resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Know Your Research: Tips for Evaluating Literature Reviews
Clinical and experimental studies are not the only types of published research we might encounter as we look for evidence to inform our practices. One of the most useful types is the literature review, which summarizes a group of studies.
Let's Talk About Biceps Injuries at the Elbow
While most muscles cross over only one joint, the biceps crosses two joints: the elbow and the shoulder. Injuries to the lower biceps cause considerable elbow pain. Here's how to assess and treat an injury to this area conservatively.
Traditional Chinese Herbal Medicine in Taiwan Hospitals
This spring, a team of Western medical doctors and TCM practitioners from Cleveland Clinic traveled to Taiwan to visit Kaiser Pharmaceutical Co. (KP), and China Medical University (CMU), Taiwan's leading integrative medicine hospital.
Overuse Injuries in Young Athletes (Part 1)
More than 45 million children ages 6-18 participate in some form of organized athletics, and 75 percent of American families with school-aged children have at least one child participating in organized sports.
Don't Ignore the Lower Half of the Pelvis (Part 1)
When your patient complains of lower back or pelvic pain, but your usual treatments are not getting the job done, what do you examine and treat? You may be missing important structures in the lower half of the pelvis.
Chiropractic in the Eyes of the Public: 2nd Gallup-Palmer Poll
The second Gallup / Palmer College poll has been completed, yielding significant additional data regarding Americans' experiences with and perceptions of chiropractic care.
A Study of Relationships
Sa-Ahm's five element acupuncture method is known to be one of the most effective acupuncture techniques in Korea because it gives an instant response at the time of treatment and has a high success rate in resolving chronic problems.
Work Stress and Musculoskeletal Health: Do Your Patients Get the Connection?
Most people underestimate the impact their job has on their health, especially if that job isn't particularly physically demanding. Big mistake.
The Professional and Practice Benefits of Political Activism
Welcome to election season, a vital part of our American culture. Every two years, without fail, we are bombarded with TV, print materials and phone messages seeking our vote.
International Congress on Integrative Medicine
"Bridging Research, Clinical Care, Education and Policy" was the theme for the International Congress on Integrative Medicine and Health 2016 (ICIMH).
Analyzing Acupuncture Case Studies
Confirm the answer quickly by the elimination method. Take this case study as an example. 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.
The National Institutes of Health (NIH) lists more than 80 common autoimmune diseases including asthma, Crohn's disease, Guillain-Barré syndrome, multiple sclerosis, myasthenia gravis, psoriasis, rheumatoid arthritis, and lupus.
MPA Media Wins More Publishing Awards
The American Society of Business Publication Editors (ASBPE) has honored Dynamic Chiropractic with a national award and two regional awards for editorial excellence, and sister publication DC Practice Insights with two regional awards for graphic design excellence.
Guidelines for the Use of Modifier -52
Modifier -52 identifies that a service or procedure has been partially reduced or eliminated at the physician's discretion. This is to indicate the basic service described by the procedure code has been performed, but not all aspects of the service have been performed.
Adventures with the Pericardium
My previous column on the San Jiao deserves equal time for SJ's loving partner, the pericardium. I nicknamed SJ the travel meridian – but pericardium can also play a crucial role in air travel.
What's New in the NCCIH Strategic Plan
The NIH National Center for Complementary and Integrative Health (NCCIH) released its draft strategic plan 2016-2021 for public comment in early spring of 2016.
Are Probiotics Doing More Harm Than Good?
Considerable controversy exists concerning the efficacy of probiotic supplements. Very few human studies show any real positive impact on the microbiome or health. The "promise" of probiotics is based on the few animal studies that suggest a positive effect.
Less Time Than Required
Q: When is it appropriate to use a modifier -52? Can I use it for a timed service when I do less than the time required by the code?
Lessons from Functional Neurology
Chiropractic neurology, also known as clinical neuroscience or functional neurology, is moving the chiropractic profession forward by leaps and bounds.
What are the Meridians?
The meridian and collateral system (jing luo, hereinafter referred to as "Meridians") is comprised of the main meridian channels (jing mai) and the collateral vessels (luo mai). Jing takes from meaning of the Chinese word pathway (also jing) and are the main branches of the system.
Illuminating the Hidden, Freeing the Source
Amongst the Primary Channels, from a classical point of view, the small intestine is perhaps the most important channel to understand. It is one of the least used acupuncture channels in modern acupuncture, yet it within it can be found a wealth of theories from the Ling Shu.
October, 2009, Vol. 9, Issue 10
Are You My Perfect Customer?
By Lisa Curran Parenteau, LMT, NCTMB
Perfect customers - who are they; how do we find them; and why are we looking for them? In my last article, we looked at an "elevator speech" formula, the third step of which was describing some characteristics of your perfect customer. In this article, I hope to help you discover your perfect customer and expand your tribe.
Traditional marketing focuses on going out in the marketplace and finding your perfect client/customer. Building a profile and going out to find them. There is another approach that I think is far more effective called attraction or seduction marketing. Attraction marketing is typically referred to in the dubious world of multi-level marketing (MLM). But don't throw the baby out with the bathwater. Attraction marketing says to focus on your product and improve it. I am suggesting a logical extension of this: Be the best you can be at what you do today, and you will attract your perfect customers and also find your tribe. What does this mean for bodyworkers? Be honest with yourself, uncover, refine and bask in your light and then let go and trust the process.
