resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Waist Circumference: A Conversation Starter
New estimates suggest more than two-thirds of Americans are either overweight or obese. The medical significance of this statistic is astounding.
Latest Cassidy Study on Stroke Risk Published
The latest study to investigate whether a unique association between chiropractic manipulation and risk of cervical artery dissection / stroke exists has yielded similar encouraging findings, with the authors noting "no excess risk of carotid artery stroke after chiropractic care" and no significant risk difference between patients receiving care from a DC or a primary care medical provider.
Gather & Grow
I recently attended a faculty seminar held by one of the acupuncture schools. There was a facilitator who led us through some very interesting experiences. The attendees were a diverse group with varying opinions.
4 Things Every DC Should Know About Levels of Care & Prevention
As health practitioners, we help people with their health problems and assist them with health promotion and disease prevention.
AOM Residency at NUNM
Imagine you're a recent acupuncture graduate, worried about making enough income as you forge your new career and seek more in-depth training in a particular treatment style.
The Large Intestine Official
The large intestine (AKA colon) is the great eliminator, or as J.R. Worsley called it, "The Drainer of the Dregs." Dregs are defined as the remnants of liquid with its sediment left in a container, or the basest, least valuable portion of anything.
VF Works / DMX Works Epilogue: Almost Two Decades Later, the Lawsuits Continue
An article in the March 8, 1999 edition of Dynamic Chiropractic examined whether then-VF Works / Nu-Best Franchising was selling its franchises illegally to doctors of chiropractic.
A Brief History of Acupuncture and Oriental Medicine Doctoral Programs
A doctorate in acupuncture and Oriental medicine has been a goal of the profession since its beginnings in the late 1970s. At that time, however, the maturity of the educational institutions and the regulatory environment made it a goal with only a distant completion date.
Reader Beware: Consider the Source
The aftermath of last year's presidential elections brought a running conversation on the role played by "fake news" that was largely presented via social media.
News in Brief
The American Association of Acupuncture and Oriental Medicine (AAAOM) board members recently met with the Korean Customs Service, which is similar to the FDA, to discuss herbal safety and importation issues.
TCM & the Caregiving Population: Treatment Considerations & Our Vital Role
Informal caregiving is increasingly a reality for many Americans who find themselves providing unpaid care for a loved one or a family member with a long-term, terminal, or chronic illness.
Spiritual Initiation: Opening Your Higher Healing Abilities
People drawn to the field of acupuncture and Oriental Medicine tend to be those who march to the beat of a different drummer.
Paperwork Done Wrong, Done Right
I was visiting a doctor's office recently and a member of his staff brought a stack of forms to his private office and laid them on the doctor's desk. She informed him he needed to complete the forms for patients and a few third parties.
ICA Goes on the Vaccine Offensive
Have you watched the vaccination documentary, "Vaxxed: From Cover-Up to Catastrophe," by Andrew Wakefield MD, director, and Del Bigtree, producer? This is the documentary Robert DeNiro was pressured to remove from his Tribeca Film Festival.
The Acupuncture Channel System (Part 2)
The primary channels (main channels) are introduced in chapter 10 of the Ling Shu, these channels are referenced in many chapters throughout the Su Wen and the Ling Shu. The primary channels have become the main channel system used in TCM.
Helping Patients With Parkinson's Disease
Parkinson's disease (PD), a long-term degenerative disorder of the central nervous system that mainly affects motor function, has a slow onset over time.
Correcting Rib Dysfunction: Improve Patients' Pain, Posture and Breathing
As chiropractors, we tend to focus on the spine, and rightly so. Many problems our patients face can be corrected by manipulating the correct spinal level.
Chiropractic in Texas Is Under Attack
The profession of chiropractic faces an unprecedented challenge in Texas, an attack that is more aggressive, sustained and dangerous than anything previously seen. The medical lobby has launched a coordinated, multi-front assault.
Getting Unstuck: Healing From Trauma With TCM, Qigong & Movement
We all come into this world vulnerable, with seeds to grow into our strength. Some of us — through a combination of good fortune (i.e., family and culture we are born into, constitutional inheritance, or ability to learn) grow with minimal interruption from traumatic injuries and experiences.
Near-Infrared Therapy for Diabetic Neuropathy
The pain experienced by people with diabetes is a symptom of diabetic neuropathy. The impact on quality of life is significant. Pain makes walking difficult, sleep troublesome, and eventually contributes to a decrease in social interaction.
House Calls With Dad
My father was a chiropractor and he did house calls. On Wednesday nights, while my mother attended the weekly women's meeting at the Odd Fellows and Rebekahs hall in our small town, dad loaded up the portable adjusting table, fired up the Pontiac and drove off to treat a few patients in their homes. I went with him.
