resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Vaccines and Chiropractic: Evidence-Based Medicine or Medical Dogma?
Right or wrong, the chiropractic profession has historically been against vaccinations. However, a growing trend within the profession is seeking to reverse this position.
The Kidney Official
The Kidney is known as the Official Who Controls the Waterways. In Western medical terms, a major function of the Kidneys is to filter the blood. Every day, a person's kidneys process about 200 liters of blood to sift out about two liters of waste and excess water.
Remembering Clarence Gonstead and 50 Years of the Gonstead Clinic
Dr. Clarence Selmer Gonstead (1898-1978) took chiropractic practice from back-alley bone setting to an understandable biomechanical science. His life was dedicated to clinical competency.
The Science of Stretching
In 1986, Rob DeCastella set a course record by running the Boston Marathon in 2:07:51, just 39 seconds off the world record.
Healing With Hope
Ella is a Gulf War veteran and a survivor of military sexual trauma. Like hundreds of veterans, Ella was on 11 different medications for depression, anxiety, insomnia, irritable bowel syndrome and chronic pain.
Hazards in the Environment Making Your Patients Sick
Working both separately and together, Western and Chinese medicine have many successes in the treatment of the myriad diseases that afflict human beings in modern times.
The Acupuncture Success Express
Time is passing very quickly these days. We are atoms half the way through the year of the horse. You could call it "horse racing season" for this profession. Perhaps it is time for reinvention during this time.
Inside Liver Failure, Cirrhosis and Cancer
The Liver belongs to Wood in Five Element Theory and is in charge of Dispersing and Expanding which means all the processing and detoxifying of harmful substances such as medications and chemicals require the efforts of the Liver.
Curbing Label Overwhelm
For the average consumer, reading a food package can be overwhelming: natural, organic, non-GMO, gluten free, free range ... you get the picture.
Best Practices for Website Success
If one asked 10 years ago whether a website was relevant I was the first to suggest no. Yet as the world moves increasingly towards electronic information there is a dire need to have a website for your practice. Your website is actually your electronic calling card.
Immunizations by Colorado DCs: Really?
You probably didn't hear about it, but back on Nov. 21, 2013, the Board of Directors of the Colorado Chiropractic Association (CCA) adopted "immunization authority" for Colorado DCs as its No. 2 legislative goal.
Knee Pain From the Kinetic Chain
As practitioners of manual medicine, chiropractors often treat patients suffering from knee pain.
Coding for the Subluxation: ICD-9 vs. ICD-10
When I attended chiropractic school, I was taught that chiropractors approach health care differently than the traditional medical establishment.
Why You Should Include the Single-Leg Stance Test in Every Patient Assessment
The single-leg stance (SLS) test, also known as the single-limb stance test, unipedal stance test or one-legged stance / balance test, is often used in the geriatric population to assess static postural and balance control.
Are You a Bad Chiropractic Patient?
My father was a great DC. In fact, as you might expect, he was the doctor of chiropractic I measured all other doctors against. Sadly, he died at age 61 when I was in my early 30s.
Physical Exam 101: The Hands
I am sure you are familiar with the old adage: "When the only tool in your toolbox is a hammer, everything starts to look like a nail."
Medical Qigong for the Heart: Part II
Chinese Medicine is rich in commentary regarding the emotions and how they affect our qi.
Deciphering The New CMS 1500 Claim Form
Q: I am confused on using the new 1500 form, particularly Block 14 and Block 15. What is required and how do I properly fill these out? And do I actually have to use this new form or may I continue using the old version?
Spotlight on Acupuncture Research at IRCIMH
Acupuncture and Traditional Chinese Medicine were well-represented at the International Research Congress on Integrative Medicine and Health (IRCIMH)- 2014 which took place in Miami from May 13–16.
By the Numbers: 3 Common Financial Mistakes With Major Consequences
Warren Buffett is on record for sharing the hidden art of becoming wealthy and making it simple enough for anyone to grasp.
Fibromyalgia: Put the Pain in Its Place
While some fibromyalgia patients respond favorably to regular chiropractic care, others experience minimal relief. Unfortunately, many of these patients must rely on pharmacological management to relieve their constant pain.
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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