resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Don't Ignore the Lower Half of the Pelvis (Part 1)
When your patient complains of lower back or pelvic pain, but your usual treatments are not getting the job done, what do you examine and treat? You may be missing important structures in the lower half of the pelvis.
MPA Media Wins More Publishing Awards
The American Society of Business Publication Editors (ASBPE) has honored Dynamic Chiropractic with a national award and two regional awards for editorial excellence, and sister publication DC Practice Insights with two regional awards for graphic design excellence.
A Study of Relationships
Sa-Ahm's five element acupuncture method is known to be one of the most effective acupuncture techniques in Korea because it gives an instant response at the time of treatment and has a high success rate in resolving chronic problems.
Guidelines for the Use of Modifier -52
Modifier -52 identifies that a service or procedure has been partially reduced or eliminated at the physician's discretion. This is to indicate the basic service described by the procedure code has been performed, but not all aspects of the service have been performed.
Traditional Chinese Herbal Medicine in Taiwan Hospitals
This spring, a team of Western medical doctors and TCM practitioners from Cleveland Clinic traveled to Taiwan to visit Kaiser Pharmaceutical Co. (KP), and China Medical University (CMU), Taiwan's leading integrative medicine hospital.
Lessons from Functional Neurology
Chiropractic neurology, also known as clinical neuroscience or functional neurology, is moving the chiropractic profession forward by leaps and bounds.
What are the Meridians?
The meridian and collateral system (jing luo, hereinafter referred to as "Meridians") is comprised of the main meridian channels (jing mai) and the collateral vessels (luo mai). Jing takes from meaning of the Chinese word pathway (also jing) and are the main branches of the system.
Overuse Injuries in Young Athletes (Part 1)
More than 45 million children ages 6-18 participate in some form of organized athletics, and 75 percent of American families with school-aged children have at least one child participating in organized sports.
Are Probiotics Doing More Harm Than Good?
Considerable controversy exists concerning the efficacy of probiotic supplements. Very few human studies show any real positive impact on the microbiome or health. The "promise" of probiotics is based on the few animal studies that suggest a positive effect.
Chiropractic in the Eyes of the Public: 2nd Gallup-Palmer Poll
The second Gallup / Palmer College poll has been completed, yielding significant additional data regarding Americans' experiences with and perceptions of chiropractic care.
Work Stress and Musculoskeletal Health: Do Your Patients Get the Connection?
Most people underestimate the impact their job has on their health, especially if that job isn't particularly physically demanding. Big mistake.
Know Your Research: Tips for Evaluating Literature Reviews
Clinical and experimental studies are not the only types of published research we might encounter as we look for evidence to inform our practices. One of the most useful types is the literature review, which summarizes a group of studies.
Illuminating the Hidden, Freeing the Source
Amongst the Primary Channels, from a classical point of view, the small intestine is perhaps the most important channel to understand. It is one of the least used acupuncture channels in modern acupuncture, yet it within it can be found a wealth of theories from the Ling Shu.
The Professional and Practice Benefits of Political Activism
Welcome to election season, a vital part of our American culture. Every two years, without fail, we are bombarded with TV, print materials and phone messages seeking our vote.
International Congress on Integrative Medicine
"Bridging Research, Clinical Care, Education and Policy" was the theme for the International Congress on Integrative Medicine and Health 2016 (ICIMH).
Less Time Than Required
Q: When is it appropriate to use a modifier -52? Can I use it for a timed service when I do less than the time required by the code?
Let's Talk About Biceps Injuries at the Elbow
While most muscles cross over only one joint, the biceps crosses two joints: the elbow and the shoulder. Injuries to the lower biceps cause considerable elbow pain. Here's how to assess and treat an injury to this area conservatively.
Time to Fight for Your Medicare Right
I have heard a lot of noise and a lot of debate about what is going on with Medicare. As an ACA delegate, I often get asked: 'What is the ACA even doing?'
Analyzing Acupuncture Case Studies
Confirm the answer quickly by the elimination method. Take this case study as an example. After two treatments for back pain, a patient presents for a third session complaining of rapid breathing and wheezing that is made worse during cold weather.
Adventures with the Pericardium
My previous column on the San Jiao deserves equal time for SJ's loving partner, the pericardium. I nicknamed SJ the travel meridian – but pericardium can also play a crucial role in air travel.
The National Institutes of Health (NIH) lists more than 80 common autoimmune diseases including asthma, Crohn's disease, Guillain-Barré syndrome, multiple sclerosis, myasthenia gravis, psoriasis, rheumatoid arthritis, and lupus.
