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The Future of Functional Neurology
Functional is the hot buzzword in health care these days; witness the rising popularity of functional medicine, functional testing and yes, functional neurology.
The Roots of Insomnia
One of the most common clinical presentations is insomnia. Next to digestive disorders, sleep disorders are one of the most common complaints the clinician will encounter in daily practice.
Yo San University Helps Make LA Communities Healthier
An element of healthcare training often overlooked is the residual benefit to communities served by Acupuncture and Oriental Medicine (AOM) schools nationwide.
Ethics: The Glue That Holds Us Together
Kudos to the National Certification Commission for Acupuncture and Oriental Medicine (NCCAOM) for creating a code of ethics for the nationwide profession and for deciding to make courses in ethics a requirement for certification renewal.
Osteoporosis Isn't Always the Case
What is your diagnosis? The patient is a 58-year-old female with back pain. I am sure all of you see the compression fracture at L2; however, there are some findings that suggest this is not a compression fracture due to osteoporosis.
The Amazing Clinical Versatility of Milk Thistle (Part 1)
Most of us know that the standardized extract from the seeds of milk thistle (Silybum marianum) is probably the best-proven herb for protecting the liver from chemical and inflammatory damage.
Window of the Sky Points
The acupuncture points known as Window of the Sky are a modern creation. There is no reference in Chinese medical texts for an acupuncture point category called Window of the Sky.
Interprofessionalism: What it Means and Why You Should Care
Interprofessionalism in education and in practice is a growing trend across health care in the United States. The idea that team-based care and collaborative practice can improve health care has been around more than 50 years.
How to Humanize Your Content to Create Stronger Relationships
Content marketing is about building relationships, whether that is through updates on social media, offers on your website, blog posts, email campaigns, or even printed material. Now days a business needs to make a human connection.
Integrative Medicine Can Shape the Profession
As the AOM profession struggles to define the role of "integrative" medicine within their practices their schools and organizations, students, faculty, alumni and administrators at schools wrestle with discussions of how much, where, how, and what to "integrate."
Forgotten Options for Musculoskeletal Health
Challenges with musculoskeletal health are of tremendous concern for many people today.
Percussion Therapy: An Experiment
My study of qi began more than 20 years ago — long before my study of TCM, points or pathways. It all started with an awareness in my hands and physical manifestations in the way of blockages while working on clients.
The MRI: When and Why to Order One
As I lecture around the country to both chiropractors and medical specialists, it's clear one of the main disconnects between the two professions is that of an accurate diagnosis.
Changing the Cultural View of Medicine
Many hospitals in the U.S. are incorporating integrative clinics that include Traditional Chinese Medicine. Cleveland Clinic has led the charge for adding a traditional Chinese herbal medicine clinic to their existing acupuncture program.
News in Brief
A Winner in and Out of the Office; Ready for the "Have-A-Heart" Campaign? New Integrative Medicine Journal.
Asking the Insurance Rep the Right Questions
One of the first or last questions a potential patient often asks is: "Do you take insurance?" An ill-informed or optimistic, "yes" can result in delayed or non-payment. Instead, just say: "Let me check if you are eligible first."
Spine Surgery: A Tale of Greed and Corruption
All too often, where there's substantial money to be made, greed and corruption inevitably follow.
Elevated Shoulder? Check the QL
As you know, posture reveals a great deal about the body. Posture is a unique mental and physical landscape revealing compensations and adaptations to life. It's a classic mind-and-body story.
We Get Letters & Email
In the Dec. 1, 2015 issue, we have Donald Petersen reporting on "the adapting chiropractic practice," which includes multidisciplinary practice as an option; a ChiroPoll indicating 59 percent of DCs are seeing at least 21 patients per day and 27 percent are seeing more than 40.
Top 10 Fitness Trends for 2016
The American College of Sports Medicine (ACSM) published its annual fitness trend forecast in the November / December 2015 issue of ACSM's Health & Fitness Journal.
Do You Teach Patients How to Breathe Properly?
Spinal manipulation often produces quick results in terms of pain alleviation and improved range of motion. Unfortunately, once the patient is no longer in pain, they may discontinue therapy, only to be plagued by the same complaint at a future date.
Billing and Coding for Moxibustion
Q: I am trying to locate a code for cupping and moxibustion, and have had various fellow acupuncturists indicate that they bill using the existing codes for heat, 97010 hot packs or 97026 infra-red for moxa and 97016 vasopneumatic device for cupping.
Sell Out: Using Research for the Wrong Reasons
The above chorus is from the ska band Reel Big Fish's 1997 hit song, "Sell Out," from their album, "Turn the Radio Off." In the song, the singer sarcastically relates the plight of a musician who is tired of "flipping burgers" and is willing to get "lots of money" by playing "what they want you to hear" in order to get a recording contract.
