Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
I just got finished with a ...
resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
What to do When Today Sucks
Have you ever had one of those days when nothing went the way it should have? The patient with migraines got worse instead of better from a treatment similar to one you've effectively used on him before.
News in Brief
Support of F4CP Continues With Latest Donations; Walter Reed Honors Dr. William Morgan; Recognizing 40 Years of Public-Health Activism; Allstate Decision Reversed.
Acupuncture Treatment of Trauma in the Canine
From 1972 until 1976, John Ottaviano and I were treating dogs at five different veterinary clinics in the Los Angeles county area. Usually, we were at a clinic for seven to eight hours.
Treating LBP in Golfers: Beyond Basic Assessment
The drive to master the most efficient swing demands a tremendous amount from the lower back. Maintaining stability in a flexed posture, supporting torso rotation and repetitively supporting the golf swing all put the lower back in a vulnerable position.
Data: The New Frontier in Health Care
Your practice is empowered with the data you need to improve patient health, run a more efficient (read: profitable) practice, get paid in timely fashion and help show the efficacy of chiropractic on the national stage in the midst of sweeping changes in health care!
The Ethics of Herbal Prescribing
While teaching ethics classes, I often encounter licensed acupuncturists who are surprised that our use of herbs and supplements has a specific section in the material. It is often an aspect within ethics that clinicians don't think of in practice.
A War You Can Help Patients Win
The average American consumes approximately 60 percent of calories from sugar, flour and refined oils. A donut is a good example of a so-called "food" that represents these calorie sources.
Healing the Core: AWB Nepal Earthquake Relief Project
With almost 9,000 people killed during the earthquakes in April and May, another 23,000 suffering injuries, hundreds of thousands left homeless when entire villages collapsed, and many sacred sites destroyed, no one in this country of approximately 28 million has been left untouched by the disaster.
Exercise Recommendations for Healthy Aging
Aging is inevitable, but how you age is not. Common physical signs of aging include decreased muscle mass, decreased muscular power, increased body fat, and decreased aerobic (lung) capacity.
An Unexpected Superfood: All About Eggs
About 40 years ago, excessive dietary cholesterol was labeled a public health concern. Specifically, it was thought that there was a causal link between consumption of cholesterol-laden foods and increased risk of heart disease.
Aetna Updates 97140 Policy
In a development the Association of New Jersey Chiropractors is calling "a resounding victory for chiropractors nationwide," Aetna Insurance Company has updated its national reimbursement policy regarding 97140 (manual therapy), reaching an agreement two years after the association filed a declaratory judgment suit in federal court against the insurer.
Integrative Sports Medicine
One of the most rewarding and challenging clinical scenarios is the treatment of athletes.
Peaching to the Choir: How to Extend Our Reach Beyond the CAM Community
Professional conferences offer unique opportunities to network, be exposed to cutting-edge innovators, share your interests and work, and be inspired.
Teaching Qi Gong to Children
Many of us have come to embrace Qi Gong or Tai Chi practice as a regular part of our lives. Qi Gong has been a stabilizing factor in my life for the last twenty years.
ASA Ready to Impact Profession
The American Society of Acupuncturists (ASA) is a 501(c)6 (pending), not-for-profit collaboration among state based, acupuncturist professional associations.
Lower-Extremity Overuse Injuries: Primer on Causes and Corrections
From ankle sprains to stress fractures, shin splints to plantar fasciitis, the research is clear: These common overuse injuries of the lower extremities – among dozens of others – may be related to abnormal foot function in your patients.
Relationship Marketing: A Modern Approach
Remember when you used to get real letters in the mail? Not the automated type, but the real deal, hand written with a personal message just because someone was thinking about you? You know what I'm talking about.
Treat Every Patient as an Athlete
Frontal-plane movement pattern dysfunction can set the stage for musculoskeletal injury. Frontal-plane stabilization is essential during the normal activities of daily living: think single-leg stance and gait cycle.
Fish Oil: A Key Component to Positive Clinical Outcomes
Patients seem to be presenting with more complex problems, and many are responding to care more slowly or have completely unexpected results. Why?
It's Time to Wake Up
It is time for this profession to wake up and tell someone about the healing benefits of acupuncture. This is the time for Asian Medicine. Its popularity, growth and unusual acceptance is nothing short of amazing.
Online Marketing Basics: Website Creation
The various online marketing options make it a challenge, especially when all you want to do is help your patients feel better. With such a broad topic, I'm going to share some basics you should know about website creation.
Healing Trauma: Cultivating Resilience and Presence Through Mindfulness, Part 1
All humans, by the very nature of being human, will experience moments of trauma and suffering. What, then, makes the difference in how the individual who experiences trauma, suffering, and spiritual loss reacts to such experiences?
Technology Meets Practice: Chiropractic Every Day
About a year ago, I had an interesting conversation with a DC who made house calls. When I asked why, she was quick to explain she learns much more about her patients when she sees them at home than she could ever observe in the office.
