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Treating Pain: The Hypermobile Coccyx
When I write about the coccyx, I recognize that I am talking about a relatively small subset of patients. When I write for Dynamic Chiropractic, I am trying to reach 60,000 chiropractors.
Is There a Neurological Basis and Correction for Macular Degeneration?
Macular degeneration, aka AMD (age-related macular degeneration), is a common eye disease and a leading cause of blindness in people age 50 years and older, according to the National Institutes of Health National Eye Institute.
From Antiquity to Modernity: Huang Qin Tang at Yale Medical School, Part 1
Traditional Chinese medicine is a coherent medical system with several unique characteristics: it originated almost 3,000 years ago; in its area of origin, it has been practiced without interruption since its inception.
Forgotten Options for Musculoskeletal Health
Challenges with musculoskeletal health are of tremendous concern for many people today.
Diet, Nutrition and the Context of Risk (Part 1)
Food and supplement safety is a topic that often comes up when I speak to chiropractors for CE relicensing, even when it is not the advertised subject.
Percussion Therapy: An Experiment
My study of qi began more than 20 years ago — long before my study of TCM, points or pathways. It all started with an awareness in my hands and physical manifestations in the way of blockages while working on clients.
Yo San University Helps Make LA Communities Healthier
An element of healthcare training often overlooked is the residual benefit to communities served by Acupuncture and Oriental Medicine (AOM) schools nationwide.
East Meets West
Gung Hay Fat Choi. Welcome to the year of the Monkey. There will be fireworks for both January and February this year. What great celebrations.
The Roots of Insomnia
One of the most common clinical presentations is insomnia. Next to digestive disorders, sleep disorders are one of the most common complaints the clinician will encounter in daily practice.
Asking the Insurance Rep the Right Questions
One of the first or last questions a potential patient often asks is: "Do you take insurance?" An ill-informed or optimistic, "yes" can result in delayed or non-payment. Instead, just say: "Let me check if you are eligible first."
Changing the Cultural View of Medicine
Many hospitals in the U.S. are incorporating integrative clinics that include Traditional Chinese Medicine. Cleveland Clinic has led the charge for adding a traditional Chinese herbal medicine clinic to their existing acupuncture program.
Chiropractic Around the World: WFC Country Reports December 2015
The following country updates are reprinted with permission from the December 2015 World Federation of Chiropractic (WFC) Quarterly World Report. Information is excepted for space and edited to DC-specific style guidelines.
Billing and Coding for Moxibustion
Q: I am trying to locate a code for cupping and moxibustion, and have had various fellow acupuncturists indicate that they bill using the existing codes for heat, 97010 hot packs or 97026 infra-red for moxa and 97016 vasopneumatic device for cupping.
Integrative Medicine Can Shape the Profession
As the AOM profession struggles to define the role of "integrative" medicine within their practices their schools and organizations, students, faculty, alumni and administrators at schools wrestle with discussions of how much, where, how, and what to "integrate."
Do Doctors Lie to Patients? (Do You Lie to Yours?)
In a previous column ["When Patients Lie (Bribe or Flatter)," Oct. 1, 2015], I discussed the issue of patients lying to doctors, and the many reasons why this can occur.
The Clinical Versatility of Milk Thistle (Part 2)
Evidence is growing that the silymarin complex of flavonolignans from milk thistle can impact serum ferritin and iron overload in various clinical circumstances.
Interprofessionalism: What it Means and Why You Should Care
Interprofessionalism in education and in practice is a growing trend across health care in the United States. The idea that team-based care and collaborative practice can improve health care has been around more than 50 years.
The MRI: What to Do With the Results
As I wrote in my previous article on this topic, it is my goal for you, the doctor, to be an expert in interpreting MRI images yourself; and to be able to independently make decisions based upon a combination of clinical presentations and findings, followed by the MRI images.
How to Humanize Your Content to Create Stronger Relationships
Content marketing is about building relationships, whether that is through updates on social media, offers on your website, blog posts, email campaigns, or even printed material. Now days a business needs to make a human connection.
Lab Rats (Roaming the Streets)
The title of this article is an accurate description of American consumers (regardless of age) in the modern era.
RAND Study Recruiting DCs
Dr. Ian Coulter, RAND / Samueli chair for integrative medicine and senior health policy researcher for the RAND Corporation, has issued a call for participation, recruiting doctors of chiropractic for a practice-based research study that will examine "the impact of evidence, outcomes, costs and patient preferences on the choice of treatment for chronic low back pain and neck pain."
Taking Another Step Toward a Secure Future
In 2008, the Council on Chiropractic Guidelines and Practice Parameters (CCGPP) released a literature review on chiropractic care for low back disorders.
Ethics: The Glue That Holds Us Together
Kudos to the National Certification Commission for Acupuncture and Oriental Medicine (NCCAOM) for creating a code of ethics for the nationwide profession and for deciding to make courses in ethics a requirement for certification renewal.
Enhancing Performance in Cross-Fit Athletes
Cross-fitness centers are expanding in number and increasing in popularity. To remain relevant to this growing portion of society, practitioners need to learn about the exercises and injuries common to this group.
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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