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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.
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.
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.
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.
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.
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.
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.
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.
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.
Advancing the "Whole Organ" Spine Model
Historically, the human spine has been organized by body region utilizing specific anatomical landmarks and transition zones.
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.
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 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.
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.
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.
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.
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.
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.
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.
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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