resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
A Conversation With Dr. Betty Edmond
This month's column is an exclusive interview with Betty Edmond MD, newly elected CEO/President of the AOMA Graduate School of Integrative Medicine in Austin, Texas.
Qigong for Substance Abuse
It is commonly believed that substance abuse, in addition to harming one’s physiological state, hurts the spirit. There is also a belief that one’s spirit does not weaken due to substance abuse, but rather, the person finds solace in addiction due to an already weak spirit.
Low Back Pain in Running Athletes
After 7 million years of adapting to upright postures, the lumbar spine and pelvis have become remarkably adept at managing ground-reactive forces associated with running.
We Get Letters & Email
Our Country Needs Us Between Elections, Too; Continuing Care: We Aren't There Yet; Our Associations Need to Do More.
An Opportunity & a Responsibility
Nearly 80 Americans die from an opioid-related overdose every day, and spine-related pain is one of the principle drivers of opioid use. This unfortunate situation creates both an opportunity and a responsibility.
True Practice Mobility for the Chiropractic Profession
When natural disasters occur, chiropractors can literally travel to the other side of the world to offer humanitarian relief in less than a day. The chiropractor's license to legally practice, however, can't make it past the state line.
News in Brief
Updated Neck Pain & Whiplash Guideline; Attention, IHS DCs; New VP of Institutional Advancement At Palmer; N.J. DC Interns At U.S. Olympic Training Center; Chiropractic Society Of R.I. On The Front Lines.
Prepare for the End, From the Beginning: Wealth Building and Retirement with the Tao
Yin and yang flow into and out from one another continually. Beginnings become endings and endings become beginnings again. Wholeness and cycles are the nature of Tao.
Five Branches University Has First Hospital TCM Residency
Established in 1984, Five Branches University (FBU) has campuses in Santa Cruz and San Jose, Calif., which serve the communities of Santa Cruz, the Monterey Bay, and Silicon Valley.
Anti-Aging With Dr. Ping Zhang
Jennifer Waters, TCM practitioner and writer of the Acupuncture Today column, "Talking With the Masters" sat down with Dr. Ping Zhang to discuss aniti-aging with acupuncture.
Shoulder Rehab: Start With the Scapula
The scapula is an incredible display of elegance and movement within the biomechanics of human motion. It's evolved for mobility and stability in the scapulo-thoracic region, giving us the ability to do things that are uniquely human, such as throwing with accuracy.
Scar Reduction With Acupuncture & Microneedling (Part 2)
Protocols & treatment Timing
Flirting With Alternative Therapies
There are about as many adjunct therapies being marketed to acupuncturists as there are acupuncturists. While some may remain purist in their application of traditional Chinese medicine, others choose to explore new horizons of treatment.
The Acupuncture Channel System (Part 1)
The earliest Chinese reference to channels is in the Mawangdui Medical Manuscripts,1 which are dated to the Warring States period of the Zhou Dynasty (475 BC-221 AD). The text presents 11 channels. There are no acupuncture points listed in those channels.
The Case Report: A Valuable Tool
Case reports are a valuable form of descriptive research. The most basic form of practice-based research, a case report is a detailed account of the history, presenting symptoms, assessment, observations, treatment and follow-up of an individual patient, discussed in the context of prior and potential future research.
Another Step Forward for Chiropractic
Chiropractic is now available to 86,000-plus Latter-Day Saints missionaries and you are invited to become a provider. LDS membership in not required; our only concern is that our missionaries get the best quality care available.
Crow Like the Rooster
As we welcome in the Year of the Rooster, we look at some of its major characteristics: confidence and communication, which suits the image we have of the Rooster...strutting in the farmyard, crowing to the others that it's time to wake up.
Let's Clear Up the Collection Confusion
This is an often-misunderstood practice swirling with misinformation. First, a few basics: Insurance is a contract between the patient and the insurance company. The insurance company is simply making a payment for services or care on behalf of the patient.
A New Year and Vision for the ACA
Inadequate pain management coupled with the epidemic of prescription opioid overuse and abuse has taken a severe toll on the lives of millions of people in the United States. Every day, more than 1,000 people are treated in the ER for misusing prescription opioids.
The winter season is upon us and offers unique challenges for the clinician and patient alike. To effectively navigate through the winter season there are two main TCM medicinals, Huang Qi and Gan Jiang, to consider, as well as two important formulas which feature these two TCM treasures.
An Education in Gluten Sensitivity
A relatively new syndrome officially documented as non-celiac gluten sensitivity (NCGS) or gluten sensitivity (GS) was officially recognized and published in the new list of gluten-related disorders in 2012.
