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Fertility and Poly-Unsaturated Fatty Acids
Starting or expanding one's family is a major milestone. It's something that more and more people seek out health care advice and support for.
What's Chiropractic Research Worth to You?
The Palmer Center for Chiropractic Research (PCCR), in celebration of its 20th anniversary, has announced it is spearheading a fundraising campaign to support chiropractic research.
The Food Conversation: Nutrition and Your Practice
It's morning and your first patient rolls in with a triple espresso steaming in one hand and a frazzled, desperate look in her eye. "You gotta help me, doc, I am constipated unless I drink one of these, and I am exhausted and anxious all the time."
Improving Communication Between AOM and Biomedical Providers
How comfortable do you feel talking to Western medical providers? If you are like me, you may not feel as comfortable as you would like. Some of my interactions with MD's haven't been the fruitful steps toward integrative medicine for which I had hoped.
Nuts Reduce Risk of Heart Disease, Cancer and Other Health Problems
Several recent studies suggest regular consumption of nuts may provide a significant degree of protection against certain types of cancer, heart disease, possibly type 2 diabetes and some neurodegenerative diseases.
Acupuncture Rising: From Acupuncture Anesthesia to Assisted-IVF, Part 1
Acupuncture's cultural and historical roots go back to the emergence of Chinese civilization. For more than 2,000 years, acupuncture needling has been continuously practiced on the largest population in the world.
The Short Leg Dilemma
When evaluating a new patient, it is common to note a relative shortening of one leg to the other. Some patients will even tell you they have one, and then pull out the store-bought heel lift they read about online.
More Chiropractors Required
An intriguing study published in the Journal of the American Board of Family Medicine examines how "chiropractic care affects use of primary care physician (PCP) services."
Getting a YES: An Effective Strategy for Overcoming Patient Objections
Patients make more excuses for declining care from an acupuncturist than perhaps any other type of doctor. Various reasons hold them back from making a commitment to care.
Harvard Health References Flawed AHA Position Paper
In its special health report, "Stroke: Diagnosing, Treating, and Recovering From a 'Brain Attack,'" Harvard Health Publications includes information from the American Heart Association's 2014 position statement on cervical manipulation and cervical dissection – a statement the American Chiropractic Association emphasized in a letter to Harvard Health mixes "scientific facts with half-truths."
Modernization of Chinese Medicine
Language – written, spoken, signed, or otherwise is learned as a means to express our individualized perceptions about the world around us. Language is designed to communicate our personal experiences.
Change Lives by Supporting Chiropractic Research: Are You In?
The Palmer Center for Chiropractic Research (PCCR), in celebration of its 20th anniversary, has announced it is spearheading a fund-raising campaign to support chiropractic research.
A Chiropractor's Guide to Yoga
"Doctor, can I continue to do yoga while undergoing your care?" "Is it OK for me to go back to yoga while I'm getting my back treated?" "It is safe to start my yoga classes again after my neck pain improves?"
Help: A Need at Every Level
One of the great gifts of training in acupuncture is the ability to take good care of oneself. I recently had a bout of frozen shoulder — an inflammatory syndrome which can be debilitatingly painful and take years to resolve.
Surprising Reasons for Orthotic Efficacy
Clinical outcome studies show orthotics are effective in the management of a wide range of injuries, including plantar fasciitis, Achilles tendinitis and patellofemoral pain syndrome.
Patient-Centered Care vs. Payer Restrictions: Your Ethical Obligation
Do you have an ethical obligation to evaluate your patients, make a diagnosis and provide evidence-based, patient-centered health care, irrelevant to the payer restrictions?
Fish Oil: A Key Component of Positive Clinical Outcomes
Patients seem to be presenting with more complex problems, and many are responding to care more slowly or have completely unexpected results. Why?
Do Some Good and Grow Your Business with Cause Marketing
Cause marketing is truly one of the best ways that you can promote your services as a acupuncture professional. Cause marketing refers to a type of marketing where a business partners with a non-profit organization to help bring awareness to a charitable cause.
Practice Policy (Gone Bad): The Sign
Every once in a while, you see something and think to yourself, That's a really bad idea. Case in point: I went to see my medical doctor the other day. Just after being "roomed," as they say, the nurse checked my vital signs. Then she left.
Dorsiflexion Dysfunction: Evaluation & Manipulation Techniques
Almost every condition from the foot to the hip can be attributed to the inability to dorsiflex the ankle mortice and other joints that participate in dorsiflexion. Let's start by understanding normal versus abnormal dorsiflexion.
The Zen Art of "One Point"
We were always told in our Zen Shiatsu training (by Japanese and Japanese American instructors) that our ultimate aim was to to find that "One Point." To be so focused we could touch just one point to transform Qi throughout a client's body.
Healing Trauma: Cultivating Resilience and Presence Through Mindfulness, Part 2
In the last issue of Acupuncture Today, the first part of this article introduced the topic of trauma and resilience, and their relationship to the autonomic nervous system response and the concept of the spirit being grounded in the body, and suggested the importance of mindfulness as a tool for healing.
Practicing with Authenticity
To extrapolate from the above quote, patients love healthcare providers they can trust. One way to earn the trust of your patients is by practicing with authenticity. What does that mean, exactly?
