resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Chronic Pain: Become Part of the Solution
I have lectured to more than 7,000 chiropractic physicians over the past five years regarding the chronic pain and opioid epidemic in this country.
Tai Chi Documentary Premier
First Run Features recently announced the world theatrical premiere of Barry Strugatz's documentary The Professor: Tai Chi's Journey West, which premiered last month at the Laemmle Music Hall in Los Angeles.
What You Say Isn't Always What Patients Hear
A few years ago, my aunt Edna (name changed for the purpose of this story) suffered a stroke. After a short hospital stay, she was transferred to a nursing home for rehabilitation. When she arrived at the nursing home, Edna requested a private room.
An MD Who Understands the Opioid Epidemic
Doctors of chiropractic have an important role to play in ending the opioid epidemic and dealing with chronic pain by conservative means (see our top story in this issue) – but who's to blame for opioid dependence and abuse in the first place?
Acupuncture's Impact on the World
For several years, I have been hearing about the town of Rothenburg, Germany. It seemed just a dot on a map until I arrived. It is the home of the TCM Kongress which began in 1968. It has been held annually for 47 years and it has only missed one year.
AOM Hospital-Based Practice: A Future Reality?
The natural evolution of health care on the planet is integrative health. We may have some challenges ahead, but based on my research, all indicators are pointing in a positive direction. There seems to be an evolving consciousness among our patient population that is "getting it."
Kansas Achieves Licensing Law
Kansas Governor Sam Brownback signed House Bill 2615 into law on Friday, May 13, 2016. HB2615 includes provisions for the licensure of acupuncturists in the state of Kansas.
Treating Hip & Groin Pain With Abdominal Release of Upper Lumbar Nerve Impingements
Have you encountered patients with groin and hip pain you can't seem to solve? You know it's not a worn-out hip; you suspect the pain is somehow connected to the spine. But somehow, you just can't help them break through.
An Emerging Partnership Model
Maryland University of Integrative Health (MUIH) has educated integrative health and wellness practitioners for the last 40 years, originally as an acupuncture clinic and school. The institution's transformative, relationship-centered programs integrate traditional wisdom with contemporary science
The Pertinent Negative
We all have to perform evaluations on patients. Most of us don't like doing it – exams take time, and worse it takes even more time after the evaluation to put together a narrative summary of the findings. Sometimes, this process becomes downright tedious.
What's New in Phytonutrition: Mangifera Indica, "The King of Fruits"
One hundred percent pure Indian green mango fruit (mangifera indica), harvested at a special degree of ripeness for efficacy and taste, can now be concentrated as a phytonutrient nutraceutical powder.
Insuring Quality Control in Herb Importation: An Interview with Wilson Lau
Wilson Lau is the vice president of Nuherbs, a Chinese herb importation company based in San Leandro, California. Before joining Nuherbs, he trained as a lawyer specializing in FDA law.
How to Stay Sane During the Elections: Understanding Through the Lens of Chinese Medicine
In Chinese Medicine philosophy, everything consists of Yin and Yang. The law of polar opposites – one cannot exist without its opposite.
Three Tips to Help You Analyze the Acupuncture Case Studies of the NCCAOM Exam
Confirm the answer quickly by the elimination method. Case study:
After two treatments for back pain, a patient presents for a third
session complaining of rapid breathing and wheezing that is made worse
during cold weather.
Believe it or not, an estimated one-third of your patients have eaten some form of fast food within 24 hours of their appointment with you.
Increasing the Value of Spine Care: CMS Approves New Low Back Pain Registry
The Centers for Medicare and Medicaid Services has approved the Spine IQ Low Back Pain Registry as a qualified clinical data registry for the Physician Quality Reporting System (PQRS) in 2016.
Sit or Stand? Analyzing a Mixed Message
I'm more than a bit confused. At my age, that seems to be a rather common occurrence. However, today more than ever, I'm getting a mixed message.
A Long-Overdue Win for Oregon Medicaid Patients - and the Implications for Other States
Beginning July 1, 2016, Oregon Medicaid patients with spinal pain (cervical, thoracic, lumbar, pelvic) who are determined to be low risk based on a biopsychosocial assessment tool (STarT Back – Keele University) can receive four chiropractic visits per episode.
Beating the Odds: Interview With Para-Powerlifter Adeline Dumapong-Ancheta
Since October 2015, the FICS Foundation, the charitable organization affiliated with the International Federation of Sports Chiropractic (FICS), has been supporting disabled athletes internationally.
Multivitamin Supplement May Reduce Breast Cancer Recurrence
There is a great deal of controversy regarding the value of multiple vitamin supplements in cancer prevention.
Adventures with the San Jiao
Those of us who have been in practice for several decades relish the way meridians and points reveal new diagnostic clues and new insights. I love to encourage my students to see this as an adventure that goes way beyond the textbooks.
Acupuncture Muscle Trigger Point and Oriental Medicine Sports Therapy
It is difficult to ascertain the internal condition of professional basketball player Lebron James during game one of the 2014 NBA finals, in which he developed debilitating muscle cramps that led to his premature removal from the game.
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 previous articles by Jenn Sommermann, LCMT.
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