resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
The Most Important Vitamin You've Never Heard Of: K2
Imagine if one in every three patients who walked through your door was afflicted with a debilitating, yet completely preventable and treatable disease.
Acupuncture's Essential Role
Acupuncture should play a more prominent role in U.S. healthcare during and after this post-Affordable Care Act era when chronic care and population health management are key concerns for all healthcare providers.
The Drug Epidemic: Are You Guilty, Too?
Attention-deficit / hyperactivity disorder (ADHD) has become epidemic among children in the United States. According to the Centers for Disease Control and Prevention (CDC), the percentage of school-aged children diagnosed with ADHD has grown from 7.8 percent in 2003 to 11.0 percent in 2011.
HVLA Technique: Addressing Myths
In the annals of chiropractic history and literature, and in the imagination of the public, there is one manual adjusting technique that can produce a wide range of responses, both from patients and casual observers.
The Lung Official
The Lung is known as the "Official Who Receives the Pure Chi From the Heavens." The act of breathing in, known as inspiration, brings oxygen into the body from the atmosphere. Each exhalation or expiration removes and releases carbon dioxide, a waste product of the body, into the atmosphere.
Patience vs. Patients
How long have you been in practice? I began my journey more than 20 years ago and opened my first acupuncture clinic in 2008. Just like you, I've learned a lot over the years. Recently, I sat in an interview and was asked what made me successful.
CE Regulations Are Hurting Chiropractic
During my 35 years in the chiropractic profession, I have been forced to attend available continuing-education programs that were occasionally incredibly beneficial, but frequently not worth my time.
Letter to the Editor
On December 7, 1999, the U.S. FDA reclassified the status of acupuncture needles from class III (investigative devices subject to investigative device exemptions...) to class II (special controls).
News in Brief
F4CP MEmbership Milestone Reached; ICA Challenging New California Vaccine Law; TCC Names New President; New Provost at UWS.
Acupuncture Earns BLS Unique Code
The United States Bureau of Labor Statistics recently announced that acupuncturists will have their own unique occupational code in the 2018 BLS Handbook. The new Standard Occupational Code (SOC) is 29-1291, will be included in the next edition of the BLS Occupational Handbook, which will be published in 2018.
University of Bridgeport Acupuncture Students Make Rounds at Sisters of Notre Dame
Nuns are not stereotypical acupuncture patients, Dr. Jennifer Brett acknowledges with a laugh. But then again, acupuncture has gone mainstream, just like cappuccinos and recycling. "It's changed a lot from the '70s and '80s," said Brett.
Concerns Regarding CDC Guidelines for Pain Management
In response to the epidemic rates of opioid and heroin addiction, the Centers for Disease Control and Prevention (CDC) set new guidelines for physicians regarding treatment for pain.
Case Study: 2-Year-Old Suffering From Urinary Reflux
A19-month-old female child presented to my office for treatment. Her mother reported the child had been diagnosed with urinary reflux and associated urinary tract infections, recurrent bouts of otitis media and inability to sleep.
We Get Letters & Email
Our Medicare Challenges Aren't an Education Issue; Passion to Succeed: More Pivotal Than GPA?
Sacroiliac Joint Fusion: Where's the Wisdom?
We should be very skeptical of the purportedly less invasive version of the already defrocked sacroiliac fusion surgery, "minimally invasive" sacroiliac joint fusion; and concerned this procedure simply represents the device manufacturer's attempt to find yet another new market.
Why We Need to Fix the Mechanoreceptors (Part 2)
The muscle spindle, a particular type of mechanoreceptor, is located deep within the muscle belly, encapsulated in fascia made up of intrafusal fibers, all within the extrafusal muscle fibers.
Infertility: Managing Irregular Menses
Infertility is an area where Chinese medicine is particularly helpful. In the main, in women below the age of 38 without organic disturbance, the success rate using TCM (Traditional Chinese Medicine) should exceed 85%.
Forward Head Carriage and the Feet: What's the Connection? (Pt. 2)
Clinical evaluation of standing posture using relatively low-tech tools has been confirmed as valid and reliable by several studies. The original device used to evaluate posture was the plumb line, which served as a reference line for the effects of gravity on body alignment.
Six Things Every Chiropractor Should Know About Opioids
An increase in addictions and deaths due to opioids has raised significant concern and media attention. We offer this brief overview on this important public health problem for the practicing chiropractor.
Comparing Costs of Care: DCs, MDs or PTs - Who Costs More?
In a health care era where evidence is increasingly the benchmark for insurance coverage, patient care and even cultural authority, we get plenty of it courtesy of a retrospective cost analysis spanning 10 years, more than 660,000 "covered lives" and nearly 7.5 million claims from Blue Cross Blue Shield of North Carolina.
Dealing with a Pain in the Butt
The patient came into my office with the classic antalgic stoop. She was bent over almost to ninety degrees, leaning on her husband for support and staggering to walk. She had been under supportive care for a long time, but this new pain scared her.
Putting POLITE Into Practice
First came the acronym RICE (Rest, Ice, Compression, Elevation), which eventually became PRICE (Protect, Rest, Ice, Compression, Elevation). Then in 2015, we started hearing POLICE (Protect, Optimal Loading, Ice, Compression, Elevation).
NBCE Fumbles Computerized Testing Process
Imagine being a student again, about to take one of the four tests required to become a doctor of chiropractic. You've studied almost nonstop for the past few weeks. You can feel your anxiety level rise as you sit down in front of the computer screen.
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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