resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Pediatric Asthma: A Case Study
I have had very good success with pediatric asthma, combining acupuncture with Chinese herbal products. Treatment is given over four to eight months, twice monthly, with herbal formulas rotated every month.
Treatment Success at the Won Institute
According to the World Health Organization's 2003 report titled, "Acupuncture: Review and Analysis of Controlled Clinical Trials," acupuncture has been shown to improve many physical, emotional, and mental conditions.
First Annual ICD-10 Updates Take Effect
Yes, there was an update to ICD-10 codes on Oct. 1. It was a regular update to the diagnosis coding system and will take place every Oct. 1, just as it did when the ICD-9 system was in place.
Using the Lens of Chinese Medicine
One of the most common medications I see in clinical practice on a daily basis is fluoxetine or Prozac. Consequently, I hear many complaints concerning the side effects of this medication and am frequently asked by patients to help manage these side effects with acupuncture and Chinese medicine.
Treating Peripheral Neuropathy: Multi-Faceted Approach Including Laser Therapy
Peripheral neuropathy affects at least 20 million people in the United States1 and nearly 60 percent of all people with diabetes suffer from diabetic neuropathy. Many suffer from the disorder without ever identifying the cause.
Workers' Back Pain: Causes, Costs & Solution
You will want to share two important papers published in the past several months. Why? When read separately, each provides valuable information relevant to your patients, community and practice; together, they tell a compelling story.
Pediatric Footwear: Function Over Fashion
As practitioners, it is not uncommon for parents to bring us their children to treat or ask us questions related to the pediatric population. Children's feet tend to be a perplexing region for parents and practitioners alike.
Integrative Cancer Care: Chiropractic for Chemotherapy-Induced Hiccups
Hiccups (singultus) are a frequent occurrence during cancer treatment. The cause of the hiccups may be the chemotherapy drug itself, such as Cisplatin; or the prophylactic use of corticosteroids such as Decadron, which is used to prevent nausea and/or vomiting.
Dysautonomia: The Medical Condition You May Already Be Treating
TCM practitioners have spent thousands of years healing patients without knowing or needing the names of their diseases as defined by allopathic medicine. We have syndrome names that are both poetic and efficient.
Getting Paid by Medicare Is Getting a Major Adjustment
The 2015 Medicare Access and CHIP Reauthorization Act (MACRA) was signed into law to implement a new approach to clinician payments and replace the Sustainable Growth Rate formula.
Decoding the Mystery of Medical Insurance Acceptance
In the constantly evolving profession of acupuncture, one of the least understood areas is medical insurance acceptance. The profession is filled with controversy surrounding this topic: Is it ethical?
Four Ways to Attract Patients
Acupuncturist A has been in practice for six years and has struggled since day one. She spends as much time and money on marketing as she can, but since her practice is slow, her budget isn't that big.
Natural Cancer Prevention: Pomegranate for the Prostate
In recent years, the ingestion of pure pomegranate juice (8 ounces per day) has been shown in clinical studies with human subjects to slow, and to some degree, reverse, the progression of prostate cancer – the second leading cause of cancer death in North American men.
Six Things Every DC Should Know About the Zika Virus
The Zika outbreak continues to spread across the continental United States and U.S. territories. We offer this brief overview on this important public health problem for the practicing doctor of chiropractic.
Update from the International AIDS Conference
The 21st International AIDS Conference in Durban, South Africa, brought together more than 15,000 of the world's leading scientists, activists, funders, policy makers, and consumers from 153 countries.
Power to the Patient
Against a backdrop of splintered political parties, polarizations within nations, civil unrest, and distrust of established government (such as the growing anti-Washington, D.C. sentiment) comes the not-so-surprising finding that health care authorities and practitioners (with perhaps the exception of insurers) are turning over more and more powers to the individual patient.
U.S. Olympians Have a DC in Their Corner
It's probably old news to you that doctors of chiropractic play an increasingly prominent role in treating athletes, from youth sports participants to weekend warriors, to elite / professional competitors.
Upgrade to "Parker 2.0" in Las Vegas
Continuing your education and refining your practice: two key elements of a successful chiropractic career. Parker Seminars promises both as it celebrates its 65th anniversary in Las Vegas next February, according to Parker University President, Dr. William Morgan, and seminar consultant Dr. Mark Sanna.
National Board Apologizes for Testing Issues
The National Board of Chiropractic Examiners (NBCE) has issued a formal apology following a series of computer-based testing malfunctions that impacted two separate examinations (March and June 2016) and caused "widespread confusion and frustration" to the nearly 1,500 examinees taking the tests.
Going Beyond Just Feeling Good
We all know that most patients come to us for some pain complaint: neck pain, back pain, sciatica, carpal tunnel, etc. We also all know that acupuncture is a great first-line care for these issues, as well as supporting overall health and wellness.
June, 2009, Vol. 09, Issue 06
Promotion and Sales: What language do you speak?
By Lisa Curran Parenteau, LMT, NCTMB
Editor's note: This is the second article in a four-part series discussing marketing in the massage industry.
