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Keeping Malpractice Allegations at Bay
It has been suggested that in the litigious environment in which we live, the practice of chiropractic should be defensive and practitioners should constantly be watching their backs. An element of defensive practice is a good idea.
Parker University Embraces New Era
Change is in the air at Parker University, which recently announced the selection of both a new president and a new consultant for its seminar program.
News in Brief
NYCC Aggregates Degree Programs in New School; Palmer Chancellor Receives Education Award From ICA; Oklahaven Announces "Have a Heart" Winners.
Prostate Cancer Risk
A large study published in January 2016 in the American Journal of Clinical Nutrition showed that men who are vegans had a 35% lower risk of developing prostate cancer compared to non-vegan men. The study followed more than 26,346 men who are part of the Adventists Health Study-2.
How to Reach Your World With the Chiropractic Message
My latest effort to share chiropractic occurred in mid-May while I was sitting at an introductory parent information night for high schoolers. The IT instructor informed us that each student would be receiving a computer for all their studies.
The Need for Standards
ISO-TC-249: You may look at these letters and numbers and wonder what they are and what they might mean. They turn into: International Standards Organization- Technical Committee – 249. There is a global organization called The International Organization for Standardization.
Living Well: Lessons From Our Oldest Old
Aging is a significant public health problem, important to chiropractors in practice and important to DCs who teach students training to become chiropractors.
A Different Way of Looking at It
The way you and your chiropractic colleagues access information has changed over the past decade. According to a recent survey conducted by Dynamic Chiropractic, almost half (48 percent) of DCs read online articles on their personal computer or laptop daily.
Sleepless nights, anxiety, mood swings, euphoric energy bursts, obsessive thinking, and a strange feeling in his chest. That is what Matt was experiencing when he first entered my practice. Rather than being concerned, he was loving every minute of it.
Building Bridges with Discipline
As practitioners of traditional Chinese herbal medicine, our role is to educate patients and medical practitioners about the various safety aspects of our medicine. Medical doctors that embrace Chinese medicine want to collaborate and include Chinese herbal medicine in more aspects of clinical care to support their patients.
Distal Style Treatment of Neurogenic Pain
Treat locally or distally? This question has frequented my thoughts for the treatment of pain throughout my acupuncture career. Each style has strengths and weaknesses, thus the versatile practitioner would do well to forgo dogmatic adherence to any one style in deference to the needs of the individual patient.
Billing Timed Services
Q: I do not always use physical medicine services but in my state I do have a scope of practice that allows me to provide many of these services. I am trying to understand what "direct one-on-one patient contact" means in relation to physical medicine services.
Understanding Levels of Evidence
The concept of levels of evidence is a cornerstone of research literacy and a great starting point for understanding basic principles of how research works.
Transforming Las Vegas
On a warm spring day in Las Vegas, Sonia Kim, clinic front desk staff, is busy preparing for a full day of intern shifts at Wongu Health Center. She greets patients, makes sure documents are properly signed, and lets the interns know that their patients have arrived.
Discovery: Finding Insights and Each Other in Different Disciplines
Recently I've been thinking about all sorts of things which are hidden from our daily direct experience. That general category is what links nearly everything that catches my attention and then demands some kind of investigation.
Billing One-on-One, Direct Patient Contact
This is often misunderstood and leads to trepidation when documenting and subsequently billing timed services.
Constructing Our Reality, Part 2
My last article discussed perception and its relationship to the primary channels. Before we get to the channels most commonly used to treat sensory disturbances, the small intestine and triple heater, we should first talk about the bladder channel.
With Low-Back Pain, Sometimes Little Things Matter
Typical treatments for low back pain involve large muscles like the quadratus lumborum, iliopsoas, and piriformis. However, there are situations when a very small muscle, the multifidus, can play a significant role in the diagnosis and treatment of low back muscular or spinal injury.
Low Fat vs. Low Carb & the Power of Protein
A science-based website recently posted a nice summary of 23 randomized, controlled trials from peer-reviewed journals pitting low-carb diets against low-fat diets.
Streamline Your Front Desk
Your front office can be your greatest source of efficiency or it can be a constant bottleneck. Increasing the productivity of this area, while not sacrificing the quality of patient interaction, can be a little tricky. However, with some focused effort and intention, your front desk can keep your practice running smoothly.
One of the most common trends to see in clinical medical practice and public health is the cycles of health "buzzwords." These come and go depending upon the current cultural zeitgeist. One year, "parasites" are causing all the issues, and the next year it's "candida."
In This Current Age of Anxiety
Anxiety, also referred to angst or hysteria, goes by many names. One, popularized by the sagacious Zhang Zhong Jing, who many practitioners of Chinese Medicine may be familiar with, is known as Restless Zang/Fu disorder.
Holistic Skin Care and Modern Technology
Anti-aging is a concept that we hear in reference to skin rejuvenation and growing older on a daily basis. Aging begins as soon as we are born; therefore "pro-aging" is embracing all stages of life gracefully, with vitality, wisdom, joy, and gratitude as the goal.
Finger (Pad) Pointing: Repetitive-Use Injury Waiting to Happen
"My wrist and hand hurt. I spend all day working on computers and then I come home and spend more time on a computer, usually playing video games."
A Whole-Body Approach to Chronic Tension Headaches
Nearly every day in our practices, we see patients with chronic headaches that have not responded to traditional treatment. They present in our offices with a feeble hope that "maybe" a chiropractor can help.
Hip Flexor Contractures & LBP in Above-the-Knee Amputations
Patients with above-the-knee amputations (AK or AKA) are particularly prone to developing hip flexor contractures. Not to be confused with muscle tightness, contractures are a permanent shortening of tissues which cause deformity or distortion.
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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