, can now be concentrated as a phytonutrient nutraceutical powder.
Increasing the Value of Spine Care: CMS Approves New Low Back Pain Registry
The Centers for Medicare and Medicaid Services has approved the Spine IQ Low Back Pain Registry as a qualified clinical data registry for the Physician Quality Reporting System (PQRS) in 2016.
Believe it or not, an estimated one-third of your patients have eaten some form of fast food within 24 hours of their appointment with you.
Kansas Achieves Licensing Law
Kansas Governor Sam Brownback signed House Bill 2615 into law on Friday, May 13, 2016. HB2615 includes provisions for the licensure of acupuncturists in the state of Kansas.
Treating Hip & Groin Pain With Abdominal Release of Upper Lumbar Nerve Impingements
Have you encountered patients with groin and hip pain you can't seem to solve? You know it's not a worn-out hip; you suspect the pain is somehow connected to the spine. But somehow, you just can't help them break through.
An MD Who Understands the Opioid Epidemic
Doctors of chiropractic have an important role to play in ending the opioid epidemic and dealing with chronic pain by conservative means (see our top story in this issue) – but who's to blame for opioid dependence and abuse in the first place?
Chronic Pain: Become Part of the Solution
I have lectured to more than 7,000 chiropractic physicians over the past five years regarding the chronic pain and opioid epidemic in this country.
An Emerging Partnership Model
Maryland University of Integrative Health (MUIH) has educated integrative health and wellness practitioners for the last 40 years, originally as an acupuncture clinic and school. The institution's transformative, relationship-centered programs integrate traditional wisdom with contemporary science
Introducing the Acupuncture Today Digital Edition
In response to the changing habits of our readers, Acupuncture Today will introduce a digital edition of the publication (in addition to our print edition) beginning with the August 2016 issue.
Sit or Stand? Analyzing a Mixed Message
I'm more than a bit confused. At my age, that seems to be a rather common occurrence. However, today more than ever, I'm getting a mixed message.
Insuring Quality Control in Herb Importation: An Interview with Wilson Lau
Wilson Lau is the vice president of Nuherbs, a Chinese herb importation company based in San Leandro, California. Before joining Nuherbs, he trained as a lawyer specializing in FDA law.
Tai Chi Documentary Premier
First Run Features recently announced the world theatrical premiere of Barry Strugatz's documentary The Professor: Tai Chi's Journey West, which premiered last month at the Laemmle Music Hall in Los Angeles.
Three Tips to Help You Analyze the Acupuncture Case Studies of the NCCAOM Exam
Confirm the answer quickly by the elimination method. Case study:
After two treatments for back pain, a patient presents for a third
session complaining of rapid breathing and wheezing that is made worse
during cold weather.
Acupuncture Muscle Trigger Point and Oriental Medicine Sports Therapy
It is difficult to ascertain the internal condition of professional basketball player Lebron James during game one of the 2014 NBA finals, in which he developed debilitating muscle cramps that led to his premature removal from the game.
The Pertinent Negative
We all have to perform evaluations on patients. Most of us don't like doing it – exams take time, and worse it takes even more time after the evaluation to put together a narrative summary of the findings. Sometimes, this process becomes downright tedious.
Beating the Odds: Interview With Para-Powerlifter Adeline Dumapong-Ancheta
Since October 2015, the FICS Foundation, the charitable organization affiliated with the International Federation of Sports Chiropractic (FICS), has been supporting disabled athletes internationally.
Multivitamin Supplement May Reduce Breast Cancer Recurrence
There is a great deal of controversy regarding the value of multiple vitamin supplements in cancer prevention.
Adventures with the San Jiao
Those of us who have been in practice for several decades relish the way meridians and points reveal new diagnostic clues and new insights. I love to encourage my students to see this as an adventure that goes way beyond the textbooks.
A Long-Overdue Win for Oregon Medicaid Patients - and the Implications for Other States
Beginning July 1, 2016, Oregon Medicaid patients with spinal pain (cervical, thoracic, lumbar, pelvic) who are determined to be low risk based on a biopsychosocial assessment tool (STarT Back – Keele University) can receive four chiropractic visits per episode.
AOM Hospital-Based Practice: A Future Reality?
The natural evolution of health care on the planet is integrative health. We may have some challenges ahead, but based on my research, all indicators are pointing in a positive direction. There seems to be an evolving consciousness among our patient population that is "getting it."
January, 2003, Vol. 03, Issue 01
What Really Drives the Spa Industry?
By John Fanuzzi
At a recent trade show, I was talking about the growth of the spa industry when someone commented, "That would make a great story." I agree. People need to have a more in-depth understanding of what makes the industry grow.
