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Improving Our Political Effectiveness
The November 2014 elections are right around the corner; members of Congress, governors and state legislators are all running. Now is a good time to talk frankly about our overall political involvement.
Get Ready For AOM Day
This year, AOM Day 2014 falls on Friday, (October 24th). This is a great opportunity to make your AOM Day celebration or event even bigger by extending it throughout the weekend!
The Truth About Herbs
I appreciate the effort and research put into the article written in the June issue of Acupuncture Today regarding pesticides and Chinese herbs.
The Spirit of the Point
After receiving a large amount of positive feedback on my San Zhen Protocols series, I have decided to focus this article on some relevant clinical aspects of acupuncture therapy prior to moving on to San Zhen Protocols III.
Thoracolumbar Syndrome: The Great Mimic
The thoracolumbar junction is a common area of joint dysfunction. The most obvious cause is dysfunctional breathing or lack of diaphragmatic breathing. Treating this breathing problem will ultimately be the long-term cure for the syndrome.
If You Get a Request for Records, Respond!
In our previous two articles, we discussed two of the main reasons for denial when chiropractic records are reviewed by Medicare contractors.
When Big Pharma Meets Chinese Medicine
Earlier this year, Bayer made a media splash with their decision to buy the Dihon Pharmaceutical Group Co., a Chinese TCM manufacturer.
Thoughts to Live By
When speaking to your patients about their health make sure to ponder the following points and have them assess if they are making themselves even more sick by the thoughts they have about life. Are these some of the traits and thoughts that your patients might have?
MPA Media Wins Seven Publishing Awards
MPA Media, publisher of Acupuncture Today, among other titles, has been recognized for editorial and design excellence with an unprecendented seven publishing awards by the ASBPE, the nation's largest organization for business-to-business publications.
News in Brief
NBCE Launches Computer-Based Testing Era; California Chiropractors Get Expanded DOT Exam Privileges; New Jeff Hays Documentary.
Medicalization and Mindfulness
The past several years have seen a veritable explosion of research on mindfulness. Research abstracts we've published in each issue of Health Insights Today under the heading "Mind-Body News" have increasingly reported on studies about mindfulness interventions.
The Problem With Prolonged Sitting
We need to constantly talk to our patients about spending less time sitting and about what can go wrong with poor sitting postures. The fact is we sit too long in repetitive malpositions.
Rethinking GMO: Less Panic, More Context
Some of you may have noticed that after writing parts 1 and 2 of “Genetic Modification of Organisms for Human Consumption” a while back [Nov. 15, 2013 and Jan. 1, 2014 issues], part 3 never appeared.
A Healthy Dose of Failure is Vital to Your Success
As an acupuncturist I tend to see people after they have already suffered for years and "tried everything." They are so desperate for some relief that they want to know everything about how to get better, right now.
History of Animal Acupuncture: Part II
In Part I of this article, I had gone back to 1969 and tried to describe the atmosphere and events of that year that engulfed many of the younger generation, some who were all the core members of the National Acupuncture Association.
A Glimpse Into China's Top Brain Hospital
The sounds of the city pass through the open window are overwhelming the microphone - car horns, construction machinery - and then there's the family at the adjacent bed talking loudly on cell phones, yet you can still hear the faint beep of our patients monitoring equipment.
Let the Patient Tell Their Story
Often when a patient presents with an injury, they want to tell their story. People by nature like to talk about themselves, particularly when they're worried about their health.
The Science Behind Happiness
Are you happy right now? Whether yes or no, there are a myriad of reasons why you feel that way. A whole academic discipline has developed to find out what causes or obstructs happiness, and how to amplify it.
Uncle Sam Needs You
Scrutiny into the Department of Veterans Affairs (DVA) continues to grow after efforts to reform the DVA by the former Secretary of Veterans Affairs, Eric Shinseki, were deemed "a stunning period of dysfunction" by Senate Minority Leader Mitch McConnell (R-Ky.).
Help Secure Our Future by Sharing It
The National Board of Chiropractic Examiners (NBCE) conducts one of the most comprehensive surveys of the U.S. chiropractic profession every 4-5 years.
A Commonly Missed Spinal Fixation: The Upper Lumbar Spine (Part 1)
When we think of lower back pain, we tend to think in terms of the lower lumbar spine and the SI joint. These joints and their discs are obviously important. However, we tend to miss fixations that occur just above – in the upper lumbar spine. Three questions come to mind: 1) Why is the upper lumbar spine so important? 2) Why do we miss the fixations here? 3) How can we adjust them?
