resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Energy: For Life and For Death
Energy is a deep topic in Traditional Chinese Medicine. Qi is understood to underlie all of existence, animated or not, and the qi of the living is studied with special attention.
Essentials of Assessment: The Squat
The squat is a simple, fast and functional tool to evaluate patient symmetry and function. As simple and easy as it is to implement, it can yield considerable amounts of valuable, clinically relevant information.
Filling the Gap: The Role of Alternative Practitioners in a Broken Health Care System
I have been asked many times what got me into alternative medicine. My answer is simple: I want to truly help and make a difference in people's health.
The Art of Listening
One of the most important clinical concepts for me was voiced by the legendary physician William Osler. "Listen to your patient, he/she is telling you the diagnosis." After treating literally thousands of patients, it can become almost second nature to quickly discover clues which reveal the underlying diagnosis.
Transparency is Key at ASA First Annual Meeting
On March 4th and 5th the American Society of Acupuncturists (ASA) held a successful first annual meeting in Albuquerque, New Mexico.
Recording and Appropriate Billing of Timed Physical Medicine Services
There is a common misunderstanding about timed therapy services and although you do have some knowledge of timed service documentation, based on your comment on the 8-minute rule, your understanding is correct, but incomplete.
Vitamin D Fails to Help Knee OA? The Proper Perspective
The March 8, 2016 issue of JAMA includes a study about vitamin D supplementation for osteoarthritis of the knee. This is a really weird study.
Constructing Our Reality: The Primary Channels and Perception, Part 1
My favorite topic of discussion within Chinese medicine is the acupuncture channel systems. First of all, each of us have them. They are part of our bodies; not something external to us. To learn about the acupuncture channels is to learn about ourselves.
The Power of Eccentric Exercise: Hamstring Injury Prevention and Rehab
For almost 20 years, I've worked with professional athletes who make a living by running really fast. It goes without saying that hamstring injury (HSI) prevention and rehabilitation is a big part of what they expect from a sports chiropractor.
Roots in the Community, Branches Far Beyond
The Jung Tao School of Classical Chinese Medicine (JTS) was founded in 1998 by Sean Christian Marshall in Sugar Grove, North Carolina, a small community near Boone in the state's westernmost mountains.
An Interview with Amanda Shayle
JW: Can you share with us some of your history and how you became an acupuncturist? What did you do prior to becoming an acupuncturist? Where did you go to school?
Business Lesson #1: Adapt or Else
My wife and I recently enjoyed an excellent meal at a restaurant recommended by some friends. We often have concerns about restaurant recommendations, as many have been disappointing.
How to Find and Fix TL Nerve Impingements
The thoracolumbar junction (TLJ) and the peripheral sensory nerves that exit from it are frequent, important and rarely recognized sources of lower back, pelvic and hip pain. Let's outline a clear exam protocol for diagnosing the problem.
Health and Wellness Partnership
Yo San University of Traditional Chinese Medicine and The Wellness Center at the LAC + USC Historic General Hospital recently joined forces to extend care to the residents of Boyle Heights area of Los Angeles.
Building Relationships and Referral Networks with Allopathic Practitioners
Dr. Doug, an orthopedist of 20 years, had heard stories from patients who tried acupuncture. While he was able to address many of their complaints effectively, some appeared to gain additional benefit when their care included TCM.
The Rest of the Patient Story
I've written previously about allowing a patient to tell you their story – about taking the time to listen and engage all the aspects of their case history, the injury in question, and the related issues.
Musculoskeletal Disorders Take Center Stage
Looking for the latest on the musculoskeletal pain epidemic and the increasing premium placed on preventive strategies including chiropractic? Check out The Impact of Musculoskeletal Disorders on Americans – Opportunities for Action.
News in Brief
A Moment of Silence for Dr. Stephen Press; New ACA President Elected; F4CP Offers New MemBership Benefit.
The IME System: A Current Public Health Risk and Solutions That Are Working
I strongly believe in the independent medical examination (IME) system. There are far too many doctors in every profession who are not following E&M protocols and never claim MMI (maximum medical improvement) has occurred for their patients, which has caused financial stress for many private and public carriers.
Asking Patients the Right Questions
When was the last time you asked a patient a question? Maybe 30 seconds ago? But, are you asking the right questions to elicit valuable and useful information? As a healthcare provider, you've likely spent hundreds of hours learning to ask the right questions to gather critical health information from your patients.
The Value of Melatonin in Breast Cancer Prevention and Adjunctive Treatment
Although melatonin (MLT) is best known for its sleep-aid properties and as a natural remedy to prevent jet lag, extensive experimental studies suggest it possesses anticancer activity through several biological mechanisms.
