resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
The Importance of Knowing Mainstream Lingo
There is a secret lingo within mainstream medicine of which the vast majority of acupuncturists and Chinese medical professionals are unaware.
Shared Mechanisms Between Computer-Assisted Mechanical Adjusting and Contemporary Acupuncture?
Can contemporary acupuncture provide clues to the mechanisms responsible for pain relief provided by computer-assisted mechanical adjusting instruments, and clarify whether certain mechanical frequency combinations are superior to others for modulation of acute peripheral pain?
News In Brief
Pacific College of Oriental Medicine obtains grant funding from NIH; Yo San University of Traditional Chinese Medicine Announces New President; Kentucky Gets Licensed; PCOM Receives Approval from WASC to Offer FPD.
Vibrational Medicine: Frequency Micro-Current and Color Acupuncture
Vibrational medicine involves the application of various forms of energy frequencies to the body for pain relief, healing and rejuvenation. Vibrational medicine will become a major growing trend in our medical systems for the following reasons:
Halt Allergies With Moxibustion Therapy
An allergy is an immune system disorder in which the body is hypersensitive to normally harmless substances in the environment.
"Doctor ... Always Do the Right Thing"
So says "Da Mayor" in the iconic Spike Lee movie. As a fresh grad questioning in-network versus out-of-network, it struck me that some doctors have explicitly skirted the issue, while others have argued adamantly for the latter and "sticking it to the man."
New Leadership Era at the WFC
The World Federation of Chiropractic recently announced not only a new president, as is customary every two years, but also an incoming secretary-general, marking the first time since the WFC's inception in 1988 that someone other than David Chapman-Smith, Esq., will serve in that capacity.
Medical Qigong for the Heart: Part I
According to the Center for Disease Control and Prevention, heart disease is the leading cause of death in the United States, affecting people of all ages and backgrounds. Coronary heart disease, in just the United States alone, costs close to 109 billion dollars a year.
We Get Letters & E-Mail
Imagine What More Could Be Achieved With Your Support; A Lesson in Hygiene: What Do You Do in Your Office? Open Letter to the Profession.
Employers Need Chiropractic First and Sooner
From the Journal of Occupational and Environmental Medicine comes a study that gives excellent direction to employers (and insurers) regarding the management of low back problems (LBP).
Medial Knee Pain: 11 Potential Causes (and Corrections)
We have all seen patients with medial knee pain that either has no traumatic origin or lasts well beyond when it should be resolved. How can we help these patients? Here is an overview of clinical scenarios and how we can provide conservative care.
CRREW Rallies for Ongoing Acupuncture Relief Effort in the Philippines
On November 8, 2013, Typhoon Yolanda (Haiyan) made her way through the Philippine Islands, leaving in her wake at least 7,000 people dead, millions homeless and complete communities destroyed.
The Boston Benevolent Chiropractic Clinic: Standing Up for the Needy
Our chiropractic assistant, Bridget, greeted an arriving patient at the Emmanuel Church in downtown Boston. She said, "Hi, Michael, good to see you. It's been awhile. Have a seat and Dr. Ken will see you soon."
Changes in Herbal Medicines from Ancient Times to the Present
The classical literature of Chinese medicine remains highly relevant in the modern era, as many of the basic theories and herbal combinations emphasized in clinical practice were first established in texts that are nearly 2000 years old.
Low Melatonin Linked to Risk of Advanced Prostate Cancer
Epidemiological and experimental studies suggest the hormone melatonin, which plays a role in regulating the sleep-wake cycle, may play a role in the development of prostate cancer, as lower melatonin levels have been associated with an increased risk of prostate (and breast) cancer.
Don't Trust What a Patient Says
When a patient presents to the office for care, they typically have a specific complaint in mind – lower back pain, whiplash, sinus congestion, sciatica, etc.
Deciphering the New CMS-1500 Claim Form
Q: I am confused about how and when to use the new 1500 form, particularly block 14 and block 15. What is required and how do I properly fill out these fields? And do I actually have to use this new form or may I continue using the old version?
News in Brief
D'Youville Vet Program Gets High Praise; A Moment of Silence for Dr. Paul Reginald ("Reg") Hug.
Home Sweet Medical Home
While the Affordable Care Act (ACA) has received its fair share of praise and criticism since its adoption, few question the value of its emphasis on collaborative, patient-centered health care.
The Search for the Origin of the Wiggle Technique
When Bob had adjusted me previously, most of the time I knew what he was doing. But this time, he had me lie on the treatment table in the usual side-posture position, and he "wiggled" my sacroiliac with the fingers of both hands, while stabilizing my pelvis with his forearm.
Working With The Yuan-Source Level: Resonance and the Extraordinary Vessels
How do we stay fresh with our medicine? As healers, how do we balance our medical selves with creative artistry? Chinese Medicine is not a fixed dogmatic entity, but a living system, reliant on a mysterious force called "resonance."
Don't Trust What Your Patients Say
When a patient presents to the office for care, they typically have a specific complaint – lower back pain, whiplash, sinus congestion, sciatica, etc. They are often not interested or engaged in what they consider "unrelated" personal health history.
Replenishing and Restoring Jing
I learned an important principle from my great Taoist Master Sun Hak. He taught me that all people "leak" Jing, and that we can mitigate or stop this leaking, and as a result strengthen our life force, develop enhanced adaptability and lengthen our life.
