Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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Integrative Sports Medicine
One of the most rewarding and challenging clinical scenarios is the treatment of athletes.
Fish Oil: A Key Component to Positive Clinical Outcomes
Patients seem to be presenting with more complex problems, and many are responding to care more slowly or have completely unexpected results. Why?
Online Marketing Basics: Website Creation
The various online marketing options make it a challenge, especially when all you want to do is help your patients feel better. With such a broad topic, I'm going to share some basics you should know about website creation.
ASA Ready to Impact Profession
The American Society of Acupuncturists (ASA) is a 501(c)6 (pending), not-for-profit collaboration among state based, acupuncturist professional associations.
Healing Trauma: Cultivating Resilience and Presence Through Mindfulness, Part 1
All humans, by the very nature of being human, will experience moments of trauma and suffering. What, then, makes the difference in how the individual who experiences trauma, suffering, and spiritual loss reacts to such experiences?
What to do When Today Sucks
Have you ever had one of those days when nothing went the way it should have? The patient with migraines got worse instead of better from a treatment similar to one you've effectively used on him before.
It's Time to Wake Up
It is time for this profession to wake up and tell someone about the healing benefits of acupuncture. This is the time for Asian Medicine. Its popularity, growth and unusual acceptance is nothing short of amazing.
Healing the Core: AWB Nepal Earthquake Relief Project
With almost 9,000 people killed during the earthquakes in April and May, another 23,000 suffering injuries, hundreds of thousands left homeless when entire villages collapsed, and many sacred sites destroyed, no one in this country of approximately 28 million has been left untouched by the disaster.
Relationship Marketing: A Modern Approach
Remember when you used to get real letters in the mail? Not the automated type, but the real deal, hand written with a personal message just because someone was thinking about you? You know what I'm talking about.
The Ethics of Herbal Prescribing
While teaching ethics classes, I often encounter licensed acupuncturists who are surprised that our use of herbs and supplements has a specific section in the material. It is often an aspect within ethics that clinicians don't think of in practice.
Aetna Updates 97140 Policy
In a development the Association of New Jersey Chiropractors is calling "a resounding victory for chiropractors nationwide," Aetna Insurance Company has updated its national reimbursement policy regarding 97140 (manual therapy), reaching an agreement two years after the association filed a declaratory judgment suit in federal court against the insurer.
Treat Every Patient as an Athlete
Frontal-plane movement pattern dysfunction can set the stage for musculoskeletal injury. Frontal-plane stabilization is essential during the normal activities of daily living: think single-leg stance and gait cycle.
News in Brief
Support of F4CP Continues With Latest Donations; Walter Reed Honors Dr. William Morgan; Recognizing 40 Years of Public-Health Activism; Allstate Decision Reversed.
Lower-Extremity Overuse Injuries: Primer on Causes and Corrections
From ankle sprains to stress fractures, shin splints to plantar fasciitis, the research is clear: These common overuse injuries of the lower extremities – among dozens of others – may be related to abnormal foot function in your patients.
ICD-10 Is Not Scary (and Not About Billing)
In my 13 years of consulting with doctors on billing and coding matters, ICD-10 has aroused the biggest combination of misguided fear and ignorance I can remember.
Patient Retention Techniques
When talking about techniques to grow your business, we tend to focus on the "large" aspect of the patient base, that is, on strategies to attract new patients. However, it is important to remember that "loyal" is equally, if not more, important.
Making Public Health a Chiropractic Priority
As highlighted in this edition's News in Brief, Rand Baird, DC, MPH, FICA, FICC, editor and occasional author of our long-running column, "Chiropractic in the American Public Health Association", was recognized by the organization recently for 40 years of membership.
Preaching to the Choir: How to Extend Our Reach Beyond the CAM Community
Professional conferences offer unique opportunities to network, be exposed to cutting-edge innovators, share your interests and work, and be inspired.
An Unexpected Superfood: All About Eggs
About 40 years ago, excessive dietary cholesterol was labeled a public health concern. Specifically, it was thought that there was a causal link between consumption of cholesterol-laden foods and increased risk of heart disease.
A War You Can Help Patients Win
The average American consumes approximately 60 percent of calories from sugar, flour and refined oils. A donut is a good example of a so-called "food" that represents these calorie sources.
Teaching Qi Gong to Children
Many of us have come to embrace Qi Gong or Tai Chi practice as a regular part of our lives. Qi Gong has been a stabilizing factor in my life for the last twenty years.
Treating LBP in Golfers: Beyond Basic Assessment
The drive to master the most efficient swing demands a tremendous amount from the lower back. Maintaining stability in a flexed posture, supporting torso rotation and repetitively supporting the golf swing all put the lower back in a vulnerable position.
Technology Meets Practice: Chiropractic Every Day
About a year ago, I had an interesting conversation with a DC who made house calls. When I asked why, she was quick to explain she learns much more about her patients when she sees them at home than she could ever observe in the office.
Acupuncture Treatment of Trauma in the Canine
From 1972 until 1976, John Ottaviano and I were treating dogs at five different veterinary clinics in the Los Angeles county area. Usually, we were at a clinic for seven to eight hours.
Data: The New Frontier in Health Care
Your practice is empowered with the data you need to improve patient health, run a more efficient (read: profitable) practice, get paid in timely fashion and help show the efficacy of chiropractic on the national stage in the midst of sweeping changes in health care!
