resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Put the Social Back Into Social Media
Social media is more than a passing fad, it is definitely here to stay. Social media apps and channels of distribution may evolve, but the concept of social media is now big business and a part of all our lives.
Neuroscience: Where Western Medicine and Chinese Medicine Can Come Together
The recent advances in neuroscience are truly incredible. With this expansion of scientific knowledge, I would like to see even more research into the neuroscientific basic of acupuncture and Chinese Medicine.
Are You Really a Healthy Eater?
I always giggle a little bit (to myself) when someone comes into my office and informs me that they are a healthy eater. What exactly does that mean? Does that mean they eat sugar in moderation? And what's that, exactly?
Old TCM Sayings: Treat the Front to Treat the Back
Chinese medicine college was, and always will be, a memorable time. It was a time of massive personal and professional growth.
Online Efforts That Convert Traffic Into Patients
Most chiropractors are using "dinner with the doc," "refer a friend," customer appreciation days, grand openings, health fairs, chamber of commerce meetings, and other networking events to get new patients.
It might have been a miserable start to the day in the heart of downtown San Diego. A heavy rain had soaked the large homeless population congregating near the intersection of Third Avenue and Ash Street as they waited for a free breakfast to be served at the First Lutheran Church on the corner.
Reflections: The Art of Teaching Asian Medicine
Over the past three decades, my global workshops have been translated into German, Swiss German, French, Romansch, Spanish, Lithuanian and Xhosa. Time to offer you new teachers a few tips!
Case Histories from Bali: Treating Balinese Chidren with TCB and Shonishin
When I moved to the island of Bali in 2005, I offered my services in Bumi Sehat, which means Healthy Mother Earth, a free birthing center for poor and disadvantaged local women located in Ubud.
A New Era of Injury Awareness Means a New Focus on Prevention
Despite a dramatic Super Bowl last month, the National Football League has taken quite a few hits lately concerning player injuries, particularly concussions.
The Conscious Evolution of Healing, Part 2
The idea of transmission is very important in the Chinese medical classics. According to author Claude Larre, the ancient Chinese were highly interested in the connection between things. Nothing was looked at as an isolated entity.
Acupuncture and Homeopathy: Bioenergetic Brothers
Acupuncture and homeopathy share an important healing principle: bioenergetics. "Bio" means "life," so bioenergetics is literally "life energy."
The Easy Way to Learn How to Document ICD-10
The 2015 Work Plan for the Office of the Inspector General (OIG) includes a focus on chiropractic services. This means chiropractors can expect to see more audits and reviews in the coming year because private payers pay attention to the OIG's focus as well.
What's Triggering That Point?
An orthopedic friend recently saw a patient of mine. He felt an injection of a trigger point (TP) at the upper trapezius and surrounding areas was necessary, since that was the patient's area of chief complaint and there was a tender, radiating nodule.
Finding Balance in the Clinic
This past December, I celebrated 11 years in practice. I seriously don't know where the time went. I feel beyond blessed and grateful to be practicing our profound and beautiful medicine and to be helping guide my patients restore a state of optimal health.
The Top Seven Website Mistakes Clinics Make
The majority of acupuncture clinics finally have a website for their business. Having a website is crucial for being found online through Google, Facebook and review sites like Yelp.
Leg Length and Pelvic Fixations
A common component of low back pain is sacroiliac joint dysfunction. Signs of SIJ dysfunction can include fixation with reduced range of motion, and localized pain or joint laxity and inflammation.
Adjusting the Occiput on the Atlas
You may never see a particular set of patients in your office – the ones who are either afraid of neck adjustments or have had a bad experience. A vast majority of those who had a bad experience did not have a life-threatening vascular event.
It's Time to Create a Strong Acupuncture Footprint
Footprints in the sand. Footprints in the snow. Where do these footprints go? Some are big, some are small, but footprints are made by all.
Connections Worth Making
"If most doctors are like me, [they are] isolated physically and professionally. I do not make the time to connect with other doctors and also a lot of doctors do not want to be connected for a lot of reasons. Dynamic Chiropractic keeps me grounded and connected.
We Get Letters & E-Mail
We Have Come a Long Way – But There's a Long Way to Go; Grounded and Connected.
August, 2004, Vol. 04, Issue 08
Profitable Massage...But Not For You!
