resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
AOMA Strengthens Leadership Team
AOMA Graduate School of Integrative Medicine, a leading college of acupuncture & herbal medicine, announced the appointment of Donna LaPoint Hurta, MBA as the new VP of Finance & Operations this Fall.
Understanding and Identifying Pediatric Growth-Plate Fractures
In general, fractures in children heal well with little intervention as long as the alignment is good. Fractures involving the growth plate, however, are a different issue. In fact, growth-plate injuries are the primary reason for the subspecialty of pediatric orthopedics.
Jingei Diagnosis: An Effective and Powerful Diagnostic
I graduated from the Kotatama Institute under the direction of Drs. Masahilo and Katsuharu Nakazono in 1984. As a student, I was exposed to the practice of most of the various theories and modalites of Oriental Medicine.
Help Patients Achieve Optimal Vitamin D Levels
Much research has been done on vitamin D levels and their impact on health; optimal levels have been correlated with a reduced risk of developing numerous conditions.
5 Ways to Occupy Occupational Health
Despite the progress that has been made to better protect workers, occupational health and safety remains a priority area for many national governmental organizations due to the widespread problem of occupationally related morbidity and mortality.
To The Finish Line With the Help of TCM
When acupuncturist Eddy De Smedt pursued a career in Traditional Chinese Medicine, he knew he wanted to make a difference.
Healing With TCM at San Quentin State Prison
For the prisoners at San Quentin State Prison, life-sentences are the reality of every day life. It is not often that prisoners get the opportunity to use alternative medicine to deal with common ailments they encounter behind bars such as, depression, anxiety and pain.
The Tao of Gender
If you think gender is as simple as having a new client check off the "male" or "female" box on your intake form, we hope this article will expand your understanding and thus the reach of your health care.
The Heart Protector
On the physical level, the Pericardium is a double-layered sac of fibrous tissue that envelops the Heart. The space between the layers is filled with serous fluid that protects the Heart from external shock or trauma and lubricates to allow for normal Heart movement.
Pulse Diagnosis: What We Know
I am still finding pearls of wisdom from the books and papers that I inherited from my pulse diagnosis mentor Jim Ramholz.
Web Marketing: Content Is King
Google's sweeping updates to its search algorithms over the past few years have brought a paradigm shift in how you can optimize your chiropractic website to gain maximum marketing leverage.
Managing Today's Fertility Patient
I recently received an email from one of my fertility patients: "Got my lab results back. FSH is 11, AMH is 0.7. My doctor said these numbers aren't good. I guess I'm infertile. Just as a thought. Just set up an appointment to speak with an adoption agency."
Talking to Patients About Healthy Aging
I've noticed that a particular category of patients seems to make up more and more of my practice – they work out, but still experience lots of degenerative joint disease (DJD) issues.
Blaming the Gluteus Medius, Overlooking the Deltoid
The gluteus medius (Gmed) is commonly written about, strengthened and blamed for many conditions, and rightfully so. After all, the Gmed plays a role in pelvic stability, hip motor control and lower-quarter dynamic movements.
Lime Jello on Morphine
Taste is in the eyes... actually the mouth... of the beholder. My food preferences have changed, lightening from the food of my youth. My parents loved heavy eastern European cuisine and I loved it as a child. Now I enjoy leaner, healthier whole foods.
Saying No to Medicine
An interesting article recently appeared in Men's Journal titled "When to Say No to Your Doctor." The article begins with the summary statement above and effectively arms readers with information that will help them "take more responsibility for your own health care, because you can't be sure anyone else is.
The X Factor in Clinical Research: The Patient
It was the great baseball legend, former New York Yankees catcher Yogi Berra – he of countless aphorisms, each with a mind-bending twist – who once declared, "You can observe a lot by watching."
Calcium Helps Prevent Colorectal Cancer
Over the past 25 to 30 years, studies have suggested calcium may confer protection against colorectal cancer.
