resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
The Dietary Supplement Research Dilemma
I do not care what the truth is, one way or another; I just want to know it. And when it comes to dietary supplements, the truth can be hard to find for a number of reasons.
A Reality Check – and a Chance to Educate
Imagine working in the public relations department of nutrition retailer General Nutrition Corporation (GNC) and reading the The New York Times announce...
Impacting Chiropractic's Future With Technology
When it comes to electronic health records (EHR), Robert Moberg and Dr. Steven Kraus are two of the leading industry experts on the topic.
Treating Beyond Pain
More often than not, when a patient presents to the office, it is for a pain complaint. Headache, neck pain, low back pain, sciatica, carpal tunnel... The pain is often the focus of the patient's mindset, and they don't often have any thought of what comes after the pain.
Interpersonal Skills 101: Enhancing the Value of Our Patient Interactions
Recently, I read an interesting article in our local newspaper titled "The Value of Human Interaction." The article presented comments from a senior editor for Fortune magazine who discussed "Civility in the Business World."
B Vitamins Improve Memory, Prevent Brain Atrophy
The 2010 OPTIMA study showed that the accelerated rate of brain atrophy in elderly with mild cognitive impairment could be slowed via supplementation with homocysteine-lowering B vitamins, which included folic acid, vitamin B12 and vitamin B6.
Will You Be an Amplifer or a Mute?
These times are changing, and changing quickly. There have been many challenges to this profession throughout the past few years. The challenge is to talk, then talk and talk some more about this medicine.
Synergy Doesn't Happen in Silos: Acupuncture in Hospitals and Other Healthcare Settings
As acupuncture and traditional East Asian medicine continue to intersect and integrate with biomedical approaches, the conversation about integration expands and becomes richer.
There Really is No Room for Sexism
Recently, Matteo* (a transgender male) approached me during a break in an advanced shiatsu class in Berlin where he was one of two men in a group of 20 women. "Pamela. Don't forget to remind the translator to include male endings."
Primary Spine Care: Addressing Concerns & Criticisms
The Dec. 1, 2013 issue of Dynamic Chiropractic included an article describing the implementation of a training program for primary spine practitioners (PSP) within a metropolitan region and supported by a large BC/BS plan.
Converting More Patients to Your Practice
In 2013 and 2014, the theme was "the money is in the list." This meant that if you had a big email list, you were really making some "cha-ching." Unfortunately, having thousands of emails doesn't equate to thousands of dollars in profit.
A Well-Kept Secret: 5 Element Acupuncture, Part II
Supervising acupuncture interns at a TCM college, it has always struck me how funny it is to hear the clinic manager tell the patients that the Five Element clinic specializes in treating emotions, as if patients with physical pain have no emotions!
Atypical Femoral Fractures and Bisphosphonate Use: What to Watch For
Bisphosphonates (BP) are popular drugs, with more than 8 billion in sales in 2008; however, profits have declined as patents began expiring. Nonetheless, BP remain the most commonly prescribed drugs for patients at risk of osteoporotic fractures, with several million prescriptions written every year.
Expanding Access, Branch by Branch
The big news coming from Capitol Hill isn't merely the recent introduction of a pair of bills designed to expand chiropractic services in the Veterans Affairs and military health care systems; after all, similar legislation has made its way through Congress before, never reaching the Oval Office for presidential signature.
TCM Congress in Rothenburg is Largest in Western World
In the medieval town of Rothenburg, deep set within the Bavarian countryside in Southern Germany, the TCM Kongress Rothenburg each year draws around 1.200 participants from more than 40 different countries to attend the biggest TCM conference in the Western world.
Recreational Cannabis Use and TCM
Many people are drawn to cannabis for its effects physically, mentally and emotionally. Medically, cannabis has some legitimate uses, however the scope of this article is limited to the recreational use of cannabis.
The Need for a New Medical Model: A Challenge for Biopsychosocial and Ecopsychologica Medicine
Chinese medicine speaks of alignment between humans, heaven and earth. It is a complex view with a focus upon relationship. These are comprehensive ideas with no specific terms in contemporary medical practice.
Avoid Random Treatment of Trigger Points (Part 2)
We must acknowledge that the fascia, which surrounds literally everything in our bodies, including every muscle fiber, is more than just a covering.
The Way We Are Designed: A Conversation with Gil Hedley, PhD
I was first introduced to the work of Gil Hedley by Tom DiFerdinando. He gifted me Gil's DVD series.
