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Lab Rats (Roaming the Streets)
The title of this article is an accurate description of American consumers (regardless of age) in the modern era.
Taking Another Step Toward a Secure Future
In 2008, the Council on Chiropractic Guidelines and Practice Parameters (CCGPP) released a literature review on chiropractic care for low back disorders.
The MRI: What to Do With the Results
As I wrote in my previous article on this topic, it is my goal for you, the doctor, to be an expert in interpreting MRI images yourself; and to be able to independently make decisions based upon a combination of clinical presentations and findings, followed by the MRI images.
Do Doctors Lie to Patients? (Do You Lie to Yours?)
In a previous column ["When Patients Lie (Bribe or Flatter)," Oct. 1, 2015], I discussed the issue of patients lying to doctors, and the many reasons why this can occur.
The Clinical Versatility of Milk Thistle (Part 2)
Evidence is growing that the silymarin complex of flavonolignans from milk thistle can impact serum ferritin and iron overload in various clinical circumstances.
RAND Study Recruiting DCs
Dr. Ian Coulter, RAND / Samueli chair for integrative medicine and senior health policy researcher for the RAND Corporation, has issued a call for participation, recruiting doctors of chiropractic for a practice-based research study that will examine "the impact of evidence, outcomes, costs and patient preferences on the choice of treatment for chronic low back pain and neck pain."
Is There a Neurological Basis and Correction for Macular Degeneration?
Macular degeneration, aka AMD (age-related macular degeneration), is a common eye disease and a leading cause of blindness in people age 50 years and older, according to the National Institutes of Health National Eye Institute.
Chiropractic Around the World: WFC Country Reports December 2015
The following country updates are reprinted with permission from the December 2015 World Federation of Chiropractic (WFC) Quarterly World Report. Information is excepted for space and edited to DC-specific style guidelines.
The Roots of Insomnia
One of the most common clinical presentations is insomnia. Next to digestive disorders, sleep disorders are one of the most common complaints the clinician will encounter in daily practice.
Enhancing Performance in Cross-Fit Athletes
Cross-fitness centers are expanding in number and increasing in popularity. To remain relevant to this growing portion of society, practitioners need to learn about the exercises and injuries common to this group.
Integrative Medicine Can Shape the Profession
As the AOM profession struggles to define the role of "integrative" medicine within their practices their schools and organizations, students, faculty, alumni and administrators at schools wrestle with discussions of how much, where, how, and what to "integrate."
Treating Pain: The Hypermobile Coccyx
When I write about the coccyx, I recognize that I am talking about a relatively small subset of patients. When I write for Dynamic Chiropractic, I am trying to reach 60,000 chiropractors.
Ethics: The Glue That Holds Us Together
Kudos to the National Certification Commission for Acupuncture and Oriental Medicine (NCCAOM) for creating a code of ethics for the nationwide profession and for deciding to make courses in ethics a requirement for certification renewal.
How to Humanize Your Content to Create Stronger Relationships
Content marketing is about building relationships, whether that is through updates on social media, offers on your website, blog posts, email campaigns, or even printed material. Now days a business needs to make a human connection.
East Meets West
Gung Hay Fat Choi. Welcome to the year of the Monkey. There will be fireworks for both January and February this year. What great celebrations.
Billing and Coding for Moxibustion
Q: I am trying to locate a code for cupping and moxibustion, and have had various fellow acupuncturists indicate that they bill using the existing codes for heat, 97010 hot packs or 97026 infra-red for moxa and 97016 vasopneumatic device for cupping.
Yo San University Helps Make LA Communities Healthier
An element of healthcare training often overlooked is the residual benefit to communities served by Acupuncture and Oriental Medicine (AOM) schools nationwide.
Diet, Nutrition and the Context of Risk (Part 1)
Food and supplement safety is a topic that often comes up when I speak to chiropractors for CE relicensing, even when it is not the advertised subject.
Changing the Cultural View of Medicine
Many hospitals in the U.S. are incorporating integrative clinics that include Traditional Chinese Medicine. Cleveland Clinic has led the charge for adding a traditional Chinese herbal medicine clinic to their existing acupuncture program.
Window of the Sky Points
The acupuncture points known as Window of the Sky are a modern creation. There is no reference in Chinese medical texts for an acupuncture point category called Window of the Sky.
Asking the Insurance Rep the Right Questions
One of the first or last questions a potential patient often asks is: "Do you take insurance?" An ill-informed or optimistic, "yes" can result in delayed or non-payment. Instead, just say: "Let me check if you are eligible first."
Percussion Therapy: An Experiment
My study of qi began more than 20 years ago — long before my study of TCM, points or pathways. It all started with an awareness in my hands and physical manifestations in the way of blockages while working on clients.
Interprofessionalism: What it Means and Why You Should Care
Interprofessionalism in education and in practice is a growing trend across health care in the United States. The idea that team-based care and collaborative practice can improve health care has been around more than 50 years.
From Antiquity to Modernity: Huang Qin Tang at Yale Medical School, Part 1
Traditional Chinese medicine is a coherent medical system with several unique characteristics: it originated almost 3,000 years ago; in its area of origin, it has been practiced without interruption since its inception.
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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