What was the most revolutionary development in the spa industry? In my opinion, the arrival of credible therapeutic massage was the grease that helped the spa industry grow into the $10 billion industry it is today.It is the most popular treatment at American spas, and perhaps the biggest moneymaker. Touch is one of the best tools for marketing and PR. A significant milestone that boosted the credibility and growth of the massage industry was the first publishing of the four-color journal Massage Magazine in 1986. We took out its first full-page, color ad for placement on the back cover. By the next issue, more table manufacturers started advertising in four-color formats. Advertising in the trade publications is a great way for manufacturers to introduce new products. Prior to 1986, advertising had to be done in newspapers or new-age magazines, making it difficult to reach a targeted market.
As the advertisements increased, so did the educational articles. The articles were an avenue for enlightenment and industry stimulation. I have seen this process repeat itself with the emergence of each new publication; one major manufacturer advertises, and the ante is upped again. Advertisers indirectly support the articles and the networking process.
By the same measure, advertisers also support equipment innovations. For instance, it is my belief that the massage chair was the most revolutionary and stimulating product to hit the massage industry. (Thank you, David Palmer and Living Earth Crafts.) The massage chair is by far the best marketing tool for the massage therapist starting a practice. It also is a must for the day spa owner seeking exposure in the community. We started selling lightweight chairs at hair shows in the 90s, assisted by an entourage of volunteer massage therapists. Little by little, massage started showing up in salons. I honestly believe this was the beginning of the day spa culture. Companies such as Aveda jumped on the concept, and the rest is history.
As we exhibited in hair and beauty shows, we realized that most salons were trying to give a massage on the narrow, unstable European facial beds. In 1992, this led to the development of the first multi-purpose, four-panel table. This combination massage/facial table was well-received by end-users and the competition. The table took off. Today, American-made, four-panel, multiuse tables are the industry standard, offered by most of the U.S. table manufacturers.
The next major product to bridge the spa gap was the wet table, led by Touch America in about 1992. In 1994, we created a plastic-molded wet table, primarily for body wraps in a dry room. The wet table was not even intended for Vichy shower use; however, one of our favorite competitors started marketing it with a Vichy shower. That expanded the market even further. The word "spa"equates with the word "water"; the presence of a wet table in a salon only tightened the gap between the spa and the salon. The first year, we only sold two (not very good, considering our large investment in design and tooling). This is where I learned that competition can be a good thing. We now have several competitors for wet tables, but we sell about 100 times what we sold that 1st year. The competition helped create demand through marketing avenues, such as trade shows, trainings and advertising. Product companies that provide muds, algaes, salts, lotions and brushes were born, or greatly endowed. The wet table is now a standard item in the day spa.
Manufacturers and their distributors make the trade shows possible, and also spend the advertising dollars for trade magazines. When Dayspa Magazine came out Jan '96, a new plateau was reached. The more creative the competition became, the more the industry grew. Back then, massage was just massage; today, the all-encompassing concept of "spa" embraces massage; hydrotherapy and other wet treatments; aromatherapy; acupuncture; fitness; diet; meditation; and yoga. Destination spas such as Canyon Ranch have pioneered the way in body, mind and spirit technology. Many have followed in their footsteps (again, more competition). The International Spa Association (ISPA) has grown to become a premium networking organization in a very short time. Trade magazines; tradeshows; spa consultants; spa owners and operators; architects; and product designers have all been instrumental in promoting the success of spas. Their involvement also creates a demand for more products, which leads to additional industry growth.
The hotel industry also has been affected by the growth in the spa industry. Large hotel chains are undertaking major renovations to update their spas, to meet the needs of their customers. These additions include Vichy showers; lockers; expensive hydrotherapy tubs; and steam, sauna, and multipurpose rooms for massage and facials. Many hotels are adding spas for the first time, which again ups the industry ante: every hotel must keep up with the competition. When a destination resort or fine hotel such as Hilton does a complete remodel and adds a 30,000 square-foot spa, the Marriott across the street will have to do the same (or even better) to keep up. We are seeing more and more business for our spa equipment from large hotels. By the way, this is great for the whole economy - from design and construction, to equipment, products, and jobs for spa professionals.
Essentially, the progression is as simple as this: new products = more advertising; more tradeshow booths; more competition; more education; more construction; more consumable products; more schools; and more therapists = a better economy.
This leads me to my next series of 10 articles, entitled "Where's the Water?" Water, in all its therapeutic forms, may be the most important element of the spa industry today - yet many facilities that call themselves "spas" do not offer any water treatments. How important is water to the spa industry? Tune in next month to find out!
We're all looking forward to the big splash!
Click here for previous articles by John Fanuzzi.
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