From Antiquity to Modernity: Huang Qin Tang at Yale Medical School, Part 1
Traditional Chinese medicine is a coherent medical system with several unique characteristics: it originated almost 3,000 years ago; in its area of origin, it has been practiced without interruption since its inception.
East Meets West
Gung Hay Fat Choi. Welcome to the year of the Monkey. There will be fireworks for both January and February this year. What great celebrations.
April, 2009, Vol. 09, Issue 04
Create Your Niche in the Marketplace
By Cary Bayer
What do people think of when they consider your service? Do they lump you in with the rest of the competition? If you're tired of trying to carve out a living in a competitive massage therapist marketplace, consider creating your niche to position yourself apart from the rest.
Creating Your Nouveau Niche
The word "niche" is derived from the French word "nicher" meaning to nest, where a person or thing is best fitted. In the marketplace, the word refers to being specialized, setting something or someone apart from the competition. There are two excellent ways to create such a niche.
One is by doing something nobody else does, and the other is by creating a perceived point of difference. The former is accomplished by having a unique training; the latter is achieved through advertising.
Let's consider the first way: Suppose there are 15 successful LMTs working in your market. And suppose you're the only one who practices Thai or Lomi Lomi massage. Positioning yourself as a Thai or Lomi Lomi expert brings you the overwhelming share of the market for those specialty techniques. This creates a huge surge in business.
Last year, I taught a CE seminar in which one participant was an LMT in the southeast who owned a day spa that offered prenatal massage. It was the only day spa in her city that offered massage for pregnant women. Mid-sized cities like hers are composed of huge numbers of pregnant women at any given time. This gave her spa a point of difference in the marketplace - it was her niche.
Let's take another example. Suppose you work in a small market in which all the other LMTs work out of rented offices. In other words, no therapist in your area does outcalls, and you don't mind driving. You could then position yourself as the therapist who makes house calls. At a time when medical doctors no longer do, you could stand out. You'd have no competition, giving you the lion's share of the market for clients wanting massages in their homes. Naturally, you would charge a premium for that service.
Advertising, as mentioned above, can create a position in the marketplace. Let's return to the outcall example. Whether you're working in a city in which nobody else does outcalls, or even if you work in one where virtually everybody does, your advertising can set you apart by positioning you as the therapist who makes house calls. Your promotional brochure and Web site could support that position. Miller Brewing's Miller Lite became the leading light beer when that category took off in the 70s, not because they were the first in the market, but because they were the first to promote the brand. Try to imagine a sports event on TV today without light beer commercials.
What if you're a massage therapist with no specific training that sets you apart from other LMTs in your city. How do you stand apart then? This, by the way, is the same problem that faces most packaged foods and products that you pile into your shopping cart at super markets every week. The answer in this case is advertising.
You could depict the hour that you give people on your table as a mini-vacation. I know of a few therapists in the south, who do just that. The copy would have to position the massage as a brief getaway, and graphics would have to further illustrate copy points with palm trees and the ocean, for example.
Advertising can be remarkably effective for an LMT. In what seems like a previous lifetime, I used to work in an ad agency in a small town called New York, New York. The company--Doyle Dane Bernbach--was widely known as the most creative agency in the business. Years earlier, they helped put Volkswagen and Avis on the map, and gave Heinz ketchup a huge point of difference. All three clients had perceived difficulties in the marketplace, but for all three it created enormous breakthroughs. I'll share this marketing history with you because it can help you see how much intelligent advertising can make a difference for you, as well.
Volkswagen was a small and ugly little import from Germany when it entered the U.S. in the 50s. Doyle Dane copywriters and art directors came up with novel new ways to see the auto. "Think small," it implored readers leafing through magazines like Life. "It's ugly, but it gets you there," said another ad, citing the sturdiness and reliability of the Bug that they helped make adorable.
Avis was number two in the car rental business, miles from the leader Hertz, and barely in front of number three. My agency's creative positioning: "When you're number two, you try harder." The slogan revolutionized the way Avis staffers felt about their jobs, changing them to highly dedicated employees.
Then, the piece de resistance, Heinz ketchup Here was a product with an obvious disadvantage: it took forever for the ketchup to pour out of the bottle. All the other brands delivered the goods much faster than Heinz. What to do? The agency turned the whole matter of speed on its head, by reframing the argument altogether. Their positioning for their ketchup became: "Too thick to win a ketchup race." Doyle Dane succeeded in changing the context entirely. Instead of the competition being about speed, they made it about thickness - and the results became a part of marketing history. Heinz is far and away the most successful ketchup in the world.
If your work stands head and shoulders (no pun intended) above your competition, chances are good that you're so busy you don't need to position yourself in the marketplace. You already enjoy the number one position. Only one therapist per market gets to enjoy that status, however. For everyone else, being "busier" will make a big difference, and positioning is one good way to accomplish that increase in numbers of massages given. If you don't have a point of difference with regard to the modalities you offer, use advertising to create one.
Click here for more information about Cary Bayer.
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