Oriental Medicine on the World Stage
"Let me win. But if I cannot win, let me be brave in the attempt." This simple, yet powerful statement was lived out time and time again by so many of the athletes from around the world during the Special Olympics World Games in Los Angeles.
An Acupuncturist's View of Medicinal Marijuana
The use of cannabis for medical purposes is very controversial. Use as a panacea by physicians uninitiated to the proper application of herbal medicine, as well as an excuse for recreational use have greatly confused the issue.
News in Brief
Call for Abstracts Announced - Parker Las Vegas 2016; Logan Adds Doctorate Degree; New Role for Dr. James Edwards.
April, 2009, Vol. 09, Issue 04
Make Your Client's Experience Memorable
By Jenn Sommermann, LCMT
A plethora of competition, coupled with a struggling economy makes for tough business times. There is no doubt that our massage industry has experienced a population explosion since the turn of the century and rivalry abounds. There are probably very few, if any, massage therapists who are the "only ones" in their town. Now we see competing spas and franchises opening up in record numbers at every cross street and massage schools turning out graduates in record numbers. Added to these quantitative challenges is a tough fiscal period. Most of us have been affected in one way or another. The weekly client may now only come every two weeks, or the monthly client may now only schedule for every five weeks. Some clients may have dropped out altogether, in order to pay for their higher priority items. It will get better but it's challenging now, to say the least.
What's a therapist to do? I know I paint a bleak picture and you may be wondering what can be done, if anything. In my opinion, it all comes down to the client experience and what your clients will remember about you. There's a saying that 'no one will remember your words or your actions, but they will remember how you made them feel.' Think back over your life and I am sure you will agree. The specifics about people, places and events may be fuzzy but the feelings linger. The feelings are what created the memorable experience. The same goes for a massage session. It must be memorable and lasting, in order for your clients to want to return. After all, isn't that what we want? Client retention is the key to business success. Turn your massage session into a memorable experience and your clients will return more frequently.
At this point it is necessary to objectively look at the services you provide, including the business side of your practice. The experience starts long before a client walks into your treatment room and unfortunately, this area is often overlooked. Instead, I see therapists flock to hands-on continuing education, adding modalities to their bag of tricks, in hopes of becoming more successful. While a varied arsenal of techniques is imperative, it rarely brings clients in your doors or gets them to reschedule. It is the "little things" that clients rave about, tell their friends and come back for. Below are some things to consider when assessing the experience you provide for your clients.
Assessing Their Experience
Is it easy to reach you on the phone? Do you actually answer your phone or at least, return a call within a few hours? This tiny detail is so critical to a client's happiness, especially in today's fast-paced world. It is easy for a client to just try another number or book with a therapist who calls back first. I recommend routinely checking voice mail and returning calls every two hours. Clients will leave messages if they know you return calls promptly.
Is it easy to find you? And are there clear directions for what they should do once they get there? Not all of us can afford an assistant to greet our clients when they walk through the door. Most of us have clients enter an empty room and wait. That's OK, but what is the atmosphere when they arrive? Is there something to read or clear instructions regarding paperwork? Do you have a sign directing them to the lavatory or to refreshments (water/tea or fruit)? This is precious marketing time and a great opportunity for your clients to read about other modalities you offer, products you sell or the benefits of consistent massage therapy.
I won't address the actual massage, as I feel this is so individual and personal. I am also not a technique coach and don't feel this falls into my area of expertise. That said, you must consider a few things regarding the treatment. Did you provide a place for your client to put their things? A hanger for their jacket? So simple but overlooked and often replaced by just a hook. I don't know about you but I don't like to hang my nice leather jacket on a hook. Is the room warm or cool enough. Nothing turns me off faster than being cold. With inexpensive table warmers, there is no excuse for a client being chilled.
Did you offer a music choice or a lubricant choice? Clients like some choices and control, especially on their dime. This is a joint venture. Include them in the process. You are not "doing a massage" to them; you are entering into a healing session with them. How much are you talking? Rule of thumb: answer a question but don't ask another one. Engage only as much as they want and don't initiate conversation. Silence is really golden and very healing.
What is the last thing that happens when you end a session? Do you ask for feedback? Rather than just ask, "how was your massage?" (which is likely to illicit a vague response), be specific. "Is there anything you liked about your session or anything you would like added next time?" Planting a seed about a "next time" is a powerful message. To that end, do you ask a client to reschedule? Do you offer water/tea or fruit? Do you offer the client any exercises or take-away information? I like to walk my clients out the door, instead of just saying goodbye and having them exit on their own. Somehow the image of me waving goodbye from the front door seems more hospitable and welcoming for their return. Again, simple but many of my clients have commented on it.
An experience means different things to different people. In a sea of massage therapists and with clients becoming more savvy and conscious of where they spend their money, it is imperative to create lasting memories. Look beyond the treatment to what else you offer; and if it is average, work to improve it. Simplicity goes a long way. Still at a loss of what to do? Go get a massage from someplace new. Be a detective and look at all the details of their practice. Does something stand out? If so, replicate it. If not, you at least got a massage and can be the role model for your clients.
Click here for previous articles by Jenn Sommermann, LCMT.
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