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Web Marketing: Content Is King
Google's sweeping updates to its search algorithms over the past few years have brought a paradigm shift in how you can optimize your chiropractic website to gain maximum marketing leverage.
Help Patients Achieve Optimal Vitamin D Levels
Much research has been done on vitamin D levels and their impact on health; optimal levels have been correlated with a reduced risk of developing numerous conditions.
Simple Ways To Find True Happiness
Patients in our clinics are always seeking happiness. As their health advocate, we need to ensure we inform them that in order to find happiness, they have to make sure to identify what makes them happy in the first place.
Lime Jello on Morphine
Taste is in the eyes... actually the mouth... of the beholder. My food preferences have changed, lightening from the food of my youth. My parents loved heavy eastern European cuisine and I loved it as a child. Now I enjoy leaner, healthier whole foods.
Transparency and Accountability: Q&A With the CCE
Every profession needs an organization dedicated to upholding the quality and integrity of its degree programs and educational institutions.
5 Ways to Occupy Occupational Health
Despite the progress that has been made to better protect workers, occupational health and safety remains a priority area for many national governmental organizations due to the widespread problem of occupationally related morbidity and mortality.
Managing Today's Fertility Patient
I recently received an email from one of my fertility patients: "Got my lab results back. FSH is 11, AMH is 0.7. My doctor said these numbers aren't good. I guess I'm infertile. Just as a thought. Just set up an appointment to speak with an adoption agency."
Blaming the Gluteus Medius, Overlooking the Deltoid
The gluteus medius (Gmed) is commonly written about, strengthened and blamed for many conditions, and rightfully so. After all, the Gmed plays a role in pelvic stability, hip motor control and lower-quarter dynamic movements.
The Tao of Gender
If you think gender is as simple as having a new client check off the "male" or "female" box on your intake form, we hope this article will expand your understanding and thus the reach of your health care.
Managing Patient Expectations About Acupuncture
Last year, I attended the Pacific Symposium in San Diego for the first time in six or seven years. It was the 25th anniversary of this event, and on one evening there was a panel discussion with the title; "What is Qi?."
AOMA Strengthens Leadership Team
AOMA Graduate School of Integrative Medicine, a leading college of acupuncture & herbal medicine, announced the appointment of Donna LaPoint Hurta, MBA as the new VP of Finance & Operations this Fall.
Talking to Patients About Healthy Aging
I've noticed that a particular category of patients seems to make up more and more of my practice – they work out, but still experience lots of degenerative joint disease (DJD) issues.
The X Factor in Clinical Research: The Patient
It was the great baseball legend, former New York Yankees catcher Yogi Berra – he of countless aphorisms, each with a mind-bending twist – who once declared, "You can observe a lot by watching."
Pulse Diagnosis: What We Know
I am still finding pearls of wisdom from the books and papers that I inherited from my pulse diagnosis mentor Jim Ramholz.
Calcium Helps Prevent Colorectal Cancer
Over the past 25 to 30 years, studies have suggested calcium may confer protection against colorectal cancer.
To The Finish Line With the Help of TCM
When acupuncturist Eddy De Smedt pursued a career in Traditional Chinese Medicine, he knew he wanted to make a difference.
The Heart Protector
On the physical level, the Pericardium is a double-layered sac of fibrous tissue that envelops the Heart. The space between the layers is filled with serous fluid that protects the Heart from external shock or trauma and lubricates to allow for normal Heart movement.
Understanding and Identifying Pediatric Growth-Plate Fractures
In general, fractures in children heal well with little intervention as long as the alignment is good. Fractures involving the growth plate, however, are a different issue. In fact, growth-plate injuries are the primary reason for the subspecialty of pediatric orthopedics.
The Wonders of Light Therapy: An Interview with Wes Burwell
I first met Wes Burwell in 2011 when he was teaching a class on light. Since then, every time I hear him speak, his understanding of the benefits, function and capacity of light has evolved.
Healing With TCM at San Quentin State Prison
For the prisoners at San Quentin State Prison, life-sentences are the reality of every day life. It is not often that prisoners get the opportunity to use alternative medicine to deal with common ailments they encounter behind bars such as, depression, anxiety and pain.
Saying No to Medicine
An interesting article recently appeared in Men's Journal titled "When to Say No to Your Doctor." The article begins with the summary statement above and effectively arms readers with information that will help them "take more responsibility for your own health care, because you can't be sure anyone else is.