Wellness: A New Buzzword at the Aging in America Conference
Aging in America is "the nation's largest gathering of a diverse, multidisciplinary community of professionals in healthcare, social service, government, business and philanthropy with expertise in providing services and products for older adults."
August, 2003, Vol. 03, Issue 08
By Steve Capellini, LMT
Author's Note: The Spa Letters column features news, personality profiles, trends, and plenty of professional possibilities for LMTs in the spa industry. The style is epistolary, meaning the articles are letters to a fictional massage therapist friend of the author.
The spa that was in your dreams a few months ago is now just weeks away from opening! Things are happening awfully fast, aren't they? I bet you never thought you'd have such a huge number of items on your "to-do" list.Brace yourself; it doesn't slow down for quite some time now.
You've laid the groundwork for a successful business by coming up with a mission for your new spa, something you and your partner, Barbara, believe in and hammered out as a team. You've incorporated your spa as a legal entity, and you've got a new name. It wasn't that hard was it?
It's like having a whole new identity, isn't it? You've got a new checkbook, new business cards, new stationary and a new logo. I'm glad my suggestion to try "automatic writing" worked for you in finding a name for your new spa. You and Barbara had some shared ideas on what you wanted to include in the overall spa concept, but you couldn't come up with a way to synthesize them into one simple name.
Let's examine them: First, you wanted to capitalize on the location-a beautifully renovated Victorian house right in the middle of the downtown-shopping district. Next, you wanted the spa's name and look to say something about your belief in natural, organic products and treatments. Finally, you wanted your spa's identity to reflect your personal journey, the way you and Barbara moved up through the spa ranks and put this unique vision together. So, you took this jumble of words and phrases, tossed them around, and started writing without stopping or censoring your thoughts until something clicked:
And voila, there it was. Even though you and Barbara continued to fill in a full 100 entries on your list, there it was - number 6: "The Spa House." Sweet and simple: A home away from home where people can go to enjoy all-natural treatments. You settled on a Southwestern color scheme of sandstone, terra cotta and umber to reflect the earthy and organic properties of your chosen ingredients. Your logo is a simple child's drawing of a house with two figures in front holding hands - a symbol of the friendship between you Barbara.
I like it, Lou. Some of the graduates of my spa certification class have inspired me in a similar way with the creative and unique names they've come up with for their new spas. One woman wanted a place where spa guests could bring their pets to get groomed in an adjacent facility; she called it the "Doggy Day Spa." Another man, who was a paramedic prior to becoming a massage therapist and opening his mobile spa-on-wheels, named his "Back Savers to the Rescue." The cutest one was the couple that plans on opening a joint dude ranch and spa. They specialize in those wanting to ride horses and relax. The proposed name is "Just Horsin' Around"; their logo is a horse in a hot tub.
Out of Identity, a Mission
You've naturally found your mission within your new identity as The Spa House, Inc. It's a short phrase you can post on your wall and include in your literature and on your Web site. I like this mission statement as much as I like your new name: "The Spa House uses top-quality natural ingredients and world-class service to make each visitor feel at ease and at home, improving the health and well-being of the entire community."
It's good; you've gone beyond the narrow view and broadened your stated mission to help everyone in the community, not just your target audience. Of course, those of us in the spa industry are aware that when we treat an individual, we're also making an impact on his or her family. In turn, that family impacts other families, and the whole community. You can also - as do many spas - dedicate some of your efforts (and profits) to the community and chosen charities.
Remember, the more you connect with the underlying reason for building your spa and starting this new venture, the more successful you'll be, in the truest sense of the word. To get lost in profit-making alone may leave you stranded in a place you do not want to be. Look to your mission statement often as a life preserver in future months; while navigating treacherous waters.
The Unique Selling Proposition
That said, let's be real, here, too. You can't save the world if you go out of business! You also need to have a good handle on what you're offering to people so they'll want to buy it.
One of the quickest and easiest ways I've found to get the word out about a new business is called the "Unique Selling Proposition" (USP). It's also been called the "elevator speech" because it's a short "sell" that can be told during a brief elevator ride. It goes like this: First you start with a problem (you know how _____?); then you offer a solution (well, my business _____). It's that simple. Consider this example for a computer repair business: "You know how your computer freezes sometimes and you have to waste time rebooting or even suffer a loss of valuable data? Well, I come to your location and in just twenty minutes adjust your computer so that never happens again, money-back-guaranteed."
What would your response be to that person? You'd likely ask for his or her card. You might possibly become a customer. You need to think of something similar to get people to visit your spa. Think in terms of problem/solution or need/fulfillment.
Why don't you write down the USP for The Spa House and send it to me in your next letter? (maybe even on your stationary!) I know how busy you must be now, in the midst of a whirlwind of color schemes; decor decisions; furnishings; supplies; equipment; pre-marketing; and another crucial issue: people! That's right; several new people are about to come into your life. They are often called employees, but make no mistake - they have lives of their own and can take up a lot of your time if you don't learn early on how to manage them appropriately. I'll talk a little about them next time I write.
You're already getting a taste of life on the other side of the manager's desk; it's not as simple as you thought it was while you were an employee at the resort spa, right Lou?
Until next time,
Steve Capellini, LMT
Click here for previous articles by Steve Capellini, LMT.
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