Learning the Transformative Language of the Channel System: The Sinew Channels
The Chinese medical classics describe the energetic terrain of the body in much detail. The acupuncture channel systems, as presented in the Ling Shu illustrate the various expressions our qi energy can take.
September, 2004, Vol. 04, Issue 09
Massage Therapy Meets Corporate America
By Rebecca J. Razo
There was a time when massage therapy was considered a luxury that only the wealthy could afford. These days, health-conscious consumers from all walks of life are increasingly drawn to complementary and alternative medicine (CAM) treatment options, including massage therapy, which, according to a recent survey conducted by the National Center for Complementary and Alternative Medicine (NCCAM), ranked among the top 10 CAM therapies used by Americans in 2002.1
The American Massage Therapy Association (AMTA) notes that the number of American adults who received a massage over the previous 12 months jumped from 8 percent in 1997 to 21 percent in 2003.Additionally, the combined number of massage therapists and massage therapy students in the U.S. increased from roughly 120,000 to 260,000 in 2002.2,3
Inasmuch as this growth has helped validate massage as a therapeutic treatment option and dissolved many previously held misconceptions about the profession, some therapists have found it increasingly difficult to expand their businesses and stay competitive in the ever-growing market.
The Entrepreneurial Spirit
But resourcefulness and ingenuity has led some massage therapists and businesspeople to embark on a trend that is sure to change the way consumers see massage now and in the future: "commercializing" the business of massage through franchising, brand-naming and expansion.
Take Arizona-based Massage Envy, for example. Since its inception two years ago, the company, which was founded by John Leonesio, a veteran health club and wellness executive, has grown to 14 locations: 12 in Arizona, one in Texas, and one in Oregon, with many more in development. Operated like a standard health club, clients pay a monthly membership fee for one "free" massage, and reduced rates for each massage thereafter during the month.
Phyllis Schwartz, a massage therapist for over 15 years, had maintained a thriving practice in Minnesota, christened Keep in Touch, for several years when a combination of business growth and personal tragedy motivated her to take her practice to the next level.
She began by creating a reception area akin to a cozy living room - complete with fireplace and stuffed easy chairs - that would later become the standard design for all Keep in Touch locations. In 2002, her son Chris suggested franchising the business.
Still operated by the Schwartz family, Keep in Touch Massage Therapy Centers, Inc., opened its first franchise in 2002 and now has six locations throughout the greater Minneapolis area. 4,5
The Schwartz family would like to expand to other areas eventually, but for the time being, they are comfortable letting the business grow at its own pace. "We're in [the business] because of massage, not to make 'a billion' dollars. Our family believes strongly in massage. So, it's important to us to make sure we do this right," said Chris, the company's president and CEO, who also indicated the family wants Keep in Touch "running as efficiently as we can before going national."6
Though owning a massage franchise may not be for everyone, Colleen Steigerwald-Holloway, owner of Success Beyond Work, a business-consulting firm and book for the massage therapy profession, notes that franchising is an option that can open doors not usually available to massage therapists.
"One advantage of franchising is that part of the fee includes training on how to open and operate a massage business," she commented. "Many massage therapists don't get this information as part of their formal education, so it can increase their chances of having a successful business. Another advantage is the marketing plan is in place ... therapists are not often knowledgeable in this area."7
But even Chris Schwartz affirms that there can be a downside to franchised establishments if owners aren't careful, noting that there exists a risk of losing some of the more personal aspects of massage in a large center that is trying to build clientele.
According to Schwartz, part of the recipe for success is paying attention to quality over quantity; he also believes that those who want to own a massage franchise must do so "for the right reasons."
Though beneficial in many regards, franchising is not the only high-profile massage game in town. Some massage businesses have been profitable enough to incorporate, offer entrepreneurial partnerships, or open multiple locations, such as the wildly successful Massage Bar, which has seven locations, primarily in airport terminals, throughout the country; mobileSPA™, a national entrepreneurial buy-in that brings spa services, including massage, to clients in their homes and businesses; the Ultimate Backrub, with two locations in Chicago, which offers massage therapy, retail products and ergonomic office furniture; and the Great Metropolitan Backrub, with two locations in Minneapolis.
Annette Rondano, owner of the Great Metropolitan Backrub, believes that aggressive marketing and concentration on the business side of massage is one way to reach a larger market of consumers.8
"No matter how hard you try, it is still hard to make a good living [doing massage]," she said. This is one of the reasons Rondano devoted herself to building a brand-name massage business: to upgrade her own position as a therapist, as well as provide job opportunities to other therapists.
"My company offers massage therapy by the minute," she continued. "So if all a person wants is five minutes, they can get five minutes ... what we do is kind of utilitarian -- it appeals to the broadest spectrum of people."
Irrespective of the business approach individual therapists choose, there is little doubt that as commercial massage businesses continue to grow, the practice of massage therapy will become more accepted as a necessity and less considered a luxury.
Rondano, for one, believes that without the continued growth of more commercial massage-business endeavors, "the industry will not elevate; it will remain an 'in-your-living-room' kind of venture. This is a way of upgrading the industry."
Editor's note: For information on the other companies mentioned in this article, visit the following Web sites:
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