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Forgotten Options for Musculoskeletal Health
Challenges with musculoskeletal health are of tremendous concern for many people today.
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.
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.
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."
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.
Lab Rats (Roaming the Streets)
The title of this article is an accurate description of American consumers (regardless of age) in the modern era.
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.
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.
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.
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.
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."
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.
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.
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.
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.
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."
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.
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.
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.
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.
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.
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.
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.
January, 2011, Vol. 11, Issue 01
When Money Is Tight: Five Tips for Marketing Cheaply and Effectively
By Diana Moore
Small businesses face a perpetual challenge: how to grow the business and stay within the marketing budget at the same time. Follow these tips to market your bodywork business for next to nothing.
Be Picky About Business Cards
Business cards are arguably the cheapest marketing tool around. They are also fun to choose! But don't forget that you want a business card that will dazzle the people you hand it to.
First, look around and see what appeals to you. Be picky about how it will represent your business. What graphics do you find inviting, yet won't interfere with the readability of the text?
Second, decide what you want it to say. Make your message short and concise so people can quickly grasp what you do in their brief look at your card. Include your name and/or business name, contact phone number(s), e-mail/Web address and possibly your physical address. Then add a tagline or summary statement about what you do best: "Sports Massage and Injury Treatment"; "Chair Massage at Your Worksite"; or "Pregnancy and Infant Massage". Don't list techniques like myofacial release or neuromuscular therapy that people may not understand. That's for your brochure and your Web site. Instead briefly state, for example, that you can help relieve back pain, headaches or chronic tension.
Third, get them professionally printed.
Target Your Ideal Clients
It is a waste of time and money to market to people who don't care about what you have to offer. Look at the second step again. What did you write for the tagline for your business card? Does this tell you anything about what kind of person benefits most from your work? Those are the kind of people who will care about your ability to help them, whether they are pregnant, seniors or people with chronic pain.
Get creative and focus your marketing efforts (and dollars) on these ideal clients. Go out and find places they go: community centers, gyms, office buildings, etc. Opportunities abound in these arenas. Hospitals and corporations, for example, have employee bulletin boards where you can post flyers. Look for places you can leave business cards, such as clinics, salons or gyms. Write articles for corporate or community newsletters that target particular groups.
Boost Client Rebooking
Encourage your clients to come in more often. One marketing adage says that getting repeat business costs less by far than gaining new clients. But massage therapists often don't want to seem pushy. Realize that people rely on professionals to help them determine how to cope with challenges. You are one of those professionals. If you want to help your clients feel better, you will encourage them to receive bodywork regularly. This can be as simple as having your schedule book out as your clients are leaving, asking them, "Would you like to reschedule now?"
Clients who come in sporadically often appreciate efforts made to contact them. Use marketing to encourage clients to re-book at the same time you affirm that you care about their well-being. Call to find out if their last session helped. Send a postcard or e-mail announcing mid-day openings to clients with flexible schedules. Mail or e-mail newsletters or articles with self-care information.
Make the Most of E-mail
Unless your clients aren't the online sort, use e-mail to notify them (inexpensively!) of your availability. Online communication reinforces the warm, personal connection you establish with clients in your studio. It encourages back and forth exchanges, helpful to the client and good for building a more client-centered practice. Here are some examples. Send e-mails about an upcoming special targeted to particular clients who might like it. If a client has a particular condition, send information about an upcoming yoga, tai chi or other class that might help. If a client is having a particularly stressful time, send a check-in e-mail and share your openings that might fit his or her schedule. To take it a step further, send an e-mail newsletter, an even more in-depth client education tool.
Contact Other Professionals
Whether they are looking for injury treatment, spa experiences, stress reduction or something else, your ideal clients seek out what they need in the community. Who are the other professionals providing solutions to the problems characteristic of this group? Let them know what you are doing.
Say your ideal clients are professional women over 40. You know that most of them get their hair cut, styled and colored. Many of them workout in a gym and/or attend yoga, Pilates or tai chi classes. Some of them have sought mental health counseling and support. Send a letter of introduction to hair stylists, personal trainers, directors of yoga studios or mental health counselors. Then drop by, introduce yourself and ask if you can leave your business cards. Hand out gift certificates or discount coupons and invite them to come experience your work. You may even want to give a presentation or two to groups such as the staff at your favorite health club or your local chapter of the American Holistic Nurses Association. None of these efforts will cost much other than your time.
If advertising isn't in your budget, don't give up on marketing. There are plenty of good avenues for expanding awareness of your practice in your town and community. Try one of these suggestions at a time, and find out what works for you.
Diana Moore has worked in marketing for more than 10 years. Currently, she works as a writer and editor for Natural Touch Marketing for the Healing Arts. Before her career in marketing she practiced massage therapy for 14 years, many of them as a hospital-based massage therapist in Olympia, Wash. Diana also teaches yoga to people with heart disease and other chronic conditions. Reach her at
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