resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
The Clinical Versatility of Milk Thistle (Part 2)
Evidence is growing that the silymarin complex of flavonolignans from milk thistle can impact serum ferritin and iron overload in various clinical circumstances.
Asking the Insurance Rep the Right Questions
One of the first or last questions a potential patient often asks is: "Do you take insurance?" An ill-informed or optimistic, "yes" can result in delayed or non-payment. Instead, just say: "Let me check if you are eligible first."
Chiropractic Around the World: WFC Country Reports December 2015
The following country updates are reprinted with permission from the December 2015 World Federation of Chiropractic (WFC) Quarterly World Report. Information is excepted for space and edited to DC-specific style guidelines.
Interprofessionalism: What it Means and Why You Should Care
Interprofessionalism in education and in practice is a growing trend across health care in the United States. The idea that team-based care and collaborative practice can improve health care has been around more than 50 years.
Window of the Sky Points
The acupuncture points known as Window of the Sky are a modern creation. There is no reference in Chinese medical texts for an acupuncture point category called Window of the Sky.
The MRI: What to Do With the Results
As I wrote in my previous article on this topic, it is my goal for you, the doctor, to be an expert in interpreting MRI images yourself; and to be able to independently make decisions based upon a combination of clinical presentations and findings, followed by the MRI images.
Do Doctors Lie to Patients? (Do You Lie to Yours?)
In a previous column ["When Patients Lie (Bribe or Flatter)," Oct. 1, 2015], I discussed the issue of patients lying to doctors, and the many reasons why this can occur.
Changing the Cultural View of Medicine
Many hospitals in the U.S. are incorporating integrative clinics that include Traditional Chinese Medicine. Cleveland Clinic has led the charge for adding a traditional Chinese herbal medicine clinic to their existing acupuncture program.
From Antiquity to Modernity: Huang Qin Tang at Yale Medical School, Part 1
Traditional Chinese medicine is a coherent medical system with several unique characteristics: it originated almost 3,000 years ago; in its area of origin, it has been practiced without interruption since its inception.
The Roots of Insomnia
One of the most common clinical presentations is insomnia. Next to digestive disorders, sleep disorders are one of the most common complaints the clinician will encounter in daily practice.
Integrative Medicine Can Shape the Profession
As the AOM profession struggles to define the role of "integrative" medicine within their practices their schools and organizations, students, faculty, alumni and administrators at schools wrestle with discussions of how much, where, how, and what to "integrate."
Percussion Therapy: An Experiment
My study of qi began more than 20 years ago — long before my study of TCM, points or pathways. It all started with an awareness in my hands and physical manifestations in the way of blockages while working on clients.
Taking Another Step Toward a Secure Future
In 2008, the Council on Chiropractic Guidelines and Practice Parameters (CCGPP) released a literature review on chiropractic care for low back disorders.
Billing and Coding for Moxibustion
Q: I am trying to locate a code for cupping and moxibustion, and have had various fellow acupuncturists indicate that they bill using the existing codes for heat, 97010 hot packs or 97026 infra-red for moxa and 97016 vasopneumatic device for cupping.
Forgotten Options for Musculoskeletal Health
Challenges with musculoskeletal health are of tremendous concern for many people today.
Is There a Neurological Basis and Correction for Macular Degeneration?
Macular degeneration, aka AMD (age-related macular degeneration), is a common eye disease and a leading cause of blindness in people age 50 years and older, according to the National Institutes of Health National Eye Institute.
Ethics: The Glue That Holds Us Together
Kudos to the National Certification Commission for Acupuncture and Oriental Medicine (NCCAOM) for creating a code of ethics for the nationwide profession and for deciding to make courses in ethics a requirement for certification renewal.
Yo San University Helps Make LA Communities Healthier
An element of healthcare training often overlooked is the residual benefit to communities served by Acupuncture and Oriental Medicine (AOM) schools nationwide.
Treating Pain: The Hypermobile Coccyx
When I write about the coccyx, I recognize that I am talking about a relatively small subset of patients. When I write for Dynamic Chiropractic, I am trying to reach 60,000 chiropractors.
RAND Study Recruiting DCs
Dr. Ian Coulter, RAND / Samueli chair for integrative medicine and senior health policy researcher for the RAND Corporation, has issued a call for participation, recruiting doctors of chiropractic for a practice-based research study that will examine "the impact of evidence, outcomes, costs and patient preferences on the choice of treatment for chronic low back pain and neck pain."
