resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Treating Acute and Chronic Neck Pain With Ischemic Compression and Exercise
There are many reasons not to manipulate the neck with cavitation: the patient is too old, their neck is too tight, etc. But the most common reason is that plenty of patients are afraid of "the crack," mostly because of the bad publicity about that procedure.
Treating Menopausal Women in Your Practice
I love what I do for a living. It's a great way to trade health for bread. And no topic of health, with the right bedside manner, is taboo.
The Acupuncture Now Foundation: What Our Profession Needs
Although acupuncture is growing in popularity it continues to be underutilized due to misunderstandings about its true potential. Only a fraction of those who could be helped by acupuncture know enough to seek it out.
Micro-Needle Dermal Roller Use in the Treatment Room
Recently micro-needle dermal rollers have been getting a lot of media attention. As a practitioner who specializes in acupuncture facial rejuvenation, I know that skin needling with a dermal roller (also known as collagen induction therapy), promotes the natural reproduction of collagen and elastin, making the skin feel smoother and tighter.
Inspire Your Patients to Make Healthy Choices
Have you tried to get your patients to change their eating habits or their diet and couldn't get them to succeed? Were they confused and unsure of what the right thing was to eat? You are not alone!
It Pays to be a Foodie
If there is an inner foodie in you, just waiting to burst out—this article is for you! Do you want to know how I know? I'm that girl. My middle name might as well be "Foodie." I love food! And if my patients are any indication, many of them do as well.
Make Low-Level Laser Therapy Part of Your Evidence-Based Practice
Low-level laser therapy (LLLT), also referred to as photobiomodulation, has been increasingly utilized in the clinical setting over the past decade.
Chinese Medicine: The Natural Way to Children's Wellness
As a child, I did not like going to the doctor. For the most part, when I had to go I wasn't feeling good to begin with, and I was heading into a sterile environment to be awkwardly probed by a man in a white coat for a very short, impersonal period of time.
Chronic heightened emotional states create a perfect breeding ground for illness. Through my practice I noted the increasingly obvious relationship between one's mental focus on negative thinking, emotions, resistance to experiencing feelings and disease.
Meat in the Middle
Have you ever wondered what's the truth about meat? Is it really as bad as many people think?
Step by Step: Long-Term Treatment of Soft-Tissue Injuries Combines Skill and Care
Treating soft-tissue injuries with long-lasting results starts the moment an individual enters the office. When it comes to pain, the only thing that matters to the patient is relief.
Five Element Acupuncture Can Enhance Your Practice
For eight years I have been teaching and supervising TCM students at an acupuncture college in Colorado, in Five Element acupuncture.
Treating Chronic Depression with Acupressure
In Traditional Chinese Medicine there already exists a comprehensive theory linking the body and mind.
The Death of the Travel Card
As long as I have been in practice, the travel card has stood as the primary style of documentation for chiropractic. It is quick, simple and direct. Unfortunately, the rules have changed.
Introduce Your Patients to Collagen Induction Therapy
Cutaneous (skin) aging generally occurs from either intrinsic or extrinsic processes. Intrinsic aging results from natural skin tissue damage and degeneration.
Implications of Section 2706: The Non-Discrimination Provision Survey
In late April 2014, NCCAOM diplomates received an email survey with the subject line: "End discrimination against acupuncturists" polling CAM practitioners for a Request for Information from the Department of Health and Human Services, released in mid-March.
Avoiding "Just a Pop Doc" Syndrome
Yes, it's harsh. Patients don't like to admit it. They have an unspoken plan when they first visit you: to come one time, get rid of their pain and then get rid of you. They know it's unrealistic, but they'd like to pay nothing for this service.
We Get Letters & Email
Is It Time for a Popeye Moment? The Flaw in Recommending Chiropractic as a Career.
Are You Ignoring the 10,000-Hour Rule?
Having trained interns and mentored new practitioners, it has been my observation that their No. 1 clinical concern is adjusting skills. Their second clinical concern is their ability to read X-rays. Physical diagnostic skills are a distant third.
Home Safety: Help Families Avoid Common Injury Hazards at Home
These days, many parents childproof their homes before a baby is even mobile. You will see an array of electrical outlet covers, bumpers on the corners of the coffee table and safety latches on the cupboards.
DC App – The Next Generation
According to a survey by technology firm CDW, health care professionals gain approximately 1.2 hours per day in productivity simply by using a tablet computer in practice.
News in Brief
Life to Open Branch Campus in Italy; Northwestern Research Arm Benefits From Big Donation.
Following the Thinking of the Classics
I have heard about the "best time of day" to carry out certain examinations or therapies. For example, I remember making a note years ago that early morning is the best time to take someone's pulses.
Foundation for Chiropractic Progress Announces First Group Member
The Michigan Association of Chiropractors has joined the Foundation for Chiropractic Progress as its first group member.
Why Drugs and Supplements Can't Cure Disease
Chronic diseases are the outcome of disease-promoting, goal-oriented behaviors. So, the notion that diseases can be cured with drugs or supplements should be abandoned. Hypertension is the best example of this.
The Power of Mu Xiang to Treat Irritable Bowel Disease
Bloating and gas pain is something that everyone has had to deal with at one point or another; however, that's usually reserved for holiday dinners and other large gatherings.
Acupuncture Detox as Part of Drug Rehabilitation
In the U.S., more than 2,000 alcohol and drug rehabilitation programs have added ear acupuncture to their practice. The development of the protocol was determined by Lincoln Hospital as it delivered 100 acupuncture treatments daily.
Solving the Pain Puzzle
Legendary former New York Yankees baseball player Yogi Berra once said, "You can observe a lot just by watching." He would have been a great chiropractor. We are trained to become experts with our hands: palpation, adjusting, soft-tissue release, etc.
Capturing the Essence of Tai Chi
Over the last 12 years, I have been working on one of the few documentaries about Tai Chi. It's called The Professor: Tai Chi's Journey West and it's about Cheng Man-Ching who moved to New York in the 1960s.
Are You Ready for the 2016 Patient?
In October, Apple released its iOS 8 operating system for the iPhone and iPad. The new system includes Health, a new app that will interface with an ever-growing number of other apps.
Peer Points: Promoting TCM Knowledge
When Elaine Wolf Komarow, LAc, received her first acupuncture treatment in 1989, she said it changed her life. "I felt more aware, calmer, and happier. I was so fascinated by the changes that I began to learn everything I could about the underlying philosophy of Chinese medicine," said Komarow.
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
Join the conversation
Comments are encouraged, but you must follow our User Agreementcomments powered by Disqus
Keep it civil and stay on topic. No profanity, vulgar, racist or hateful comments or personal attacks. Anyone who chooses to exercise poor judgement will be blocked. By posting your comment, you agree to allow MPA Media the right to republish your name and comment in additional MPA Media publications without any notification or payment.