resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
4 Things Every DC Should Know About Levels of Care & Prevention
As health practitioners, we help people with their health problems and assist them with health promotion and disease prevention.
Correcting Rib Dysfunction: Improve Patients' Pain, Posture and Breathing
As chiropractors, we tend to focus on the spine, and rightly so. Many problems our patients face can be corrected by manipulating the correct spinal level.
ICA Goes on the Vaccine Offensive
Have you watched the vaccination documentary, "Vaxxed: From Cover-Up to Catastrophe," by Andrew Wakefield MD, director, and Del Bigtree, producer? This is the documentary Robert DeNiro was pressured to remove from his Tribeca Film Festival.
Paperwork Done Wrong, Done Right
I was visiting a doctor's office recently and a member of his staff brought a stack of forms to his private office and laid them on the doctor's desk. She informed him he needed to complete the forms for patients and a few third parties.
Getting Unstuck: Healing From Trauma With TCM, Qigong & Movement
We all come into this world vulnerable, with seeds to grow into our strength. Some of us — through a combination of good fortune (i.e., family and culture we are born into, constitutional inheritance, or ability to learn) grow with minimal interruption from traumatic injuries and experiences.
Reader Beware: Consider the Source
The aftermath of last year's presidential elections brought a running conversation on the role played by "fake news" that was largely presented via social media.
House Calls With Dad
My father was a chiropractor and he did house calls. On Wednesday nights, while my mother attended the weekly women's meeting at the Odd Fellows and Rebekahs hall in our small town, dad loaded up the portable adjusting table, fired up the Pontiac and drove off to treat a few patients in their homes. I went with him.
Chiropractic in Texas Is Under Attack
The profession of chiropractic faces an unprecedented challenge in Texas, an attack that is more aggressive, sustained and dangerous than anything previously seen. The medical lobby has launched a coordinated, multi-front assault.
Treating the Lower Pelvis (Pt. 2): Midline Structures and Fascia
My previous article [October 2016 issue] outlined evaluation and treatment of pelvic issues involving the sacrotuberous ligament and the pubic symphysis. Now let's discuss two case studies that illustrate how to address additional problematic areas of the pelvis.
Helping Patients With Parkinson's Disease
Parkinson's disease (PD), a long-term degenerative disorder of the central nervous system that mainly affects motor function, has a slow onset over time.
Waist Circumference: A Conversation Starter
New estimates suggest more than two-thirds of Americans are either overweight or obese. The medical significance of this statistic is astounding.
TCM & the Caregiving Population: Treatment Considerations & Our Vital Role
Informal caregiving is increasingly a reality for many Americans who find themselves providing unpaid care for a loved one or a family member with a long-term, terminal, or chronic illness.
Latest Cassidy Study on Stroke Risk Published
The latest study to investigate whether a unique association between chiropractic manipulation and risk of cervical artery dissection / stroke exists has yielded similar encouraging findings, with the authors noting "no excess risk of carotid artery stroke after chiropractic care" and no significant risk difference between patients receiving care from a DC or a primary care medical provider.
The Large Intestine Official
The large intestine (AKA colon) is the great eliminator, or as J.R. Worsley called it, "The Drainer of the Dregs." Dregs are defined as the remnants of liquid with its sediment left in a container, or the basest, least valuable portion of anything.
VF Works / DMX Works Epilogue: Almost Two Decades Later, the Lawsuits Continue
An article in the March 8, 1999 edition of Dynamic Chiropractic examined whether then-VF Works / Nu-Best Franchising was selling its franchises illegally to doctors of chiropractic.
Near-Infrared Therapy for Diabetic Neuropathy
The pain experienced by people with diabetes is a symptom of diabetic neuropathy. The impact on quality of life is significant. Pain makes walking difficult, sleep troublesome, and eventually contributes to a decrease in social interaction.
Spiritual Initiation: Opening Your Higher Healing Abilities
People drawn to the field of acupuncture and Oriental Medicine tend to be those who march to the beat of a different drummer.
Gather & Grow
I recently attended a faculty seminar held by one of the acupuncture schools. There was a facilitator who led us through some very interesting experiences. The attendees were a diverse group with varying opinions.
A Brief History of Acupuncture and Oriental Medicine Doctoral Programs
A doctorate in acupuncture and Oriental medicine has been a goal of the profession since its beginnings in the late 1970s. At that time, however, the maturity of the educational institutions and the regulatory environment made it a goal with only a distant completion date.
Advancing the "Whole Organ" Spine Model
Historically, the human spine has been organized by body region utilizing specific anatomical landmarks and transition zones.
News in Brief
The American Association of Acupuncture and Oriental Medicine (AAAOM) board members recently met with the Korean Customs Service, which is similar to the FDA, to discuss herbal safety and importation issues.
AOM Residency at NUNM
Imagine you're a recent acupuncture graduate, worried about making enough income as you forge your new career and seek more in-depth training in a particular treatment style.
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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