resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
We Get Letters & E-Mail
Not All Evidence Is Equal; An Abundance of Misinformation; A Well-Researched Decision; Far Too Dangerous.
A History Worth Telling
The popularity and the use of acupuncture for the treatment of animals in the United States is at its peak.
Are Your Work Orders in Order?
There are times when a patient's occupational duties will delay or prevent them from recovering. These circumstances create the need for the doctor to recommend modified duty or remove the patient from work.
The Wisdom of the Second Office Location (SOL)
There are some things I never want to do again, like riding a motorcycle 100 mph. I call these things my "negative bucket list." Other things I have on that list include water skiing, riding a roller coaster and eating habanero peppers.
Love a Nurse – and They'll Love You Back
According to various sources, there are about 3 million registered nurses in the U.S., and according to the American Nurses Association, they are under serious pressure in today's health care reality.
A Dream Come True for Chiropractic: Funding Prevention and Public Health
Back in 2005, Sen. Tom Harkin (D-Iowa) said: "Let's face it, in America today we don't have a health care system, we have a sick care system.
Medical Qigong for the Heart: Part III
Part 1 and Part II of this series focused on the physical aspect of the Heart and mental emotional aspects of the Heart respectively. Now, I would like to focus on the spiritual aspect of the Heart.
A Chinese Medicine Story: An Interview with Mazin Al-Khafaji
Mazin Al-Khafaji's work has interested me for years. In February 2014, we invited him for the second time to speak at the Southwest Symposium in Austin, Texas.
Image Is Everything: The Power of Branding
Successful businesses use color and design to attract people to their service. They understand how important image is and hire experts to create an attractive package. Starbucks works hard to create an atmosphere that is warm and inviting.
Billing for Same-Visit Extraspinal and Spinal Manipulation
Q: I have always been under the premise that when billing 98943, extraspinal chiropractic manipulation, on the same visit as spinal manipulation, 98940-98942, that the extraspinal manipulation requires modifier 51.
Women's Health: Herbal Formulas to Help Patients With Dysmenorrhea
Chiropractors have long treated women for menstrual pain (dysmenorrhea). Since roughly 60 percent of all chiropractic patients are women and 30-50 percent of women have a history of menstrual cramps, the vast majority of doctors of chiropractic will inevitably see patients with dysmenorrhea.
State by State: Comparing Chiropractic Scope of Practice
"The issue of 'scope of practice' has been a bugaboo ever since our early quests for legal recognition for chiropractic," according to Dr. Claire Johnson, editor in chief of JMPT and National's other two chiropractic journals.
Peer Points: Always Seeking To Grow
Ellen "Kiki" Geary has spent the last decade honing her craft. As a specialist in integrative holistic care, she went straight from completing her master's degree in acupuncture and chinese herbal medicine from Bastyr University to building a successful and thriving practice in the small community of Anacortes, Washington.
Building From the Bottom Up
I caught up with my dear friend Honora Wolfe, in her Colorado painting studio where, if she is not praying in Bhutan or doing charitable work in a Nepali free clinic, she spends most of her time now.
Finders Keepers: The Secret to Relationship-Based Marketing
Becoming a successful practitioner has less to do with what you learned in school, and more to do with your ability to find new patients and keep them!
Is the EHR Ship Setting Sail Without Us?
The numbers are in: As of July 2014, 10,253 doctors of chiropractic have received $123,059,868 in EHR stimulus funds – and yet that represents less than 15 percent of our profession.
Overcoming Barriers to Exercise Compliance
One of the most common questions other practitioners ask me is, "How do I get patients to do their exercises?" I am not frustrated by my patient compliance, as many doctors are; in fact, I am actually happy with my patients' involvement and commitment.
The Art of Day-to-Day Assessment and Treatment: Clinical Pearls
Let's focus on the day-to-day process of assessing and treating the patient. I am proposing a particular attitude; a way of looking at the patient. This often evolves over a few treatments and then changes as you figure out what is significant.
Defending With Vitamin D: Helps Prevent Progression to Diabetes
A 2014 clinical trial published in the American Journal of Clinical Nutrition provides additional evidence that optimal vitamin D nutritional status may be important in preventing the progression of prediabetes to diabetes in prediabetic adults.
A Guide for Talking to Doctors about Acupuncture and Brain Chemistry
Before I begin any discussion of how to talk about the effects of acupuncture on brain chemistry, nervous and endocrine function, it is essential to understand just what physicians most need help with.
New Medical Technologies You Need to Know
We're all familiar with how fast computers become obsolete, as well as the rapid pace of development in the field of cell phone technology. The latest smart phones are far more powerful than desktop computers were only a few years ago.
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
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.