Nutrition for Menopause: Front-Line Therapy for All Phases
Of all the changes women experience during their reproductive life, there is no doubt the most dreaded are the three phases of menopause. This is not surprising since all of the symptoms associated with menopause are replete with unpleasantness.
January, 2007, Vol. 07, Issue 01
The One-Month Program
By Cary Bayer
There's nothing quite like getting a new client who looks like they might come in for a massage once every month. It's the kind of good news that qualifies for the proverbial, "Something to write home about." With this in mind, let me ask you a simple question: Do you tell your husband/partner/significant other each time a monthly client decides to book a session in two weeks instead of the usual four? I didn't think so.And yet, the once-a-month client who shifts to twice a month is equivalent to getting a new client who comes in once a month. As far as the bottom line is concerned, it's an identical situation. But you probably don't relate to it that way.
Most massage therapists think about the numbers of clients they have, rather than the number of sessions they give, because few therapists think of clients in terms of revenue. As a healer who loves to help people, you probably focus more on a client's shoulders and back than you do on them being an income stream. This occurs because most therapists think of their massage work as a practice rather than as a business.
Let's shift our thinking a bit and evaluate a client in terms of revenue. For the sake of this discussion, let's call your fee $70 per session. If Mr. Jones is a client who comes in like clockwork once each month, he's a $70-per-month client. If you're like most therapists, you always encourage your enthusiastic clients to tell their friends or family about your work. If Mr. Jones does just that and inspires his wife to come in for a massage, and she loves your work, too, and also comes for sessions once each month, you now have $140-per-month coming in from this enthusiastic couple.
But let's look at a different scenario. Let's forget Mrs. Jones for the moment. If her husband suddenly changes his frequency to twice per month, he becomes a $140 client. As long as we're exploring different scenarios, consider a third: Suppose he loves your work so much that he decides to come in each week. He then becomes a $280-per-month client. This is equivalent to him keeping his current once-per-month session, but bringing you three new clients, each of whom comes in monthly as well.
Far too many therapists spend far too much time trying to get new clients instead of inspiring the ones they already have to come in more frequently. It's easier to encourage those who currently enjoy your work to enjoy it more often than to bring in new people who don't know how good you are. And that's where my One-Month Program comes in.
The One-Month Program is a marketing tool enabling you to quadruple the number of sessions you do for existing clients. Here, in a nutshell, is how it works. Scour your database or client files for a list of all the people you treat. Then, isolate those who don't come in each week. For most massage therapists, that's virtually their entire roster. Now, target those who come in either once a month or even less often than that. The objective behind the One-Month Program is to convert monthly clients into weekly ones, or, in bottom-line terms, to transform $70-per-month clients into $280-per-month ones. As we just saw, that's like adding three new clients at the monthly frequency.
Clients who sign up for the One-Month Program pay you $280, for which they'll receive four sessions in the next month and a bonus fifth session the following week for free. Clients love this bonus - who doesn't love things for free? This contrasts to the five sessions in five months they otherwise might receive. This heightened frequency gives your client an opportunity to see how good it feels in body and mind to have weekly treatments. After the fifth session in five weeks, ask your client if they would like to book a session the following week. After all, they've had five in five weeks. There's a decent chance they'll say yes.
There's a famous post-World War I song that speaks to this point: "How ya gonna keep them down on the farm after they've seen Paree?" Most people are used to carrying around a great deal of tension or pain in their bodies. Monthly clients get relief from this every 30 days or so. Seeing and feeling the difference that comes with a weekly massage cycle might just be what their massage therapist ordered.
This switch in frequency also has the chance to quadruple your entire business if every monthly client is converted to a weekly client. If even just 10 such clients convert to weekly sessions, you'll have increased your monthly income by $700. That pays a lot of bills each month and also adds $8,400 to your annual gross. If 20 such clients convert, your monthly income surges by $1,400; your annual income skyrockets by nearly $17,000. All this without adding a single new client.
If, on the other hand, your One-Month Program client chooses to schedule their next session a month down the road, ask if they would like another free session again by signing up for the One-Month Program. If they do, you'll be giving away a free session, but you'll also be getting three additional sessions from them in a month. This same program also is useful to target clients who come in for sessions every two or three weeks.
By the way, if either of these scenarios play out, whereby you add between 10 or 20 more sessions each week, and you're unable to actually do this additional work, either because of lack of time or lack of strength in your hands, then you always can bring in another therapist. That raises the possibility of passive income. But that's the topic of a whole other special report.
Click here for previous articles by Cary Bayer.
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