resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Natural Cancer Prevention: Pomegranate for the Prostate
In recent years, the ingestion of pure pomegranate juice (8 ounces per day) has been shown in clinical studies with human subjects to slow, and to some degree, reverse, the progression of prostate cancer – the second leading cause of cancer death in North American men.
Going Beyond Just Feeling Good
We all know that most patients come to us for some pain complaint: neck pain, back pain, sciatica, carpal tunnel, etc. We also all know that acupuncture is a great first-line care for these issues, as well as supporting overall health and wellness.
Pediatric Footwear: Function Over Fashion
As practitioners, it is not uncommon for parents to bring us their children to treat or ask us questions related to the pediatric population. Children's feet tend to be a perplexing region for parents and practitioners alike.
ITB Syndrome: Treat the Tensor Fascia Latae
Iliotibial band syndrome is usually the result of repetitive knee flexion, such as in runners or cyclists. Pain may be experienced in the knee and/or the hip. The patient may express a sense of the hip dislocating, popping or snapping.
Getting Paid by Medicare Is Getting a Major Adjustment
The 2015 Medicare Access and CHIP Reauthorization Act (MACRA) was signed into law to implement a new approach to clinician payments and replace the Sustainable Growth Rate formula.
Integrative Cancer Care: Chiropractic for Chemotherapy-Induced Hiccups
Hiccups (singultus) are a frequent occurrence during cancer treatment. The cause of the hiccups may be the chemotherapy drug itself, such as Cisplatin; or the prophylactic use of corticosteroids such as Decadron, which is used to prevent nausea and/or vomiting.
Using the Lens of Chinese Medicine
One of the most common medications I see in clinical practice on a daily basis is fluoxetine or Prozac. Consequently, I hear many complaints concerning the side effects of this medication and am frequently asked by patients to help manage these side effects with acupuncture and Chinese medicine.
Pediatric Asthma: A Case Study
I have had very good success with pediatric asthma, combining acupuncture with Chinese herbal products. Treatment is given over four to eight months, twice monthly, with herbal formulas rotated every month.
Treatment Success at the Won Institute
According to the World Health Organization's 2003 report titled, "Acupuncture: Review and Analysis of Controlled Clinical Trials," acupuncture has been shown to improve many physical, emotional, and mental conditions.
Six Things Every DC Should Know About the Zika Virus
The Zika outbreak continues to spread across the continental United States and U.S. territories. We offer this brief overview on this important public health problem for the practicing doctor of chiropractic.
Dysautonomia: The Medical Condition You May Already Be Treating
TCM practitioners have spent thousands of years healing patients without knowing or needing the names of their diseases as defined by allopathic medicine. We have syndrome names that are both poetic and efficient.
Upgrade to "Parker 2.0" in Las Vegas
Continuing your education and refining your practice: two key elements of a successful chiropractic career. Parker Seminars promises both as it celebrates its 65th anniversary in Las Vegas next February, according to Parker University President, Dr. William Morgan, and seminar consultant Dr. Mark Sanna.
First Annual ICD-10 Updates Take Effect
Yes, there was an update to ICD-10 codes on Oct. 1. It was a regular update to the diagnosis coding system and will take place every Oct. 1, just as it did when the ICD-9 system was in place.
Treating Peripheral Neuropathy: Multi-Faceted Approach Including Laser Therapy
Peripheral neuropathy affects at least 20 million people in the United States1 and nearly 60 percent of all people with diabetes suffer from diabetic neuropathy. Many suffer from the disorder without ever identifying the cause.
Workers' Back Pain: Causes, Costs & Solution
You will want to share two important papers published in the past several months. Why? When read separately, each provides valuable information relevant to your patients, community and practice; together, they tell a compelling story.
Power to the Patient
Against a backdrop of splintered political parties, polarizations within nations, civil unrest, and distrust of established government (such as the growing anti-Washington, D.C. sentiment) comes the not-so-surprising finding that health care authorities and practitioners (with perhaps the exception of insurers) are turning over more and more powers to the individual patient.
Update from the International AIDS Conference
The 21st International AIDS Conference in Durban, South Africa, brought together more than 15,000 of the world's leading scientists, activists, funders, policy makers, and consumers from 153 countries.
Four Ways to Attract Patients
Acupuncturist A has been in practice for six years and has struggled since day one. She spends as much time and money on marketing as she can, but since her practice is slow, her budget isn't that big.
National Board Apologizes for Testing Issues
The National Board of Chiropractic Examiners (NBCE) has issued a formal apology following a series of computer-based testing malfunctions that impacted two separate examinations (March and June 2016) and caused "widespread confusion and frustration" to the nearly 1,500 examinees taking the tests.
Decoding the Mystery of Medical Insurance Acceptance
In the constantly evolving profession of acupuncture, one of the least understood areas is medical insurance acceptance. The profession is filled with controversy surrounding this topic: Is it ethical?