I know you desire more success and abundance in your practice and in your life. Even now, you are improving your practice by keeping current with your professional journal Massage Today! I also know that you are curious about how to promote your business in some new ways. Strong communication skills are a key building block to successful promotion and increased sales. When talking about massage and your practice, what language do you speak?
Effective communication, listening and being compelling enough to be listened to, is truly a skill that is a life-long pursuit. This quote by Edith Wharton illustrates my view: "There are two ways of spreading light: to be the candle, or the mirror that reflects it." Some folks are better listeners (mirrors), while others are better speakers (candles). I want to focus this article on building some skills to help us communicate about the art and science of massage with more ease, poise and illumination. My hope is that this will not only impact your business, but also our profession as a whole.
If you are like many therapists, you are probably a very good listener, both verbally and non-verbally. Likewise, your skills and confidence in clearly articulating what you do, why you do it and how you might provide an invaluable service may be a challenge for you. I invite you to move out of your comfort zone and consider trying a few new tools. First let's create a new (or updated) "elevator speech" (or pitch). Stop rolling your eyes. I promise you, if you give this a try and practice it, your confidence will soar! The second tool is developing a bullet list of solutions that you can offer to your potential perfect clients.
A few questions to put on the table in preparation for developing your pitch: What would you say if you ran into an old friend or classmate in the street that you hadn't seen for awhile and you told them you had become a massage therapist? How do you answer the question "What do you do?" Can you sum it up in a few minutes, with passion?
Elevator Speech: Your "Pitch"
An elevator speech is a short and sweet opening to your professional side. Add a bit of your personality and you will be set to capture the attention of potential clients and widen your professional network. This miniature speech should be a prepared presentation that sounds "off the cuff."
Step 1: Brainstorm some descriptive language about what amazes and thrills you about your work. Jot down words and short phrases as they occur to you. Don't worry about making sense or connections. You are simply gathering raw material. Be authentic and use words that you would really say in conversation!
Step 2: From this list, choose two words that you find especially evocative - that really tug at the heartstrings of your passion for your work. Trust yourself and go with your instincts here. If you can, look up each word in a dictionary. Contemplate what you have chosen and what it really says about why you are a massage therapist.
Step 3: Gather the pieces.
Step 4: Now, put it all together in one or two sentences. This statement, in 60 seconds or less, should introduce you and what you uniquely offer the world. "I do (nature of service) + for (ideal client) + so that they can (benefit to the client)".
A good elevator speech will most likely evolve over days, weeks, or months. Start the evolutionary process by writing your first draft today. In other words, don't wait for the perfect elevator speech. Write an imperfect one, use it, and the perfect one will evolve in time. Jim Rohn, American entrepreneur, author, and motivational speaker, states, "Take advantage of every opportunity to practice your communication skills so that when important occasions arise, you will have the gift, the style, the sharpness, the clarity, and the emotions to affect other people."
Bullet List of Solutions
What is your solution to your potential client's problem or need? This bullet list of talking points is an expansion of the third part of your elevator speech. Why do most of your perfect clients seek you? Injury related pain reduction, sports conditioning, an energetic modality, or simply 60 minutes of serenity? Remember, YOU are the good listener, and you are probably very intuitive as well. Think of some health benefits of massage, quotes from experts and research some statistics from one of our professional association Web sites: American Massage Therapy Association http://www.amtamassage.org/news_editors.html; Associated Bodywork & Massage Professionals http://www.massagetherapy.com/learnmore/benefits.php; and/or Massage Therapy Foundation http://www.massagetherapyfoundation.org/researchdb.html.
Do a Google search on your massage specialty and interests. Write a clear and concise objective list of the benefits of massage for your perfect client or target market. Because of my special area of massage, my bullet list of solutions or talking points focused on promoting massage for elders and those in end-of-life care. They address the improvement in the quality of life for this fragile population:
Massage Benefits For Elders
I would also add some quotes from experts in the field:
To educate myself, I also have some stats about the opportunity for massage to serve folks in these special settings as part of my list. These trends help me feel passionate about my work!
What specific benefits, expert opinions and market trends define your special area of massage?
One Final Note
This article focused on verbal communication. Now align your newly crafted elevator speech with everything that represents or brands you in the professional world. What do you want to say in your printed marketing collateral and on your Web site about what you do and the benefits to your specialties? What about your facebook profile, business page or group, and your LinkedIn profile? As your practice grows, changes and is re-defined, take the time to refresh your branding. The good news is, today is the first day of the rest of your professional life!
I touched on the concept of your "perfect customer's characteristics" in Step 3 of the elevator speech construction. I look forward to sharing my thoughts and assisting you in defining your perfect customer in my next article. Until then, Namaste.
Lisa Curran Parenteau is a specialist in marketing and practice development. She serves as marketing consultant for the Center for Compassionate Touch, LLC and contributes to curriculum and program development. She also consults with other businesses, non-profit organizations and professional associations. Lisa serves the American Massage Therapy Association as the 3rd VP, webmaster for the Mass. Chapter website and will serve as a 2009 Mass. Delegate to the 2009 national AMTA conference, where she will be presenting a Position Statement to the 2009 House of Delegates. She also serves the Massage Therapy Foundation as a member of the Community Service Review Committee and the Chairperson of the newly formed Marketing Committee. Lisa can be reached at
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