Low Back Pain: Posture and Movement Analysis
When performing static and dynamic movement analysis of the lumbopelvic hip area, begin with standing visual posture analysis of the pelvis, and then perform lumbar range of motion and assess what you might see during normal versus abnormal lumbar flexion motion.
An Excerpt from TCM Case Studies: Pediatrics
This excerpt is reprinted with permission from Jamie Wu. TCM Case Studies: Pediatrics was released in 2014 by People's Medical Publishing House.
June, 2011, Vol. 11, Issue 06
Summer Fun is Marketing Time
By Jenn Sommermann, LCMT
This is a wonderful time of year for marketing and it is in your best interest to capitalize on it. Not only will it benefit you immediately but your efforts can have lingering effects into the next season and even next year.It is proven that people feel healthier and have more energy when the weather turns warmer and days are longer. Outdoor fun increases as we have more daylight hours to accomplish activities. In addition, people tend to eat healthier and find they shed some winter weight. Sun-kissed skin and bare feet replace long layers and shoes. Why not ride that health train and drum up some business?
In my own practice, I find my clients tend to take better care of themselves in the spring and summer months. It is a wonderful cycle to witness. Increased daylight leads to increased activity. Increased activity leads to weight loss. Weight loss leads to increased energy. Increased energy leads back to increased activity and so on and so on. Since my practice is full of these newly "fit" folks, it is easy for me to suggest increased frequency of massage sessions to them.
For example, if I see a client once a month, I suggest that during these months of increased activity, they come for an appointment every three weeks. Often, my clients are asking their bodies to perform a new activity or resume an activity they haven't done for six months. Things like bicycle riding, golfing, gardening and swimming (to name a few) all put extra strain on muscles that might not have been used for several months. Extra massage to alleviate the discomfort associated with the new activities makes sense. What I find is that clients tend to respond and like the new schedule and even after the summer months are over, they stick with it. On average, that means the client now comes to me an extra five times per year, totaling $500. If I see someone every 2 weeks, I recommend every 10 days or adding one extra session per month. That can mean as many as 10 extra sessions per year or $1000.
The clients you already see have an affinity for you and your work. They are easy clients to market to. For the sake of argument, I will assume you believe in the cumulative benefits of massage. It is in your client's best interest to receive massage, to be on a maintenance plan and stick to a consistent schedule of receiving it. That schedule and frequency varies from person to person, but I urge you to help the client find the happy balance. It is also in the client's best interest to receive "more" massage and that means increasing frequency. I call it Lifetime Value of the Client (LVC). Your marketing goal should always be to increase LVC. With a population that already is familiar with your work, likes you, reschedules and pays you, it is easier than finding new clients. Remember, it costs less and takes less effort to increase LVC, compared to going out and searching for new business.
I have a client who I used to see monthly. Last spring she took up a new sport and was experiencing discomfort as her body transitioned into the new things she was asking of it. She commented that the week before our massage appointment, her body ached and she longed for the appointment. She was able to go three weeks without pain and complaints but the last week in waiting was "torture." I suggested she not wait the full month and that we see each other BEFORE she experienced discomfort. It was as if a bolt of lightning struck! "Genius," she said. I have seen her every three weeks for the last year and she (for the most part) remains pain-free between appointments. Rocket science? I think not; just good marketing.
There are also more opportunities to drum up new business in the warmer months. People who hibernated all winter have come outside to play, shop, dine and enjoy the outdoors. Moods tend to be better and I find people more approachable this time of year. Venues like street fairs, outdoor concerts, kid's sporting events, festivals and flea markets provide a wonderful opportunity to meet new people and discuss your profession. Be ready with what to say and have business cards on hand. Remember, you have five seconds to attract someone's attention. What you say in that initial five seconds can make or break a professional relationship. I know this kind of marketing isn't everyone's cup of tea but if you have the personality or the drive, it can be extremely beneficial.
Suggesting increased frequency of massage or LVC is a win-win for everyone. Warmer months and increased activity lends itself to receiving more massage. Most clients just need the seed planted. After you read this, pick one client to try it on. Make the suggestion to increase frequency or add just one more massage to their current schedule. What's the worst that can happen? They might say no but they won't leave your practice over it. But maybe, just maybe, they say yes. And then... imagine the possibilities.
Click here for more information about Jenn Sommermann, LCMT.
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