The Wonders of Light Therapy: An Interview with Wes Burwell
I first met Wes Burwell in 2011 when he was teaching a class on light. Since then, every time I hear him speak, his understanding of the benefits, function and capacity of light has evolved.
Simple Ways To Find True Happiness
Patients in our clinics are always seeking happiness. As their health advocate, we need to ensure we inform them that in order to find happiness, they have to make sure to identify what makes them happy in the first place.
Managing Patient Expectations About Acupuncture
Last year, I attended the Pacific Symposium in San Diego for the first time in six or seven years. It was the 25th anniversary of this event, and on one evening there was a panel discussion with the title; "What is Qi?."
August, 2009, Vol. 9, Issue 08
Are You a Chicken or a Duck in Business?
By Jenn Sommermann, LCMT
Think back to massage school for a second. I know for some of you, that might be a distant memory but humor me. Do you remember learning about the difference between a chicken and a duck? It was about the difference between slow twitch and fast twitch muscles.Well, if this particular memory is escaping you, let me help to refresh it. Chickens have mostly fast twitch muscles, making them speedy and good for short bursts of energy. Conversely, ducks have mostly slow twitch muscles, making them better for endurance events, like flying. The same is true for human musculature, and you may have already thought about or have previous experience with the category you fall in. I am a chicken. Everything I do is for speed and in short bursts of energy. I am a sprinter by nature and as an athlete, I compete in short-speed events. There is no doubt about it. I have more fast twitch muscles, except when it comes to business. In business matters, I am a duck.
If you have read any of my previous articles, you know that practice management and success is about sales. In my article, "The Difference Between Sales and Marketing" (Massage Today, June 2007), this issue is specifically addressed. I don't want to rehash it. (It's a good article and I encourage you to read it). However, in order to be good at sales, selling yourself and your profession, you must be a duck. To be a duck in sales means you are willing to go the distance, treating the effort like an endurance event.
In marketing, there is no quick fix. Many of my consulting clients have been contacting me lately for quick-fix marketing solutions. The current economy has massage therapists scrambling for clients and income and instant solutions. I am sorry to disappoint you, but marketing is a marathon and cannot be treated like a sprint race. It takes time to plant seeds and requires watering, weeding and attention. Only then can the seeds you sow, grow and turn into paying clients.
I realize I am using lots of analogies but I think they apply. However, not everyone is an athlete or a gardener, so consider something else you had to put time and effort into in order to be successful. How about massage school? Did you choose the quick-fix school or were you willing to invest an appropriate amount of time and energy into becoming successful at your massage skills? Unfortunately, some graduates think that their amazing aura and social skills will build a business. Most of them have found that not to be true, only to contact me and say, "I didn't realize it would be so hard." It takes time. Period.
Slow and Steady Wins Every Time
Currently, I tell my students it takes at least two years to build a self-supporting practice. It was true 17 years ago when I started in this field and it is still true today. Of course, some folks can do it sooner, and for others it may take a bit longer but that is an average amount of time. Two years is not a sprint. In the big picture of your lifetime, it might seem like it but when you consider the average massage career is seven years, two years is a marathon.
Your marketing efforts must always be a combination of six to 10 ways to attract business. No one marketing tool is going to work 100 percent of the time. It must also be planned to work over time, building client retention and gaining referrals. If you approach marketing like it will be an instant fix, you will be disappointed. Chances are you might see a client one time but that alone will not build a supporting practice, based on client loyalty. There is no trick except time, perseverance and endurance. Remember the story about the tortoise and the hare? Remember who won? Slow and steady wins every time.
In almost all matters of my life, I am a chicken. However, when it comes to practice management, business building and developing a clientele, I am a duck. It takes a little extra effort to build slow twitch muscles. It is often out of my fast twitch comfort zone and sometimes my muscles get sore. But like an endurance athlete, I train, I stretch, I recover and then I do it all over again... and again. The key is not to give up until you cross the finish line.
Click here for more information about Jenn Sommermann, LCMT.
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