In the book Attracting Perfect Customers: The Power of Strategic Synchronicity, the authors describe the concept of the Lighthouse Test:
"The water is calm, the sky is blue, and many boats are out at sea. But off in the distance, a storm cloud is forming. It approaches the shore very quickly. The sky is getting darker, the waves are getting rougher, and many of the boats are being tossed about on the water. As the rain and the wind pick up strength, the power of the beam of light emanating from the lighthouse increases. The darker the skies become, the brighter the light shines to provide safety and security in the midst of the storm. Notice that not all of the boats need this beam of light to guide them to safety. Some have more confident captains and crews, and some are fully equipped to manage through storms safely and effectively. Now imagine that the lighthouse gets upset because some of the boats are choosing to follow their own path. The lighthouse feels that it is not successful if its light is not guiding all of the boats in the sea. It sprouts arms and legs and runs up and down the beach acting like a searchlight, doing its best to catch the attention of all the boat captains, attempting to encourage more of them to depend on its light.
"What do you think would be the result? Most likely, the boats whose captains were depending on a steady, constant stream of light to guide them safely around potential dangers would be damaged or destroyed in the chaos and confusion. Other boats might be steered dangerously close to shore so those on board could get a better look at the spectacle. Still others would be perfectly content to stay out at sea, relying on their own navigational equipment. The result: very few boats would be served well, or at all, by the lighthouse.
"Here's the test: How often are you, your employees, and your coworkers operating like lighthouses standing securely on the shore, attracting and safely guiding the boats (customers) that need your business with your light? How often do you run up and down the beach frantically looking for boats (customers) to serve?"
The authors believe "Perfect customers are most likely to find you when you are standing still!" In order to think about what is meant by standing still, lets consider "running around."
Do you have clients or employers who ask you to work in ways that make you feel uncomfortable or perhaps like you don't have the skill set for? Do you have clients that really push your comfort zone regarding boundaries: are chronically late or ask you for discounts for friends, or freebies? Are you running around trying to be all things to all clients, afraid if you pass up a client, you will lose them and their business? Consider the Lighthouse Test; have you been jogging up and down the beach?
So how do we stand still and attract others to our light? The first step in finding your perfect customer requires self-appraisal. Start with being honest about who you are as a massage therapist, how you want to practice and what you are good at today. Ask yourself some hard questions:
Sometimes, it also helps to identify things you don't like. Ask yourself, "What clients do I have now who really bother me?" "Why?" You will soon uncover or validate some truths about your passions and your wiring as a therapist and as a person. As you allow your distinctive light to shine, you are allowing yourself to improve your product.
When I began my journey as a therapist, I was asked to "work deeper" than I was comfortable doing, and also to do treatments that I was not trained to do. Those experiences made me feel insecure and question my abilities. When I learned about the importance of standing in my purpose and following my passion, I took a risk and allowed my practice to reflect my passion. I always loved working with elders. I really felt good, deep down, about myself, when I was able to connect with someone in this special population. I also really gravitated to energy work of all kinds. I believed in it from the very start and knew that I had a little bit of intuition and inner guidance in this area. I knew that I didn't want to do sports massage or deep-tissue massage.
I researched and found advanced training. I also became a hospice volunteer and took the 30 hours of training offered by my local hospice organization. It resonated as no other modality or approach. I felt good about my skills and myself. I also really resonated with the people who were attracted to this kind of work. So we have taken an inventory of our current practice, uncovered and articulated some of our talents and interests. Now how do we refine them? The obvious answer is to develop advanced skill sets in those areas.
Here's another suggestion: Find a mentor in this specialty area and connect with them in some way. E-mail, call or sign up for a workshop. If not, explore and investigate everything you can about the person and their education path and those that they studied with. Look for someone who is successfully doing something you would like to do. Who do you want to be like when you grow up? What are those qualities, skills and accomplishments? I was fortunate to find leaders in my chosen specialty and the writings visionaries like Elisabeth Kubler Ross. I also continue to seek out marketing/sales mentors like Seth Godin, Michele Miller and Guy Kawasaki.
If you want to attract your perfect client, you also have to be willing to give up clients that are perfect for someone else. That is where letting go and trusting the process comes in. When I am standing in my purpose, among my tribe, it is a relief to refer clients who were looking for sports massage to other colleagues. The customer is best served by someone else, and my schedule is open for work that I am best suited for. Consider partnering or collaborating with other local therapists so you can create a referral network.
It is both an awesome responsibility and an honor to stand in your purpose and be a beacon of your unique light. If you continually center yourself in this truth, you will attract the attention of your perfect customers and clients who are a "perfect fit" for you and your practice. Your tribe will grow and your satisfaction in your work will shine brightly.
In the next article, I will explore the use of social media tools for business and marketing and how it might serve the massage therapy community in general, but how it also helps to build your tribe of raving fans. Let's be part of the emerging best practice conversation! Until then, enjoy your summer. 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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