Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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Rethinking Musculoskeletal Pain – A Public Health Perspective
The American Public Health Association (APHA) is the world's oldest and largest association of its kind, founded more than 140 years ago and boasting over 25,000 members.
How One Little Symbol (#) Gets You More Patients
Are you struggling to get more fans or followers for your acupuncture practice? Or are looking for ways to simply connect with your patients? Or do you just want to know how to keep them engaged (comments, retweeting, liking and sharing)?
Green Tea Improves Cognitive Function in Elderly Subjects
Publishing their results in the journal Nutrients, in May 2014, researchers showed that drinking the equivalent of 2 to 4 cups of brewed green tea (or bottled tea) daily improved cognitive function or reduced the progression of cognitive dysfunction in elderly subjects.
What Does Success Mean to You?
Recently, I was asked to speak to young, budding businesswomen about running a successful business — and at first I thought, "Me? You want me to speak to others about success?!"
Leg-Length Inequality and Pelvic Fixation: A New Approach to the Negative Derifield (Part 2)
As we noted in our previous article, with a positive Derifield (+D), the doctor observes the reactive (shorter) leg in the prone position that becomes longer or "crosses over" in the flexed position.
The Nectar of Plants: Essential Oils and Chinese Medicine
Essential oils are a very hot topic these days, especially with the likes of the Ebola virus and the resurgence of measles lurking in our awareness, but when I first became interested in Chinese medicine, essential oils weren't on the radar screen for acupuncturists.
Spieth Thanks His Chiropractor After Historic Masters Win
Jordan Spieth didn't just capture the hearts of golf enthusiasts worldwide with his record-setting, wire-to-wire victory at the 79th Masters Tournament.
Our Biggest Challenges to Compete in Wellness Care
In the first article in this four-article series [May 1 DC], I made the case that chiropractors should either embrace offering lifestyle wellness in their practices or face the possibility of losing their place in the wellness care marketplace.
A Poor Choice for Pain Relief
Acetaminophen is the most popular pain reliever in the U.S., accounting for an estimated 27 billion annual doses as of 2009. With 100,000-plus hospital visits a year by users, it's also the most likely to be taken inappropriately.
Acupuncture in the U.K. Today: A Personal View
When asked to write a short piece on the current state of the U.K. acupuncture profession, my first response was to say it has all been relatively quiet.
Use Technology to Gain New Patients and Improve Efficiency
From the smartphone in your pocket to your microwave oven, advancements in technology have made almost every aspect of our lives easier.
The Source-Luo Point Combination
The luo collaterals are part of the acupuncture channel system presented in the Su Wen and the Ling Shu (The Nei Jing). The function and clinical application of the luo mai are primarily presented in chapter 10 of the Ling Shu, however, they are also found in others chapters in the Su Wen and the Ling Shu.
First Do No Harm?
There's no questioning the frightening nature of breast cancer, which strikes one in eight women in the U.S. – eclipsed only by skin cancer in terms of prevalence.
Acupuncture and the Pulse
In 1991, I attended a martial arts workshop hosted coincidentally by Sung Baek, a martial artist and the head of his lineage as a Korean trained acupuncturist. I was enamored by the details Sung could attain from the pulse, as told to me by some of his apprentices.
Reducing the Autogenic Inhibition Reflex: Making Weak Muscles Strong
The autogenic inhibition (AI) reflex is a sudden relaxation of a muscle in response to excess tension.
We Get Letters & Email
A House Divided? (May 1 issue) provoked significant response from readers. Here are several of the surprisingly similar comments we received.
Professional Credentialing and Board Certification: An Ethical Faux Pas
Because of the Affordable Care Act, health care systems are coordinating care through accountable care organizations (ACOs) in order to reduce the cost of care and improve quality of care.
The Year to Make Things Happen
It is hard to believe that the Year of the Ram – 2015 is half over. Time seems to be moving especially fast. This is the year for things to happen for the acupuncture profession.
The Modern Acupuncturist
You studied ancient Chinese medicine, but I'll bet you don't practice it! Contrary to popular belief, our medicine has evolved A LOT over the years. Let's take a brief walk through history and discover the differences between ancient and modern acupuncturists.
Marijuana, Apathy and Chinese Medicine, Part 2
A talented young woman presented herself with emotional mood swings, which included being nervous, anxious and jittery.
Breath: The Movement of Oxygen and Energy
I remember with surprising clarity the first time a patient started crying during an acupuncture treatment I was giving. This is now quite a long time ago, back in 1999, when I was a student.
Green Tea Improves Cognitive Function in Elderly Subjects
Publishing their results in the journal Nutrients in May 2014, researchers showed that drinking the equivalent of 2-4 cups of brewed green tea (or bottled tea) daily improved cognitive function or reduced the progression of cognitive dysfunction in elderly subjects.
ACA or ICA: Which Best Represents You?
Last June, I was honored to represent Texas ICA members as their representative assemblyman at the ICA Annual Meeting in Kansas City.
Giving Vets the Care They Deserve
The Department of Veterans Affairs (VA) administers the largest integrated health care system in the United States.
Calculating Billable Units
I recently learned of an office that was audited based on the number of acupuncture sessions performed in one day. Is there a maximum number of sessions that can be performed in one day?
TMF 2015 Scholarships
The Trudy McAlister Foundation (TMF), a nonprofit organization established to support students who are on track to make contributions either to clinical practice and/or to the understanding of the role of Traditional Oriental Medicine, has announced the 2015 scholarship recipients.
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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