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Rethinking Our Approach to Immunization; Coming Together for the Good of Our Patients.
The Conscious Evolution of Healing: Importance of Opening the Sensory Portals in Classical Chinese Medicine
The Chinese medical classics are not just clinical guides. They give advice; ways we can awaken more fully into conscious awareness.
Right Back Where We Started?
More than 25 years after Judge Susan Getzendanner issued her historic opinion in the Wilk v AMA anti-trust case, evidence suggests that despite increasing collaboration between doctors of chiropractic and their allopathic medical counterparts, when it comes to organized medicine, we may be right back where we started.
The App Advantage: Get More for Less
You may have noticed the list of "app-exclusive" articles in the directory on the front page of the print issue and in the Table of Contents on page 4. You can't find these articles in print or even in our online archives.
Helping to Create the Healthiest Generation
The imperative to create the "Healthiest Generation by 2030," envisioned by the American Public Health Association (APHA), was in full force at the APHA's 142nd Annual Meeting held in New Orleans from November 15-19, 2014.
Chiropractic Research in Review
Occupational LBP in Primary- and High-School Teachers; Treating MVA Complications With Chiropractic Care; Neck Pain: Immediate Effects of Active Scapular Correction; Taping Benefits Stride, Step Length in Fatigued Runners.
The Static Postural Pelvic Exam
I include a static postural analysis in my evaluation routine whether you are a patient in pain or an elite-sport athlete in training. In my day-to-day practice, I require patients to stand still while I "just look" at them.
Taking the Freeze Out of Adhesive Capsulitis
Adhesive capsulitis or "frozen shoulder" is a relatively common condition resulting in severe shoulder pain and global loss of glenohumeral joint range of motion. Incidence of the condition is approximately 3 percent in the general population.
Ringing in the Billing New Year
What are the new modifiers that replace modifier 59? Will they allow doctors of chiropractic to be paid for 97140, manual therapy, when done with chiropractic manipulation?
Fight Colorectal Cancer With Folic Acid
CRC is the second most common cause of cancer mortality in the U.S. and Canada. Although genetic susceptibility plays a role in the etiology of CRC, dietary factors, including certain vitamins, have also been shown to influence the development of the disease in various studies.
Show Up and Show Respect
I was recently asked about my chiropractic philosophy. My answer surprised my questioner.
Professionalism and Evidence-Based Health Care
Today's chiropractors are facing a conundrum with the Affordable Care Act and its health care reform requirements, including evidence-based practice and health technology assessment.
Movement Assessments: The DC's Sphygmomanometer
I think back to when I was going through chiropractic school outpatient clinic. I was embarrassed to have my family and friends come in for treatment because initial evaluations took three hours to complete.
Age and Fertility: Why We Should Worry Less About Age and More About Overall Health
Recently, on one of the acupuncture alumni forums, the topic of age and fertility came up when a practitioner posted a question regarding a patient that was about to turn 40-years-old.
News in Brief
While indignation may be your immediate reaction to H.R. 5780, the Protecting the Integrity of Medicare Act of 2014, the American Chiropractic Association suggests the legislation is just what the chiropractic profession needs.
I Felt it in My Fingers First
I'm not afraid to say it. Massage therapists make better acupuncturists. I'll tell you how I know, but first I have a question: What do a microcurrent device, a laser and a hippie massage therapist have in common?
Environmental Toxins: Cause of Modern Illness, Part 2
In Part I of this article, we detailed the variety of environmental toxins assaulting our bodies. These include pesticides and herbicides; plastics; preservatives; cosmetics; gasoline additives, solvents and glues; and heavy metals.
Happy New Year 2015 Gong Hoy Fat Choi
Welcome to the year of the sheep! We begin a new year guided by the sign of a quietly and creatively organized animal.
Three for One: The Cervical Distraction Test
Taking the time to do an exam is important, but it is time spent. The exam serves as a way to physically validate your clinical impression following a history and clinical consultation.
Trouble Down Under: San Zhen Therapy for Lower Jiao Issues
In the last several columns, I have discussed many clinical options for utilizing San Zhen or Three Needle Therapy. In this installment, I will continue this trend and discuss several foundational patterns which can be found in several very common clinical presentations.
Acupuncture and its Place in the Integrative Healthcare Practice: The Need to Move from Modality to Profession
Acupuncture and oriental medicine (AOM) has grown and flourished from its inception thousands of years ago in China. In surrounding regions of Asia, AOM developed as a response to differing cultural, pathological, health and wellness care needs.
Two for One: The Cervical Distraction Test
In today's healthcare system, diagnoses and treatment plans follow a western medical model - especially if you work with attorneys or insurance companies.
AWB Makes a Difference in the Yucatan
We are in the sleepy town of Izamal, located about an hour from the Merida airport where our group arrived last night. Later that morning, on a bus winding through the dusty roads of the Yucatan, fourteen acupuncturists, two facilitators from AWB and two tour guides make their way to the small rustic town of Popola.
The Way of Zen Performance Enhancement
Working with elite athletes and implementing various techniques to keep athletes focused and at their optimal performance for a sustained period of time includes incorporating various meditation techniques that counterbalance their sport-specific physical and mental demands, which is an important element of success throughout the years.
Animal Acupuncture Gaining in Popularity
We have just finished the year of the fire hoarse and now it is time to spend some time alone, daydreaming and thinking outside the box in terms of where our profession is headed. The sheep person is well organized and creative so this should not be difficult to do.
How to Use Online Video as a Tool to Market Your Practice
Health care practitioners, including chiropractors, should consider online videos as a key element of their Internet marketing strategy. In the next three years, videos are expected to account for nearly 70 percent of all consumer online traffic, according to Cisco.
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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