resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Vaccines and Chiropractic: Evidence-Based Medicine or Medical Dogma?
Right or wrong, the chiropractic profession has historically been against vaccinations. However, a growing trend within the profession is seeking to reverse this position.
Physical Exam 101: The Hands
I am sure you are familiar with the old adage: "When the only tool in your toolbox is a hammer, everything starts to look like a nail."
Best Practices for Website Success
If one asked 10 years ago whether a website was relevant I was the first to suggest no. Yet as the world moves increasingly towards electronic information there is a dire need to have a website for your practice. Your website is actually your electronic calling card.
Remembering Clarence Gonstead and 50 Years of the Gonstead Clinic
Dr. Clarence Selmer Gonstead (1898-1978) took chiropractic practice from back-alley bone setting to an understandable biomechanical science. His life was dedicated to clinical competency.
Why You Should Include the Single-Leg Stance Test in Every Patient Assessment
The single-leg stance (SLS) test, also known as the single-limb stance test, unipedal stance test or one-legged stance / balance test, is often used in the geriatric population to assess static postural and balance control.
Spotlight on Acupuncture Research at IRCIMH
Acupuncture and Traditional Chinese Medicine were well-represented at the International Research Congress on Integrative Medicine and Health (IRCIMH)- 2014 which took place in Miami from May 13–16.
By the Numbers: 3 Common Financial Mistakes With Major Consequences
Warren Buffett is on record for sharing the hidden art of becoming wealthy and making it simple enough for anyone to grasp.
Healing With Hope
Ella is a Gulf War veteran and a survivor of military sexual trauma. Like hundreds of veterans, Ella was on 11 different medications for depression, anxiety, insomnia, irritable bowel syndrome and chronic pain.
Curbing Label Overwhelm
For the average consumer, reading a food package can be overwhelming: natural, organic, non-GMO, gluten free, free range ... you get the picture.
Immunizations by Colorado DCs: Really?
You probably didn't hear about it, but back on Nov. 21, 2013, the Board of Directors of the Colorado Chiropractic Association (CCA) adopted "immunization authority" for Colorado DCs as its No. 2 legislative goal.
Hazards in the Environment Making Your Patients Sick
Working both separately and together, Western and Chinese medicine have many successes in the treatment of the myriad diseases that afflict human beings in modern times.
Knee Pain From the Kinetic Chain
As practitioners of manual medicine, chiropractors often treat patients suffering from knee pain.
Deciphering The New CMS 1500 Claim Form
Q: I am confused on using the new 1500 form, particularly Block 14 and Block 15. What is required and how do I properly fill these out? And do I actually have to use this new form or may I continue using the old version?
The Kidney Official
The Kidney is known as the Official Who Controls the Waterways. In Western medical terms, a major function of the Kidneys is to filter the blood. Every day, a person's kidneys process about 200 liters of blood to sift out about two liters of waste and excess water.
The Acupuncture Success Express
Time is passing very quickly these days. We are atoms half the way through the year of the horse. You could call it "horse racing season" for this profession. Perhaps it is time for reinvention during this time.
Medical Qigong for the Heart: Part II
Chinese Medicine is rich in commentary regarding the emotions and how they affect our qi.
The Science of Stretching
In 1986, Rob DeCastella set a course record by running the Boston Marathon in 2:07:51, just 39 seconds off the world record.
Inside Liver Failure, Cirrhosis and Cancer
The Liver belongs to Wood in Five Element Theory and is in charge of Dispersing and Expanding which means all the processing and detoxifying of harmful substances such as medications and chemicals require the efforts of the Liver.
Fibromyalgia: Put the Pain in Its Place
While some fibromyalgia patients respond favorably to regular chiropractic care, others experience minimal relief. Unfortunately, many of these patients must rely on pharmacological management to relieve their constant pain.
Looking For Answers In Many Places
I am sure we have all heard the old adage: "When the only tool in your toolbox is a hammer, everything starts to look like a nail."
Coding for the Subluxation: ICD-9 vs. ICD-10
When I attended chiropractic school, I was taught that chiropractors approach health care differently than the traditional medical establishment.
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 more information about Cary Bayer.
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