Patient Retention Techniques
When talking about techniques to grow your business, we tend to focus on the "large" aspect of the patient base, that is, on strategies to attract new patients. However, it is important to remember that "loyal" is equally, if not more, important.
Making Public Health a Chiropractic Priority
As highlighted in this edition's News in Brief, Rand Baird, DC, MPH, FICA, FICC, editor and occasional author of our long-running column, "Chiropractic in the American Public Health Association", was recognized by the organization recently for 40 years of membership.
Learning the Transformative Language of the Channel System: The Sinew Channels
The Chinese medical classics describe the energetic terrain of the body in much detail. The acupuncture channel systems, as presented in the Ling Shu illustrate the various expressions our qi energy can take.
April, 2010, Vol. 10, Issue 04
Is This Any Way to Run a Business?
By Cary Bayer
Retail advertising, discussed in my previous column, requires precise advertising layouts and copy. Make certain that the words "50 percent off" are not only prominent in type size, but the very headline of the ad as well.It should look something like the following: "50% OFF MASSAGE SALE." Directly below that, indicate what the actual cost will be for first-timers who respond. For example, if your normal fee is $70 for an hour-long session, indicate that your price has been slashed to $35. One effective way of doing this is to use the universal language of the line through the center of some image or piece of copy. Also, make certain that it's clear to any reader of your ad that the offer is only for new clients.
The buy-one-get-one-free promotion is the one I recommend more highly than the 50-percent-off special, because the new client gets to experience your healing art twice and also pays full price for it once. Your message should feature the word "free" in very big and bold letters. In recessionary times, that word is of huge importance to people. It seems as if every single aisle that I push my shopping cart through at my grocery store has a promotional offer featuring the word "free" in big letters. The supermarket isn't the only category of business doing buy-one-get-one-free appeals; so, too, are restaurants, bookstores, clothing stores and many other retail establishments. Your layout should look something along the lines of: "Buy One Massage, Get One Massage FREE" or "FREE MASSAGE when you purchase one massage for (your price)."
Don't waste any valuable advertising space mentioning the many modalities you practice. Most people, especially those who aren't familiar with massage, don't know much about neuromuscular, deep-tissue or Swedish, and they couldn't care less about each. LMT lexicon is great to share in more appropriate settings such as local chapter meetings and state/national conventions but not to the average consumer. The average client or prospect of massage wouldn't know their myofacial if it hit him in the head. Instead, talk to them about the many benefits they will receive from their service, not the service itself.
Keep your communications simple, particularly in your ad, where less is more. Open space in the ad is of value; it helps convey the feeling of relaxation the client desires to experience on your table and that you're eminently capable of delivering. Ad messages that are very copy-heavy are less effective than ones that have more "air" or negative space in them. Empty space is a good thing; think of it as a kind of Zen approach to advertising.
I recommend that any offer you're touting should have expiration dates. This can be inserted right underneath the price. If your ad comes out at the beginning of the month, give the reader about 30 days to take advantage of your special. This encourages a prompt response if people are to gain the price break. Creating a sense of urgency is important. After all, why shouldn't they get cracking to get a free massage?
I wouldn't waste ad space communicating that the new client needs to redeem their free massage within a week of getting their paid massage. That's something you can convey when they call you on the phone and book a paid session. The reason for the free massage within a week of the paid one is to give the client the experience of enjoying your work on a weekly basis so that if they become a client, they have established a small habit of seeing you weekly. Naturally, at the bottom of your ad, you'll need to include your name, phone number, Web site (if you have one), address (if you have an office) and license number.
Incorporate these creative elements in your ad and you will have some new customers. One client of mine had 19 people respond to such an ad. Sixteen of these people never came back as regular paying clients. On one level, you might argue that the advertising was a waste of several hundred dollars. After all, that's a lot of free massages to give out. If you're paying attention to the numbers, however, you will have noticed that I didn't mention the other three. One became a regular monthly client. One came in regularly every two weeks. The third opted for a weekly visit. One other thing about this weekly client: she is a medical doctor, and has been referring many patients who have also become clients.
When you consider that 16 massages were given away for nothing, was this promotion worth it? If you think it was a waste, you might never be able to grow your business. Let's try to analyze what these new clients will be netting the therapist. Let's suppose each client keeps up the massage frequency they have begun. Then let's suppose each client remains a client for what most therapists say is the average length of a client relationship: three years. At a $70 massage rate, the monthly client will pay $840 the first year and a total of $2,520 over the course of this estimated three-year term. The bi-weekly client will spend twice that amount, or $5,040, in those 36 months. The weekly client will pay $10,080 in that period. If you add all this up, you reach a total of $17,640; and that doesn't account for any MD referrals. To generate such revenues, the advertising expenditure was about $400.
To paraphrase the famous old National Airlines advertising slogan: "Is this any way to run a business? You bet it is."
Click here for more information about Cary Bayer.
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.