resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
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.
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.
CMT & Stroke Risk: Myth vs. Fact
By now, most of you have probably heard that the American Heart Association recently published a statement regarding the association between cervical dissection (CD) and cervical manipulative therapy (CMT).
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."
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?."
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.
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.
Communication 101: Please Explain Yourself!
Twice this past week, I overheard conversations about chiropractic. As you can imagine, it is a topic my ears naturally pick up. In both cases, a patient was talking to a friend about their experience with a chiropractor.
The Case for Immunization
As long as I have been a chiropractor, I have seen many in this profession oppose vaccinations. Indeed, it has often been taken as a "given" that to be a principled chiropractor requires a curmudgeon's willingness to hold aloft that banner of opposition.
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.
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.
Chiropractic Research in Review
Predicting Pain With Disability in Office Workers; Traction Approaches for Discogenic Cervical Radiculopathy; Intra-Articular Gas Bubbles Following Manipulation; Nonresponsive Chronic Ankle Sprains: Think Tendon Rupture.
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.
Sports Science: What's in That Drink?
Athletes frequently ask me what the best liquid is to drink during exercise – water or a sports drink? Water provides the necessary hydration, but unfortunately, it lacks the key nutrients to aid in performance and recovery.
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.
Correcting Pelvic Rotation Around the Long Axis: Adjustment Protocol
The pelvis can be considered a ring that can misalign on the sacrum rotating around the long axis. The following is a description of an adjustment that helps to correct sacroiliac rotation around the long axis.
Essential Orthopedic Testing: Tests That Involve Standing on One Leg
Since these tests have a common mechanism of performance (standing on one leg), there are differential diagnostic concerns during testing. The tests cannot be completely isolated from each other for performance.
Uncle Sam Needs You (Part 2)
Where chiropractic care has been used in the military health services, it has been deemed very successful.
A Commonly Missed Spinal Fixation: The Upper Lumbar Spine (Part 2)
As mentioned in part 1, using a flexion-distraction table is a great way to unlock this particular fixation. You have found the stuck segment. You have determined whether it is unilateral, midline or bilateral.
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.
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.
Dr. George Goodman and His Legacy to Logan University
Those who knew him called him a revered leader, a visionary and one of chiropractic's biggest advocates. George A. Goodman, DC, Logan University's sixth and longest-serving president, passed away on Sept. 9. He was 70 years old.
Commingling Money: 12 Questions for the ACA About the CHAMP / NCLAF Merger
The American Chiropractic Association recently announced it was merging the National Chiropractic Legal Action Fund and the Chiropractic Health Advocacy and Mobilization Project into a single entity that will support both legal and legislative actions.
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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