July, 2005, Vol. 05, Issue 07
"Using" Medical Massage
By Cliff Korn, BS, LMT, NCTMB
Regular readers of Massage Today know that I give my opinions freely. I've been doing so as long as Massage Today has existed. (I think this is my 52nd editorial.) Sometimes I write about things that are, in my mind, detrimental to the profession; other times I write about things I have found uplifting and beneficial.I much prefer the latter, but frequently get bombarded with things that seem so incredibly stupid to me that the uplifting and beneficial topics get pushed further and further back in the pile of topics to write about. Such is the case this month.
I have in the past written about "Medical Massage." Search massagetoday.com and you'll find not only my editorials (most recent being www.massagetoday.com/archives/2004/10/09.html), but a slew of other articles on the benefits or perils of "Medical Massage."
The players looking to be involved or control "Medical Massage" are growing exponentially. Two organizations in particular appear to be posturing to make themselves the only "official" players in the game. Both the United States Medical Massage Association (USMMA, formerly the American Medical Massage Therapy Association, or AMMTA) and the American Medical Massage Association (AMMA) are each calling themselves the biggest, best and largest organization representing medical massage therapists in the whole wide world.
Actually, they both indicate on their Web sites that they are so altruistic as to represent the interests of all massage therapists, not just ones practicing in the medical side of the business.
The USMMA site says:
A cynic's hat may sit comfortably on my head but I think that the rhetoric from both of these organizations sounds more like marketing than anything else. I believe the sales term is "puffery," which means greatly exaggerating the benefits of a product with the intent of capturing a prospective buyer's interest. Puffery is frequently entertaining but consists of promotional claims that no one out of diapers takes literally.
My intent here is not to ridicule the two organizations, because both have tangible benefits to those choosing to align themselves with one or the other. Both can provide guidance and solid principles for succeeding in a complex niche of our profession. Don't think for a minute, though, that these or any other individuals or organizations out there that can make a buck off the term "Medical Massage" is without an agenda!
As example, the USMMA recently filed a class-action lawsuit against State Farm Insurance Company in Pennsylvania for "down-coding" CPT code 97140 (Manual Therapy) to 97124 (Massage Therapy).* The case was apparently settled out of court and David Luther, speaking in his newsletter stated:
Note: Do you believe it? The USMMA had the audacity to suggest to a judge that only members of its association or people who have taken its 'week-long intensives' should be allowed reimbursement for manual therapies. I think the situation is best summed up by someone whom I see as one of the great critical thinkers of our profession. I will reprint his letter to the editor of here in its entirety.
Here, here, Whitney! The profession owes you a round of applause for following up on this issue and making those phone calls and sending those e-mails.
Both the USMMA and the AMMA, with their own definitions of "Medical Massage," are now critical of the American Massage Therapy Association (AMTA), which recently issued a press release stating:
I hope AMTA truthfully includes the "profession" in its discussion, including the AMMA and USMMA, since those organizations have more history and background information than most. If the discussion is kept in-house or with limited interaction with the diverse components of our field, I fear the AMTA will cause more harm than good, as it will actually encourage more attempts to grab market share through inappropriate legal action and decisions. The longer this argument continues, the more likely that there will be irreparable harm.
Maybe I have a tendency to look only at obvious or simple solutions, but according to my trusty Webster's New World College Dictionary, both terms in question are already defined. Cobbling together the most likely definitions, "Medical Massage" is defined as "Rubbing or kneading a part of the body, usually with the hands, with the objective of treating, curing, and preventing pathologies, relieving pain, and improving and preserving health." How hard was that?
The August issue of Massage Today will have a more in-depth article concerning the issues I've mentioned in this editorial. Since there are precedents here that can affect a large part of our profession, I ask you to "stay tuned."
Thanks for listening!
*Two days after this article went to press, Massage Today received new information verifying that this lawsuit had not been filed by David Luther, et al., but by an individual massage therapist, Tracey Roberts. David Luther and the USMMA became involved independently, and neither he nor his organization are named subjects in the lawsuit.
Massage Today encourages letters to the editor to discuss matters related to the publication's content. Letters may be published in a future issue or online. Please send all correspondence by e-mail to , or by regular mail to:
Former editor of Massage Today, Cliff is owner of Windham Health Center Neuromuscular Therapy LLC. He is nationally certified in therapeutic massage & bodywork and is licensed as a massage therapist by the states of New Hampshire and Florida. Cliff is a member of the International Association of Healthcare Practitioners; a professional member and past president of the New Hampshire chapter of the American Massage Therapy Association; a certified member of the Associated Bodywork & Massage Professionals, Inc.; and a past chairman of the board of directors of the National Certification Board for Therapeutic Massage & Bodywork.
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