Treating the Lower Pelvis (Pt. 2): Midline Structures and Fascia
My previous article [October 2016 issue] outlined evaluation and treatment of pelvic issues involving the sacrotuberous ligament and the pubic symphysis. Now let's discuss two case studies that illustrate how to address additional problematic areas of the pelvis.
December, 2005, Vol. 05, Issue 12
What Employers Are Saying
Recent research indicates that the number one complaint of employers is the inability of massage therapists to market themselves. The term marketing sounds very broad and it is.It encompasses written marketing materials, introductions, client relations and public relations. However, employers not only are talking about marketing yourself, but also marketing the profession of massage therapy, overall health and the cumulative benefits of massage.
In all my years of teaching and consulting, this complaint still is at the top of the list. I regularly consult with business owners and talk with them about their needs. They often want to know how to better motivate their staff and get them to help with marketing. Why is this so hard? Why does the staff not get involved or why do they think it falls completely on the business owner's shoulders? I think most massage therapists think if they work for someone else, all the marketing is done for them. However, this is not the case and you will be a more valuable worker (whether employee or independent contractor) if you participate in the marketing.
Whether you choose to be self-employed or opt to work for someone else, a certain amount of marketing falls on you. After all, isn't it your responsibility to get the client to reschedule? Aren't you somewhat responsible to educate the client about how massage therapy can help them? It might be a receptionist in the waiting area asking a client if they want to reschedule, but it's the therapist that has to plant that seed during the exit interview. If you really believe massage has cumulative benefits, it's up to you to introduce that concept to your clients. I have found that most clients just don't know any better. They need to have it suggested that a return visit would be beneficial to their health. That suggestion needs to come from their trusted massage therapist, not a receptionist.
Speaking as a former owner of a wellness center, I think it's imperative for therapists to be comfortable marketing what we do, how it affects people and what role massage plays in healthcare. Many hours of my staff time were spent drilling therapists on the dialogue to use when educating clients. The reasons were two-fold. I needed my therapists to reschedule clients and build the business, but I also wanted to make sure the clients were receiving the best care and the right information. I relied heavily on my therapists to handle this aspect of the business. Most employers feel the same way. Most of my staff found it awkward at first. But when their schedules starting filling up and they had happy, repeat clients, they thanked me for the push. Most of my staff even commented that it became easier over time and now was a part of their normal exit interview.
Now as an educator, I tell my students about marketing and how employers are not happy with the level that now exists. This usually starts quite a debate. The students argument is, "if we are hired to sell, we should be paid more" or "by going to work for someone else, the responsibility of marketing should fall solely on the employer." The reality is that nothing could be further from the truth. Sure, the written marketing and the publicity might fall on the business owner, but the other elements of marketing fall on the therapist. However, if you want to take that stand, perhaps you are better suited for private practice.
To be truly successful in this field, you have to sell it. The world "sell" is so loaded and comes with such negative connotation. I hate to even use it, but isn't that what we do? We sell massage. Use whatever verb you want, but it's all the same thing. If you are not comfortable doing this, I suggest you role play and practice with a friend. If you are self-employed and clients are not coming back for regular care, ask yourself if you are educating and dialoguing thoroughly during your exit interview. If you work for someone else and are not getting the repeat business, talk to the business owner about how to better prepare your dialogue to improve retention. This isn't a perfect science and it takes some practice, but it's something that can be improved. After all, don't you want to see all of your clients incorporate massage into their healthcare practice?
I guess a certain amount of my frustration is because of the passion I feel for this work. It's hard for me NOT to sell it. Massage is something I believe in with every fiber of my being and I find it easy and exciting to talk about. I have been a client of massage for many years, so I truly believe in the benefits. Get me going and I am hard to stop. So why do therapists still struggle when talking about massage therapy and its benefits? Why do therapists reject marketing the profession and refrain from telling clients about its cumulative effects? Ask them to reschedule? Perhaps they are not convinced themselves. Ask yourself, when was your last massage? Do you really believe in what you do? If you can't remember your last massage, book one today! If you receive care regularly, you should know how good it feels and you should want everyone to feel the same way. You have to believe in what you do to market it successfully.
The bottom line is that no matter what your working venue, it's up to you as the therapist to promote this work. You alone are in the room with the client. The client looks to you for information and holds you in a position of authority in this matter. For the forward progress of the profession, for the benefit of keeping clients educated and for the sake of business, talk it up. Tell people how great it is. Suggest they reschedule to receive added benefits, and believe it when you say it. Your sincerity will be apparent, business will blossom and your schedule will be full.
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