By Cliff Korn, BS, LMT, NCTMB
Thanks to everyone who wrote to ask why I left Massage Today! I didn't leave, of course, but many of you expressed surprise at finding last month's editorial written by Managing Editor Rebecca Razo instead of by me.It was flattering to get so many expressions of concern, and I apologize for not adding an explanation to Rebecca's excellent article, which gave me a needed break. So, like it or not, you are still subject to my thoughts and opinions, because I'm here for as long as MT will have me!
Getting right to it for this month, I'd like to ask you to hop on your computer, open your Web browser, and check out www.worldchiropracticalliance.org/tcj/2004/jul/ricchio.htm. If your sensibilities are even remotely similar to mine, you'll find it akin to dumping a bottle of hot sauce on your ice cream - it will make your nose wrinkle up right before your ears start to steam. The article is by Dr. Geoff Ricchio, a chiropractor who "advises" other chiropractors how to create profitable massage programs. In my estimation, Dr. Ricchio appears to be a genuine walking, talking ethics void! He also appears to want to ride your back all the way to the bank.
Some clues to his smarmy business practices are his advertised phone number (831-GET-PAID) and his moneymaking program named the "Rub Club Massage Income System." My first inclination was to ignore this individual as an isolated bump on the continuum of ignorance, but then I read his bio, which says the "Rub Club" is used by more than 600 chiropractic clinics nationwide; moreover, his article was published in a journal touted as being "Read and respected by more doctors of chiropractic than any other professional publication in the world." His preposterous statements to that large an audience deserve to be challenged!
Dr. Ricchio outlines six points ("Ricchio's Rules") for creating a profitable massage program. Three of the six are valid: He suggests creating a low-cost massage therapy program in a chiropractic office for the general public; he suggests it is wise to have the massage program available as part of a wellness program for the business community; and he suggests making massage available seven days a week to meet the scheduling needs of the public, as well as to generate passive income. I have no problems with those concepts.
Where Dr. Ricchio shows his true feelings related to massage are in his first three "rules," which I quote below:
The first rule isn't a rule at all but an opinion of you and me, and very likely a reflection of what a delightful man he is to work for! Rule two is indicative of Dr. Ricchio's feelings on the limited value of massage for anything other than filling his pockets. It is about as valid a point as suggesting that no one should ever pay more than $5 for a chiropractic adjustment. The third rule asks that chiropractors engage in discriminatory hiring practices. Sure, he says he knows it's "wrong" (not to mention illegal!) but suggests chiropractors do it anyway. I'll bet that violates an ethics or standards of practice document somewhere!
The reason for all these suggestions is made clear near the beginning of his article. He states, "I have used massage therapists in my practice for the last 18 years and found them to be an incredible adjunct, not only contributing to improved patient retention but increased income, as well." Isn't it strange that beneficial patient outcome isn't listed as one of the reasons to use massage therapy in a chiropractic setting, but merely for patient retention and increased income? He misses the most important part of why massage therapy and chiropractic share such a symbiotic relationship! It's about the patient, not him!
The complementary/alternative/integrative (pick one!) medicine movement has enough problems proving its credibility. Dr. Ricchio is likely to turn a discerning public away from chiropractic care, but I'll let that industry worry about its own health. My concern is that his espousal of the misuse and abuse of massage therapists will give the public a poor first taste of the abilities and potential for massage therapy as a wellness intervention. That adversely affects all of us! I asked several chiropractors I know to give me their opinions of Dr. Ricchio's article, but a tight deadline didn't allow them respond fast enough to get included in this editorial. I'm hoping that they get back to me with expressions of distaste for the concepts promoted by Dr. Ricchio.
Many of us who have worked for chiropractors or who regularly get referrals from chiropractors know just how well the two interventions work in concert toward optimum health. My suggestion to those of you courted by "Ricchio's Raiders" is to be very, very unavailable.
Thanks for listening!
Massage Today encourages letters to the editor to discuss matters relating to the publication's content. Letters may be published in a future issue of Massage Today. Please send all correspondence by e-mail to , or via regular mail to:
Former editor of Massage Today, Cliff is owner of Windham Health Center Neuromuscular Therapy LLC. He is nationally certified in therapeutic massage & bodywork and is licensed as a massage therapist by the states of New Hampshire and Florida. Cliff is a member of the International Association of Healthcare Practitioners; a professional member and past president of the New Hampshire chapter of the American Massage Therapy Association; a certified member of the Associated Bodywork & Massage Professionals, Inc.; and a past chairman of the board of directors of the National Certification Board for Therapeutic Massage & Bodywork.
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