Healing Community Trauma in Israel and Palestine
It's the beginning of August and Israel and Hamas have just agreed to a 72-hour ceasefire after a month of brutal fighting. In the last four weeks, 1,830 Palestinians and 67 Israelis have been killed.
January, 2004, Vol. 04, Issue 01
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.
So now your rooms are being built out, the paint is being applied, and the spa is taking shape.People you didn't know until last week are bustling around, looking to you for guidance. These are called employees, and they must be treated with care. It feels funny to be on the receiving side of all those questioning glances, doesn't it? There is a lot more to being a boss and owner than you realized.
Now that you have your staff assembled - two massage therapists, two estheticians, a receptionist/sales clerk, and a part-time cleaning person - you're ready to rev them up into a customer-pleasing frenzy, but before you do that you've got to give them the tools they're going to need to succeed. You've got to bring them up to speed on the treatments they're going to be performing - the long list of offerings that will make your spa unique and memorable. That's right: It's time to create your menu of spa services.
The Benefits Paradox
As you move forward in putting together your treatment menu, you're going to run into what I call the "benefits paradox." Simply stated, it is this: typical treatments you find on thousands of menus at spas around the world work well and offer people results, but they're boring, boring, boring! New, avant-garde treatments may be more exciting and enticing to your clients, but they might have questionable therapeutic value. What to do?
When you think of spa menus, you might get the feeling that they're all the same: so much seaweed, so much mud, so many massages, so many scrubs. You definitely don't want a cookie-cutter feeling in your spa, and you don't want to bore people. But neither do you want to offer a bunch of "fluff and buff" and "razzmatazz" that will leave your clients asking, "Where's the beef?" What can you offer that is going to excite your clients, create noticeable benefits for them, and keep them coming back?
My suggestion: select judiciously from classic spa treatments and then add your own flourishes and personalizing touches to them. This will maintain therapeutic value and add a little something extra that will charm customers.
One From Column A, One From Column B
Many Chinese restaurants offer choices of food from multiple columns, allowing patrons to select from basics such as beef, pork, or chicken, and adding in spices, sauces, and vegetables to taste. You can do something similar with your menu.
The main categories of what spa clients have come to expect include massage, of course; body scrubs; body masks of some kind (whether seaweed, mud, clay, etc.); facials; hand and foot services; and wraps (herbal, detoxifying, aromatherapy, etc.). I suggest you create a category for each of these on your menu and then customize the offerings within each category in your own unique way. For example, since your spa is called The Spa House, I would suggest breaking down the treatments into these categories: Spa House Wraps, Spa House Body Scrubs, Spa House Massage Specialties, and so on. You could, for example, offer the Spa House Energy Rebalancing Massage, and use your resident shiatsu expert to apply the treatment.
In the descriptions for each of these services you can explain the benefits and backgrounds of each. The unique title will get your clients' attention while the description will put their minds at ease, letting them know these are time-tested treatments, many of which, like shiatsu, have been used for centuries around the world. In this vein, you could offer the Spa House Relaxation Massage for Swedish, and so on. Cap off your menu with the crowning touch of something truly special, something that will enthrall your clientele-the signature service.
Your Spa's John Hancock
The signature service at any spa is what sets it apart from other spas in the area. It's what gets people talking about your place. It does not need to be something that everyone rushes to sign up for, but it should inspire conversation and generate clients by word of mouth. This is the "quality, not quantity" section of your spa menu, something truly unique that could only be offered by you. When people think of The Spa House, they should think of this treatment, and they should think of you. Because the spa is you now, Lou, in a certain sense - it's who you are. You'll want to invest yourself in this special treatment, like the signature dish of a great chef.
What's the special treatment going to be? That, I'm afraid, is up to you. Here are just a few hints to get your started thinking in the right direction:
Once you've gotten clear on what categories you're going to have available, you then run into the question of what products you're going to use, which supply companies you're going to choose and who you're going to give your business to. Use extreme caution here, for a few reasons:
Next time you write, let me know what you've come up with for your signature treatment and what products you're thinking of using. I'll do my best to help you out with any further suggestions, if I can.
Until then, take care,
Steve Capellini, LMT
Click here for previous articles by Steve Capellini, LMT.
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