resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
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.
Calcium Helps Prevent Colorectal Cancer
Over the past 25 to 30 years, studies have suggested calcium may confer protection against colorectal cancer.
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.
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.
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.
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.
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."
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.
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.
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?."
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.
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.
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.
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."
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.
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.
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.
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.
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.
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.
Jingei Diagnosis: An Effective and Powerful Diagnostic
I graduated from the Kotatama Institute under the direction of Drs. Masahilo and Katsuharu Nakazono in 1984. As a student, I was exposed to the practice of most of the various theories and modalites of Oriental Medicine.
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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