October, 2008, Vol. 08, Issue 10
The Power of Newsletters
By Jenn Sommermann, LCMT
If you have read any of my previous articles, you know that I am passionate about marketing and that success comes to those who do it efficiently and effectively. Unfortunately, many massage therapists don't feel it is necessary and rely solely on word-of-mouth, only to shut their doors after a year or two of being in business.Most of my articles and marketing tips focus on techniques that are simple and cost-effective. It doesn't have to cost a lot of money and it can be quite enjoyable.
One of the most overlooked marketing techniques is a newsletter. Why everyone doesn't produce one is beyond me. It is one of the single best ways to inform clients, keep you in their minds and get the phone ringing. Read on and find out how simple it is. By the end of the article, you should be jumping at the opportunity to produce one.
There are two types of newsletters: print and e-mail. Many years ago, the former was the only option and it was more costly. It not only involved production, but also printing, labeling and postage. Although this is still used successfully, you can choose the more cost-effective route of e-mail. At the very least, you should be gathering contact information on your clients including their e-mail addresses. Even if you are not ready to start an e-mail newsletter, you want to have the addresses for when you are ready. Not only should you collect your current clients' e-mail addresses, but those of potential clients as well. When you are at events, whether socially, providing chair massage or networking, ask people for their contact information. Before you know it, you'll have a substantial database of e-mail addresses. I like to keep mine organized on an Excel spreadsheet.
At this point, many of you are probably saying, "I have no time to write a newsletter" and your point is well-taken. In fact, the industry has recognized these time limitations and done much of the work for you. There are several companies that offer massage-specific newsletters for sale. Google "massage newsletters" and you will find them. You can purchase a template for hard copy or e-mail. Some are generic in nature, but others can be personalized for your business, often with a personal message from you. These companies offer a list of topics from which to choose, ranging from the benefit of water to gardening injuries. Choose the topic that fits the season and/or your clientele. When you purchase the hard-copy template, you are responsible for the printing, labeling and postage. Many massage therapists still use this method but keep in mind, it is more time-consuming and more expensive than the e-mail variety.
The e-mail template is similar in that you chose the topic and can often customize. Your task is then to distribute the newsletter to your database. Unfortunately, with so much spam in people's e-mails, Internet service providers (ISPs) are very strict about sending bulk e-mail. The goal is to get the newsletter into the mailbox of your prospective client. If it goes into a spam folder, it is a waste of your time and effort.
To remedy this, many companies will do bulk mailing for you. In fact, you have probably received an e-mail from one of these services and perhaps didn't even know it. Some of these services charge for the quantity of e-mails you send and for the frequency of use of the service: The more you use it, the less you pay per e-mail. If you regularly send newsletters to your clients and e-mail them with weekly specials or appointment openings, this service is a must and very cost-effective. Of course, you can send each newsletter individually. However, assuming you have at least 100 e-mail addresses, this can be time-consuming. Some ISPs will grant special permission to send bulk e-mails but it takes some effort to contact the company and request this special status.
Remember that any monies spent for a newsletter counts as a business deduction. Keep track of the printing, labeling and postage or the ISP and of course, the cost of the template and mark it as a promotion or marketing expense.
Last but not least, you can create a newsletter yourself. Many people fear doing so because they think it has to be an elaborate tri-fold with lots of color and photos. And then there is the issue of content. Who will write these professional, educational columns? It doesn't have to be that hard. In fact, it doesn't have to be hard at all. The only purpose of a newsletter is to keep your business fresh in your prospective clients' minds. This can be done through a simple e-mail.
My monthly newsletter consists of four paragraphs and one graphic. I have contacted my ISP and asked for permission to send bulk e-mail. Once a month, I e-mail about 300 people with a friendly e-mail. The graphic is on the top of the e-mail, corresponding to the season or the holiday. The first paragraph is about me and my practice. I always like to share a little bit about myself in the beginning. My clients genuinely care about me and want to hear about some little tidbit of my life. The second paragraph consists of the "special" of the month. For example, in the month of May, I offer a Mom's Day Special package, and this is the place I let my clients know about it. The third paragraph is a perfect place to either add something about massage or some other interesting tidbit. One month I added a recipe for BBQ pizza. One month I wrote something about the benefit of nylon vs. cotton socks for exercise. Of course, feel free to write something about massage, its benefits or any other health-related article.
Whatever it is, write from the heart. Your clients will appreciate your effort and since they already know and like you, they will enjoy whatever you have to say. The last section of my monthly newsletter never changes; the frequently asked questions or FAQs. Where do I travel? What do I charge? What modalities do I use? Do I accept tips? Is there a cancellation policy? What can I expect from my massage? I cut and paste them into the new e-mail each month. And that's it! Pretty simple and wildly effective.
Keeping in touch with your clients via a newsletter is one of the best ways to boost business. It never ceases to amaze me how the day newsletters are received, my e-mail inbox gets fuller, faster and my phone rings more. What do you have to lose? You have so much to gain.
Click here for previous articles by Jenn Sommermann, LCMT.
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