Enhancing Performance in Cross-Fit Athletes
Cross-fitness centers are expanding in number and increasing in popularity. To remain relevant to this growing portion of society, practitioners need to learn about the exercises and injuries common to this group.
East Meets West
Gung Hay Fat Choi. Welcome to the year of the Monkey. There will be fireworks for both January and February this year. What great celebrations.
Diet, Nutrition and the Context of Risk (Part 1)
Food and supplement safety is a topic that often comes up when I speak to chiropractors for CE relicensing, even when it is not the advertised subject.
How to Humanize Your Content to Create Stronger Relationships
Content marketing is about building relationships, whether that is through updates on social media, offers on your website, blog posts, email campaigns, or even printed material. Now days a business needs to make a human connection.
October, 2009, Vol. 9, Issue 10
The Media is the Massage
By Cary Bayer
The medium is the message. – Marshall McCluhan
One of the first things that a journalist learns is to ask and get answers for the five key questions: who, what, when, where and how.In a previous article, you learned what to say in an ad. In another one, you learned how to say what you want to say. In this one, you’ll learn where to say what you want to say.
The ads to which I’m referring are one of two types: either the retail-oriented ad (e.g. “half-price special for new clients,” or “buy one, get one free”), or the image ad that positioned you uniquely in the marketplace. While there is an art to how to communicate in an ad, there’s not a precise science to where to communicate, even though media specialists in advertising agencies ply their sophisticated demographic and psychographic analyses trying to make it as scientific as possible.
For a massage therapist promoting a discount pricing ad to attract new clients, there’s a bit of trial and error that will probably be necessary. The following media outlets are ones that you’ll likely wish to experiment with:
Depending on where you live, you may not have all these options available to you. If, for example, you live in New York City, you’ll have a multitude of these options, but there likely won’t be a weekly community newspaper for which you are asked to pay. If, on the other hand, you live in Woodstock, NY, there’s a paid weekly community newspaper but not a daily one. The options available for each media outlet are as follows:
Daily newspaper: In large metropolitan areas, advertising in the daily newspaper is going to be too expensive for most massage therapists. However, there are quite a few small cities that offer affordable daily papers. The Boca News in Boca Raton, for example, can be an excellent media choice for a south-Florida LMT.
The advantage of using an inexpensive daily in a small city is that it reaches a large audience. The disadvantages are three-fold: the potentially high cost for ad space; not everyone who sees your ad is interested in massage; and you are paying to reach some readers in further areas of distribution who might not want to drive that far to get a massage.
Weekly community free newspaper: Most communities feature a free newspaper that reports on local news and incorporates advertisements from local businesses. The cost is very affordable and everyone who reads the ad is located close to your massage table. The negatives in promoting your services here are two-fold: not everyone who reads the paper is particularly interested in getting massaged, and not everyone who receives the paper reads it very closely.
Paid weekly community newspaper: In Woodstock, residents are eager for Thursday afternoon arrival of the Woodstock Times, a well-written and well-liked weekly paper. If you’re a massage therapist in this newspaper’s distribution area and you’re contemplating advertising your services, this option is a no-brainer. If you live in an area that lacks a daily paper but has a paid weekly one, chances are strong that this is the first place to consider when advertising.
The major pros here are: a well-read paper, affordable costs, and most people are within driving distance of your table. The major con, again, is that not everyone who sees your offer is interested.
Free monthly or bi-monthly wellness newspaper/magazine: Not every community gives people access to a free monthly or bi-monthly wellness publication. But if yours does (and most populated areas now do, as the Natural Awakenings regional franchise business model has spread far and wide), this is an outstanding option.
The advantages are that virtually everyone who reads your ad understands the importance and benefits of massage, and readers look at the ads far more closely than people leafing through their daily newspapers. The disadvantages are that because distribution can reach into the hundreds of miles, you wind up paying to reach a large number of readers who are not willing to drive to your table, and they’re too far for you to drive to them. In addition, the cost for advertising here might be too pricey for some LMTs.
Weekly or monthly cultural newspaper (free): This can be a good option for some LMTs. In the New York City area, for example, the legendary Village Voice is a good choice. However, most therapists don’t have this kind of publication as an option. The benefits to advertising here: Readers looking for good entertaining and culinary adventures check out the ads quite carefully. The downside: The price can be steep, and many readers might be unwilling to drive to see you.
Experiment with these media choices and see what works best for you. Keep careful records of the responses to your advertising in terms of numbers of people trying you out, and what percentage keep on seeing you. In most cases, all it takes is one ongoing client to make it worth your while to advertise in any of these media outlets.
Click here for more information about Cary Bayer.
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