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Online Marketing Basics: Google Ranking, Part 1
We all know there is so much opportunity with online marketing. And, let's face it, if you don't have a presence online with a website and social media, you are probably not where you want to be.
Medicine as Metaphor
The practice of medicine is both an art and a science. We study and learn the system so that when the time comes to apply it, there is a greater possibility of successfully helping others.
Are You Using Your Professional Title Ethically?
Many faculty members teaching in the classroom or performing research within academic institutions have earned doctorates and use the title of "Doctor" or "Dr." They are usually referred to as professor or doctor within the classroom by students.
The Integrative Medicine Puzzle: Putting the Pieces Together
The conversation is changing in the broader healthcare community with patients actually moving the discussion toward more integrative topics. Patients today want to know their options.
Can Acupuncture Treat Knee Pain?
Recently, an article in the Journal of the American Medical Association concluded that, "neither laser nor needle acupuncture conferred benefit over sham for pain or function" among older chronic knee pain patients.
Melatonin: A Promising Natural Agent in the Prevention of ALS
A number of years ago, experimental studies suggested melatonin could block key steps in the development of Alzheimer's disease, primarily by acting as a brain antioxidant and inhibiting the build-up of beta-amyloid plaque in the brain.
The Art of Creating a Healing Space
I always advise my graduates to examine their group practice or treatment rooms with fresh eyes after they leave my CE workshops. I tell them, "Ask yourselves - is your space qi filled, welcoming and healing? Or is it cold and clinical?"
Abdominal Acupuncture for Eye Healing: The Sacred Turtle and Ba Gua Map
Our ideas about western medicine have shifted in recent decades, while the public is asking more from health care providers.
The Source-Luo Point Combination, Part 3
Dr. Nguyen Nghi (NVN) was born in Vietnam and is one of the most important scholars, writers, teachers and practitioners of modern time. Many of his theories and applications are the source of modern teachers from Europe and the United States.
Viewpoints: Pes Anserine Tendonitis vs. Medial Meniscal Tear
What do you think stiff golf shoes, playing with a child, riding a bike, running and swimming the breaststroke all have in common? Each requires knee joint involvement. To quote physical therapist Gary Gray, "The knee is just the dumb guy in the middle."
Embrace the Necessity of Change
My son, David, and my daughter, Deborah, play high-school and club soccer. For those of you who aren't familiar with this lifestyle, each practices two to three times a week, 48-50 weeks a year. Between the two, they play approximately 70 games annually.
How's Your Bucket? Two Key Benchmarks to Help Plug the Holes
Just about every businessperson knows it's far less expensive to hold on to a repeat customer than it is to acquire a new customer.
Exploring and Learning from the Gift of Life
I'm grateful to have had the opportunity to teach cadaver dissection classes and workshops with Stephen Cina at the New England School of Acupuncture over the past seven years, first through the Sports Medicine Acupuncture Program and later as a NESA elective course.
Sacroiliac Pain: A Complex Puzzle
I don't think we manage SI misalignment properly. First, we tell our patients they have an SI problem. I am not convinced this is accurate, and I will speak to that issue. Second, I think repetitive mobilization of the SI joints is not useful.
A Simple Exam Protocol to Assess Lower-Extremity Imbalance
One of the most common conditions of the human frame is excessive foot pronation, in which the foot rolls inward, creating a foot that is flatter, wider and longer. A resultant subluxation pattern of the various tarsals and metatarsals results.
The Roots of TCM in Depression Treatment
In traditional Chinese medicine, there is historical precedent for the treatment of so-called "Shen" (Heart-Mind) disorder, or disorder/dysregulation of the spirit, which is also considered as distinct but not separate from the cognitive function of the brain.
Colon Health and TCM
I still remember many years ago, the loud "Yuck" from my wife at the time when we were together watching the Chinese movie "Last Emperor."
Coding for Functional Performance Testing and Measurements
I have noticed a trend for medical necessity of chiropractic services to be defined with statements and language indicating "functional improvement" as one of the standards for efficacy of treatment.
Time to Address the Global Impact of Pain
More people may be living longer, but they're not enjoying it, particularly when it comes to musculoskeletal health, according to the latest Global Burden of Disease (GBD) study.
Adding Microneedling to Your Clinic for Results and Profit
Microneedling has taken the beauty world by storm over the last 10 years. Under the names dermaroller, microneedling or skin needling you will see these treatments listed in the services of nearly every fashionable beauty salon and day spa in the country.
Merger Creates New Model of Care
Two San Francisco powerhouses of holistic healing, the American College of Traditional Chinese Medicine (ACTCM) and California Institute of Integral Studies (CIIS), are merging. Together they are building a visionary approach to applied integral health.
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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