March, 2005, Vol. 05, Issue 03
By Linda Riach
Once upon a time there were many farmers all over the country with dairy cows producing milk of every variety. Some milk was from Jersey cows; some from Holsteins; some from Guernseys; some was organic; some not so organic, and so on.Some farmers mixed their milk with chocolate to create another offering for milk connoisseurs.
The diversity of the products was almost endless: one percent, two percent, with and without acidophilus, and more. Enterprising dairy farmers worked hard to meet the varied needs of their markets. Then, one day, the farmers realized that dairy consumption was going down; Pepsi, Coke, Snapple, Starbucks, orange juice (thanks to the efforts of the Orange Growers Association), Budweiser and Red Bull all competed for the attention of a thirsty public. The farmers realized that they'd have to do something for their industry to continue its growth. That's when the dairy farmers' organizations got together to determine how they could raise consumer awareness and the desire for all things dairy.
Thus, the (now) famous National Milk Mustache "Got Milk?"® Campaign, which is jointly funded by America's milk processors and dairy farmers, was born. The goal of the multifaceted campaign was to educate consumers on the benefits of milk and raise milk consumption by creating a single identity for milk. The industry created a brand - and it's working.
For the past 26 years, I've been lucky enough to be part of the massage therapy profession and to watch it grow. During that time, the industry has matured; it has created a standing and recognition of which it is rightfully proud. Endless success stories about high-profile sporting events, inspiring studies, expanding educational programs, and certification development ideas are tossed around to help meet the needs of the future by massage action leaders, as well as hardworking organizations. The opportunities and challenges in these areas are as vast as the inspiration these people and their efforts offer their individual communities.
Expanding equally fast is the volume of opportunities presented to the massage therapy industry by professions, including pain medicine, sports medicine, athletic training, physical therapy and spa communities, which are all part of growing global markets. There are opportunities for massage therapists to secure their scopes of practice in sports and sports medicine, pain medicine and pain management, rehab, psychotherapy, and more. But with growth comes expansion, sprawl and diversification. The industry has become so spread out, so disparate, that many of us hear only snippets of those accomplishments or the potential opportunities. This growth has also meant that many practitioners now only identify with their individual communities and not with the idea of a unified interest.
None of us presume to have the one "right" form of massage or the one "best" response to the needs of a touch-thirsty public. Each facet of the industry is an important part of a gleaming gem. One facet may shine especially brightly in a certain light, but the strength and durability will best be recognized if the whole gem is swathed in flattering light so that it gleams. So now, as we turn to face new challenges (much as the milk industry did), there are questions that we need to ask ourselves in examining what next steps should be taken to showcase the whole massage therapy industry and to keep it thriving.
For me, the answer about how to best respond to the burgeoning opportunities on the horizon is straightforward: Put more focus on communications as a practitioner and as a community, in our organizations and as a whole. Why? Because much of the public is not aware of the power and efficacy of massage therapy in all of its forms. Few are adequately educated to be able to identify how to find a therapist qualified to meet their needs, expectations and personal preferences. Few understand that it will require a series of visits to experience lasting results. And, on a more technical note, most consumers are not aware of all the research that has been done to establish the credibility and efficacy of massage in many situations.
The truth is that the market for the services of massage therapists is boundless; in fact, it's booming.
There are 77 million aging baby boomers primed to hear the message about your services. There are as many varying needs for therapeutic touch as there are people in the world. And yet the industry is so disparate, so spread out, that it is not seen as a single entity to consumers. We in the industry are missing an opportunity, which, by harnessing our combined strength, can corral the full potential of growth for the good of all. So, how can the massage therapy community promote itself within these venues? What needs to be done to teach to these opportunities? How do we establish credibility and working relationships with those who might be sources of referral?
A powerful unifying force lies in the creation of a brand for therapeutic touch - to use the brand to educate the masses, drawing them in for individualized pursuits of health and wellness. Promoting the use of massage therapy for pain and wellness management is easier than promoting the products made by the drug companies if for no other reason than there'd be no long laundry list of side-effects and contraindications. In a day and age where stress-related illnesses are at almost epidemic proportions, with such a potent tool in our tool box, don't we have a responsibility to promote what we have to offer and to find the resources to do what it takes to invest in, create and promote the brand as a whole? We also owe it to the students who will be attempting to make a living. As school graduation numbers increase, so must the numbers of people needing, desiring and pursuing the use of their services.
The world of massage therapy is as diverse as the universe of clients who need its services. There is room for all under the tent. To that end, we must all work together to solidify and hold in even higher esteem our expectations for each modality through modality-appropriate accreditation so that the end user can be ensured a positive, consistent experience. As the experience is unified, word-of-mouth increases and awareness goes up. Simply put, a rising tide lifts all ships.
While we are not producing a single product, we should be working to promote a unified experience, a brand called "massage." That brand should embody the experience for the customer of the personal pursuit of wellness and the role of the practitioner as partner in that ongoing endeavor. If we can get behind that, there's no end to the people we can reach.
Click here for previous articles by Linda Riach.
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