May, 2011, Vol. 11, Issue 05
Blogging 101 for Massage Therapists
By Michael Reynolds, CMT
If you ask any massage therapist what his or her most challenging aspect of running a massage practice is, chances are "marketing" would be at the top of the list. Marketing can be a daunting realm and it is sometimes difficult to understand how to effectively market a massage practice in the age of online communications and social media.
Social media includes networks like Facebook, LinkedIn, Twitter and YouTube. It also includes content marketing tools like blogging. Of all the tools that can help market your massage business, blogging is one of the most powerful.
So what is a blog? In simple terms, a blog is sort of like a column in a newspaper. It is a space online that is reserved for articles that you ideally post on a consistent schedule. There is more than one type of blog. Some people maintain personal blogs that discuss things like daily activities, cooking, and other hobbies. Another type of blog is the business blog, which is used to market and promote a business.
Massage therapists are uniquely positioned to use business blogging to promote their practices. The idea behind a business blog is that it contains valuable educational content that is relevant and helpful to the target audience of the business. While a personal blog might talk about general daily updates in a person's life, a business blog tends to provide useful tips and expert guidance.
So how does this help you market your massage practice? The concept of content marketing is explained by three ideas: relevance, visibility, and authority.
Relevance refers to how well-aligned your blog is with respect to your target market. Let's say you practice sports massage and your target market consists of runners. If you consistently post blogs that help runners perform better, then your content will be highly relevant to them. Stretching techniques, recovery tips, and even reviews on running products can also be relevant information that would interest runners.
Once you have the attention of some runners, what comes next? Visibility occurs when your blog is shared with other people. This sharing occurs when your content is valuable enough that people want to tell other people about it. Sometimes they will share it on Facebook, Twitter, or other networks, or they might simply email it to friends. For this reason, you'll want to make sure that your blog has sharing buttons on it that make it easy for people to post it to social networks. If they really like your content, they may even subscribe to it and get your blogs delivered via email. Blogging can also help you get discovered more easily on search engines, like Google. Though the specifics of this are beyond the scope of this article, many massage therapists enjoy a boost in Google rankings as a result of dedicated and consistent blogging.
Authority is the final piece of the equation and it is a powerful component of content marketing. When your target market perceives you as having authority, they are likely to buy from you and recommend you to others. Who do runners want to get a massage from? Most likely it is from the massage therapist who clearly understands the needs of a runner.
As you can see, blogging for relevance, visibility, and authority can position you as an expert which leads to referrals and repeat business.
There are many ways to set up a blog, but one of the easiest is to use a service called WordPress. Located at www.wordpress.com, this service allows you to create a free blog and start publishing right away. If you have a website for your massage practice, talk to your website services company and ask them about installing a professional blog on your website. If possible, it's much better to have your blog fully integrated into your website from both a branding and a search perspective.
In general, publishing a new blog once a week is a reasonable schedule to follow. If that level of frequency is a challenge, try every two weeks instead. Both Google and your readers will reward you with increased attention and trust if you are consistent and frequent with your publishing.
If writing is difficult for you, one thing that may help is to keep a notepad in your massage room and start writing down all the questions that your clients ask you. Each question has the potential to become a blog topic. For example:
These are all common questions that you might be asked in a massage session and would make great titles for blogs. Take advantage of your position as a trusted health and wellness practitioner and expand on those questions by writing blogs about these topics.
One of the most important things to remember when writing blogs is not to promote your business. This may seem counter-intuitive but it's an important idea in content marketing. Content that looks like a sales pitch will not get shared and will not gain subscribers. Content that teaches and educates will quickly gain a following.
Blogging is not easy and it can be time-consuming. Additionally, building a following does not happen overnight. It can take months of steady, consistent blogging to really gain momentum; but once you do, it can start to generate more leads for your massage practice than you may have thought possible.
Naturally, your blog should make it easy for your readers to contact you or book a massage, so be sure to include your phone number, email, and a link to your online scheduling system.
As a final piece of advice, I recommend blocking out time in your schedule at the same time every week to write your weekly blog. This will ensure that it becomes part of your routine.
In an hour a week, you can start building a powerful database of articles that can increase your authority as a health and wellness provider, help you reach new prospective clients, and improve your search engine visibility. If this sounds appealing to you, blogging may be worth a look as part of your marketing strategy.
Michael Reynolds is president/CEO of SpinWeb, a professional website design, development and online marketing firm. He has worked in marketing and technology since 1996 and serves on a number of non-profit and networking organization boards. Michael regularly publishes articles, blogs, and e-books that teach his readers how to do business and communicate using digital tools. He also speaks at industry events around the country, including the Web 2.0 Expo, CMS Expo and Blog Indiana. Michael is a certified massage therapist in Indiana and has worked professionally in spas and clinics, as well as served on state and national AMTA committees and boards. He may be contacted via his speaking site at www.michaelreynolds.com or via SpinWeb's website at www.spinweb.net.
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